WordPress SEO Strategies for Marketing Managers and Business Owners

Most business owners feel an overwhelming sense of dread at first sighting of the WordPress dashboard. If you’re used to simpler content management systems, WordPress’s many features can be startling. 

But ironically, that’s also where the top CMS of choice shines. As of 2025, over 43% of all websites on the internet run on WordPress. In Australia, over 74,000 eCommerce stores are built with WordPress. 

With WordPress, getting found online is made possible through plugins and flexibilities that give you the freedom to optimise your site for search engines. That’s why we’ve put together this comprehensive guide to WordPress SEO strategies. 

Whether you’re a marketing manager or a business owner, the benefit of implementing SEO is a sustainable organic growth channel which can eventually lessen the pressure on paid media spend. And if you’re a business owner, you get a 24/7 lead generation machine that works even while you sleep. 

Ready? Let’s start with the first step: choosing the right host. 

Choosing the Right Hosting & WordPress Setup

You can either get WordPress.com or WordPress.org. Many marketers don’t have trouble with the dot com version of WordPress because you can just sign up and start publishing articles. 

But for this guide, we’ll be focusing on the dot org version of WordPress. Going the self-hosted route opens doors to the robust capabilities best suited for business owners. It’s also the version you need separate hosting for.

Choosing the right host will make or break your WordPress SEO efforts. Your hosting provider is the literal foundation of your site and where every other tool or plugin sits. It affects how fast your site loads too. 

Note that some hosts are more compatible with WordPress than some others. For Australian-based businesses, the top ten WordPress-friendly web hosts include:

1. VentraIP
2. WP Hosting
3. Crucial
4. Webcentral
5. Hostinger
6. Siteground
7. Kinsta
8. WP Engine
9. Cloudways
10. CrazyDomains 

These hosts are particularly beneficial to Australian businesses because they have servers in or near Australia. This means your site information travels shorter distances to searchers than if you used a host with a server in the United States, for example. Load times are heavily influenced by content delivery networks, which help or frustrate your SEO efforts.

Core WordPress SEO Plugins & Tools

Plugins are simply software add-ons that help your WordPress CMS do more for you without altering the main program. Plugins are a key advantage of opting for self-hosted WordPress over the free WordPress dot com plan. 

_{Image Source: BuiltWith}

As far as WordPress SEO plugins go, we recommend starting with either Yoast, AIOSEO, or RankMath. Let’s do a quick rundown of all three options:

• Yoast SEO: Yoast is best for beginners and popular for its ease of use. It provides real-time content analysis, readability checks, and clear optimisation guidance. The free version covers most essential needs.
• All in One SEO (AIOSEO). AISEO is an excellent middle ground between ease-of-use and advanced features. It comes with superior local SEO features and better integration with WooCommerce for e-commerce sites.
• RankMath. Between the top three WordPress SEO plugins, RankMath is the most feature-rich option with a generous free tier. It includes built-in schema markup, keyword tracking, and Google Search Console integration. Best for users comfortable with more technical options.

When we asked WordPress blogger, Sally Ofuonyebi her take on a WordPress plugin that isn’t talked about enough, she stated RankMath as an easy choice. Sally, who got her blog approved to earn money via Mediavine ads last year, proclaimed that RankMath made blogging so much better and easier.

“I love how it does everything — optimisation, analytics, indexing, redirections, and much more. As a budget-conscious blogger, I love how well RankMath replaces Yoast and Monsterinsights.”

For Sally, the icing on the cake is that “you get access to pretty much all this for free.” 

For Sally, the icing on the cake is that “you get access to pretty much all this for free.” 

Our Recommendation: For optimal results, install a mix of two or three plugins depending on what specific features you need for your site. Just be careful of plugin bloat; this is something we detail in the “Common Mistakes to Avoid” section of this article. 

Keyword Research & Content Planning

Keywords are the word choices people use to search for answers on search engines like Google and Bing. Because all keywords aren’t equal, research is necessary to separate the great picks from the okay picks. A great keyword is one that your potential customers search for, one you stand a chance of ranking for, and one which ties directly to a  business goal.

In SEO, keywords are categorized broadly according to business goals and intent. We have:

• Top of Funnel (ToFu) keywords –- Awareness 
• Middle of Funnel (MoFu) keywords — Consideration
• Bottom of Funnel (BoFu) keywords — Decision 

ToFu keywords

Searchers at the top of the funnel are new to your brand, product, and even the problem you solve. They want elementary answers to questions. Blog posts and glossaries often satisfy awareness-stage searchers. An example of a ToFu keyword is “What is SEO?”

