8 Tried & Tested Tips for Improving SEO & Developer Relations

My Post - 2019-11-26T182227.675.pngThe relationship between SEO professionals and developers is one typified by frustration and misunderstanding.

From an SEO perspective, it can be difficult to communicate the value and importance of search-related initiatives and to get them prioritized in development pipelines.

From a developer’s point of view, SEO can seem like a never-ending source of tickets and annoyance that delays them from delivering their work on time.

As web technologies become more advanced, SEO is becoming more technically sophisticated, which means it is increasingly important that we actively examine ways to work more harmoniously with development teams.

Over the past few months, I’ve been speaking with some of the most experienced and respected people in SEO and digital marketing to find out how they’ve built and nurtured relationships with development and engineering teams to achieve success.

In this post, I’m going to share some of the best insights from these conversations.

1. Heal the Wounds Left by Bad SEO Experiences

While a large part of SEO is now focused on meeting the user intent of searchers with high-quality content, developers and other teams may still have a lingering mistrust of SEO pros.

The days of keyword stuffing and bulk link buying are no longer seen as popular or sustainable SEO practices by most, but it may take time and relationship building for an SEO to win the trust of developers because of their prior experiences.

At a previous job, JP Sherman, Manager of Search and Findability from Red Hat, needed to gain the trust of developers who had been burnt by a bad SEO agency.

Rather than going into the business and making demands of the developers about what needed to be changed from an SEO perspective, Sherman made a point sitting down with the company’s developers to establish their common goals and put a plan in place to achieve these while overcoming shared frustrations with the website.

After a year of this approach, he managed to build a level of trust with the development team and turned an audience of skeptics into SEO advocates.

2. Involve Developers by Hosting a Hackathon

One novel way to get developers interested and engaged with SEO initiatives is by hosting a hackathon.

Polly Pospelova, Head of Search at Delete, organized a hackathon and invited the agency’s developers to participate.

The sole aim of the hackathon was to get a perfect score in Lighthouse for the agency’s own website.

The event was a massive success, as the developers were not only able to achieve a score of 100 in Lighthouse but this shared objective laid the blueprint for speed optimization work that Pospelova was able to roll to many of Delete’s clients.

Pospelova’s hackathon is an inspiring and original example of how SEO and marketing pros can work successfully with developers by working to achieve a common goal.

3. Embed Yourself in Your Client’s Organization

From an agency’s perspective, it often isn’t enough to simply provide a list of SEO recommendations off the back of an audit and expect these to be actioned by the client’s developers.

Without clear explanations and prioritization of your SEO recommendations backed by a close understanding of the client’s business, there is a fair chance your suggestions will get lost amongst other priorities.

Arnout Hellemans, Consultant at OnlineMarketThink, suggests making an effort to embed agency staff within their client’s organization for a fruitful long-term relationship.

He’s spoken with agencies who send their staff out to work from their client’s offices for a couple of days every now and again.

Rather than the relationship, largely existing only Slack and emails, the agencies are able to build much stronger relationships with their client’s developers by sitting with them and better understanding their priorities, challenges, and ways of working.

4. Pick Your Battles Carefully

While it’s clearly important for SEO pros to build strong relationships with developers, it can also pay to be strategic in terms of the recommendations that you push to be actioned.

It’s often the case that there are large numbers of actions resulting from an audit, but are all of them going to have the same impact?

Areej AbuAli, Technical SEO Manager at Zoopla, said it’s important to avoid overwhelming developers with too many recommendations at once.

She learned the hard way that it is beneficial to focus on getting the mission-critical items prioritized in development pipelines and actioned first before moving on to less pressing recommendations.

This approach helps to ensure that you’re maximizing your SEO impact, while not overwhelming developers with tickets of varying importance. – Read more

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