Integrating SEO into Development - Proseo

Integrating SEO into Development
Alex Craven – MD
Alex Craven - MD

Political
Practical

Alex Craven – MD
Winning the Political Battle

Know your
enemy
client

Payment
on
Results

“
If (client) fails to implement changes within xx (timescale) bonus is automatically paid
“

Commercials
Motives
...Expertise

Everyone knows
you only make
money
If you get
results

Alex Craven – MD
Working with developers

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

Involve the
senior decision
maker in the
first meeting

Let them know their work has helped

Some Examples

Alex Craven – MD
Practical Project Planning

Project Planning
How SEO requirements impact scope
Why SEO NEEDS to be included at the very beginning

Creative
The larger the client
the less important SEO often is
Commercial
Objectives
Brief
SEO
Usability

SEO requirements that impact upon the scope
Platform
Wordpress
Domain
Crawlable
SEO Brief
Content
Requirements
Navigation
Architecture

Project Lifecycle - Waterfall

Project Planning
Ecommerce project lifecycle
Project plan
Client content population guide

Client Content Population Guide

Project Planning
Project launch Check List

SEO Development checklist

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

Where it all goes wrong
Client owns similar website (another brand or region)
and copies content (doesn’t tell you)
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

Take-aways
Lifecycle info graphic
E-commerce developmentlifecycle
Project launch plan
Client content population guide
Common pitfalls
SEO Development
checklist

Alex Craven
T: @AlexCraven
E: acraven@bloommedia.co.uk
W: www.bloommedia.co.uk

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Integrating SEO into Development - Proseo

by Alex Craven on Oct 27, 2010

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Integrating SEO into Development - Proseo — Presentation Transcript