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name: seo-wordpress description: | WordPress SEO specialist skill for the Travel Insurance Center-Kenya plugin. Use when asked to improve SEO, add meta tags, schema markup, Open Graph, structured data, sitemap integration, keyword optimisation, canonical URLs, or page speed for the plugin's frontend pages and templates. Covers both on-page technical SEO (PHP/HTML output) and content-level recommendations. Trigger words: "SEO", "meta tags", "schema", "structured data", "Open Graph", "sitemap", "canonical", "page speed", "rich snippets", "search ranking", "keyword", "seo skill". version: "1.0" allowed-tools: ["Read", "Write", "Edit", "Glob", "Grep"] applyTo: "**/.php, **/.html, **/.js, **/.css"

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)

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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.

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Intent → Action Map

User Request	Action
"Add meta tags"	Inject <meta> via wp_head hook in the relevant class
"Add schema / structured data"	Output JSON-LD <script> block via wp_head or inline
"Open Graph / social sharing"	Add og:* and twitter:* meta tags
"Add canonical URL"	Output <link rel="canonical"> via wp_head
"Sitemap"	Register CPT/pages with WordPress sitemap or Yoast
"Page speed / Core Web Vitals"	Audit asset loading, defer JS, lazy-load images
"Keyword optimisation"	Review heading hierarchy, title tags, content density
"Rich snippets / FAQ schema"	Add FAQPage or Product JSON-LD

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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;
} );

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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

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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>.