The Ultimate WordPress SEO Checklist: Essential Tips for Marketers

Optimization is key for WordPress success. If you want your website to appear in search results when potential customers are seeking your products or services, you need to implement search engine optimization (SEO) best practices, publish relevant, high-quality content, and establish a link-building strategy based on your industry’s competitiveness. 

The following checklist provides a general overview of the different tasks to complete. While I’ve presented them consecutively, you can complete many at the same time.

1. Set Up Hosting and Configure WordPress

Choose a Reliable Hosting Provider

Your hosting provider plays a significant role in your site’s SEO performance. They can have an impact on:

• Speed. Fast loading times are crucial for both user experience and search engine rankings. Look for hosts that offer solid-state drives (SSDs) and content delivery networks (CDNs).
• Uptime. Search engines favor sites that are consistently accessible. Aim for hosts with a guaranteed uptime of at least 99.9%.
• Security. Robust security measures protect your site from attacks that could harm your SEO. Choose hosts with regular backups and malware scanning.
• WordPress Optimization. Some hosts offer WordPress-specific features like automatic updates and caching, which can boost performance.

You can also opt for Managed WordPress Hosting to have an experienced partner tackle some of the items on this list (like running regular backups and keeping your plug-ins up-to-date) for you.

Responsibility: When selecting a host, consult with both your web team and SEO team. The web team can evaluate technical specifications, while the SEO team can provide insights on how different hosting features might impact search rankings.

Recommended Reading 

• The Benefits of Managed WordPress Hosting

Enable HTTPS By Installing an SSL Certificate

HTTPS is no longer optional; it’s a necessity for SEO and user trust. To implement it:

1. Obtain an SSL Certificate. Many hosts offer free certificates through Let’s Encrypt. If not, purchase one from a trusted provider.
2. Install the Certificate. Most hosts provide easy installation through the control panel. If you’re unsure, ask your host for guidance.
3. Update WordPress Settings. Go to Settings > General and update your WordPress and Site Address URLs to start with “https://”.
4. Set Up Redirects. Ensure all “http://” URLs redirect to their “https://” equivalents to avoid duplicate content issues.

HTTPS improves security, and it’s a ranking factor for Google. It’s a win-win for both users and SEO.

Responsibility: Web team

Recommended Reading 

• The Importance of HTTPS

2. Install and Configure  Essential Plugins

SEO Plugins

SEO plugins are powerful tools that help you optimize your content and provide valuable insights into your site’s search engine performance. They typically offer features like on-page optimization suggestions, XML sitemap generation, and meta tag customization.

Popular SEO plugins include Yoast SEO, known for its comprehensive on-page optimization tools; Rank Math, which offers a user-friendly interface and advanced features; and All in One SEO Pack, a robust option with a wide range of SEO tools.

To set up your chosen SEO plugin:

1. Install the plugin from the WordPress repository.
2. Activate the plugin.
3. Run through the setup wizard (if available).
4. Configure basic settings like site title, meta description, and XML sitemap.
5. Enable advanced features as needed (e.g., schema markup, social media integration).

Responsibility: SEO team (plugin selection) and web team (configuration)

Recommended Reading

• Best WordPress SEO Plugins To Boost Your Rankings

Security Plugins

Security is a critical aspect of SEO that’s often overlooked. Search engines prefer secure websites, and security breaches can severely impact your rankings. Security plugins help prevent hacking attempts, protect against malware, maintain site uptime, and avoid Google blacklisting.

Consider using one of these WordPress security plugins:

• Wordfence: Offers firewall and malware scanning.
• Sucuri: Provides website security and malware removal.
• iThemes Security: Offers a range of security features for WordPress.

To implement a security plugin:

1. Choose a plugin based on your specific security needs.
2. Install and activate the plugin.
3. Run an initial security scan.
4. Configure security settings as recommended by the plugin.

Responsibility: Web team (plugin installation and maintenance)

Performance Plugins

Performance plugins enhance your site speed, which is crucial for both user experience and SEO. They typically focus on the following:

• Caching: Storing static versions of your pages
• Minification: Reducing the size of your HTML, CSS, and JavaScript files
• Image optimization: Compressing images without significant quality loss

WP Rocket is a popular premium all-in-one caching and optimization plugin. I also recommend Perfmatters, Autoptimize, and NitroPack.