MoFu keywords

At the middle of the funnel, searchers are problem aware. MoFu keywords are created to bridge the gap between a searcher identifying a problem and finding the right solution for it. Checklists, webinars, and even blog posts satisfy consideration-stage searchers. An example of a MoFu keyword is “Best SEO strategies for local businesses”. 

BoFu keywords

Finally, the sale is won at the bottom of the funnel. These keywords are focused on maximizing conversions. Popular BoFu content pieces include landing pages, pricing comparison pages, case studies, and customer testimonials. An example of a BoFu keyword is “Best SEO services for small businesses in Sydney”. 

For Australian businesses, targeting location-specific variations of keywords is a good strategy. 

Below is an Ahrefs ‘Keyword Explorer’ overview for the keyword, “real estate in Melbourne”:

_{Image Source: Ahrefs}
It’s a stellar idea to go after this keyword because it is relatively easy to rank for, has a local search volume of 100 queries per month (Australia only), and could potentially bring in 20,000 worth of organic search traffic. 

Learning how to discover and rank for profitable keywords is a skill you develop with practice. In the meantime, get running with this simplified keyword research process:

• Brainstorm seed keywords: Start with how customers describe your products/services
• Use research tools: Google Keyword Planner (free, Australian data), Ubersuggest (affordable option), Ahrefs or SEMrush (premium options)
• Analyze local variations: “Plumber Sydney” vs “Emergency plumber Inner West Sydney”
• Assess intent: Informational (research), navigational (finding you), transactional (ready to buy)

Check Keyword Difficulty: Is it easy, medium, or hard? Can you realistically rank for this term within 6-12 months?

Topic Cluster Content Strategy

A topic cluster is a group of related content interconnected in a hub and spoke model.

Topic clusters consist of a pillar page and several supporting cluster pages. This method of content planning rejects the idea of content existing in silos. Rather, pillar pages and cluster pages are related and link to and fro each other. 

Topic clusters are important for building topical authority with Google, hence positively influencing search rankings. 

Blake Smith, Marketing Manager at ClockOn takes a unique AI-powered approach to topic clustering. She uses Brandwatch and Frase to analyse language patterns from PPC queries to cluster keywords by intent rather than volume. 

According to Smith, this process helps the team at ClockOn identify conversational searches like “is there Australian payroll software that interprets awards”. She shares that these terms now drive a significant amount of leads as users learn to be specific with their search queries.

Content Refreshes

Many business owners invest in high-quality content, yet abandon it to go stale. Content refreshes change that. A successful content strategy includes a content update/refresh/optimisation plan — whichever way you call it. 

We spoke to David Reynolds, SaaS Growth Specialist and creator of WebP to PNG Converter. His motto? “Update like you care”. 

Every few months, Reynolds skims old posts, fixes dead links, and adds a fresh stat. “Google loves content that feels alive”, he says. At last, Reynolds shared that one routine update led to an 18% impression lift within two months. 

On-Page SEO Optimisation

On-page SEO — also known as ‘on-site’ SEO — is the branch of SEO that focuses on optimizing a web page to be discovered, ranked, and read by search bots and searchers.  

Over time, search engines like Google have explicitly defined what it expects from a top-ranking page. To meet these requirements, marketing managers and website owners optimise for the factors search engines care about.

On-page SEO factors include:

• Meta titles and meta descriptions — Meta titles should frontload the primary keyword and should be less than 60 characters long. Likewise, meta descriptions should be descriptive of the content contained in the page, frontload the primary keyword, and tether between 155 and 160 characters in length. 
• Internal and external linking — It’s good on-page SEO practice to link between your webpages. That’s called internal linking or inbound linking. Inbound links can contain direct match anchor texts. On the other hand, you also want to link to 3rd party authority sites. External links or outbound links are a great way to further strengthen the credibility of your content. As a rule, you should avoid direct match anchor texts as these could read as  spam to search engines. 
• E-E-A-T — This stands for Experience, Expertise, Authoritativeness, and Trustworthiness, and is a key on-page SEO factor influencing how Google evaluates content quality. Demonstrating E-E-A-T means showing real-world experience and subject knowledge, citing credible sources, and making it clear who’s behind the content you publish.
• Keyword optimisation — While keyword stuffing is very much 2012 SEO, naturally placing your primary keyword in strategic places throughout your content is a working tactic. Ensure to write your primary keyword, word-for-word, in your meta data, URL, H1, first 100 words, and in your conclusion.

