SEO Wordpress

SEO Skill — Travel Insurance Center-Kenya (WordPress)

Context

This skill targets a WordPress plugin that renders insurance policy pages, quote wizards, and agency dashboards on the frontend. SEO improvements focus on:

• Technical on-page SEO output from PHP templates
• Structured data / JSON-LD for insurance products
• Social sharing (Open Graph, Twitter Cards)
• Core Web Vitals & page speed
• Keyword targeting for Kenyan travel insurance searches
• WordPress-specific integration (Yoast/RankMath compatibility)

Execution Workflow

1. Audit — Identify the page/template/shortcode the user is targeting.
2. Classify intent — Which SEO domain applies? (See table below)
3. Implement — Apply changes directly to the relevant PHP/HTML files.
4. Validate — Check output renders valid HTML and no PHP errors.
5. Document — Note any new options/constants added to key_facts.md.

Intent → Action Map

WordPress SEO Implementation Patterns

1. Adding Meta Tags via wp_head

Hook into wp_head inside the relevant class constructor. Always escape output.

add_action( 'wp_head', [ $this, 'output_seo_meta' ] );

public function output_seo_meta(): void {
    if ( ! is_singular( 'policy' ) ) {
        return;
    }
    $post  = get_queried_object();
    $title = esc_attr( get_the_title( $post ) );
    $desc  = esc_attr( wp_strip_all_tags( get_the_excerpt( $post ) ) );
    $url   = esc_url( get_permalink( $post ) );
    $img   = esc_url( get_the_post_thumbnail_url( $post, 'large' ) );
    ?>
    <meta name="description" content="<?php echo $desc; ?>">
    <meta property="og:title" content="<?php echo $title; ?>">
    <meta property="og:description" content="<?php echo $desc; ?>">
    <meta property="og:url" content="<?php echo $url; ?>">
    <meta property="og:type" content="product">
    <?php if ( $img ) : ?>
        <meta property="og:image" content="<?php echo $img; ?>">
    <?php endif; ?>
    <meta name="twitter:card" content="summary_large_image">
    <link rel="canonical" href="<?php echo $url; ?>">
    <?php
}

2. JSON-LD Structured Data — Insurance Product

Use InsuranceProduct mapped to the closest Schema.org type (Product + FinancialProduct).

public function output_schema_jsonld(): void {
    if ( ! is_singular( 'policy' ) ) {
        return;
    }
    $post      = get_queried_object();
    $name      = get_the_title( $post );
    $desc      = wp_strip_all_tags( get_the_excerpt( $post ) );
    $url       = get_permalink( $post );
    $logo_url  = get_option( 'maljani_company_logo_url', '' );

    $schema = [
        '@context'    => 'https://schema.org',
        '@type'       => 'Product',
        'name'        => $name,
        'description' => $desc,
        'url'         => $url,
        'brand'       => [
            '@type' => 'Organization',
            'name'  => 'Travel Insurance Center-Kenya',
            'url'   => home_url(),
        ],
    ];

    if ( $logo_url ) {
        $schema['brand']['logo'] = $logo_url;
    }

    echo '<script type="application/ld+json">'
        . wp_json_encode( $schema, JSON_UNESCAPED_SLASHES | JSON_UNESCAPED_UNICODE )
        . '</script>' . "\n";
}

3. Organization / LocalBusiness Schema (Site-wide)

Add once on all pages to establish the brand entity in Google's Knowledge Graph.

$org_schema = [
    '@context'        => 'https://schema.org',
    '@type'           => 'InsuranceAgency',
    'name'            => 'Travel Insurance Center-Kenya',
    'url'             => home_url(),
    'areaServed'      => 'KE',
    'currenciesAccepted' => 'KES',
    'address'         => [
        '@type'           => 'PostalAddress',
        'addressCountry'  => 'KE',
    ],
];

4. FAQ Schema

For policy detail pages that include an FAQ section:

$faq_schema = [
    '@context'   => 'https://schema.org',
    '@type'      => 'FAQPage',
    'mainEntity' => [
        [
            '@type'          => 'Question',
            'name'           => 'What does this travel insurance cover?',
            'acceptedAnswer' => [
                '@type' => 'Answer',
                'text'  => esc_html( get_post_meta( $post->ID, '_policy_coverage_summary', true ) ),
            ],
        ],
    ],
];

5. Yoast / RankMath Compatibility

Before outputting custom meta, check if a premium SEO plugin is active to avoid duplication:

private function seo_plugin_active(): bool {
    return defined( 'WPSEO_VERSION' ) || defined( 'RANK_MATH_VERSION' );
}

public function output_seo_meta(): void {
    if ( $this->seo_plugin_active() ) {
        return; // Let Yoast/RankMath handle it
    }
    // ... custom output
}

6. Title Tag Customisation

add_filter( 'document_title_parts', [ $this, 'filter_policy_title' ] );

public function filter_policy_title( array $title ): array {
    if ( is_singular( 'policy' ) ) {
        $title['tagline'] = 'Travel Insurance Center-Kenya';
    }
    return $title;
}

7. Page Speed — Asset Optimisation

// Defer non-critical scripts
add_filter( 'script_loader_tag', function( $tag, $handle ) {
    $defer = [ 'maljani-client-dashboard', 'maljani-sales-page' ];
    if ( in_array( $handle, $defer, true ) ) {
        return str_replace( ' src=', ' defer src=', $tag );
    }
    return $tag;
}, 10, 2 );

// Lazy-load images in policy listings
add_filter( 'wp_get_attachment_image_attributes', function( $attr ) {
    $attr['loading'] = 'lazy';
    return $attr;
} );

Target Keywords (Kenya Travel Insurance)

Primary cluster to use in title tags, headings, and content:

• Travel insurance Kenya
• Travel insurance Nairobi
• Travel insurance quotes Kenya
• Cheap travel insurance Kenya
• Medical travel insurance Kenya
• Annual multi-trip insurance Kenya
• Schengen visa travel insurance Kenya

Long-tail opportunities:

• Best travel insurance for Kenyan passport holders
• Travel insurance that covers COVID Kenya
• Single trip travel insurance Kenya

SEO Checklist for New Pages/Shortcodes

When adding a new frontend-rendered page:

• Unique <title> tag via document_title_parts filter
• <meta name="description"> (max 160 chars)
• <link rel="canonical"> pointing to the canonical URL
• Open Graph og:title, og:description, og:image, og:url
• JSON-LD structured data block (Product, FAQPage, or Organization)
• Heading hierarchy: one <h1> per page, logical <h2>/<h3> nesting
• Image alt attributes on all <img> tags
• No duplicate content — use canonical or noindex for paginated/filtered URLs
• Check Yoast/RankMath is not outputting conflicting tags

Security Rules

• Always use esc_attr(), esc_url(), esc_html(), wp_strip_all_tags() before SEO output.
• Never trust raw $_GET/$_POST in meta output — sanitize first.
• Use wp_json_encode() for JSON-LD, never json_encode() directly.
• Hook into wp_head with a priority > 10 to run after theme head, < 99 to run before closing </head>.