To set up a performance plugin:

1. Install and activate your chosen plugin.
2. Enable basic caching features.
3. Configure minification settings (be cautious as this can sometimes break site functionality).
4. Set up image optimization if available.
5. Test your site thoroughly after each change.

Responsibility: Web team (performance optimization) with input from the SEO team (SEO impact)

While plugins can significantly improve your site’s SEO, it’s important not to overload your site with too many plugins, as this can negatively impact performance. Choose plugins carefully and regularly review their performance and necessity.

3. Conduct Comprehensive Keyword Research

Keyword research is the cornerstone of any successful SEO strategy. It helps you understand what your target audience is searching for and how to align your content with their needs. It can also help inform your website architecture by highlighting critical pillar pages your site needs to compete effectively.

Use Keyword Research Tools

Keyword research tools are invaluable for uncovering insights about search trends, keyword difficulty, and potential traffic. While there are many tools available, we’ll focus on two popular options: Ahrefs and Semrush.

Getting Started With Ahrefs

1. Keyword Explorer: Start by entering a seed keyword related to your business. For example, if you run a fitness blog, you might start with “workout routine.”
2. Keyword Ideas: Ahrefs will generate a list of related keywords. Pay attention to:
   • Search volume: How many monthly searches the keyword gets.
   • Keyword Difficulty (KD): How hard it would be to rank for this keyword.
   • Clicks: How many clicks the keyword generates in search results.
3. Questions: Look at the “Questions” tab to find question-based keywords. These are great for creating FAQ pages or blog posts.
4. Having Same Terms: This shows keywords containing all the terms in your seed keyword, but in any order. It’s useful for finding long-tail variations.
5. Parent Topic: This feature shows you broader topics related to your keyword, which can be useful for identifying potential pillar pages.

Getting Started With Semrush

1. Keyword Magic Tool: Enter your seed keyword to get a comprehensive list of related keywords.
2. Keyword Overview: This provides a snapshot of the keyword’s performance, including:
   • Volume trends over time
   • Keyword variations
   • Questions containing the keyword
   • Related keywords
3. Keyword Gap: Compare your domain with competitors to find keywords they’re ranking for that you’re missing.
4. Topic Research: This tool helps you find related subtopics and questions, which can be useful for content planning and identifying potential site sections.

Advanced Keyword Research Techniques

1. Analyze Search Intent: Both tools provide search engine results page (SERP) analysis features. Use these to understand what type of content Google considers relevant for each keyword.
2. Find Keyword Clusters: Group related keywords together. These clusters can inform your site’s structure and content strategy.
3. Identify Seasonal Trends: Use the tools’ historical data to identify seasonal fluctuations in search volume. This can help you plan your content calendar.
4. Local SEO: If you’re targeting local markets, use location-based modifiers in your keyword research. Both tools allow you to filter results by location.
5. Competitor Content Gap Analysis: Use these tools to find high-performing content from your competitors that you haven’t covered yet.

The goal of using these tools extends beyond finding keywords. Use them to understand your audience’s needs and search behavior. This information should guide both your site structure and your content creation.

Responsibility: SEO team 

Recommended Reading

• SEO Keyword Research: How To Find and Target the Right Terms
• Best Keyword Research Tools for SEO Success
• How To Build Keyword Themes for a More Robust SEO Strategy
• Everything You Need To Know About Search Intent Optimization
• Mastering Micro Search Intent for SEO: A Deep Dive into User Behavior
• How To Do Local Keyword Research & Improve Brand Visibility

Select Relevant Keywords

Once you’ve gathered data from your keyword research tools, the next step is to select the most relevant keywords for your niche. In addition to search volume, consider search intent and commercial viability as well.

Search intent refers to the purpose behind a user’s search query. There are five main types of search intent:

1. Informational: Users looking for information (“how to bake a cake”).
2. Navigational: Users searching for a specific website (“Facebook login”).
3. Commercial: Users researching before making a purchase (“best running shoes”).
4. Transactional: Users ready to make a purchase (“buy Nike Air Zoom”).
5. Local: Users searching for products, services, or information in a specific geographic area (“pizza delivery near me”).

Local search intent is particularly important for businesses with physical locations or those serving specific geographic areas. It often combines elements of informational, commercial, and transactional intents but focuses on local results.

