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How to write THE perfect SEO ticket for your devs Gus Pelogia Indeed @pelogia speakerdeck.com/pelogia

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo console.log("Where are the guidelines?")

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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!

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Today’s goal Learn how to write great tickets for devs to deliver higher SEO impact

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Detail the background Explain the work to be done Set completion criteria

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Webpage icons created by Freepik - Flaticon Author Page Example One

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Create author page on the CMS

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Page Mockup (UX) Write HTML to render page Before After Create Author CMS fields This Ticket

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Detail the background What’s the backstory? Why does this have to be done?

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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

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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?

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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

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Set completion criteria How do they know this ticket is complete?

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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

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Build a tagging tool Example Two

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo All pages have a common tag (e.g "topic", "product type")

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Defining required tags Create tagging service backend Before After Create tagging fields on CMS This Ticket

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Detail the background What’s the backstory? Why does this have to be done?

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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

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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?

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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

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Set completion criteria How do they know this ticket is complete?

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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

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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?

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Some more tips that will help you get your tickets done, without frustration

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Join daily stand-ups

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo 30 minutes, daily Plans for the day Questions Announcements Understand how busy they are

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Bonding

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Triage day = Approved tickets

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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?

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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?

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Investigate ≠ Implement Do you fix issues during your SEO audit?

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Report on the impact on business goals

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Big initiatives: create an EPIC

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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

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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

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Protect your engineering resources

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo Every new thing you do, even the small ones, means something else won’t be done

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo To Recap

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo 1. Understand complexity

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo 2. Split tickets

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Gus Pelogia | guspelogia.com | speakerdeck.com/pelogia #brightonseo 3. Integrate into their workflow

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Coming soon: seogameshow.com
 @pelogia
 
 guspelogia.com/bseo
 
 Gus Pelogia