bSEO - How to write THE perfect SEO ticket for your devs

Transcript

1. How to write THE perfect SEO ticket for your devs Gus Pelogia Indeed @pelogia speakerdeck.com/pelogia
2. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo <meta title="Can we do this real quick?"> console.log("Where are the guidelines?")
3. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Sure… (this wasn't on the brief though) We found 50 urgent SEO issues! Let's get them done ASAP to increase sales!
4. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Today’s goal Learn how to write great tickets for devs to deliver higher SEO impact
5. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Detail the background Explain the work to be done Set completion criteria
6. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Webpage icons created by Freepik - Flaticon Author Page Example One
7. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Create author page on the CMS
8. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Page Mockup (UX) Write HTML to render page Before After Create Author CMS fields This Ticket
9. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Detail the background What’s the backstory? Why does this have to be done?
10. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Promote authors Highlight E-E-A-T signals Show who is behind content Create Author CMS Fields
11. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Explain the work to be done What exactly are they building? What is NOT part of this request?
12. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo FIELDS TYPE MANDATORY? Author Name Short text Yes Author Bio Rich Text Yes Social Links - LinkedIn Url No Social Links - Twitter Url No Author Website Url No Author Image Asset No Education Text No Role Text No
13. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Set completion criteria How do they know this ticket is complete?
14. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Bulk page creation (one per author) All fields exist on the CMS HTML code Structured data Gather author info INCLUDES NEXT TICKETS
15. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Build a tagging tool Example Two
16. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo All pages have a common tag (e.g "topic", "product type")
17. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Defining required tags Create tagging service backend Before After Create tagging fields on CMS This Ticket
18. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Detail the background What’s the backstory? Why does this have to be done?
19. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Use for internal linking (e.g."Related Products") An interface that allows easy page tagging Use for analytics (e.g. measure performance per page) Tagging Tool
20. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Explain the work to be done What exactly are they building? What is NOT part of this request?
21. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo TAG NAME CONTENT EXAMPLE Author Kelvin Newman Topic Running Product Category Smartphone, Accessories Occupation Software Engineer International delivery Yes Remote work Allowed Add these fields to the CMS
22. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Set completion criteria How do they know this ticket is complete?
23. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Tag fields are available to be populated Tagging backend tool Build use cases INCLUDES NEXT TICKETS Bulk page tagging
24. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Writing great tickets is important, but… Do you know how many tickets your devs have to execute?
25. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Some more tips that will help you get your tickets done, without frustration
26. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Join daily stand-ups
27. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo 30 minutes, daily Plans for the day Questions Announcements Understand how busy they are
28. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Bonding
29. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Triage day = Approved tickets
30. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Story points* are units of measure for expressing an estimate of the overall effort required to implement task *Adapted from Atlassian Blog How many hours story points does this take?
31. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Overtime, you'll learn by heart: • Create a CMS field: ~1 Story Point • Bulk text update (e.g. page title) update: ~2 Story Points • Investigate why links are loading in JavaScript: ~3 Story Points • Create front end for new page type: ~ 5 Story Points How many hours story points this takes?
32. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Investigate ≠ Implement Do you fix issues during your SEO audit?
33. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Report on the impact on business goals
34. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Big initiatives: create an EPIC
35. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Sprint planning TICKET STORY POINTS URGENCY Bulk update page title on 1k pages 2 High Update plugin [name] to latest version 2 High Fix all 404 instances in [domain] 1 Medium Create new "Free Delivery" field on CMS 1 Medium Render "salary" field on HTML 2 Medium Build Interaction Counter in blog pages 2 Low Create mockup for homepage redesign 4 Low
36. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo TICKET NEW BUSINESS NEEDS Fix all 404 instances in [domain] Small nr. Of pages have an issue, editor to fix manually Create new "Free Delivery" field on CMS Nr. of "Free Delivery" items is too small. Not a relevant revenue driver. Create mockup for homepage redesign Redesign require approval of director in maternity leave Reevaluate your priorities every sprint
37. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Protect your engineering resources
38. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Every new thing you do, even the small ones, means something else won’t be done
39. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo To Recap
40. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo 1. Understand complexity
41. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo 2. Split tickets
42. Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo 3. Integrate into their workflow
43. Coming soon: seogameshow.com
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 Gus Pelogia