The digital landscape is in constant motion, and search engine optimization (SEO) is no exception. In 2018, a series of shifts in search engine algorithms, particularly those of Google, demanded a proactive approach to WordPress SEO. This guide delves into the key trends and strategies that defined successful WordPress SEO in 2018, providing a detailed understanding of the changes and how website owners and online marketers could adapt to dominate search rankings. The focus moved beyond simply optimizing for desktop users, embracing mobile-first indexing, advanced SERP features, and a renewed emphasis on high-quality, user-friendly content.
The Evolving Search Engine Results Page (SERP)
Traditionally, Google’s search results pages presented a straightforward list of websites alongside paid advertisements. However, by 2018, the SERP had become significantly more complex. The introduction of features like Knowledge Graphs, carousels, featured snippets, and answer boxes dramatically altered the landscape. These “advanced SERP features” appeared before the first organic search result, earning the top position the nickname “position 0.” This shift meant that optimizing for these features became crucial for gaining visibility.
The importance of appearing in these prominent positions stemmed from their increased visibility and the potential to attract clicks. Securing a featured snippet, for example, could drive significant traffic to a website, even if it didn’t rank first in the traditional organic results. To prepare for this change, content creators needed to focus on providing direct answers to common questions, utilizing long-sentence queries, and structuring content in a way that Google could easily understand and extract information for these features. Reading content aloud was suggested as a method to ensure natural language and readability, mirroring how a user might phrase a question.
Mobile-First Indexing: A Paradigm Shift
Perhaps the most significant change impacting WordPress SEO in 2018 was Google’s announcement and subsequent implementation of mobile-first indexing. For years, Google primarily indexed and ranked websites based on their desktop versions. However, with the increasing prevalence of mobile internet usage, Google began prioritizing the mobile version of a website for indexing and ranking purposes. This meant that if a website wasn’t optimized for mobile devices, its ranking potential was severely compromised.
The rationale behind this shift was simple: Google recognized that the majority of users were accessing the internet via mobile devices. Therefore, it made sense to prioritize the mobile experience when determining search rankings. This change had a profound impact on website owners, forcing them to prioritize responsive design and mobile usability. If content wasn’t properly accessible on a mobile device, it risked being disregarded entirely by Google. Investing in mobile optimization was no longer optional; it was a necessity for survival in the competitive online landscape.
The Power of Structured Data
Structured data, utilizing Schema.org markup, played an increasingly important role in WordPress SEO in 2018. Schema.org provides a standardized vocabulary for marking up the elements on a webpage, allowing search engines like Google to better understand the content and context. This, in turn, enabled Google to display more informative and visually appealing search results, including rich snippets.
Rich snippets enhance search results with additional information, such as star ratings, pricing, event dates, and more. These enhancements can significantly improve click-through rates (CTR), as they make a website stand out from the competition. By implementing structured data, website owners could provide Google with valuable insights into their content, increasing the likelihood of appearing in rich snippets and attracting more organic traffic.
Content is Still King: Prioritizing Quality and User Experience
While technical SEO factors were crucial, the foundation of any successful SEO strategy remained high-quality content. In 2018, Google continued to prioritize websites that provided visitors with a valuable and engaging user experience. Content that was well-written, informative, and relevant to the target audience was more likely to rank higher in search results.
However, simply creating content wasn’t enough. Website owners needed to focus on user-friendliness, ensuring that their sites were easy to navigate, fast-loading, and accessible on all devices. Sites that were uncomfortable or difficult for visitors to use were penalized by Google, resulting in lower rankings. Investing in visual content, such as images and videos, was also recommended as a way to enhance engagement and improve the overall user experience.
The Rise of Voice Search
Voice search was emerging as a significant trend in 2018, accounting for approximately 20% of all online search requests. Experts predicted that this number could reach 50% by 2020, signaling a major shift in how people interacted with search engines. Optimizing for voice search required a different approach than traditional keyword research.
Users conducting voice searches typically used more natural language and asked questions in a conversational tone. Instead of typing in fragmented keywords, they would phrase their queries as complete sentences. Therefore, website owners needed to focus on optimizing for long-tailed keywords that fell into the categories of “who,” “what,” “where,” “when,” “why,” and “how,” often ending with a question mark. This meant creating content that directly answered common questions and providing concise, informative responses.
Essential WordPress SEO Plugins for 2018
Several WordPress plugins were available to help website owners optimize their sites for search engines. These plugins automated many of the technical aspects of SEO, making it easier for even non-technical users to improve their rankings. Here's a comparison of some of the most popular options in 2018:
| Plugin Name | Active Installations (approx.) | Rating (out of 5) | Key Features |
|---|---|---|---|
| Yoast SEO | 5 million+ | 4.7 (15k+ reviews) | Technical optimization, breadcrumbs, title & meta tag editing, multi-site capability |
| Rank Math | 3 million+ | 4.5 | On-page SEO score improvement, bot blocking, XML sitemap creation |
| Akismet | N/A | N/A | Spam comment filtering, malicious content protection, comment history & source tracking |
Yoast SEO consistently ranked as the top free WordPress SEO plugin, offering a comprehensive suite of features for optimizing content and improving technical SEO. Rank Math provided similar functionality, focusing on improving on-page SEO scores and blocking harmful bots. Akismet, while not strictly an SEO plugin, played a crucial role in maintaining website health by filtering spam comments and protecting against malicious content.
A Comparison of SEO Plugin Focus Areas
| Feature | Yoast SEO | Rank Math | Akismet |
|---|---|---|---|
| Technical SEO | High | Medium | Low |
| Content Optimization | High | High | Low |
| Spam Protection | Low | Low | High |
| Sitemap Generation | Yes | Yes | No |
| User Interface | User-Friendly | Modern | Simple |
These plugins offered varying strengths, allowing website owners to choose the tools that best suited their needs and technical expertise. However, it’s important to remember that plugins are just tools; they can’t replace a solid understanding of SEO principles and a commitment to creating high-quality content.
The Bottom Line: Adapting to a Dynamic Landscape
WordPress SEO in 2018 demanded a holistic approach, encompassing technical optimization, content quality, and user experience. The shift to mobile-first indexing, the rise of voice search, and the increasing importance of structured data required website owners to adapt their strategies and prioritize the needs of the user. By embracing these changes and leveraging the available tools, website owners could position themselves for success in the ever-evolving world of search engine optimization. The core principle remained consistent: provide valuable, relevant content that meets the needs of your audience, and Google will reward you with higher rankings and increased organic traffic.