Image optimisation — Images are easy wins, yet often overlooked by marketers. To optimise your images, the first step is using descriptive file names. Then, use alt text for accessibility and context when needed. To ensure your images load fast, convert to WebP format and use lazy loading.

Technical SEO for WordPress

Technical SEO is the process of making sure that your site meets the technical requirements needed to achieve good rankings from search engines. At the very basic level, to show up on search results, your site needs to be crawled, rendered, and indexed. This process is managed end-to-end by search bots; but you also have a part to play.  

For one, you can check and optimise how fast your website loads using Google’s PageSpeed Insights. 

Google’s Core Web Vitals are now confirmed ranking factors. These metrics measure actual user experience. They include; LCP, FCP, FID, CLS, INP, and TTFB. 

Canonicals, Redirects, and Structured Data

Search engines rely on clear signals to understand which pages on your site matter most. Canonicals, redirects, and structured data help you control that flow of information.

• Canonical tags tell Google which version of a page to prioritise when duplicates exist. This prevents issues like multiple URLs competing for the same keyword. Most SEO plugins handle canonicals automatically, but it’s worth checking that each page points to its own canonical URL rather than another version of the same page.
• Redirects ensure that when a page’s URL changes or gets deleted, users and search engines are seamlessly directed to the new location. Setting up 301 redirects helps preserve link equity and prevents broken links, which can harm both rankings and user experience.
• Structured data adds context to your content so Google can display enhanced results in search — like FAQs, reviews, or breadcrumbs. Implementing schema markup through your SEO plugin or a schema tool makes your pages more informative and clickable in search results.

Handled together, these elements help search engines crawl your site more efficiently, avoid duplicate content errors, and display your pages more attractively in search.

Local SEO for WordPress

Local SEO helps you appear at the top of Google search results when someone searches for a nearby business. It’s one aspect of SEO that is easy to implement and yields quick returns. All you need to do is:

• Setup your Google Business Profile
• Optimise for local citations

Google Business Profile 

When you sign up for a Google Business Profile, you’re letting Google know that you’re a brick and mortar business ready to be found by potential customers. This is the foundation of your local SEO efforts. 

Think about the way you search.

Let’s say you just moved to Adelaide from Sydney due to the cost of living crisis. And guess what? It’s time for your routine dental cleanup. 

You might search on Google for “dental services in Australia”

If you do that, Google brings up several business profiles so you can make a pick.

Optimising your profile buys you a fighting chance at the top spots — aka, the stores that record the most conversions. So how do you go about this?

Google Business Profile Optimisation Checklist:

• Complete every section: Business name, address, phone (NAP), hours, categories, description
• Choose categories carefully: Primary category has most weight — be specific
• Add photos regularly: Businesses with photos receive 42% more requests for directions
• Enable messaging: Respond quickly to customer inquiries
• Post weekly updates: Offers, events, or news posts signal active management
• Respond to all reviews: Professionally address both positive and negative feedback
• Add products/services: Include pricing when possible
• Use Google Posts: Regular updates can improve visibility

We spoke to Dr Lital Lev-Ary of Light Touch Laser Spa and she is “obsessed” with collecting Google Reviews. Her spa has maintained a 5-star rating across 336+ Google reviews by responding to every single review. She makes it a no-brainer for customers to drop these reviews by delivering a good job and also embedding the review button directly in WordPress pages.

Optimising for Local Citations

Local citations are like online “mentions” of your business — they tell Google that your brand actually exists where you say it does. The more consistent these mentions are, the more confidently Google can rank your business for local searches.

Start by listing your business on top Australian directories such as TrueLocal, Yellow Pages, Hotfrog, StartLocal, and Yelp Australia. Each should include identical details:

Business Name, Address, and Phone number (NAP).

Even a tiny inconsistency — like “Street” vs “St” — can confuse search engines and cost you local visibility.

Once your core listings are in place, build citations on industry-specific directories. For instance, a local dentist should add listings on health-related directories, while a builder should focus on trade networks.

Finally, don’t treat citations as a one-time setup. Schedule a quarterly check to update any old information or broken links. Clean citations are the foundation of local SEO.

