What is a permalink?

A permalink is a URL intended to remain unchanged for many years. It makes a hyperlink less susceptible to link rot when links break or no longer lead to the content they’re supposed to.

Most modern blogging and content-syndication software systems support permalinks. They are often rendered clean URLs to make them easier to type and remember. In some cases, URL shortening is used to create permalinks.

The permalink is the full URL you see – and use – for any given post, page or another piece of content on your site. Because it’s permanent, it’s called a permalink.

Permalinks should be SEO-friendly

SEO friendly means that permalinks should include keywords that describe the content. This can help search engines index and rank your content more effectively.

Permalinks structure should fit the website goals.

When deciding on a permalink structure, it’s essential to consider your website’s goals. If you want your site to be easily found by search engines, then using keywords in your permalinks can be helpful. But keywords may not be as crucial if you’re trying to create short, memorable permalinks.

There is no “perfect” permalink structure, so it’s up to you to decide what will work best for your site. Experiment with different structures and see what works best for you and your visitors.

How to change the permalink in WordPress?

If running a WordPress site, you can set your permalinks in your dashboard’s Settings > Permalinks section. There are a few permalink structures to choose from, but we recommend using the “Post name” option.

Permalink settings in WordPress.
Permalink settings in WordPress. Set to “Post name” is recommended for SEO and user-friendly URLs.


Please don’t change the permalink structure without a real need; plan for it. 

If you change the permalinks structure of your website, it can cause errors. Any links shared on social media or other websites will no longer work, and any visitors who try to click them will see an error message.

It’s generally not a good idea to change your permalink structure after your site has gone live. If you need to change, set up a redirect so that visitors will be redirected from the old URL to the new one. It will help prevent errors and ensure everyone can still access your content.

Permalinks are essential to SEO because they help search engines rank your content more effectively.