Best WordPress Permalink Structure for SEO

7 External Linking Best Practices for SEO _ MediaOne Marketing Singapore

When it comes to optimizing your WordPress website for search engines, one crucial aspect that often gets overlooked is the permalink structure.

Permalinks, also known as URLs, play a significant role in determining your website’s search engine visibility and user experience.

In this blog post, we will delve into the best WordPress permalink structure for SEO and share tips to help you enhance your website’s ranking potential. So, let’s get started!

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Understanding Permalinks

Before we dive into the best practices, let’s briefly understand what permalinks are. In WordPress, permalinks are the permanent URLs assigned to your website’s individual pages, posts, and other content types.

They serve as the address that users and search engines use to navigate and locate specific content on your website.

Why Permalink Structure Matters for SEO

Choosing the right permalink structure is crucial for SEO. An optimized permalink structure can make your URLs more readable, user-friendly, and search engine-friendly.

A well-structured URL provides valuable information about the content of the page, which can positively impact your search engine rankings.

Additionally, it can improve user experience by making it easier for visitors to understand the context of the page they are on.

Now that we understand the significance of permalink structure let’s explore the best practices to optimize it for SEO.

Include Relevant Keywords

Including relevant keywords in your permalinks is an essential practice for SEO. By incorporating keywords that accurately describe your content, you can signal to search engines what your page is about.

This improves the chances of your page ranking higher in search results when users search for those specific keywords. However, be careful not to overstuff your URLs with keywords, as it can appear spammy and negatively affect your rankings.

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Use Hyphens as Word Separators

Dash (Hyphen) or Underscore in URLs: Which one to use and when? | Terminus Blog

When constructing permalinks, it’s best to use hyphens (-) as word separators. Hyphens are preferred over underscores (_) as they are more easily readable by both search engines and users.

Hyphens help search engines parse the words in your URLs correctly, improving the overall SEO performance.

Keep Permalinks Short and Descriptive

Short and descriptive permalinks are more effective in conveying the content of your page. They are easier to read and share, both for search engines and users.

Long and convoluted URLs not only look messy but can also negatively impact your SEO efforts. Ideally, aim for concise permalinks that accurately describe the content of your page.

Remove Stop Words

Stop words are commonly used words such as “and,” “the,” “of,” etc., which add little value to the meaning of a sentence. Including stop words in your permalinks can make them unnecessarily long and dilute the relevance of your keywords.

It’s best to remove stop words from your URLs, keeping them focused on the essential keywords that define your content.

Utilize Category and Post Name Structure

WordPress offers various permalink structure options, and the “category and post name” structure is often considered the most SEO-friendly. This structure includes the category name followed by the post name in the URL, providing a clear hierarchy of your content.

For example, if you have a blog post titled “Best SEO Practices” in the “WordPress” category, the URL would look like: This structure helps search engines understand the context of your content and can positively impact your rankings.

Avoid Changing Permalink Structure Frequently:

Once you have set up your permalink structure, it’s important to avoid changing it frequently. Changing permalinks can lead to broken links and negatively impact your website’s SEO.

When you modify the URL structure, search engines may struggle to index your new URLs, resulting in a drop in rankings and loss of organic traffic.

Therefore, it’s crucial to carefully plan your permalink structure from the beginning and stick with it for the long term.

Set Up Permalink Structure in WordPress

Setting up the permalink structure in WordPress is a straightforward process. Here’s how you can do it:

  • Login to your WordPress dashboard.
  • Go to “Settings” and click on “Permalinks.”
  • Select the permalink structure that aligns with your SEO goals.
  • Save the changes.
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WordPress provides several common options for permalink structures, such as “Plain,” “Day and name,” “Month and name,” “Numeric,” and “Post name.” Choose the structure that best suits your website’s content and overall SEO strategy.

Consider Using a Custom Permalink Structure

While the default permalink options in WordPress are generally sufficient, you might want to consider a custom permalink structure for more advanced SEO purposes. Custom structures allow you to create URLs that precisely match your content hierarchy and target specific keywords.

To set up a custom permalink structure, you can use placeholders such as %postname% or %category%/%postname%, which dynamically generate URLs based on the post or category names.

However, be cautious while using custom structures as they might require additional technical considerations, such as redirecting old URLs to the new ones.

Implement 301 Redirects for URL Changes

If you find the need to change your permalink structure or update URLs, it’s essential to implement 301 redirects. A 301 redirect is a permanent redirect that informs search engines that the content has moved to a new URL.

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By setting up 301 redirects, you can preserve the SEO value of your old URLs and transfer it to the new ones.

This ensures that users and search engines are seamlessly directed to the updated URLs without encountering broken links or missing content.

Use Plugins to Enhance Permalink Functionality

Use Plugins to Enhance Permalink Functionality | MediaOne Marketing Singapore

WordPress offers a wide range of plugins that can help you further enhance your permalink structure and optimize your SEO efforts. Plugins like Yoast SEO, Rank Math, and All in One SEO Pack provide advanced permalink settings and options to customize URL structures for individual posts and pages.

These plugins also offer features such as generating XML sitemaps, managing canonical URLs, and analyzing keyword optimization, which can greatly benefit your overall SEO strategy.

Monitor and Update Permalinks Regularly

Once you have set up your permalink structure and implemented the necessary optimizations, it’s crucial to monitor and update your permalinks regularly.

