Wildcard optimization targets search queries using asterisk (*) operators. Create content that answers common wildcard patterns to capture long-tail traffic from incomplete or exploratory searches.
You may hear the term “wildcard optimization” in SEO, and it sounds complicated, but it is just a powerful way to manage your website on a larger scale. It is not a single technique but rather an overarching strategy using the wildcard symbol ($*$) to efficiently handle groups of URLs or generate mass content ideas.
Two Major Uses of Wildcard in SEO
The asterisk ($*$) is the symbol that acts as the “wildcard,” meaning it stands in for any string of characters or words.
1. Wildcard Redirects (For Technical SEO)
Wildcard optimization in a technical sense involves setting up a single rule to redirect hundreds or thousands of old URLs to new ones. This is called a wildcard redirect, and it is essential during major website migrations or restructuring projects. You are preserving the link equity (SEO value) and preventing frustrating “404 Not Found” errors for users and search engines.
For example, if you move an entire folder of blog posts, you are able to use one wildcard rule like /old-folder/ to redirect everything to /new-folder/. You save massive amounts of time you would otherwise spend setting up individual redirects for every single page. This technical method is key to maintaining a healthy SEO profile during site changes.
2. Wildcard Content (For Keyword Research)
This type of wildcard optimization is an efficient content strategy to generate high volumes of keyword-driven pages from one single template. You identify a common keyword phrase and replace one variable word with the wildcard symbol ($*$). This creates a template for dozens of content ideas.
For example, you are able to take the keyword “best CRM for * businesses” and generate content ideas for “best CRM for small businesses,” “best CRM for real estate businesses,” and “best CRM for healthcare businesses.” You find these repeatable patterns by looking at Google’s Autocomplete feature or by exporting and sorting keyword lists. This helps you scale your content production quickly by reusing one content outline.
Wildcard Optimization Across CMS Platforms
The application of wildcard techniques often depends on the CMS you are using.
WordPress and Wildcards
In WordPress, you are able to easily set up wildcard redirects using powerful SEO plugins like Rank Math or simple redirect plugins. These tools often provide a user-friendly interface for implementing the /old-path/* rules without needing to manually edit the .htaccess file. You are simplifying complex technical tasks with accessible software.
Custom CMS and Wildcards
With a custom CMS, you are entirely responsible for implementing wildcard redirects, usually by editing the server configuration files (like .htaccess or Nginx config). While this offers ultimate control, you must be precise to avoid site errors or redirect loops. You rely on your development team to programmatically manage these rules.
Potential Wildcard Risks and How to Avoid Them
While powerful, using wildcards incorrectly can cause SEO problems.
One major risk with wildcard DNS records is the potential for creating widespread duplicate content across many unintended subdomains. You should use careful canonicalization to tell search engines the preferred version of a page. Also, you must avoid overly broad redirect patterns, such as /*, because this can cause internal site errors and confusion.
FAQ About Wildcard Optimization
Does using a wildcard in content help with SEO?
Yes, but indirectly; the wildcard itself is a research tool, not an on-page SEO element. You use the wildcard to find dozens of specific long-tail keyword phrases you otherwise would miss. You then create unique, highly targeted content for each of those phrases, which brings in relevant search traffic.
What is a Wildcard SSL certificate?
A Wildcard SSL certificate secures your main domain and an unlimited number of first-level subdomains using a single certificate. You use *.yourdomain.com to cover all subdomains, saving money and simplifying security management. This is crucial for a clean, secure user experience, which is a major SEO factor.
How do I use the wildcard for keyword research in Google?
You place the asterisk ($*$) into the Google search bar where you want to find an extra word or phrase. For example, search for “how to fix a $* in the house” to find dozens of related user questions. You are commanding Google to fill in the blank with relevant popular searches.
Should I use wildcards in my robots.txt file?
Yes, you can use wildcards (like $*\mathrm{or}$) in your robots.txt file to efficiently block search engine crawlers from entire sections of your site. This is helpful for preventing low-value or duplicate content in large folders (e.g., development or tag archives) from wasting your crawl budget. You are controlling which pages Google can see.
What is a Wildcard URL in a CMS?
A Wildcard URL in a CMS is a pattern that allows one page template to display dynamic content based on the URL path. For instance, a single /profile/{username} URL template can load any user’s profile, saving you from creating a separate page for every user. You are creating a scalable structure for your site.
