OK, so, we don’t have long to go now until Google’s Page Experience algorithm update is released.
We’re just 2 months away. A specific release date is yet to be announced but you can expect this any week now.
I’m sure you’ve, at the very least, conducted an analysis on your site speed, specifically looking at the Core Web Vitals metrics.
The question of what to do with such a report, Core Web Vitals, is one that many organisations face, at this point in time.
So on this episode, I want to touch on why Core Web Vitals can be used as an opportunity to build the relationship between SEOs and Devs.
Now, when SEOs are hired to carry out an analysis, or even a report of some sort, it’s typically to show the findings, the state of things.
So, when SEOs analyse one’s site speed, and presents the Core Web Vitals, the delivery will be a report of the findings, and what should, or could, be done to improve the current state of things.
This is the SEOs job. Find the issues, and present solutions to them.
And, of course, the point of the solutions is to implement them in order to improve the site’s rankings, traffic, etc.
What tends to happen with technical reports is that they are simply passed onto the Dev department.
This is usually where a breakdown in fixing the issues occurs. Here’s why…
When SEOs produce a report for a stakeholder, there is a prior understanding, an agreement, to realise a bigger picture – improve rankings, get more traffic.
When a tech report is delivered, the stakeholder and the SEO have a connection that is deeper and goes beyond the tech report.
This isn’t the case with the SEO and the Dev department.
As such, the way Devs interpret tech reports produced by SEOs is, frankly, not conducive to having actions in the report implemented.
You see, here’s the thing –
SEO is a broad channel.
It touches on many areas.
When us SEOs are working on content, or on-page, we’re rubbing shoulders with Copywriters.
When we’re working on off-page, we’re rubbing shoulders with Bloggers and PR.
When we’re working on tech, we’re rubbing shoulders with Devs.
What I mean by this is, we’re often carrying out what can, and often is carried out by the department we rub shoulders with.
We talk a lot about site speed. Guess what? Devs also work on site speed.
When we carry out a report on Core Web Vitals, we do so from an SEO point of view.
Devs are able to do the same thing.
They do so more from a site tech maintenance point of view.
Simply receiving a report on this matter from an SEO would influence them to do what?
To look into it! This ‘looking into it’ is not blindly implementing a document they just received.
The ‘looking into it’ is verifying the findings that have been delivered to them.
And what does this translate to…?
It translates to the issues and solutions in the report produced by SEOs not being integrated in the workflow of the Dev department.
This sounds familiar, doesn’t it?
I’m sure you have many tech recs that Devs simply haven’t worked on.
Because the recs haven’t been agreed with the Dev department.
They have simply been passed onto them, or, again, quite frankly, they’ve been dumped onto them.
Dumped onto them without any consideration of their operations, workflow, priorities, nothing.
This isn’t the way to build a prosperous relationship with Devs.
This isn’t the way to have Devs and SEOs working closer together.
This folks, is not the way to improve your SEO, your Tech SEO.
You see, what ends up happening is the recs are shelved. Digitally.
They’re simply not given the time and attention by Devs.
Instead, they continue and focus on their priorities – Dev work, not SEO work.
A report to Devs, coming from SEO doesn’t get internalised until Devs and SEOs have an agreement.
An agreement that focuses on the goal that both departments want realised.
You want to attain higher rankings, get more traffic by improving your site speed, this needs to be a shared vision between SEOs and Devs.
It cannot be a vision that’s held only by SEOs.
This vision wouldn’t be realised until Devs agree with the vision.
Because in order for the vision to be realised, Devs have to be involved in bringing the vision to life.
If Dev involvement are required in a report like Core Web Vitals, why not involve them from the very beginning?
You know what sending a tech report, or audit to Devs is like…?
Think of all the issues you’re aware of in your department.
Now imagine getting to your desk one morning. You check your emails and see a peer has sent you a report from an agency highlighting the issues you’re addressing in your department.
And this is the first time you’re aware of this report, agency, or agenda, even.
How receptive would you be…?
This is what it’s like for Devs.
Devs introduction with the SEO department shouldn’t be to implement what SEOs need them to implement.
It should be more about understanding each other, each other’s processes, goals, etc.
It should be showing the willingness to collaborate with each other for the common goal of improving the revenue of the business.
This is, after all, what every person in an organisation has in common – the goal to generate revenue!