Everything is Relative: Frameworks, Plugins & SEO
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This document discusses the pros and cons of using pre-built themes and frameworks versus custom coding. It notes that while pre-built themes can save time and money up front, they often require customization work that negates those savings and can introduce compatibility and security issues. It also argues that pre-built themes alone do not provide "SEO magic" and that content and links are more important ranking factors. The document recommends using best judgment on a case by case basis and educating clients on appropriate expectations.
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Everything is Relative: Frameworks, Plugins & SEO
- 1. Everything is Relative Frameworks, Plugins & SEO WordCamp Grand Rapids 2012 #wcr @theandystratton
- 3. ...or not to custom code...
- 7. Designed to solve a specific, common problems
- 10. A pre-built theme that typically contains it’s own set of API’s/hooks
- 11. Meant to be customized in WP Admin or via child theming
- 12. Typically very customizable & flexible
- 15. Less risky than a freelancer
- 16. Compatible with your desired/existing plugins
- 17. SEO Magic!
- 18. Save time/money by minimizing development efforts
- 20. You don’t really know until you buy, login to WordPress & activate.
- 22. How the theme/framework was written
- 23. How well you know WordPress
- 24. How well you know the theme/framework API’s & hooks
- 25. Are you the target customer for this theme/plugin?
- 26. Theme/Framework may require hours of auditing to understand
- 27. Some of these themes/frameworks may not use standard WordPress hooks
- 28. Is the code painted into a corner?
- 29. Cascading Catastrophes Changing one feature breaks another.
- 30. Killing Core Some disable expected core behaviors.
- 31. Less Risky than a freelancer
- 32. You probably have no idea who coded this thing.
- 33. Many marketplace themes/plugins have gaping security holes.
- 34. Real World Example. Hey, Remember Puck? Anyway...
- 35. Optimization Issues. The low-cost re-design.
- 36. Client needed a re-design.
- 38. For free.
- 40. 99% of requests timeout.
- 41. Client’s hires me to audit/fix.
- 42. 200+ database queries per page load. Slider, paginated posts, widgetized sidebar.
- 43. Client has me rewrite theme.
- 44. <= 30 database queries per page load.
- 45. 1/3 HTML/CSS.
- 46. Site loads!!1 All is right in the world.
- 47. Compatible with other code (plugins/themes)
- 48. Faux Functionality Custom code to emulate something WordPress will already do.
- 49. Bypasses standard data flows & hooks other developers expect.
- 50. Are you future compatible? What happens if core changes? It does & will. Are updates offered? How?
- 51. Support may not exist. What do you do when something explodes?
- 52. Three delicious layers of vulnerability.
- 53. Think about upgrades, optimization, & security.
- 54. Real World Example. Woo, woo.
- 55. Client has existing marketplace theme.
- 56. Client hires me to add awesome functionality to site via plugin. (Naturally).
- 57. I build a shortcode resulting in crazy & unexpected auto-formatted output.
- 58. Client’s theme was turning off standard WordPress content filters. wpautop, wptexturize
- 59. Client’s theme adds its own functionality then emulates these filters.
- 60. Client’s theme completely taints expected output of 100% of shortcodes.
- 61. Client’s theme cost 3 days of delays and hundreds of dollars in fees.
- 62. SEO Magic!
- 63. Some themes come with meta data management built-in.
- 64. Page title, keywords, descriptions.
- 66. No, not really.
- 67. Did the developer who created your $28-40 theme really master Google’s ever changing algorithm?
- 68. Let’s say you’re using a really awesome framework...
- 69. Let’s say it’s called Term Paper...or Exodus...
- 70. Does the PHP code & the theme options that search engines never see get you rankings?
- 71. No, not really.
- 72. But...doesn’t the theme’s markup help?
- 73. Maybe
- 74. Once you change a theme’s markup, you change how well it’s optimized.
- 75. But...doesn’t the SEO/meta management help you rank?
- 76. Maybe
- 77. This theme isn’t the only way to manage this information.
- 78. Plenty of Options: All-In-One SEO HeadSpace WordPress SEO
- 79. But the sites RANK!@
- 81. Content & links confounding variables in this equation.
- 82. Relevant links get sites amazing rankings.
- 83. People link to great content.
- 84. Awesome frameworks like Term Paper and Exodus?
- 85. Made for & used by people who write great content.
- 86. Still awesome products. But not magic.
- 88. You can’t polish a turd with well placed <h1> tags.
- 89. If your site/content sucks... it sucks.
- 90. Be your flavor of awesome.
- 91. Saves Time/Money
- 92. Really?
- 93. What have you ever purchased that was amazing in quality & really f*cking cheap?
- 94. Like a girl who likes “Call Me Maybe,” this is a huge red flag.
- 96. Your theme is a box of chocolates.
- 97. You don’t know what you’re getting until you get it.
- 98. Many times unaccounted issues arise long after launching the site.
- 99. Cheap theme? $15 Low-cost developer? $200
- 100. Not having a gaping security hole or optimization issues?
- 101. PRICELESS.
- 102. There are no shortcuts to awesome.
- 103. If content is king, context is queen.
- 104. Use your best judgment when deciding pre-built vs. custom.
- 105. Going pre-built.
- 106. Measure your needs against how well the product meets them.
- 107. Prepare to make compromises.
- 108. Educate your clients. (do this anyway)
- 109. Thank you.