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It Works on My Data: Dev Habits for SEOs Who Co...

It Works on My Data: Dev Habits for SEOs Who Code With AI

Presented at Tech SEO Connect 2026 in Durham, North Carolina. Access takeaways and repo instructions: https://www.theseomermaid.com/talks/tech-seo-connect-2026

Avatar for Sam Torres

Sam Torres

November 06, 2026

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Transcript

  1. DEV HABITS FOR SEOS WHO CODE WITH AI It works

    on my data Sam Torres The SEO Mermaid
  2. THE ROADMAP The phases of building a tool 01 Before

    you prompt 02 03 04 While it codes Before you trust it Before you share it
  3. THE PROBLEM · SCOPING An agent fills every gap in

    your request with a guess. And it won’t tell you which parts it guessed.
  4. HOW TO FIX IT · SCOPING Define the job before

    the agent starts Inputs Outputs Edge cases File type, columns, size Format, columns, where it’s saved Redirects, trailing slashes, parameters, empty cells Acceptance criteria Constraints Focus What must be true for it to count as done Rate limits, allowed libraries, API access One job per request (“build my audit tool” is several).
  5. HOW TO FIX IT · SCOPING Same task, two prompts

    VAGUE SCOPED “Map old URLs to new URLs.” “Given old.csv and new.csv, match each old URL to its closest new URL by path similarity. Flag matches under 0.7 confidence for manual review. Output redirects.csv with old, new, score and flag columns.”
  6. BEFORE YOU PROMPT · PLANNING Ask for the plan before

    any code ASK 1 What files will be created? 2 What’s the approach? 3 What questions or decisions are still open? PLAN.md Save it as markdown Easy to reference, easy to amend. And you get a history of where you’ve been.
  7. BEFORE YOU PROMPT · PLANNING Planning is when you add

    context Give it current information Start new conversations Up-to-date docs and examples wherever you can, so it isn’t guessing from old training data Long threads pile up contradictions and changed directions (yours and the agent’s)
  8. BEFORE YOU PROMPT · CONTEXT MANAGEMENT Four places your instructions

    can live WHERE THINK OF IT AS USE IT FOR CLAUDE.md / AGENTS.md Your onboarding doc The project, its commands, standing rules. Keep it under 200 lines. Skills The SOP binder Specific tasks or processes Path-scoped rules (.claude/rules/) Special notes Client or internal project specifics Hooks Access rules Checks that run automatically, like blocking edits to .env
  9. WHILE IT CODES · GIT Know where your code lives,

    and what moves it Working directory Staging area Local repository Files you and the agent are editing Changes picked for the next snapshot Saved snapshots: your undo points Remote repository Shared copy on GitHub or GitLab git add git commit git push git restore git pull
  10. WHILE IT CODES · GIT Habits that make every change

    reversible Small commits New idea? New branch. Easy to undo, easy to find exactly what changed later Same for a new feature. Main stays the version that works. .gitignore. Always. Messages that mean something Secrets, data and caches never get committed “Add retry logic to GSC fetch,” not “fix”
  11. THE PROBLEM · REVIEWING DIFFS The agent (like an intern)

    doesn’t always stick to its remit. And this is where things break that you’d never think were touched or edited.
  12. WHILE IT CODES · REVIEWING DIFFS Gotchas that slip past

    a quick look Moved goalposts Hardcoded values An acceptance threshold drops from 0.7 to 0.5 Written straight into the code instead of using your variables New dependencies Tests edited to pass Packages added to the project without asking The test changed, not the code HABITS Don’t understand a change? Ask the agent what it changed. Keep changes small so they’re easy to review.
  13. THE PROBLEM · LOOP GUARDRAILS So much of SEO work

    is looping through lists. Crawling links, paginating API responses, following redirects, retrying requests.
  14. WHILE IT CODES · LOOP GUARDRAILS Every loop needs a

    way out GUARDRAIL WHAT IT MEANS Crawl limits Crawl depth, max page count, and a set of visited URLs so nothing gets revisited Crawl traps Faceted navigation, calendars, session IDs, parameter combos Redirects Cap how many you follow Timeouts On every request Rate and retry limits Don’t hammer a server or retry forever
  15. 03 Before you trust it SMOKE TESTS · FIXTURES ·

