One of the most crucial aspects of optimizing a website for search engines is the permalink structure. A permalink, or permanent link, is a URL that remains constant over time and directs users to your pages and posts. However, the default permalink structure provided by WordPress is not SEO-friendly. Many beginner bloggers fail to optimize their WordPress permalinks for SEO because they overlook this important step. In this comprehensive guide, we will explore the best permalink structure for SEO optimization and discuss other suggested permalink structures that should be avoided.
Understanding the Importance of Permalinks in SEO
An essential on-page SEO factor is including relevant keywords in your post URL or permalink. The default WordPress permalink structure is not SEO-friendly, which means that if you start blogging without making a change to the default permalinks, you will be hindering your site’s SEO potential. In a previous guide about essential WordPress settings, I highlighted the significance of changing the permalink structure when setting up a new blog. To customize your permalink settings, navigate to WordPress dashboard > Settings > Permalink.
Recommended Permalink Structures
There are several suggested permalink structures, but my favorite and highly recommended option for a WordPress blog is using the Post Name structure. Post name permalinks are concise, clean, and do not contain any unnecessary elements that might impact your on-page SEO. Some bloggers suggest including the category in the permalink, which is acceptable as long as the category name is short, relevant, and you do not assign multiple categories to a post. However, I am not a proponent of using the category in the permalink structure due to the possibility of duplicating content on your WordPress blog, depending on your indexing settings.
Another permalink structure to avoid is incorporating dates in your URL. This restricts your ability to republish posts at a later date. While the permalink remains the same, republished posts will still carry the old date in the URL, creating confusion for readers. If you run a news-based site focused on current affairs, Bollywood or Hollywood news, technology news, etc., it is necessary to include a three-digit unique ID in your permalink, as required by Google News submission guidelines.
The SEO Benefits of a Simple Permalink Structure
Matt Cutts, a Google engineer, recently changed his WordPress blog’s permalink structure to domain.com/post-name. Although he did not directly mention the SEO benefits of using a simple permalink structure, he emphasized the advantage of keeping things simple, which can potentially improve your site’s friendliness to both users and search engines.
Considerations for Changing Permalink Structure
Changing the permalink structure of an existing site can impact traffic, as I experienced firsthand. If you have a large website, it is advisable to avoid changing permalinks unless it is absolutely necessary. If you do decide to make changes, ensure proper 301 redirection is implemented. For a detailed discussion and insights on changing permalink structure for an existing site, refer to this guide.
The Debate: www vs. non-www in the URL
Another crucial debate surrounding permalinks is whether to use “www” or “non-www” in your domain’s URL. While I used to prefer the “www” version in my permalinks, there is a growing trend towards shorter and simpler URLs, leading me to favor using the non-www version. This optimization choice not only provides more space in the permalink but also helps avoid WordPress duplicate content issues. Remember to set your preferred domain in Google Webmaster Tools to ensure consistent indexing.
Optimizing Permalinks for SEO Success
Moving forward, always prioritize using an SEO-friendly WordPress permalink structure when setting up a new blog. Excluding unnecessary elements from your permalinks and incorporating relevant keywords improves your site’s chances of ranking higher in search engine results.
