The relationship between an SEO professional, the IT department, and a site’s web developers can be complicated.
Web developers and IT departments have different priorities than SEO professionals; they focus on the appearance and stability of the site rather than its functionality.
Developers and IT departments usually don’t have enough time or resources to implement changes.
These challenges can lead to conflict between the two groups.
Let’s discuss the challenges SEO experts face when working with web developers and IT professionals, and the benefits of an SEO-led implementation.
The Challenges: SEO Pros Vs. Web Developers
Web developers often need help understanding the importance of SEO, which is a big hurdle for SEO experts.
They may also focus more on the visual elements of the site, such as design and layout, rather than its functionality and technical SEO aspects.
As a result, developers may refrain from making necessary SEO changes, or they may make changes that negatively impact SEO.
Web developers may also need the technical knowledge to implement SEO changes.
They may need to familiarize themselves with the latest best practicesor they may need to learn how to implement changes in an SEO-effective way.
These challenges can lead to frustration for both the SEO and the developer; Web developers can feel overwhelmed by the SEO technical requirementswhich can make SEO professionals feel undervalued for their expertise.
The Challenges: SEO Experts Vs. IT
IT professionals are often responsible for the technical aspects of a site, such as server maintenance and software updates.
Although they are aware of the importance of SEO, they may need more time or resources to implement changes quickly.
IT professionals may also refrain from making changes that may impact the stability of the site or the underlying IT infrastructure.
Another challenge is that SEO changes can have an unforeseen impact on IT systems. For example, changes in site architecture or Structure of URLs may cause caching or load balancing issues.
This can lead to implementation delays and additional work for SEO and IT teams.
The benefits of SEO-based implementation
With their specialized knowledge and expertise in SEO strategy, SEO professionals are well equipped to lead the implementation process.
They can make sure changes are done right the first time by taking the lead. Additionally, they can guide web developers and IT teams to help them understand the impact of SEO changes and how they can be implemented effectively.
SEO professionals can also prioritize SEO changes and ensure quick implementation. This is especially important for sites undergoing major changes or updates, as delays in implementing SEO changes have a significant impact on search rankings and traffic.
SEO experts are generally good at translating complex technical information into usable data.
Entrusting the SEO professional with implementing all search-related changes saves time on all fronts, especially on the communication front, as long as they have a seat at the executive table.
A bigger problem arises in defining what is research-related and what is not.
This unclear definition of what constitutes search is a big reason why SEO experts should both implement and define what the search engine marketing program is.
Many SEO experts have already been IT professionals or web developers. In fact, in some cases, SEO professionals take on IT and developer roles while simultaneously running search marketing programs.
There is some overlap in skill sets, which can be difficult; it’s hard to know where SEO begins and ends.
For example, website speed is essential for all aspects of a site, especially for SEO professionals.
Web developers usually lack the technical knowledge to significantly improve the speed of a site. IT pros can speed up a site, but usually at a performance sacrifice elsewhere.
Skilled SEO professionals can improve a site’s speed without losing important functionality. And, in almost all cases, they’ll implement site speed changes faster and more efficiently than a web developer or IT pro.
Collaboration between departments
Collaboration between SEO, the web developer, and IT departments is essential for large technical SEO projects.
By working together, these teams can ensure that everyone is working towards the same goal.
While the SEO professional guides and supports both teams, the web developer ensures changes are consistent with site design and user experience. The IT team, on the other hand, ensures that the changes are compatible with the site’s underlying infrastructure.
It is essential to understand that while I am advocating for the SEO team to implement all changes related to an SEO program, I am not suggesting that changes be made in a vacuum.
Changes made by the SEO team should be verified. If the IT team or a web developer thinks a change is wrong, they should speak up.
I don’t know an SEO pro who hasn’t made a mistake. I also don’t know many SEO experts who aren’t keen on talking about their work with anyone.
IT and web developers should have veto power over the changes that will be made, but not absolute veto power.
Any issues with suggested edits are ideally resolved through discussion as long as all teams, especially the SEO team, can keep their egos in check.
Sometimes SEO is all about trade-offs – and some SEO professionals don’t like to hear that.
But in a chat, issues affecting SEO may have solutions that come from the IT or development team.
Ultimately, it doesn’t matter who did the work as long as the results are there, but it’s easier if the SEO team implements the SEO changes.
Conclusion
Allowing SEO professionals to lead the implementation process can speed up changes and ensure they are done right the first time.
In large technical SEO projects, it is crucial to have collaboration between SEO professionals, web developers and IT departments. This helps ensure that everyone is working towards the same goal.
By working together, these teams can achieve a visually appealing and functional site while ranking well in search results.
Ultimately, this can lead to increased traffic, better user engagement, and best overall experience for site visitors.
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