Implementing SEO Strategy too late in the day

Think about Search Engine Optimisation early in the day

In my 10+ years of web development I have noticed many mistakes that customers make in terms of creating an application that meets their requirements as well as being cost effective and delivered on time. Most of the mistakes and problems can be traced back one way or another to not having a detailed specification document that is not only just signed off by both parties but also kept to 100% with any deviation treated as new work to be costed and developed.

Loose specs lead to misunderstanding's from both parties where the customer expects one thing and the developer is building another. Even with a signed off stringently kept spec there is also the problem of customers not understanding the technical limitations or boundaries of the system they are buying into. An example I want to give is in relation to SEO which is usually treated as an after thought by the customer rather than as a key component during the specification stage. I work for a recruitment software development company and have built a system that is now running 200+ jobboards. I have noticed that what usually happens is that the customer is under some illusion that the 7 or 10k they have spent on a site has bought them a custom built system that is flexible enough to allow any future development requirement that they may wish to have down the line. Now this maybe the fault of the sales person promising the earth for peanuts or it may not but in reality they have bought an off the shelf generic product that can be delivered quickly and comparatively cheaply exactly because it hasn't been custom built for their requirements.

One of the ways this problem manifests itself is in Search Engine Optimisation as the customer will usually wait a couple of months after the site going live before realising that they are not top of Google for the word jobs and ask why. They then discover numerous SEO specialists that offer to get them to the top of Google for certain terms and invest lots of money in audits and optimisation reports only to find out that we cannot implement everything they want because they are using a system with a shared codebase. Yes our system has numerous inbuilt features for SEO that can be turned on and off but asking for and expecting specific development that has been recommended by a 3rd party after development has completed can cause unneeded stress and tension especially when the customer is told no due to system limitations.

What the customer should do is think about and investigate the possibilities of SEO before the specification document has been signed off rather than months after the site has gone live. This way any limitations of the system can be discussed so the customer is made aware that spending money with a 3rd party who is also unaware of system limitations is probably a waste of £££. Also any good ideas they may have regarding SEO requirements can be planned out and possibly developed during the main development phase rather than thrown in later as an after thought. Even if its a generic system good ideas are good ideas and a benefit for one customer will be a benefit to others as the development house can make money by reselling the feature as an add-on to existing customers.

I am not saying 3rd party SEO consultants don't do a good job but potential customers of sites need to be aware of what they are buying and what is and not possible before they spend money with any 3rd party. There can be nothing worse than spending money with a consultant only to find out that their recommendations cannot be implemented or if they are implemented it will cost even more money for the extra development. So take my advice and think about SEO before not after development as not only will it save time and money but having good SEO from the off will mean your site gains better positioning in the search engines quicker rather than later.

Further Reading:

Please read this article of mine about techniques for good and bad search engine optimisation.