Set WordPress Permalinks Correctly: SEO-Friendly URLs Without Ranking Loss

Set WordPress Permalinks Correctly: SEO-Friendly URLs Without Ranking Loss

Permalinks are the permanent URLs of your WordPress pages, posts, categories and other content. They determine the address under which content can be accessed. A good permalink structure helps visitors, search engines and AI-supported systems understand the content of a page more quickly.

Especially with new WordPress websites, permalinks should be configured cleanly at an early stage. With existing websites, however, caution is required: changing the permalink structure can change existing URLs. Without redirects, this can lead to 404 errors, lost backlinks, broken internal links and possible ranking losses.

What are permalinks?

A permalink is the permanent URL of a piece of content. When you publish a page, post or category, WordPress creates an address under which this content can be accessed.

Examples:

• https://www.example.ch/contact/
• https://www.example.ch/wordpress-hosting/
• https://www.example.ch/blog/wordpress-permalinks/

A good URL is short, understandable and describes the content. Visitors should already be able to recognise from the address what the page is about.

Where can you find the permalink settings?

You can find the permalink settings in the WordPress dashboard under:

Settings > Permalinks

There you can choose how WordPress generates URLs for posts. In addition, you can define base structures for categories and tags.

Important: Changes to the permalink settings can immediately affect many URLs on your website. Therefore, check carefully whether you are setting up a new website or changing an existing website.

1. The best permalink structure for new websites

For most modern WordPress websites, the Post name setting is the best and simplest choice. WordPress uses the title or slug of a post or page as the URL.

Example:

• Poor URL: https://www.example.ch/?p=123
• Better URL: https://www.example.ch/set-wordpress-permalinks/

The Post name structure is short, readable and understandable for visitors. It is particularly suitable for company websites, blogs, knowledge bases, local websites and many WooCommerce projects.

2. Why cryptic URLs are problematic

WordPress can also technically output content via IDs, for example with ?p=123. Such URLs work, but they are not very meaningful for people.

Disadvantages of cryptic URLs:

• Visitors cannot recognise the content from the address.
• URLs look less professional.
• They are harder to remember.
• They contain no thematic context.
• They are less attractive when shared.

A descriptive URL such as /wordpress-hosting-switzerland/ is much more understandable than /?p=123.

3. Overview of permalink structures

WordPress offers several standard structures. Not every structure is useful for every website.

4. When a custom structure makes sense

A custom permalink structure can make sense if your website needs a clear separation between content types. For example, some companies want to place blog posts under /blog/, while normal pages remain directly at the top level.

Example:

• Page: /wordpress-hosting/
• Blog post: /blog/set-wordpress-permalinks/

This can help separate editorial content from service pages more clearly. However, it is not mandatory. For many small and medium-sized websites, Post name is sufficient.

5. Formulate slugs correctly

The slug is the last part of a URL. In /set-wordpress-permalinks/, set-wordpress-permalinks is the slug.

A good slug should:

• be short and understandable,
• describe the main topic,
• not contain unnecessary filler words,
• not use special characters,
• use hyphens instead of spaces,
• remain meaningful in the long term.

Examples:

• Good: /wordpress-hosting-switzerland/
• Good: /create-wordpress-contact-form/
• Poor: /this-is-an-article-about-the-best-tips-for-wordpress/
• Poor: /new-page-final-v2/

6. Avoid umlauts, special characters and capital letters

Simple, technically clean characters are recommended for URLs. Use lowercase letters, hyphens and clear terms. Umlauts are often converted automatically, but it is still better to check slugs consciously.

Recommendation:

• ä to ae
• ö to oe
• ü to ue
• ß to ss
• spaces to hyphens

Example:

• Page title: Über uns
• Recommended slug: /ueber-uns/

7. Category and tag base

In the permalink settings, you can also define which base is used for category and tag archives.