As your website evolves and new content is added, you may need to make adjustments to your URLs to ensure they remain relevant and aligned with your SEO goals.

Regularly reviewing your permalinks and making necessary updates can help you maintain a clean and optimized URL structure.

Consider Localization and Multilingual SEO

If your website caters to a global audience or operates in multiple languages, it’s important to consider localization and multilingual SEO when it comes to your permalink structure.

Depending on your target audience, you may need to incorporate language codes or country-specific information in your URLs.

This can help search engines identify the appropriate language or regional version of your content and deliver it to the relevant users, improving your website’s visibility in specific geographic regions.

Avoid Using Dates in Permalinks

Avoid Using Dates in Permalinks | MediaOne Marketing Singapore

While including dates in your permalinks may seem like a good idea for certain types of content, such as news articles or event listings, it’s generally advisable to avoid using dates in permalinks for evergreen or timeless content.

Including dates in URLs can make them appear outdated over time and may affect their relevance in search engine rankings. However, for time-sensitive content, using dates in permalinks can be appropriate and help users quickly identify the recency of the information.

Leverage Canonical URLs

Canonical URLs play a crucial role in preventing duplicate content issues and consolidating SEO value. When different versions of a webpage exist, such as a post with multiple categories or tags, search engines may perceive it as duplicate content, which can harm your rankings.

By specifying the canonical URL in your permalink structure, you can indicate the preferred version of the page to search engines. This ensures that all SEO value is consolidated to a single URL, avoiding any negative impact on your rankings.

Optimize Permalinks for Social Sharing

In addition to optimizing permalinks for search engines, it’s essential to consider social sharing as well. When users share your content on social media platforms, they often rely on the URL to provide context and entice others to click.

By creating clean and descriptive permalinks, you can improve the visual appeal of shared links and encourage more clicks and engagement.

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Consider customizing the shared URL using plugins or manual adjustments to make it more visually appealing and descriptive.

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Perform Regular SEO Audits

To ensure your permalink structure and overall SEO strategy are effective, it’s important to perform regular SEO audits.

Audits help you identify any issues, such as broken links, outdated content, or URL structure problems, that may be impacting your website’s performance.

By regularly assessing and fine-tuning your permalink structure as part of the audit process, you can stay on top of SEO best practices and make necessary improvements to maintain or improve your search engine rankings.

Utilize Structured Data in Permalinks

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Structured data, also known as schema markup, is a way to provide additional context and information about your content to search engines. By incorporating structured data in your permalinks, you can enhance the visibility and appearance of your search engine results.

Structured data helps search engines understand the type of content you’re offering, which can lead to improved click-through rates and better user engagement.

Consider implementing structured data markup, such as article or blog post schema, within your permalink structure to make your URLs more informative and enticing in search results.

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Optimize Permalinks for Voice Search

With the increasing popularity of voice search, it’s essential to optimize your permalinks to cater to this trend. Voice search queries are often longer and more conversational than traditional text-based searches.

To align with voice search optimization, consider incorporating long-tail keywords and natural language phrases into your permalinks.

This can help your content appear in voice search results and improve your chances of attracting voice-based traffic to your website.

Utilize SEO-Friendly URL Redirects

Redirects play a crucial role when it comes to managing URL changes, website migrations, or restructuring.

While implementing 301 redirects is essential for preserving SEO value and ensuring a smooth user experience, it’s equally important to make sure those redirects are SEO-friendly. SEO-friendly redirects pass on the SEO value of the old URL to the new URL, ensuring that search engines understand the relationship between the two.

When implementing redirects, make sure to use proper HTTP status codes, avoid redirect chains, and update internal links to point to the new URLs. This will help maintain your website’s SEO rankings and prevent any loss of organic traffic.

Test and Monitor Permalink Performance

Test and Monitor Permalink Performance | MediaOne Marketing Singapore

Once you have implemented your optimized permalink structure, it’s crucial to regularly test and monitor its performance. Analyze the impact of your permalink optimizations on search engine rankings, organic traffic, and user engagement metrics.

Use tools like Google Analytics and Google Search Console to gain insights into the performance of your URLs. Monitor changes in rankings, click-through rates, and user behavior to identify any areas for improvement or potential issues.

By continuously testing and monitoring your permalink performance, you can make data-driven decisions to refine your SEO strategy and maximize the effectiveness of your URLs.


Optimizing your WordPress permalink structure for SEO is a continuous process that requires attention to detail, regular monitoring, and adaptation to industry trends.

By implementing the best practices mentioned in this blog post, such as leveraging structured data, optimizing for voice search, utilizing SEO-friendly redirects, and testing permalink performance, you can enhance your website’s visibility, attract organic traffic, and provide a better user experience.

Remember to stay up to date with SEO trends and algorithm changes, as search engines continually evolve their requirements for optimal URL structures.

By keeping your permalinks aligned with the latest SEO practices, you can ensure that your WordPress website remains competitive in search engine rankings and attracts the right audience to your valuable content.

Optimizing your permalink structure is just one aspect of a comprehensive SEO strategy, so make sure to combine it with other on-page and off-page optimization techniques for the best results.

With consistent effort and attention to SEO best practices, your WordPress website can achieve higher rankings, increased organic traffic, and better overall visibility in search engine results.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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