How to communicate SEO fixes to a developer?

Effective communication between SEOs and developers is essential for implementing technical fixes that drive real results. SEO recommendations can be lost in translation without a clear process, leading to delays, frustration, or even missed opportunities.

With over 10 years of experience in the SEO industry, I’ve learned that a structured approach can make all the difference. This blog will provide you with a comprehensive guide—including a blueprint—on seamlessly communicating SEO fixes to developers.

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1. Introduction

The Importance of Clear Communication Between SEOs and Developers

SEO fixes often require changes to a website’s code or structure, which fall squarely under a developer’s responsibilities. Miscommunication can result in inefficiencies or incorrectly implemented fixes. As an SEO professional, bridging this gap is critical to ensure recommendations are understood and prioritized appropriately.

Common Pitfalls in Communicating SEO Fixes

• Vague Recommendations: Saying “speed up the website” without specifics.
• Non-Prioritized Tasks: Bombarding developers with low-value fixes.
• Lack of Context: Not explaining why a change is necessary.

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2. Understanding Developers’ Workflow

Why Context and Prioritization Matter

Developers often work in agile environments with sprints dedicated to specific goals. Adding SEO fixes to their workload without context can disrupt their flow.

Example: If a developer is focused on deploying a new feature, asking them to fix a minor 404 error may seem irrelevant and lead to pushback.

Aligning SEO Tasks with Agile Development Processes

To avoid friction, understand their processes and align your tasks accordingly. Tools like Jira or Trello can help integrate SEO recommendations into their workflow.

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3. What Developers Don’t Like

Ambiguity: Vague SEO Recommendations

Developers dislike unclear requests like, “Improve site speed.” Instead, specify: “Reduce image file sizes by 50% using WebP format.”

Low-Value Tasks: Avoiding Non-Critical Fixes

Bombarding developers with trivial tasks, such as fixing one low-impact 404 error, can erode trust. Focus on high-impact issues first.

Lack of Context: Explaining the “Why” Behind SEO Fixes

Example: Instead of just saying, “Fix missing alt tags,” explain: “Alt tags improve accessibility and help search engines understand images, leading to better rankings in image search results.”

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4. Delivering SEO Fixes Effectively

Why PowerPoints Aren’t the Best Format

PowerPoint presentations are great for stakeholders but not for developers. Developers need concise, actionable instructions, not slide decks.

The Role of Word Documents and Technical Tickets

Deliver recommendations via detailed Word documents or task management tools like Asana or Jira. Include all necessary details in one place.

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5. Creating SEO User Stories for Developers

Anatomy of a Great SEO User Story

A well-written user story includes:

1. The Issue: What’s wrong? (e.g., “Title tags are missing on 30 pages.”)
2. Why It Matters: Why fix it? (e.g., “Missing title tags reduce click-through rates.”)
3. What Needs to Be Done: What’s the fix? (e.g., “Add unique, keyword-rich title tags to these pages.”)
4. Example URLs: Include URLs with screenshots where necessary.
5. Data Reference: Attach spreadsheets listing affected URLs.
6. Acceptance Criteria: Define what success looks like. (e.g., “All pages have title tags visible in the HTML source.”)
7. Additional Resources: Link to documentation or tools (e.g., Google’s Structured Data Testing Tool).

Sample User Story Walkthrough

User Story Example:

• Title: Fix Missing Meta Descriptions
• The Issue: 20 pages on the site lack meta descriptions.
• Why It Matters: Pages without meta descriptions may have lower click-through rates.
• What Needs to Be Done: Write unique meta descriptions for each page, no longer than 160 characters.
• Example URLs: www.example.com/page1, www.example.com/page2
• Acceptance Criteria: Meta descriptions appear in the page source and meet character limits.

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6. Best Practices for Communicating SEO Fixes

Keeping Recommendations Actionable and Precise

• Break down tasks into clear, actionable steps.
• Avoid jargon; keep language developer-friendly.

Using Templates to Streamline the Process

Create reusable templates for common SEO fixes, such as:

• Fixing broken links
• Updating robots.txt files
• Optimizing site speed

Tools to Enhance Collaboration Between SEOs and Developers

• Jira: For creating detailed technical tickets.
• Slack: For real-time communication and clarifications.
• Screaming Frog: To generate reports with actionable data.

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7. Building Long-Term Collaboration with Developers

Establishing Trust and Respect

Treat developers as partners, not just task executors. Acknowledge their expertise and workload.

Educating Developers on SEO Basics for Mutual Understanding

Offer short training sessions on SEO essentials to help developers see the bigger picture.

Celebrating Wins Together

When an SEO fix leads to measurable results (e.g., a traffic increase), share the success with the development team to build morale and encourage collaboration.

Example: Show before-and-after metrics for Core Web Vitals improvements to demonstrate the impact of their work.

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8. Conclusion

Clear communication is the foundation of a productive relationship between SEOs and developers. By understanding their workflows, delivering actionable recommendations, and fostering collaboration, you can ensure that your SEO fixes are implemented efficiently and effectively. Use the blueprint provided in this blog to streamline your process and achieve better project results.

Remember, the key to success is technical expertise and the ability to build strong working relationships. With the right approach, you can turn developers into your biggest allies in searching for SEO excellence.