When selecting keywords, it’s crucial to align them with your content, business goals, and the various stages of the customer journey. While different types of websites may emphasize certain types of keywords, a comprehensive SEO strategy typically involves targeting a mix of search intents. Here’s a more nuanced approach:

1. Ecommerce sites:
   • Prioritize transactional keywords for product pages (“buy blue running shoes”).
   • Target commercial investigation keywords for category pages (“best running shoes for marathons”).
   • Include informational keywords for blog posts and guides (“how to choose running shoes”).
   • Don’t neglect navigational keywords for brand and product searches.
2. Local businesses:
   • Focus on keywords with local intent (“dentist in [city name]”).
   • Include transactional keywords for services (“book teeth cleaning appointment”).
   • Target informational keywords related to your services (“signs you need a root canal”).
   • Consider commercial investigation keywords (“best dentists in [city name]”).
3. Informational sites (e.g., news sites, educational platforms):
   • Concentrate on informational keywords (“causes of climate change”).
   • Include navigational keywords for branded searches.
   • Consider commercial investigation keywords for monetized content (“best online courses for data science”).
   • Target question-based keywords for FAQ pages and detailed guides.
4. SaaS (software as a service) companies:
   • Focus on commercial investigation keywords (“best project management software”).
   • Include transactional keywords for signing up or trials (“get started with [product name]”).
   • Target informational keywords related to problems your software solves (“how to improve team productivity”).
   • Don’t forget navigational keywords for brand and product searches.
5. Blogs and content-focused sites:
   • Prioritize informational keywords (“tips for urban gardening”).
   • Include commercial investigation keywords for product reviews or affiliate content.
   • Consider long-tail question keywords for in-depth articles.
   • Target navigational keywords for popular content series or authors.

The key is to create a balanced keyword strategy that covers the entire customer journey, from awareness (often informational) to consideration (often commercial investigation) to decision (often transactional). Even if your site primarily serves one purpose, incorporating a mix of keyword types can help you capture a wider audience and guide them through your conversion funnel.

To select the most relevant keywords:

1. Align keywords with your content topics and themes.
2. Consider the user’s stage in the buying journey.
3. Balance search volume with keyword difficulty.
4. Analyze the current top-ranking content for your target keywords.
5. For local businesses, prioritize keywords with local intent.

Different types of search intent may require different content formats or page types. For example, you might best target local intent searches with location pages or Google My Business optimization, while informational queries might require in-depth blog posts or guides.

Responsibility: SEO team (keyword selection) with input from the content marketing team (content alignment)

Analyze Competitors

Competitor analysis is a crucial part of keyword research. By understanding what keywords your competitors are targeting and how they’re performing, you can identify gaps and opportunities in your own strategy.

Start by identifying your main competitors. These might be businesses offering similar products or services or websites ranking for your target keywords. Use tools like Semrush or Ahrefs to analyze their keyword profiles.

When analyzing competitor keywords, look for:

• High-performing keywords that you’re not currently targeting.
• Keywords where competitors have weak content. These present opportunities for you to create better resources.
• Content gaps where you can provide unique value.

Don’t focus solely on keywords; analyze the content itself. What topics are your competitors covering? How in-depth is their content? Are there any angles they’ve missed that you could address?

The goal isn’t to copy your competitors but to understand the landscape and find opportunities to differentiate yourself and provide unique value to your audience.

Responsibility: SEO team (Analyzing competitors and identifying opportunities)

Recommended Reading

• How To Run an SEO Competitor Analysis

4. Plan and Implement Website Architecture

A well-planned website architecture is crucial for both user experience and SEO. It helps search engines understand your site’s content structure and makes it easier for users to navigate. 

Website Architecture

The foundation of good SEO lies in a clear, logical site structure, creating a hierarchy that search engines can understand and index effectively.

Here are some key principles for effective website architecture:

1. Keep it simple and scalable.
2. Aim for a flat structure (minimize the number of clicks to reach any page).
3. Use descriptive, keyword-rich URLs.
4. Implement clear navigation menus.
5. Create a logical internal linking structure.

Categories and tags play crucial roles in organizing your content, especially for blogs or large websites. Here’s how to use them effectively:

Categories:

• Use broad topics that reflect your main content areas.
• Limit the number of main categories (aim for 5-10).
• Assign each post to at least one category.

