How to make friends and influence developers - @stekenwright at #TechSEO Summat
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The document discusses strategies for improving collaboration between SEO professionals and developers to implement technical changes effectively. It emphasizes the importance of understanding team dynamics, setting appropriate KPIs, and creating a shared roadmap for SEO initiatives. The author outlines a successful case study at Pendragon PLC where SEO requirements were organized into a single epic for better resource management and implementation.
How to make friends and influence developers - @stekenwright at #TechSEO Summat
- 1. How to make friends and influence developers Stephen Kenwright @stekenwright
- 3. How long have you been waiting for the technical change you’re most desperate to get implemented? @stekenwright < 1 month 1-6 months 6-12 months 12-24 months Longer than 2 years Will Critchlow / Moz.com 21.1% 36.8% 15.8% 26.3%
- 4. When do you think it will happen? @stekenwright Weeks <6 months 6-12 months 1+ years Never Will Critchlow / Moz.com 10.5% 15.8% 10.5% 31.6% 31.6%
- 5. Is it a big deal? @stekenwright Not too bad A serious frustration Stopping us hitting KPIs It’s cramping the performance of the whole company Will Critchlow / Moz.com 10.5% 42.1% 26.3% 26.3%
- 9. ● What’s in the roadmap right now? ● What were the last SEO recommendations you implemented? ● Who’s in the team? ● How do you like to work? ● What are your KPIs hopes and dreams? Questions to ask @stekenwright
- 10. What does your org look like? @stekenwright Front end Back end CSS PHP, Ruby HTML .NET JavaScript, Angular JS etc. SQL, MySQL Apache, IIS
- 11. Create reports your developers care about @stekenwright
- 14. e.g. optimise crawl by updating robots.txt @stekenwright Potential 8 Importance 9 Ease 9 PIE Score 8 + 9 + 9 / 3 = 8.67
- 15. You can’t estimate ease without talking to developers first @stekenwright
- 16. Improve your comms with developers @stekenwright Client Client Developer Client Client Client Developer Client DeveloperScoping Recommendation Implementation Results Developer BetterTypical
- 19. Developers have their own KPI frameworks e.g. RAIL @stekenwrightGoogle Developers
- 20. Find common ground @stekenwright Developers might not agree Developers might agree We should implement AMP The site should be faster Every page should have a canonical tag There should be less duplicate content We should render JavaScript server-side Search engines should be able to render the site We need to update our meta data We should make the site accessible
- 21. Create KPI frameworks that work for your org @stekenwright KPI Starting score New score Critical load 2.5 sec 0.5 sec Pages crawled 10,000 5,000 Non-200 pages 5,000 1,000
- 22. Optimising Page Speed is not a one-off task...so don’t make it one @stekenwright
- 23. Time Investment Think Build Ship Tweak How Spotify builds products @stekenwright
- 24. It’s everyone’s job to think and tweak, not just SEO @stekenwright
- 25. Hack it on with Tag Manager @stekenwright
- 27. Vendors are your friends @stekenwright
- 28. Talk to the success team @stekenwright
- 29. Go to (or live stream) the conference @stekenwright
- 31. Understand your incident management process @stekenwright
- 32. Adding your client to your Basecamp @stekenwright
- 34. @stekenwright How we got development resource at Pendragon PLC
- 35. No visibility on product roadmap @stekenwright The frustration
- 36. Digital expected Web Product to keep track of recommendations @stekenwright The problem
- 37. Web Product were bending the rules making any changes at all @stekenwright The real problem
- 38. @stekenwright Pendragon PLC used Agile Epics
- 39. Epics organise issues into a single body of work @stekenwright
- 40. Epics are delivered in sprints... @stekenwright
- 41. ...so an epic must have a start and end point @stekenwright
- 42. @stekenwright Pendragon PLC managed epics in Azure boards
- 43. Product Owner has to find a way to take a recommendation out of an email and into an Azure board @stekenwright
- 44. If there’s no epic, there’s no Azure board to add a recommendation to @stekenwright
- 45. @stekenwright The solution was to add all SEO requirements to a single epic
- 46. ● Web Product would know how much resource was required and when they could have it back ● Digital would know what would be done and when ● Digital were forced to be proactive and organised ● Web Product got better briefs ● We could put a value on the epic rather than an individual fix Benefits @stekenwright
- 47. We got our JavaScript site indexed @stekenwright
- 48. @stekenwright
- 49. Product management > coding @stekenwright Want to apply dev skills to SEO (in a big org)?
- 50. @stekenwright riseatseven.com/careers SEO Strategist Front End Developer or Designer
- 51. The creative SEO agency for people who want more. Sharp as a tack. Enthusiastic as hell. Experts in our field.