We built WILO for the WordPress community.

WILO has been designed and built by the team at Toast, a UK-based design agency.

WILO is a free WordPress plugin we developed for our clients’ websites to help them understand and improve their internal linking.

Originally designed just for our own websites, well-curated internal links can have a significant impact on WordPress sites.

Having tested the plugin across many of our own and client websites, and then tracking the effectiveness of improving internal links using ahrefs, it soon became clear that using WILO improved the rankings of the sites we installed it on.

As SEO is how Toast gets all its business (100% new business is generated via organic search), this plugin became a must-have across all our company and client sites.

WILO plays nicely with other plugins.

We see WILO as a plugin to complement the big players in WordPress SEO, such as Yoast and Rankmath – it’s not designed to compete with these plugins, it’s designed to work in conjunction with them.

We use Yoast and RM ourselves, on all sites, so we know how amazing these plugins are, so WILO acts as another option for your site.

It does not automate.

We do SEO, and we therefore know that automated SEO is lazy SEO.

If you want a site to rank, you have to put the work in, which is exactly why WILO helps you but does not do the work for you.

Designed and built by Toast.

Original concept: Dave Foreman

Design & Branding: Dave Foreman

Code and clever stuff: Aaron Jones

Plugin evolution: Dave Foreman, Aaron Jones, Simon Browne & Charlotte Brown.

WILO is a plugin by Toast Plugins, which is part of the Toast family.