We usually don’t think too much about permalinks – just set them and go. However, this can prove to be quite an ordeal later when you have hundreds of posts and pages and realize that you want to change your permalink structure. Did you know a bad permalink structure can have a significant influence on the performance of your WordPress site? Before you get too far down the road, it’s a good idea to do a little research. We’ve prepared some bite-sized bits for your consideration in selecting a permalink structure that will serve your site as it grows.
If you’re new to WordPress permalinks, they are the permanent URLs to your individual posts and categories. You can change the settings at Dashboard >> Settings >> Permalinks.
WordPress Permalinks: What NOT to Do
This is a very important and often-ignored bit from the WordPress codex:
For performance reasons, it is not a good idea to start your permalink structure with the category, tag, author, or postname fields. The reason is that these are text fields, and using them at the beginning of your permalink structure it takes more time for WordPress to distinguish your Post URLs from Page URLs (which always use the text “page slug” as the URL), and to compensate, WordPress stores a lot of extra information in its database (so much that sites with lots of Pages have experienced difficulties). So, it is best to start your permalink structure with a numeric field, such as the year or post ID.
So, what does this mean for the ubiquitous /%category%/%postname% recommendation that you see everywhere for SEO? It’s bad for performance. That also goes for %postname% by itself. The reason is because WordPress has to spend extra time trying to distinguish posts from pages and will then have to generate unique rules for each page in order to differentiate them. This kind of permalink structure can cause timeouts and sluggishness and is not recommended. For more information on this I highly recommend Otto’s article: Category in Permalinks Considered Harmful
Permalinks Structures For Scaling and Performance
I know when approaching permalinks for the first time there seem to be far too many options, but some are better than others. If you want to ensure that your site can scale gracefully and stay speedy, here are a few rules to live by when selecting a permalink structure:
- Do not start your permalink structure with the category, tag, author, or postname fields.
- Don’t listen to permalink advice from SEO experts who know nothing about WordPress. Keep your site running fast and let the content speak for itself.
- Select a structure that starts with a numeric field, such as the year or post ID.
- Make sure to end your structure with either %post_id% or %postname% (e.g. /%year%/%monthnum%/%day%/%postname%/) so that each permalink points to an individual post.
- Do not put your site url in the permalinks slot. You must use one of the structure tags, or a combination of tags only.
Permalinks and SEO
One of the best things you can do for SEO is to select a solid permalink structure and stick to it, so that you don’t end up orphaning the inbound links that you’ve been building.
Let’s say your site has hundreds of posts, some of which bring you approximately 20% to 30% of your new traffic. What happens to all of those links out there when you change your permalink structure? They lead to 404 pages, which can instantly turn visitors off. They don’t want to have to hunt. So if you do have to change your permalinks, obtain the help of a plugin to assist you in redirecting the old links to the new structure. This will ensure that you don’t completely invalidate all of your pages that have been indexed with search engines and the bookmarks and links people have made to point to your site.
Give a little thought to your permalinks before just pasting something in there. Read up on using permalinks in the codex. You’ll thank yourself later.
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