Tags:

• Use more specific terms related to the content.
• Don’t overuse tags; stick to the most relevant ones.
• Consider using tags to link related content across categories.

Both categories and tags create archive pages, which can be valuable for SEO if properly optimized.

Responsibility: Web team (site structure planning) in collaboration with the SEO team (SEO impact and category/tag strategy)

Recommended Reading

• Website Architecture SEO

Configure an SEO-Friendly URL Structure in Permalink Settings

Your URL structure can significantly impact your SEO. Follow these best practices:

1. Avoid using dates in URLs unless absolutely necessary, as they can make your content seem outdated.
2. Keep URLs short and descriptive: Aim for three to five words that accurately describe the page content.
3. Use hyphens (-) to separate words in URLs, not underscores or spaces.

To edit your permalink settings: 

1. Navigate to Settings > Permalinks in your WordPress dashboard.
2. Choose your desired permalink structure or create a custom structure. Choosing “Post Name” creates URLs that include your post titles, which is ideal for SEO.
3. Hit “Save changes.”

Example of a good SEO-friendly URL:

https://www.yoursite.com/seo-friendly-urls-guide

By implementing these settings, you’re helping both users and search engines understand your content structure more easily.

Responsibility: Your web team will handle the technical implementation of these steps, but it’s crucial to involve your SEO team in the decision-making process. Their insights can help optimize every aspect of your setup for search engines from the start.

Recommended Reading 

• SEO-Friendly URLs

Subdomains vs. Subdirectories

The choice between subdomains and subdirectories can have significant SEO implications. Here’s a breakdown of each:

Subdirectories (e.g., www.example.com/blog/) are sections of your website that exist under the main domain. They’re typically easier to set up and manage and often perform better in search results. This is because subdirectories help build authority for the main domain, as all content is consolidated under one roof. However, they offer less separation between different sections of your site, which might be a drawback if you’re looking to distinctly brand various parts of your website.

Subdomains (e.g., blog.example.com), on the other hand, are treated as separate entities by search engines. They allow for distinct branding of different sections and can be useful for completely separate content, such as a support portal (support.example.com). Subdomains also give you more control over server settings for each section. However, they may dilute your SEO efforts as search engines often treat them as separate sites. They can also be more complex to set up and manage.

When deciding between subdomains and subdirectories, consider your specific needs.

Opt for subdirectories when:

• Your content is closely related.
• Building authority for a single domain is crucial.
• You’re managing a small to medium-sized website.

Ultimately, the choice depends on your specific needs and goals. Consult with your SEO team to determine the best approach for your site.

Responsibility: Web team (technical setup) in consultation with the SEO team (SEO implications)

Recommended Reading

• Does Google Index Subdomains?
• Subdomain vs Subdirectory: Which Is Better for SEO?

5. Optimize On-Page SEO Elements

On-page SEO is the practice of optimizing individual web pages to rank higher and earn more relevant traffic in search engines. It involves both the content and HTML source code of the page that you’re optimizing. 

Optimizing Content

Creating SEO-friendly content requires providing value to your readers while signaling relevance to search engines. Here are some best practices:

• Write comprehensive, in-depth content that thoroughly covers the topic.
• Use your target keywords naturally throughout the content.
• Include related keywords and synonyms to demonstrate topical relevance.
• Structure your content with clear headings and subheadings.
• Use bullet points, numbered lists, and short paragraphs to improve readability.
• Include relevant internal and external links.

Responsibility: Content marketing team (content creation) with guidance from the SEO team (SEO best practices)

Recommended Reading

• Go-To SEO Content Checklist To Improve Rankings
• How To Optimize Existing Content With SEO Best Practices

Title Tags and Meta Descriptions

Title tags and meta descriptions are crucial for on-page SEO as they appear in search engine results pages (SERPs) and influence click-through rates.

To craft effective title tags:

• Include your target keyword near the beginning.
• Keep it under 60 characters to avoid truncation in SERPs.
• Make it compelling and relevant to the page content.
• Include your brand name if possible.

To write compelling meta descriptions:

• Summarize the page content accurately.
• Include your target keyword naturally.
• Keep it between 150 and 160 characters.
• Include a call to action to encourage clicks.