By default, WordPress often uses structures such as:

• /category/wordpress/
• /tag/webp/

You can change this base, for example:

• /topic/wordpress/
• /keyword/webp/

Whether this makes sense depends on your website. For German-language websites, a translated base such as /thema/ or /kategorie/ can look nicer. However, it is important to note: this change also changes URLs and should only be made on existing websites with redirects.

8. Should category and tag prefixes be removed?

Some website operators want to remove /category/ from category URLs to obtain shorter URLs. This can look attractive, but it is not always necessary and can cause technical conflicts.

A flat URL structure is not automatically better. What matters is that URLs are clear, stable and meaningful. If categories, pages and posts use similar slugs, removing prefixes can lead to conflicts.

Example of a possible conflict:

• Page: /wordpress/
• Category: /wordpress/

WordPress must then be able to clearly decide which URL is meant. Such adjustments should therefore only be made deliberately and with clean planning.

9. Set permalinks on new websites

On a new website, permalink configuration is straightforward. Set the desired structure before publishing many pieces of content.

Recommended procedure:

1. Install WordPress.
2. Go to Settings > Permalinks.
3. Select Post name.
4. Save changes.
5. Create the first pages and posts.
6. Check slugs before publication.

This helps you avoid later URL changes and unnecessary redirects.

10. Change permalinks on existing websites

Special caution is required for existing websites. If your website is already indexed, has backlinks or is heavily linked internally, changing the permalink structure can change many URLs at once.

Before making a change, you should:

• create a full backup,
• export all important existing URLs,
• plan the new target structure,
• prepare 301 redirects,
• check internal links,
• update the sitemap,
• monitor Google Search Console after the change.

If you are unsure, you should not make a spontaneous permalink change on an existing website.

11. Use 301 redirects correctly

A 301 redirect tells browsers and search engines that a URL has permanently moved to a new address. This is important when you change permalinks.

Example:

• Old URL: /2024/05/old-post/
• New URL: /old-post/

The old URL should point to the new URL via a 301 redirect. This ensures visitors still land on the correct content.

Depending on the setup, redirects can be configured:

• via a redirect plugin,
• via an SEO plugin with redirect functionality,
• via cPanel redirects,
• via the .htaccess file on Apache setups,
• via server-side rules.

For many WordPress users, a redirect plugin is the clearest option. With many URLs or complex relaunches, the redirect structure should be planned carefully.

12. Fix 404 errors after permalink changes

If pages are no longer found after a permalink change, there may be several causes. Often, WordPress needs to rewrite the permalink rules.

A simple first step:

1. Open Settings > Permalinks.
2. Do not change anything.
3. Simply click Save Changes.

This prompts WordPress to resave the internal rewrite rules. In many cases, this fixes 404 errors after a migration or change.

If that does not help, check:

• Does the .htaccess file exist?
• Is the file writable?
• Have server rules been changed?
• Are there conflicts with plugins?
• Has the cache been cleared?
• Does the server use Apache, LiteSpeed or Nginx?

• Guide: Manage files in the cPanel File Manager

13. The role of the .htaccess file

In many WordPress installations on Apache or LiteSpeed servers, WordPress uses the .htaccess file to enable clean URLs. This file is normally located in the main directory of your WordPress installation.

If WordPress cannot update the file automatically, 404 errors can occur. In such cases, the file must be checked or adjusted manually.

Edit the .htaccess file only carefully. An error in this file can affect the entire website. Create a backup copy beforehand.

14. Check internal links after URL changes

Redirects help catch old URLs. Nevertheless, internal links should be updated after a permalink change. A website should not permanently navigate internally through redirects.

Check especially:

• menus,
• footer links,
• buttons,
• internal links in posts,
• widgets,
• page builder elements,
• contact pages,
• sitemap,
• WooCommerce links, if present.

Internal links should point directly to the new target URL.

15. XML sitemap and Google Search Console

After major permalink changes, the XML sitemap should be updated. Many SEO plugins such as Rank Math, AIOSEO, Yoast SEO or SEOPress generate sitemaps automatically.

