It is beyond doubt that WordPress is the most implemented and successful platform on the Internet, and how well prepared it is prepared for SEO is one of the advantages that has helped its current situation.
Well, one of the first concepts that we must work with for SEO in WordPress is that of  permalinks translated as permanent links .
A permalink or link permanent is the URL that leads to a specific entry or page as well as to a customized content label, category or content file on your website.
Never change and that's why they are permanent web addresses that are used to link to your content.
users enter or paste those permanent links in their browser's address bar to view one of your pages.
Also, search engines and other websites use permanent links to link to your website So realize your importance.
Therefore, when you install WordPress and start using it for your blog, web or online store, it is vital that you choose the appropriate permanent link structure when you set it up. You can change it later, but always with caution, remember that they are " permanent ".
Depending on your permanent link structure by default you may not have to change them to help that little bit more to your web's SEO .
WordPress's permanent links
There are three basic types of permanent links in a WordPress installation:
"Ugly" permanent links
If you have installed WordPress for a long time and you have not changed the permanent links setting, you will have a permanent default link, which shows the ID of the page in the database, for example. https://miweb.es/?p=126.
This type of format is not semantic, it has no meaning for humans when it contains only numbers, so that's why it's called " ugly ".
] Permanent links "almost" pretty
They are somewhat better than ugly ones. They include index.php after the domain, which is followed by semantic text related to the publication. For example, https://miweb.es/index.php/2018/06/23/mi-primera-entrada/
Pretty permanent links
This type of links is the one most used by WordPress websites. In it, the domain is followed by a string of text that clearly identifies the title and, therefore, the content of the specific page to which it links. For example, https://miweb.es/2018/06/23/mi-primera-entrada/ or https://miweb.es/mi-primera-entrada/ .
The best structure of permanent links in WordPress
WordPress offers you the possibility to create a structure of URLs for your permanent links and files. You can choose them in your administration> Settings> Permanent links . There are six options to choose from:
- Simple: – This was the old default setting, which we call an ugly permanent link, of type https://domainname.com/?p=123. This type of permanent link should never be used. Its only advantage is that it is short.
- Day and name: – This uses a year / month / day format followed by the name of your entry, like this: https://domainname.com/2018/06 / 23 / name-entry. This is the current permanent link of WordPress just installed, and is used especially in news websites, in which the date of publication is relevant. The good part is that it contains the title of the publication, so it should contain keywords.
- Month and name: – This is similar to the previous one, only without the day. For example: https://domain-name.com/2018/06/nombre-entrada. It is the type of permanent link usually used in Blogspot.
- Numeric: – This option uses only the entry ID of the wp_posts table in your database. For example, https://domain-name.com/file/123. I do not recommend you ever use it because in addition to not being semantic, enter the text file that also does not contribute anything. It has no keywords and it is longer than the ugly one.
- Name of the post: – This uses the title of your post, like this: https://domain-name.com/entry-name. It does not help to differentiate an entry from a page, but it helps users and search engines to know what your publication is about. It is, by far, the most used structure, for its balance between semantics and short length.
- Custom structure: – This type of permanent link allows you to define your own structure, using all the structure tags available in WordPress , in addition to your own texts. Here you can experience at ease. You can put the category tag between the domain and name of the entry, you can add fixed keywords, change the visible extension of your URLs, whatever you want. It is usually considered as a good type of permanent link for SEO to have a lot of visibility, after proper customization.
Creating custom permanent links
WordPress offers us 10 structure tags of permanent links to define our own personalized permalinks. The most common are these:
- % postname%: This is the slug of your entry ( slug is the part of permalink with the name of your entry, without the domain or other elements)
- % post_id%: The unique ID of your post.
- % category%: The main category of your post.
- % year%: The year of publication.
- % monthnum% : The month of publication.
- % day%: The day it was published.
- % author%: The registered user who is the author of the publication. It is interesting to use in news sites or blogs with several authors.
If you want to be more specific in your structure you can use other tags. For example, % hour% % minute% and % second% . They are not usually used much but there they are for very specific cases.
Now, something you should keep in mind when defining your custom link structure is that you must at least include or your % postname% or the % post_id% so that WordPress can identify the specific publication . Do not go crazy and forget the fundamentals.
Good permanent links for SEO
Your permanent links and structure are important for SEO . The Google guidelines on URL structures are clear : keep them as simple as possible, and intelligible to humans .
When a user types a search on Google it they offer different information, such as the title, date, description and permanent link, and only those.
Those are precisely the only details that allow the user to decide if the publication contains the content he is looking for so there must be coherence between these parts.
The good practices of SEO related to permanent links could be summed up in:
- Keep the URL short – if possible less than 100 characters.
- Use keywords in the URL, but do not saturate.
- Remove dynamic properties (dates, etc) if possible.
- Use hyphens as a separator.
- Avoid empty words co and, or, but, of, the, etc.
If you use the Yoast SEO plugin, in the snippet you will find the WordPress editor, helps you remembering this kind of advice.
In this article I wanted to address a basic of SEO for WordPress that we should never forget, and that is the first measurement of positioning just installing WordPress .
With a good structure of permanent links, in addition to complying with Google's guidelines , we offer short links, easy to understand, that help our visitors and searchers to understand and know our contents .
So it uses a structure of permanent links that is short, semantic, understandable , removing everything about . What most of the occasions will be that of name of the entry which is the one we apply with the tag % postname% as we saw earlier.
You can add customizations, but always having clear principles, and always when they contribute more than they subtract . This is at least my criterion, which I have been using for many years, and it has not gone badly for me.