Why SEO has to do with web development

Although SEO is usually used by the marketing team to increase traffic to a website or web page, it can and should be used by web developers for improving load times, user experience, crawling, indexing, and other aspects.

"The majority of developers don'tdon't think about SEO." They want beautiful websites and apps. SEO is often an afterthought. However, the majority of the benefits come from having SEO in the beginning," Britney Muller (SEO software provider Moz) said. Google considers everything, from page speed to accessibility for online readers and people with visual impairments, when evaluating a website'swebsite's SEO strategy. This is why it is so important to start the development process with an SEO mindset.

Muller stated that the development team must establish a relationship with SEO to make SEO more prominent. The traditional way that the SEO team handled SEO changes was to approach developers and tell them what to do. However, this can prove confusing and disruptive for developers.

SEO should be a common subject for developers. The SEO team should also have an understanding of the day-to-day activities of developers to build trust and empathy. Muller stated, "Without any reason, trust, or established relationship before that, that can be really harmful and dangerous for the future success of a website."

Muller stated that developers could actually do better SEO implementations because they understand the backend of websites as well as the details of code. She said that SEOs could learn so much from developers, and it was important to have this dialogue early on.

Muller'sMuller's company Moz has created the Web Developer'sDeveloper's SEO Cheat Sheet to help developers and SEO understand problems and why they matter.

The cheat sheet covers:

Critical crawler issues This includes 400- to 500-level HTTP status errors. SEO teams need to know this information because they don'tdon't want high-value pages to be returning these errors. Users who hit an error page don'tdon't wait for it to be the first. They try to find what they are looking for elsewhere. The cheat sheet said that, at worst, they would go to your competitor. Developers need to avoid critical issues at all costs. Developers and SEO teams can work together to identify and fix issues, keep informed about major changes to the site and create a list with high-value pages that must be monitored.

Crawler warnings Developers can create crawler warnings to help them understand why pages don'tdon't show up in search engines. This includes warnings about internal links search engines might not crawl and content that cannot be indexed. Warnings include meta noindex and robots.

Some pages are deliberately hidden from search engines. This includes staging sites and those behind login screens. Your web developer should not fix every crawler warning. Double-check that URLs returning a crawler warning do not refer to pages you wish to hide. The cheat sheet stated that important pages could be lost due to incorrect noindex/nofollow tag.

Redirect issues: Temporary redirects, redirect chains, and meta refreshes may have an adverse impact on user experience. As we have said, it is important to understand the reasons behind a decision before you can find a solution. Find out why developers used certain redirects and communicate with them why it is better. According to the cheat sheet, if they have a process for implementing redirects in place, you can see where you fit in that process and offer insight."

Metadata issues - For example, missing titles, titles that are too long or too short, multiple titles and missing descriptions. Although most of the metadata is not directly related to ranking factors, it can affect how your content appears in search engine result pages. According to the cheat sheet, each of these elements can impact the clickability of ranking pages. If a page does not draw clicks, it will lose both traffic as well as valuable user engagement signals that aid in power rankings.

Content issues - Duplicate content, duplicate titles and thin content. Slow load times, missing headers, slow loading time, slow loading speed. These issues can cause confusion for users and search engines, which can lead to lower rankings and less traffic. Although most of the metadata is not directly related to ranking factors, it can have an impact on how your content appears in search engine result pages. According to the cheat sheet, each of these elements can impact the clickability of ranking pages. If a page does not draw clicks, it will lose both traffic as well as valuable user engagement signals that aid in power rankings.

Muller said, "The main takeaway is that your code will be stronger and more successful if it is created with awareness and optimization for searches."

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