    REGRESSION TESTS · DATA VALIDATION · GOLDEN SETS
  16. BEFORE YOU TRUST IT · SMOKE TESTS Run a small

    sample first Keep a sample with expected results A handful of rows where you already know the right answer Use it to train the agent, too Give it the sample up front so it knows what good output looks like
  17. BEFORE YOU TRUST IT · FIXTURES AND OFFLINE TESTS How

    to get started 1 Save real examples 2 Don’t start from scratch 3 Document the bugs you find Pages and API responses your tool handles, in a tests folder Serge Bezborodov built openseotest.org - sample pages and scenarios for testing SEO issues And write a test for each one
  18. BEFORE YOU TRUST IT · REGRESSION TESTS Write a test

    for everything that works Every working output gets a test, so you know the moment it breaks Expect dozens (potentially hundreds) Idempotency: running twice on the same input gives the same result, not duplicate rows EXAMPLE You add parameter URL support to a redirect mapper, and 40 previously correct matches change. The comparison shows exactly which 40, so you can review them and decide which ones are actually wrong.
  19. THE PROBLEM · DATA VALIDATION Sometimes your inputs change form:

    think new or renamed columns, new formats. Clicks BECAME clicks
  20. BEFORE YOU TRUST IT · DATA VALIDATION Check the data

    at the edges LIBRARIES Validate on load Validate before saving Fail LOUDLY, and name what failed pydantic Checks individual records against a defined structure (really handy for API responses) Audit how many rows passed and failed Check totals against the source pandera Checks entire data sets
  21. THE PROBLEM · GOLDEN SETS FOR LLM EVALUATIONS LLM outputs

    aren’t the same every time. So how do you scale quality, and keep learning?
  22. BEFORE YOU TRUST IT · GOLDEN SETS Measure against a

    golden set Golden set: a small, hand-labeled sample you’ve checked yourself, used to measure how often the model gets it right Set size Track accuracy 50 to 200 records Over time, so you know it’s getting better (not worse) Structured outputs Wherever possible Log every run Model name, prompt version, cost per run
  23. THE PROBLEM · AI SECURITY RISKS Two risks most SEOs

    haven’t run into before Hallucinated packages Prompt injection Agents sometimes suggest packages that don’t exist. Attackers register those names with malicious code. Pages, documents and API responses can carry hidden instructions. And we fetch other people’s HTML for a living. Also known as “slopsquatting”
  24. BEFORE YOU SHARE IT · AI SECURITY RISKS Trust nothing

    the agent didn’t get from you Check the package Lean on well-known libraries It exists, it’s spelled right, and people actually use it Over the obscure one nobody’s heard of Fetched content is data Use a lockfile Tell your agent to treat everything a script fetches as data, not instructions So dependency versions don’t randomly change on you
  25. BEFORE YOU SHARE IT · SECRETS AND DATA HANDLING Keep

    secrets out of your code .gitignore, again Secrets live in .env Add a secret scanner Your .env and credential files go in it before the first commit Never hardcoded in the script gitleaks or detect-secrets , as a pre-commit hook
  26. TAKE THIS HOME Instruction file examples for AI agents CLAUDE.md

    ## Definition of done Do not tell me a task is done until: 1. The tests pass 2. It runs end to end on data/sample/ If something fails and you can’t fix it, tell me. Don’t report success.
  27. TAKE THIS HOME Is your script ready to share? It

    runs on my laptop No Personal tool Can a teammate run it from a clean machine? No Fix this first Is the output tested against known-good data? No Add tests first Does production depend on it? Yes Bring in engineering Does anyone else use it? Good to go. Keep it in git. Yes README, lockfile, .env. Then ask again. Yes Before anyone relies on it. Then ask again. Yes No Team tool: share it, you maintain it Scheduled, live site or revenue: pair, review, hand off