After the change, check:

• Does the sitemap contain the new URLs?
• Have old URLs been removed?
• Has the sitemap been submitted in Google Search Console?
• Are there new 404 errors?
• Are redirects recognised correctly?

Google Search Console is particularly helpful for monitoring errors after a changeover.

16. Permalinks and WooCommerce

WooCommerce comes with its own permalink settings for products, product categories and shop structures. You can also find these in Settings > Permalinks when WooCommerce is active.

URLs should remain especially stable in shops. Product URLs, category URLs and shop pages can be revenue-relevant. Changes without redirects can directly lead to lost sales.

Check the following in WooCommerce:

• product URL structure,
• product category base,
• shop base,
• redirects for removed products,
• internal links from categories and menus,
• Google Shopping or Ads URLs, if used.

17. SEO: Why URLs are important

URLs are not a ranking factor on their own, but they are an important part of a clean website structure. A clear URL helps users, search engines and internal systems classify content more easily.

SEO-friendly URLs are:

• short,
• understandable,
• thematically appropriate,
• stable,
• free of unnecessary parameters,
• not overloaded with keywords,
• consistent across the website.

Stability is especially important. A slightly less perfect URL that has worked well for years should not be changed without a clear reason.

18. GEO: Permalinks for AI search systems

GEO, meaning Generative Engine Optimization, concerns the understandability of your content for AI-supported search and answer systems. Clear URLs help classify content thematically and recognise structures.

Helpful for GEO are:

• clear URL terms,
• logical page hierarchy,
• no cryptic parameters,
• stable URLs,
• descriptive slugs,
• clean internal linking,
• no unnecessary URL variants.

A URL such as /wordpress-hosting-switzerland/ is more understandable for people and systems than /?p=123.

19. Common permalink mistakes

• Permalinks changed too late: Many existing URLs change without redirects.
• No 301 redirects: Old URLs lead to 404 errors.
• Slugs too long: URLs become confusing.
• Keyword stuffing: URLs look artificial and unnatural.
• Umlauts and special characters: Can cause technical problems or unattractive URLs.
• Category base changed without planning: Archive URLs break.
• Internal links not updated: Website redirects internally unnecessarily.
• .htaccess edited incorrectly: Website or subpages are no longer accessible.

Recommended procedure

1. New website: Open Settings > Permalinks right at the beginning.
2. Choose Post name: The best default structure for most websites.
3. Check slugs: Short, understandable and without special characters.
4. Choose category and tag base consciously: Do not change unnecessarily.
5. Back up existing website: Create a backup before making changes.
6. Export URL list: Document old URLs.
7. Plan 301 redirects: Redirect old URLs to suitable new targets.
8. Save permalinks: Update WordPress rules.
9. Check 404 errors: Check website, menu, internal links and Search Console.
10. Update sitemap: Submit new URLs to search engines.

Frequently asked questions about WordPress permalinks

What are permalinks in WordPress?

Permalinks are the permanent URLs of your pages, posts, categories and other content. They determine the address under which content can be accessed.

Which permalink structure is best?

For most websites, Post name is a very good choice. This structure creates short and descriptive URLs.

Should I change permalinks on an existing website?

Only with caution. If your website is already online, indexed or linked, you should only change permalinks with a backup, planning and 301 redirects.

What happens if I change permalinks without redirects?

Old URLs can lead to 404 errors. Visitors, search engines and external links may then no longer find the content.

How do I fix 404 errors after a permalink change?

Open Settings > Permalinks and click Save Changes. This rewrites the rewrite rules. If that does not help, check .htaccess, cache, plugins and server configuration.

What is a slug?

The slug is the URL part of a piece of content, for example wordpress-hosting in /wordpress-hosting/.

Are short URLs better for SEO?

Short, clear URLs are usually more user-friendly. However, what matters is not only brevity, but also understandability, stability and thematic relevance.

Should I remove /category/ from URLs?

Not necessarily. Removing it can look attractive, but it can also cause conflicts. Check carefully whether it makes sense for your website and set up redirects for existing URLs.