Get Your Developers to Implement SEO Recommendations
How to Work with Developers to Get Things Done
There’s nothing more frustrating than investing in SEO, and not being able to act. The biggest problem with SEO is getting developers to execute SEO recommendations. If you outsource web development, you’re less likely to encounter this problem – but if development is done in-house you may need to prepare for a fight.
Here are some ways marketers can better prepare to get developers to act on SEO recommendations.
Why the Struggle?
Some developers are mavericks. They argue about the merits of code, they’ll leave out your meta tags, and refuse to implement AMP or redirects. No matter what your SEO recommendations, they’ve heard them before but either don’t have the time or won’t dedicate the time to implementing them. Developers work closely with SEO professionals, and often tired of their updates. Whether it’s a disbelief of the impact, or the danger in updating code – developers are more likely to be your work enemy than your ally.
How to Prepare for the Dev Team
Prepare a strong case for your SEO recommendations to get them approved. Provide a supplemental document with your recommendations to explain your strategy. Your client or executive team needs to be able to explain the strategy behind SEO recommendations to get buy-in from development. With each issue, present context as to why change is necessary. Prioritize and rank your SEO recommendations based on importance and ease of implementation.
How to Get SEO Recommendations Approved
SEO tasks require varying degrees of effort and time. They also require different degrees of knowledge and expertise. Make sure you’re providing suggestions that your client or team has the ability to implement.
One way to get SEO recommendations approved is to help developers by using task runners. Tools like Gulp and Grunt help reduce development time by automating a series of tasks every time developers push new code. These tools keep developers from mundane or tedious tasks that machines can do. You can use task runners for SEO recommendations like:
- Code minimizing
- Image compression
- Updates to XML sitemaps
- AMP validation
- AMP CREATION
- Updating meta tags
- Generating HTML snapshots
- Page speed insights
Provide granular detail to get your recommendations approved. If the developer needs to look outside of your documentation to act, your suggestions are less likely to get implemented. Explain the context and implementation in your documentation, instead of linking to other resources.
There is typically more than one solution to an SEO issue. Know all the options, but only present one. Fight for the desired approach in your documentation, but have backup suggestions ready. Have business cases on hand. Providing business cases gets buy-in from the top, which puts pressure on the development team to act. Applying figures to your SEO suggestions makes them more valuable.
Don’t Forget They’re People
In all your frustration don’t forget that developers are people too. Build a good relationship with the development team to get SEO recommendations approved faster. By knowing the people you work closely with, you’ll understand their pain-points and how to shape suggestions to get them approved.
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