Responsibility: SEO team (optimization) with support from the content marketing team (crafting descriptions)

Recommended Reading

• SEO Title Tags: How To Write the Best Page Titles
• Meta Descriptions: How To Write & Optimize Them for Search

Header Tags

Header tags (H1, H2, H3, etc.) help structure your content and signal its hierarchy to both users and search engines. Use these tips to optimize your tags:

• Use only one H1 tag per page, typically for the main title.
• Use H2 tags for main sections and H3 tags for subsections.
• Include keywords in headers naturally, especially in H1 and H2 tags.
• Ensure headers accurately describe the content that follows.

Responsibility: Content marketing team (proper use of H1, H2, and H3 tags)

Recommended Reading

• H1 Tag SEO: How To Optimize Your Headers for Search

Image Optimization

Proper image optimization can improve page load times, provide context to search engines, and ensure that all users, including those using assistive technologies, can understand your content.

Here are the key aspects of image optimization and tips for each:

1. File Names:
   • Use descriptive, keyword-rich file names.
   • Separate words with hyphens (e.g., “blue-running-shoes.jpg”).
   • Keep file names concise but informative.
2. Alt Text:
   • Always include alt text for images.
   • Describe the image accurately and concisely.
   • Include relevant keywords naturally, if appropriate.
   • Avoid keyword stuffing in alt text; prioritize accurate description.
3. Image Compression:
   • Compress images to reduce file size without significantly impacting quality.
   • Use appropriate file formats (JPEG for photographs, PNG for images with transparency).
   • Consider using next-gen formats like WebP for further optimization.
   • Aim for a balance between image quality and file size.
   • I recommend Imagify and ShortPixel.
4. Responsive Images:
   • Use responsive image techniques to serve appropriately sized images for different devices.
   • Implement srcset and sizes attributes to provide multiple image options.
   • Consider using lazy loading for images below the fold to improve initial page load times. (Note: You want images above the fold to load as quickly as possible or your LCP will suffer in CWV.)
5. Captions and Surrounding Text:
   • Use captions where appropriate to provide additional context.
   • Ensure the text around the image is relevant and descriptive.
6. Schema Markup:
   • Use appropriate schema markup for images when relevant (e.g., product images, recipe images).
7. Image Sitemaps:
   • If your site is image-heavy, consider creating an image sitemap to help search engines discover and index your images.

By considering both search engines and human users (including those with disabilities) in your image optimization strategy, you can improve your site’s overall performance and accessibility.

Responsibility: Web team (technical optimization) in collaboration with the content marketing team (alt text and captions) and the SEO team (keyword alignment and schema markup)

Recommended Reading

• Alt Text: Why It’s Important & Best Practices To Improve Your SEO
• What Is Schema Markup & Why Does It Matter for SEO?

Content Readability

Readable content keeps users engaged, which can indirectly improve SEO by increasing time on page and reducing bounce rates.

To improve readability:

• Use short paragraphs (three to four sentences max).
• Employ bullet points and numbered lists for easy scanning.
• Use subheadings to break up long sections of text.
• Write in a conversational tone.
• Use transition words to improve flow.
• Aim for a readability score appropriate for your audience (e.g., Flesch-Kincaid).

Responsibility: Content marketing team (improving readability)

Recommended Reading

• How To Format a Blog Post for Maximum Readability and SEO Impact
• Does Flesch Kincaid Readability Matter for Website Rankings?

Internal Linking Structure

A well-planned internal linking structure helps distribute page authority and link equity throughout your site and guides users to related content.

• Link to relevant internal pages using descriptive anchor text.
• Prioritize linking to important pages from your homepage and top-level pages.
• Use a logical, hierarchical structure for your links.
• Update old content with links to newer, related content.
• Consider using a related posts plugin for blogs.

Responsibility: SEO team (internal linking strategy) with input from the content marketing team (implementation)

Recommended Reading

• Internal Linking: A Guide to SEO Best Practices

Multimedia Optimization

Video and audio content can significantly enhance user engagement, but you should also optimize them for SEO. 

• Use descriptive titles and file names for multimedia content.
• Provide transcripts for audio content and closed captions for videos.
• Create a video sitemap if you have a lot of video content.
• Implement schema markup for videos to enable rich snippets in search results.

