The very next option I set is the Permalink structure. This is simply the structure of the posts and pages url. Out of the box, the structure is something like yourblog.com/p=1387, where 1387 is the post ID number, which even WordPress itself calls ”ugly”. Still, the ”ugly” structure works in any server configuration, so it makes sense that it be the default. However, some random number doesn't give search engines any extra clues as to what this post is about. If it was yourblog.com/recipes/cherry-filled-chocolate-cake/ however, that would be a really good clue. For that reason, I recommend using category/postname as the structure, where in this example, recipes is the category in which this post was published.