The Ultimate WordPress SEO Checklist for 2025

Why This Checklist Now? (And Why It's Different)

In 2025, ranking on Google in the UK is hyper-competitive. Simply installing an SEO plugin and writing content isn't enough. Google's algorithm prioritises site speed (Core Web Vitals), mobile-first experience, and structured data (Schema) more than ever. Generic checklists miss the developer's perspective: a site built on bloated code or a slow theme is like a car with a faulty engine. You can't win the race.

This checklist is built from a technical-first approach. It's not just *what* to do, but *why* it matters from a code and performance level. This is the foundation required for survival and growth.

1. Foundation: Theme, Hosting, and HTTPS

Get these wrong, and you're fighting an uphill battle forever. This is the single most important step.

Choose Lightweight, SEO-Friendly Themes

Avoid bloated, multi-purpose themes from marketplaces like ThemeForest. They load dozens of scripts and stylesheets you don't need, killing your page speed. A developer's choice is a minimal, lightweight theme (like Astra, GeneratePress, or a fully custom WordPress theme) that serves as a clean base.

Select Fast, UK-Based Hosting

Your server's location and speed matter. For a UK audience, use a host with servers in or near the UK (e.g., London). This reduces Time to First Byte (TTFB). Avoid the cheapest shared hosting; invest in quality Managed WordPress or VPS hosting (e.g., Kinsta, WP Engine, Cloudways).

Enforce HTTPS from Day One

Ensure your site uses https://. It's a non-negotiable trust and ranking signal. Install an SSL certificate (Let's Encrypt is free) and ensure all traffic is redirected from http:// to https://.

2. Core Plugins & Technical SEO Configuration

WordPress's power comes from plugins, but its weakness is *too many* plugins. Be ruthless. Every plugin adds code, slows your site, and creates a potential security risk.

• SEO Plugin: Install RankMath or Yoast SEO. Use it to set title/meta formats, generate your XML sitemap, and verify Google Search Console.
• Caching & Performance: Use a high-quality caching plugin like WP Rocket (premium) or a combination of FlyingPress or Autoptimize + W3 Total Cache. This is crucial for passing Core Web Vitals.
• Image Optimisation: Use ShortPixel or Imagify to compress and convert images to modern formats like WebP.
• Security: Install Wordfence or Sucuri to block brute-force attacks and scan for malware. See our security hardening guide for more.
• Google Tools: Use your SEO plugin (or a dedicated plugin) to insert your Google Search Console and Google Analytics tracking codes.

3. On-Page SEO: Structure, Content & Intent

This is where you align your content with what users are searching for.

Set Permalinks to 'Post Name'

Go to Settings > Permalinks and select Post name. This creates clean, keyword-rich URLs (e.g., /my-service/) instead of /?p=123.

Content Structure (H1, H2, H3)

Google crawls structure. Use headings logically:

• H1: Your main title (only ONE per page).
• H2: Your main sub-headings (like the ones on this page).
• H3: Sub-points within an H2 section.

This isn't just for SEO; it makes content scannable for users.

Write for Humans, Optimise for Google

Your Title Tag (set in Yoast/RankMath) is your main SERP headline. Your Meta Description is your ad copy. Include your primary keyword, but make it compelling and click-worthy. Avoid "keyword stuffing"—write naturally.

4. Image, Video, & Media SEO

Media can destroy your page speed. Here's the fix.

• Compress Everything: Use an image plugin (see step 2) to automatically compress images on upload.
• Use Alt Text: Alt text describes an image for screen readers and Google. Write descriptive, natural alt text. (e.g., alt="Plumber from Trowbridge fixing a leaking tap" not alt="plumber plumbing service").
• Use Descriptive File Names: Name your image trowbridge-solicitor.jpg, not IMG_4051.jpg.
• Lazy Load: Ensure your caching plugin (like WP Rocket) "lazy loads" images and videos. This means they only load when the user scrolls down to them, dramatically speeding up initial page load (LCP).

5. Internal Linking & Site Architecture

Internal links are the "roads" Google's crawler uses to find your content. They also pass authority.

• Create Topic Clusters: Link your blog posts (like this one) to your main service pages. For example, this post links to our WordPress Development and SEO Services pages.
• Use Descriptive Anchor Text: Don't link "click here". Link "our local SEO services". This tells Google what the destination page is about.
• Maintain Your XML Sitemap: Your SEO plugin generates sitemap.xml automatically. Submit this URL to Google Search Console and check it for errors monthly.

6. Schema Markup for UK Snippet Dominance

Schema is code that *explains* your content to Google. This is how you get rich snippets (stars, FAQs, prices) in search results. This is a key part of our AI Optimisation (AIO) service.

Use RankMath's built-in Schema generator or a plugin like Schema Pro to add:

• LocalBusiness Schema: Essential for all local businesses. Add your address, opening hours, and phone number.
• Service Schema: Describe the services you offer.
• FAQ Schema: Add an FAQ section to your service pages to capture "People Also Ask" boxes.
• Article Schema: For blog posts like this one.

7. Localisation: Google Business Profile & NAP

For any UK business serving a specific area (like Trowbridge, Wiltshire, or all of the South West), this is critical.

Fully optimise your Google Business Profile (GBP). This is more important than your website for many local searches.

Ensure NAP Consistency (Name, Address, Phone). Your details must be *identical* across your website footer, your GBP, and UK directories like Yell, Thomson Local, and Scoot. Inconsistencies kill local trust.

8. Mobile-First & Core Web Vitals

Google ranks your site based on its mobile version, not desktop. Your site *must* be fast and easy to use on a phone.

Use Google's PageSpeed Insights tool to check your Core Web Vitals:

• LCP (Largest Contentful Paint): How fast your main content loads. Fix with image compression, lazy loading, and a good cache.
• INP (Interaction to Next Paint): How responsive your page is to clicks. Fix by reducing JavaScript bloat (often from plugins).
• CLS (Cumulative Layout Shift): Does your page "jump around" as it loads? Fix by specifying dimensions for images and ads.

This is highly technical. If your scores are poor, you'll likely need a performance optimisation expert.

9. Ongoing Maintenance & Monitoring

SEO is not "set it and forget it". Do this monthly:

• Audit Search Console: Check the 'Coverage' report for errors. See which queries you're ranking for.
• Update Everything: Keep WordPress core, plugins, and themes updated. This is the #1 way to prevent hacks. See our security guide.
• Remove Bloat: Uninstall plugins you don't use.
• Check for Broken Links: Use a tool to find and fix 404 errors.
• GDPR: Ensure your cookie consent and privacy policy are compliant. Check our GDPR checker tool for insights.

Outranking—And Outlasting—Your Competition

This checklist looks daunting, but it's the blueprint for sustainable, long-term success in the UK market. By building on a strong technical foundation, you ensure your content and marketing efforts aren't wasted.

Implement what you can, and for the highly technical parts like Core Web Vitals, Schema, and custom theme development, don't hesitate to partner with an expert.