Responsibility: Web team (technical optimization) and SEO team (schema markup)

Recommended Reading

• Your Go-To Guide for Video SEO Optimization
• Podcast SEO: The Complete Guide To Ranking Higher in Search Results

By optimizing these on-page elements, you can significantly improve your WordPress site’s visibility in search results and provide a better experience for your users. On-page SEO is an ongoing process. Regularly review and update your content to ensure it remains optimized and valuable to your audience.

6. Technical SEO Enhancements

Technical SEO lays the groundwork for your WordPress site’s success by making sure search engines can crawl and index your content efficiently while offering users a seamless experience. 

Optimizing Site Speed

Site speed is a crucial ranking factor and directly impacts user experience. A slow-loading website can frustrate visitors, increase bounce rates, and harm your rankings.

To improve monitor and site speed:

• Use Google PageSpeed Insights or GTmetrix to analyze load times and pinpoint issues.
• Monitor Google Search Console to look at Core Web Vitals to see how actual users are experiencing the site.
• Compress images using plugins like Smush or ShortPixel.
• Enable browser caching and use a content delivery network (CDN) like Cloudflare to serve content faster.
• Minimize CSS, JavaScript, and HTML files with tools like Autoptimize or WP Rocket.

Responsibility: Web team (site speed improvements) with oversight from the SEO team (SEO impact)

Recommended Reading

• 10 Ways To Optimize Page Speed for SEO
• Google PageSpeed Insights vs. Lighthouse: Which Measures Site Performance Best?

Mobile Optimization

A mobile-friendly design ensures your site adapts seamlessly to different screen sizes, enhancing both usability and SEO rankings.
To ensure your site is mobile friendly:

• Use a responsive theme and test itl.
• Space out clickable elements appropriately and make sure your font sizes are legible on small screens.

Responsibility: Web team (mobile-friendly design and testing)

Implement Schema Markup

Schema markup provides search engines with additional context about your content, enabling rich results that stand out in search. Rich snippets like star ratings, pricing, or FAQs can enhance visibility and increase click-through rates.

• Implement relevant schema markup (e.g., Article, Product, FAQ, How-to).
• Use Google’s Structured Data Testing Tool to verify your implementation.
• Keep your structured data up-to-date and aligned with your visible content.
• Prioritize schema types that are most relevant to your content and business goals.

Responsibility: SEO team (schema implementation) with support from the web team (technical execution)

Recommended Reading

• What Is Schema Markup & Why Does It Matter for SEO?
• Best Types of Schema Markup for SEO
• How To Create Product Schema

Add Google Analytics and Google Tag Manager

Tracking your site’s performance is essential for refining your SEO strategy. Google Analytics offers insights into visitor behavior, while Google Tag Manager simplifies tag implementation for tracking user interactions.

To set up Google Analytics and Tag Manager:

• Install Google Analytics via the Site Kit by Google plugin or embed the tracking code manually.
• Integrate Google Tag Manager to manage tracking tags and set up event tracking for actions like form submissions or button clicks.

Responsibility: Web team (configuration and tracking setup)

Recommended Reading

• Should You Use Google Analytics or Google Search Console?
• Google Analytics Beginner’s Guide: Best Beginner SEO Reports
• How To Measure Website Traffic With Google Analytics 4
• How To Use Google Search Console – SEO Guide

XML Sitemaps

XML sitemaps help search engines discover and crawl all important pages on your site, allowing the search engine to index your pages effectively.

To create and submit an XML sitemap:

• Generate the sitemap using an SEO plugin and submit it through Google Search Console.
• Ensure your sitemap is regularly updated to reflect changes to your site structure.

Responsibility: SEO team (creation and submission)

Recommended Reading

• Sitemap Examples: XML Best Practices To Optimize for SEO & Google

Robots.txt File

Your robots.txt file controls how search engines crawl your site, helping you block low-value or sensitive areas while ensuring critical pages remain accessible.

To configure a robots.txt file:

• Block irrelevant directories, such as “/wp-admin/,” and verify the file using Google Search Console.
• Follow best practices to avoid unintentionally blocking valuable content.

Responsibility: SEO team (configuration and maintenance)

Recommended Reading

• The Ultimate Guide to Robots.txt Syntax for Effective SEO
• How To Create a Robots.txt File (And Why You Need To)

Core Web Vitals

Core Web Vitals measure user experience through metrics like Largest Contentful Paint (LCP), Interaction to Next Paint (INP), and Cumulative Layout Shift (CLS). These metrics are critical for both SEO and usability.