Content Creation & Blogging

Publishing content consistently is the difference between an invisible website and one that pulls in organic traffic every day.

Great WordPress SEO content starts with understanding search intent. Before you write, know why someone is Googling that phrase. Are they researching, comparing, or ready to buy?

Use keyword tools like Ahrefs or Google Keyword Planner to find what people search for in your niche, then cover those topics more deeply and clearly than anyone else.

The best blogs mix expertise and storytelling. Add real examples, short case studies, or original data where possible. Google rewards unique value, not rewrites of what’s already ranking.

Aim for one pillar post per quarter (3,000+ words) and several shorter, tactical posts supporting it. Each post should link to a relevant product or service page, turning awareness into leads over time.

Optimising Blog Posts and Landing Pages

Every post and page should serve a purpose — either to attract traffic or to convert it.

For blog posts, lead with a clear hook, add subheadings for readability, and answer the searcher’s question in the first 150 words. Sprinkle your target keyword naturally in the title, URL, intro, and conclusion, but always write for humans first.

Landing pages, on the other hand, should remove distractions. One service, one goal, one clear CTA. Use short paragraphs, social proof, and a visible phone number or form above the fold.

Here’s the key: make your landing pages feel local. Include Australian spelling, local contact details, and testimonials from local clients. That local relevance boosts both trust and rankings.

Integrating Keywords Naturally

Modern keyword optimisation isn’t about repetition, it’s about context.

Google now uses semantic understanding (via NLP and BERT models) to interpret meaning, so stuffing exact phrases doesn’t help. Instead, use related terms and variations naturally throughout your copy.

Think of keywords as the “topics” you’re covering rather than strict phrases you must repeat. Use them in:

• Title tag
• Meta description
• First paragraph
• At least one H2
• Image alt text

Then, write the rest in natural, conversational English. If it reads awkwardly out loud, you’ve over-optimised.

Monitoring & Analytics

If you’re not tracking SEO performance, you’re flying blind.

Start with Google Analytics 4 and Google Search Console — your two best free tools.

Use GA4 to track how many visitors come from organic search, how long they stay, and which pages convert. In Search Console, monitor your top keywords, click-through rates, and any pages losing visibility.

Set up simple dashboards in Looker Studio (formerly Data Studio) so you can see traffic, rankings, and conversions at a glance.

Check in weekly for trends, not day-to-day fluctuations. Make small, consistent tweaks.

Tracking Performance and Implementing Changes

SEO isn’t “set and forget.” The sites that win are the ones that adapt fastest.

Each month, identify pages with high impressions but low clicks in Search Console — these are your low-hanging fruit. Improve their titles and meta descriptions to lift CTR.

Next, refresh any pages with declining rankings. Add new stats, rewrite intros, or improve formatting for readability.

Finally, log every change you make. When your rankings move, you’ll know exactly what worked and what didn’t.

Pixelstorm Client Case Study

WordPress SEO strategies work, and we have the results to back it up. For a client, we provided a WordPress SEO strategy which includes the creation of a resource hub. So far, organic traffic has been directly proportional to the number of crawled pages. 

his means that every added webpage has a positive impact on organic visibility. 

Common Mistakes to Avoid

Even well-planned SEO can fail if the basics are overlooked.

• Overusing plugins. Installing too many plugins can slow your site, create conflicts, and open security risks. Use only what’s essential, keep them updated, and avoid plugin overlap.
• Ignoring mobile or Core Web Vitals. Most visitors come from mobile, and Google prioritises sites that load fast and perform well. Regularly test your site with PageSpeed Insights or Lighthouse to stay within Core Web Vitals benchmarks.
• Duplicate content or poor structure. Repeated or similar pages confuse search engines and weaken rankings. Keep your navigation simple, use canonical tags, and maintain clear internal links.

Avoiding these mistakes keeps your WordPress site fast, organised, and search-friendly.

Conclusion & Next Steps

WordPress SEO is never a one-time setup. It’s an ongoing process of optimising, testing, and refining every part of your website.

By following the WordPress SEO  strategies outlined in this guide, your WordPress site will be better positioned to attract qualified traffic and convert visitors into customers.

If you’re unsure where to start or want a clear action plan tailored to your business, the Pixelstorm team can help.Contact us today for a comprehensive WordPress SEO audit and find out how to improve your rankings, performance, and online visibility.