Integrating SEO into Development - Proseo
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This document discusses integrating SEO into the development process. It provides tips for working with developers, such as running workshops to explain the SEO strategy and involving stakeholders. It also outlines practical project planning considerations like how SEO requirements impact scope. Common mistakes where projects go wrong are described, such as clients not accepting recommendations or being late populating content. An SEO development checklist is included to help manage the process.
Integrating SEO into Development - Proseo
- 1. Alex Craven – MD Integrating SEO into Development Alex Craven - MD
- 5. • Alex Craven – MD Winning the Political Battle
- 8. “ “
- 10. Everyone knows money If you get you only make results
- 12. • Alex Craven – MD Working with developers
- 14. Working with Developers • Run a workshop • Explain the Strategy • Why? • Bonus Structure • Anticipated results • Involve them in the project planning • Involve their SEO ‘expert’ in the discussion
- 15. Involve the senior decision maker in the first meeting
- 16. Let them know their work has helped
- 17. Some Examples
- 18. • Alex Craven – MD Practical Project Planning
- 19. Project Planning • How SEO requirements impact scope • Why SEO NEEDS to be included at the very beginning
- 20. BriefCommercial Objectives Creative SEO Usability • The larger the client the less important SEO often is
- 21. SEO BriefCrawlable Wordpress Content Requirements Domain Navigation Architecture Platform SEO requirements that impact upon the scope
- 22. Project Lifecycle - Waterfall
- 23. Project Planning • Ecommerce project lifecycle • Project plan • Client content population guide
- 26. Client Content Population Guide
- 27. Project Planning • Project launch Check List
- 28. SEO Development checklist # Item 1. Are ALL project stakeholders identified? 2. Define roles of stakeholders in relation to the project 3. Ensure all stakeholders understand contract terms & targets 4. Organise project kickoff meeting with all stakeholders 5. Produce clearly structured kickoff meeting agenda, allow senior decision makers to leave at relevant point
- 29. 6. Key phrase research and sign off by client/decision maker 7. Produce prioritised list of SEO requirements, seek input from developers as to implementation difficulty and collaboratively agree prioritisation as part of brief finalisation 8. Organise SEO training sessions with relevant people within the client/developer team 9. Agree KPI’s 10. Identify tracking capability and agree KPI reporting format, identify any gaps and feedback into project requirements SEO Development checklist
- 30. 11. Produce benchmark report in agreed format 12. Review and contribute to Sitemap / IA 13. Review creative concepts and provide feedback 14. Draft content population best practice guide (tailored to design) supporting content plan 15. Review inner template designs as they are produced SEO Development checklist
- 31. 16. Review content provided and optimise 17. Review technical specification / development platform etc. 18. Support site launch planning process 301’s if existing domain URL Structure Canonicalization Sitemap update Tracking code check Webmaster tools Robots.txt SEO Development checklist
- 32. 19. Pre launch benchmark report 20. Post launch analysis: Page indexing Crawl errors 404 errors 301 mapping check Analytics/web stats check Site accessibility Ranking check SEO Development checklist
- 33. Where it all goes wrong • Brief signed off isn’t what gets built • Client won’t accept SEO recommendations • Client agrees specification but ‘forgets’ this when site comes out of dev for UAT and requests removal of copy / other SEO elements • No robots.txt PPC landing pages • No robots.txt on dev site • Developers don’t know how SE’s crawl websites
- 34. Where it all goes wrong • Client is late populating site, no time to check prelaunch • Client copies content from competitor • Products in more than one category (duplicate content) • Rushed UAT / population SEO best practice abandoned • Client updates website without telling you • Client owns similar website (another brand or region) and copies content (doesn’t tell you)
- 35. Take-aways • E-commerce development lifecycle • Project launch plan • Common pitfalls • SEO Development checklist • Lifecycle info graphic • Client content population guide
- 37. Alex Craven T: @AlexCraven E: acraven@bloommedia.co.uk W: www.bloommedia.co.uk