To monitor and improve Core Web Vitals:

• Use tools like Google Search Console and Lighthouse to assess performance.
• Optimize LCP by reducing load times, improve FID by minimizing JavaScript, and fix CLS by stabilizing layout shifts.

Responsibility: Web team (monitoring and optimization) in collaboration with the SEO team (SEO implications)

Recommended Reading

• Understanding Google’s Core Web Vitals: A Guide To Enhancing UX

7. Content Strategy

A well-planned content strategy is essential for driving organic traffic and engaging your audience. Creating high-quality, relevant content tailored to your target keywords ensures your site remains competitive in search results.

Create High-Quality Content

Quality content is the backbone of SEO success. It attracts visitors, keeps them engaged, and signals to search engines that your site is valuable and authoritative.

To create engaging content:

• Write in-depth articles that thoroughly address your target audience’s questions or needs.
• Use your target keywords naturally throughout the content to improve relevance.
• Incorporate related keywords and synonyms to enhance topical coverage.
• Break up text with subheadings, bullet points, and short paragraphs for better readability.

Responsibility: Content marketing team (content creation) with direction from the SEO team (SEO alignment)

Use Internal Links

Internal links are a powerful tool for guiding users through your website and signaling to search engines which pages are most important.

To optimize internal linking:

• Link to relevant pages using descriptive anchor text that includes keywords.
• Update older content with links to newer, related posts or pages.
• Use logical linking structures to ensure all pages are accessible within a few clicks.

Responsibility: Content marketing team (internal linking) with input from the SEO team (strategy)

Integrate External Links

External links to authoritative sources improve your content’s credibility and provide additional context for readers.

Follow these external linking best practices:

• Link to high-authority websites relevant to your content.
• Use external links sparingly to avoid overwhelming readers.
• Ensure links open in a new tab to keep users on your site.

Responsibility: Content marketing team (external linking) with guidance from the SEO team (linking best practices)

Update Old Content

Refreshing old content helps maintain its relevance and improves its chances of ranking. Search engines prioritize updated content that reflects the latest trends and information.

To effectively update older posts:

• Add new statistics, insights, or examples to keep the content current.
• Check and replace outdated external links with newer, authoritative sources.
• Optimize content for new or emerging target keywords.

Responsibility: Content marketing team (content updates) in consultation with the SEO team (SEO impact)

Recommended Reading

• How To Create SEO Content That Ranks
• The Marketer’s Blueprint to SEO Content Optimization Success
• Unlocking the Power of ChatGPT for SEO Content Creation

8. Local SEO Implementation

For businesses targeting specific geographic areas, local SEO is a critical component of a successful SEO strategy. It allows your business to appear in local search results, helping you attract nearby customers or clients.

Set Up Google Business Profile

Google Business Profile (GBP) is the cornerstone of local SEO. It allows your business to appear in Google’s local pack, maps, and knowledge panel.

Follow our in-depth guide for setting up and optimizing your Google Business Profile.

Responsibility: SEO team (GMB setup and optimization)

Local Keywords

Targeting location-based keywords ensures your content aligns with what local searchers are looking for. Get insight into local keyword research with this guide.

To incorporate local keywords effectively:

• Use phrases like “[service] near me” or “[service] in [city]” in your page titles, meta descriptions, and on-page content.
• Create location landing pages for each area you serve, including neighborhood-specific keywords when applicable.

Responsibility: SEO team (local keyword research and implementation)

NAP Consistency

Consistency in your Name, Address, and Phone Number (NAP) across all online platforms is vital for local SEO success. Inconsistent NAP details can confuse search engines and potential customers.

To ensure NAP consistency:

• Audit all mentions of your business online, including directories, review sites, and social media profiles.
• Correct any discrepancies in your NAP information to match your GMB profile.
• Use tools like Moz Local or BrightLocal to identify and resolve inconsistencies.

Responsibility: SEO team (audit and consistency checks)

Recommended Reading

• Local SEO Checklist: Steps To Boost Your Local Presence

9. Off-Page SEO Activities

Off-page SEO focuses on activities outside your website that improve your site’s authority and visibility in search engines. Building a strong off-page presence enhances your credibility and drives referral traffic.

