The digital landscape is in constant flux, and while SEO principles remain foundational, their application evolves. This guide revisits the core tenets of WordPress blog post SEO as understood in 2018, drawing from leading insights of the time, and frames them as ongoing best practices. While specific tools and algorithm weights have changed, the underlying strategies for optimizing content for search engines and user engagement remain remarkably relevant. This isn’t simply a historical document; it’s a foundation for building a robust SEO strategy for your WordPress blog, adaptable to the current environment. We’ll explore a step-by-step checklist, delving into the “why” behind each action, and providing context for its continued importance.
The focus in 2018, and still today, was on creating high-quality, user-focused content that search engines could easily understand and rank. The rise of tools like Yoast SEO and AIOSEO (All in One SEO Pack) signaled a shift towards more accessible SEO practices, empowering bloggers to take control of their online visibility. This guide will reference these tools where appropriate, but the principles apply regardless of your chosen plugin. The goal is not just to “check boxes,” but to understand the reasoning behind each step and tailor your approach to your specific niche and audience.
Laying the Foundation: Keyword Research & Content Planning
Before a single word is written, the process begins with keyword research. This isn’t about guessing what your audience might search for; it’s about leveraging data to identify the terms they are actively using. In 2018, tools like Moz Keyword Explorer were recommended, and while the landscape has expanded, the principle remains the same. Keyword research helps uncover topics with sufficient search volume and reasonable competition. It’s about finding the sweet spot where demand meets feasibility.
The process involves brainstorming potential topics, then using keyword research tools to assess their viability. Look for keywords with a good balance of search volume (the number of times a keyword is searched per month) and keyword difficulty (an estimate of how challenging it will be to rank for that keyword). Focus on long-tail keywords – phrases that are more specific and less competitive. For example, instead of targeting “SEO,” you might target “WordPress blog post SEO checklist 2018” (the very query this article addresses).
Once you’ve identified your target keyword, it’s time to plan your content. Consider the user intent behind the keyword. What are people hoping to find when they search for this term? Your content should directly address that intent, providing valuable, informative, and engaging information.
On-Page Optimization: The Core Checklist
With a keyword in hand and a content plan in place, the real work begins: on-page optimization. This involves optimizing various elements of your blog post to signal its relevance to search engines.
Step 1: Set Your Focus Keyword
As highlighted by Honeypot Marketing, the first step is defining your focus keyword. This is the primary term you want your blog post to rank for. Input this keyword into your chosen SEO plugin (Yoast is frequently recommended) and let it guide you through the optimization process. The plugin will analyze your content and provide feedback on how well you’re integrating the keyword.
Step 2: Crafting Compelling Titles & SEO Titles
Your blog post title is the first thing users see in search results and on your website. It needs to be both informative and engaging. Incorporate your focus keyword naturally into the title, making it clear what the post is about. Remember that the “Title” field in WordPress is for internal display, while the “SEO Title” (managed through your plugin) is what appears in search results.
Step 3: Optimizing URLs (Slugs)
A clean, keyword-rich URL is crucial for SEO. Credible Content emphasizes the importance of avoiding overly lengthy URLs. WordPress automatically generates URLs based on your post title, but you can (and should) customize them. Keep the URL concise and include your focus keyword. For example, instead of //credible-content.com/blog/seo-checklist-when-writing-content-for-your-website-in-2018, opt for //credible-content.com/blog/2018-seo-checklist-website-content-writing.
Step 4: Heading Structure (H1, H2, H3…)
Proper heading structure is essential for both SEO and readability. Use headings (H1, H2, H3, etc.) to break up your content into logical sections. Your blog post title should be an H1 tag, and subsequent sections should use H2 and H3 tags to create a clear hierarchy. Odd Duck highlights the importance of this structure.
Step 5: Meta Descriptions: The Search Snippet
The meta description is a brief summary of your blog post that appears in search results. It’s your opportunity to entice users to click on your link. Include your focus keyword and write a compelling description that accurately reflects the content of your post. Keep it concise – around 155 characters – to avoid truncation.
Step 6: Image Optimization
Images enhance the visual appeal of your blog post and can also contribute to SEO. Use descriptive file names for your images (e.g., wordpress-seo-checklist.jpg instead of IMG_1234.jpg). Add alt text to each image, describing its content. This helps search engines understand what the image is about and improves accessibility for visually impaired users.
Beyond the Basics: Content Quality & Internal Linking
While technical SEO is important, content quality remains paramount. In 2018, and even more so today, search engines prioritize content that is valuable, informative, and engaging.
Step 7: Write High-Quality Content
This seems obvious, but it’s worth emphasizing. Your content should be well-written, accurate, and thoroughly researched. Address the user intent behind your target keyword and provide a comprehensive answer to their query.
Step 8: Internal & External Linking
Internal linking – linking to other relevant pages on your website – helps search engines understand the structure of your site and distribute link juice (authority) throughout your content. External linking – linking to authoritative sources – demonstrates your credibility and provides additional value to your readers. AIOSEO emphasizes the importance of both.
Post-Publication SEO: Ongoing Optimization
SEO isn’t a one-time task; it’s an ongoing process. After publishing your blog post, there are several things you can do to continue optimizing it for search engines.
Step 9: Review & Update Older Posts
As AIOSEO points out, regularly reviewing and updating your older blog posts is crucial. Content can become outdated, links can break, and search algorithms can change. Updating your content ensures that it remains relevant and accurate.
Step 10: Track Search Rankings
Monitoring your search rankings allows you to assess the effectiveness of your SEO efforts. Use tools like Google Search Console to track your keyword rankings and identify areas for improvement.
Step 11: Encourage Social Sharing
Social shares can indirectly impact your SEO by increasing brand awareness and driving traffic to your website. Encourage readers to share your content on social media platforms.
Here's a comparative table summarizing key elements from the sources:
| Source | Key Focus | Recommended Tool | Emphasis |
|---|---|---|---|
| Honeypot Marketing | Keyword Integration | Yoast SEO | Focus Keyword, Title Optimization |
| Credible Content | URL Structure | N/A | Concise, Keyword-Rich URLs |
| Odd Duck | Heading Structure | N/A | H1, H2, H3 Hierarchy |
| WPBeginner | Meta Descriptions | AIOSEO | Compelling Snippets, Keyword Inclusion |
| AIOSEO | Ongoing Optimization | N/A | Content Updates, Internal Linking |
And another table outlining the post-publication tasks:
| Task | Description | Frequency | Benefit |
|---|---|---|---|
| Review Older Posts | Update content for accuracy and relevance | Quarterly/Annually | Improved Rankings, User Experience |
| Track Search Rankings | Monitor keyword performance | Weekly/Monthly | Identify Optimization Opportunities |
| Encourage Social Sharing | Promote content on social media | Ongoing | Increased Traffic, Brand Awareness |
| Update Stats & Sources | Verify data and fix broken links | Quarterly/Annually | Maintain Credibility, User Trust |
Final Thoughts: The Evolving Landscape of SEO
The WordPress blog post SEO checklist of 2018 provided a solid foundation for optimizing content for search engines. While the specific tools and tactics may have evolved, the underlying principles remain the same: focus on creating high-quality, user-focused content, optimize your on-page elements, and continuously monitor and improve your results. SEO is a marathon, not a sprint. By consistently applying these principles, you can improve your website’s visibility, attract more organic traffic, and achieve your content marketing goals. The key is to adapt, learn, and stay informed about the ever-changing landscape of search engine optimization.