How to Master Search Engine Optimisation on WordPress

Generating website traffic is an important step in generating qualified leads. As you get more hits on your site, the more opportunities you get for converting visitors to new clients, which allows your business to expand.

Search engine optimisation is one of the most effective ways to drive traffic to your website. With the right SEO strategy, you can increase your site’s visibility as it ranks higher in search engine results pages (SERPs). A higher-ranked website appears more reliable and credible, thus attracts more visitors.

If your website is built with WordPress, you’re in luck. WordPress is a content management system (CMS) that’s designed to be already SEO-friendly, and has the right tools for SEO best practices. These are the top reasons why most people opt to start their site or blog with WordPress.

Here are some basics to get you started with optimising your WordPress site.

Set goals to get your priorities straight

What do you want your website to achieve? If it’s simply to get more traffic, SEO has a broad range of strategies available. Your SEO goals should align with your marketing goals, so you have to think about what’s the outcome you want before proceeding.

Set specific and measurable metrics for your goal so you can see how your current strategy is doing and you can improve. Ranking, one of the major SEO goal metrics, can be measured in a global, national or local scale. You can choose which to focus on depending on the type of service or product you provide. For instance, if you offer a service limited to just one state, it wouldn’t make sense to target audiences on a national scale, much less a global one.

Pick an SEO-friendly theme

The right theme will increase your sites’ visual appeal, user experience and functionality and can affect the site speed or how fast the site loads. SEO-friendly themes have responsive designs, that is, they perform equally well on mobile and desktop.

Before you fall in love with a theme, you can test the responsiveness by running the theme demo through Google’s Mobile-friendly Test tool. You can also run the theme demo on Google’s PageSpeed Insights tool to see if it loads fast.

Use a dedicated SEO plug-in

Plug-ins are small CMS add-ons that add various features and functionalities to the site. There’s plenty of choices for plug-ins, each with a dedicated function, and you can choose depending on what you want to achieve. If it’s for SEO, one of the plug-ins available is Yoast SEO, which provides a comprehensive suite of SEO-focused features for your site.

Make sure your site is visible


WordPress has a built-in option that lets you hide your website from search engines. It might sound counterintuitive, but this option is for giving you enough time to complete your work on the website before making it public. It might sound silly but make sure you’ve disabled this function when you’re ready to go live.

Simply go to Settings then select the Reading tab. Scroll down to the Search Engine Visibility section. There’s an option that reads ‘Discourage search engines from indexing this site’. Uncheck it to make your site visible.

Build a sitemap

An XML sitemap is a formatted file listing every single page on your website. This helps search engines to find your content and understand how each relates to the other. Thus, it gets easier for the search engine bots to index your website and present the most relevant content in user searches.

The Yoast SEO plugin can automatically create a sitemap for your website. Simply click on ‘SEO’ in the left-hand menu. Click ‘General’ and select the ‘Features’ tab. Toggle the switch to on to enable the sitemap feature.

Google also offers Site Kit, its very own WordPress plugin. With the Site Kit, you can easily set up and monitor Google tools such as Search Console, Analytics and PageSpeed Insights in a single WordPress Dashboard. You can access important insights that can help your website be successful even as trends constantly shift.

Have a consistent posting schedule

The more content you put out, the more frequently search engines would have to visit and crawl your website. For websites to thrive, especially new ones, churning out content as often as possible is a great way to get more audience and expand your reach.

Update existing blog posts

Aside from maintaining your posting schedule, updating your past posts is a good way to stay relevant. No matter the industry, change always happens, after all. Your past posts should reflect such changes so that new visitors wouldn’t get outdated information. It keeps your brand reliable, improving trust in your audience and making you a dependable source of information. They will be more likely to visit your site again in the future.

Answer comments if possible

When you get comments, you might be tempted to just let them be. However, responding to them actually helps in boosting your engagement and shows your audience that your brand listens and cares. This can help improve your brand image too and is a good way to increase returning visitors, which is a big factor in improving your SEO ranking.

Add social plugins

Adding social plugins in your website can boost your social signals. Social signals are metrics on social media platforms that show how much interaction your posts garner, such as through Likes, Views and Votes. With increased social signals, your brand can improve its online presence and visibility, attracting more audience. This can reflect on your site’s SEO ranking as well.

Add structured data markup plugins

A structured data markup plugin, or schema plugin, is a code that lets search engines like Google crawl and display your content more easily. This not only helps improve your SEO but also makes it easier for users to get more relevant results when searching. With a markup plugin like SOGO, search engines can analyse and make sense of your raw data faster and thus display your content to users more clearly.

Need help with the digital marketing strategy for your brand?

From developing a website tailored for your brand, to optimising it to help your business grow, the LeapFrogger team is here to help you out! We have the tools and expertise to help you devise the SEO strategy your brand needs to get the results you want.

Get in touch with us today!

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