Building Backlinks

High-quality backlinks from authoritative websites signal to search engines that your content is valuable and trustworthy.

To acquire high-quality backlinks:

• Create shareable content that naturally attracts links, such as industry guides, infographics, and case studies.
• Reach out to relevant websites or blogs with personalized pitches for guest posts or content collaboration.
• Partner with local businesses, events, or organizations for mutual backlink opportunities.

Responsibility: SEO team (backlink strategy and outreach)

Monitoring Your Online Reputation

Online reviews and mentions of your brand can significantly impact customer trust and SEO rankings.

To manage your online reputation:

• Regularly monitor reviews on platforms like Google, Yelp, and TripAdvisor.
• Respond promptly to both positive and negative reviews to show engagement and care for customer feedback.
• Address negative feedback constructively, offering solutions where possible to mitigate its impact.

Responsibility: Marketing team (reputation management) with guidance from the SEO team (SEO impact)

10. Ongoing SEO Maintenance

SEO is not a one-and-done process. Regular maintenance ensures your site continues to perform well, adapts to search engine algorithm updates, and meets evolving user needs.

Regular Backups

Backing up your website protects you from data loss caused by technical issues, hacking, or accidental deletions.
To implement a robust backup strategy:

• Back up your site at the hosting level so it’s retrievable in case of a crash.
• Store backups securely on external platforms such as Google Drive or Dropbox.
  

Responsibility: Web team (backup management)

Monitoring and Logging

Regular monitoring helps identify suspicious activity and technical issues before they impact performance.
To monitor effectively:

• Set up alerts for downtime, unusual traffic patterns, or potential security breaches using tools like Pingdom or Sucuri Security.
• Analyze server logs to identify crawling issues or spikes in errors.
  

Responsibility: Web team (monitoring setup) in collaboration with the SEO team (SEO impact)

Regular Site Audits

Conducting routine audits ensures your site remains optimized and free from technical errors that can harm rankings.
To perform an effective site audit:

• Use tools like Google Search Console, Ahrefs, or Semrush to identify broken links, duplicate content, or crawl errors.
• Review meta tags, schema markup, and overall site performance.
  

Responsibility: SEO team (site audits)

Conduct User Experience (UX) Audits

A positive user experience not only keeps visitors engaged but also influences SEO metrics like bounce rates and session duration.

To conduct a UX audit:

• Evaluate site navigation to ensure menus are intuitive and easy to use.
• Test your site’s performance on different devices and browsers for consistency.
• Analyze heatmaps and session recordings using tools like Hotjar or Crazy Egg to understand user behavior.
• Identify and address pain points, such as slow-loading pages, confusing layouts, or inaccessible content.

Responsibility: Web team (UX improvements) in collaboration with the SEO team (behavioral analysis)

Keep Plugins and Themes Updated

Outdated plugins and themes can lead to security vulnerabilities and performance issues.

To safely update your site:

• Check for compatibility between updates and your WordPress version.
• Use a staging environment to test updates before applying them to your live site.

Responsibility: Web team (updating plugins and themes)

Monitor Link

Broken or outdated links harm both user experience and SEO. Regularly checking your link profile ensures your site remains functional and authoritative.

To monitor links effectively:

• Use tools like Screaming Frog or Broken Link Checker to identify and fix broken links.
• Update internal links on older content to reflect new resources or pages.

Responsibility: SEO team

Review Performance Analytics

Reviewing performance metrics regularly helps you measure the success of your SEO efforts and identify areas for improvement.

To analyze performance:

• Set up custom reports in Google Analytics or Looker Studio to track key metrics like organic traffic, bounce rates, and conversions.
• Use insights to refine your SEO strategy and focus on high-performing pages.

Responsibility: SEO team

Recommended Reading

• WordPress Speed Optimization: A Comprehensive Guide for Better UX
• The Top 8 Benefits of Managed WordPress Hosting
• Essential WordPress Maintenance Checklist To Keep Your Site Running Smoothly

WordPress Maintenance Services To Boost Performance and Search Visibility

Maintaining a WordPress site requires consistent effort to ensure optimal performance and visibility in search engines. By following this comprehensive checklist, you can address critical areas like technical SEO, content updates, local SEO, and more.

Ready to elevate your WordPress site’s performance? Contact Victorious today to learn how our website maintenance services can help you achieve your goals.