Everything is Relative Frameworks, Plugins & SEO

WordCamp Grand Rapids 2012#wcr

@theandystratton

To custom code...

...or not to custom code...

...or not to custom code...

...or not to custom code...

...or not to custom code...

...or not to custom code...

...that, isthe question.

What arePre-Built Themes?

$Repository }{ Marketplace

Designed tosolve a specific,

common problems

What are Theme Frameworks?

$Repository }{ Marketplace

A pre-built themethat typically contains it’s own set of API’s/hooks

Meant to be customized in WP Admin

or via child theming

Typically very customizable & flexible

Common isconceptions

Fast/easy to customize

Less risky than a freelancer

Compatible with your desired/existing plugins

SEO Magic!

Save time/money by minimizing

development efforts

Easy to Customize

You don’t really know until you buy, login to WordPress & activate.

Well, it depends.

How the theme/framework

was written

How well you knowWordPress

How well you know the theme/framework

API’s & hooks

Are you the target customer for this theme/plugin?

Theme/Frameworkmay require hours of

auditing to understand

Some of thesethemes/frameworksmay not use standard

WordPress hooks

Is the codepainted into a corner?

Cascading CatastrophesChanging one feature breaks another.

Killing CoreSome disable expected core behaviors.

Less Riskythan a freelancer

You probably have no ideawho coded this thing.

Many marketplace themes/plugins have

gaping security holes.

Real World Example.Hey, Remember Puck?

Anyway...

Optimization Issues.The low-cost re-design.

Client needed a re-design.

Client’s friend re-designs.

For free.

Client’s launches re-design.

99% of requests timeout.

Client’s hires me to audit/fix.

200+ database queries per page load.

Slider, paginated posts, widgetized sidebar.

Client has me rewrite theme.

<= 30 database queriesper page load.

1/3 HTML/CSS.

Site loads!!1 All is right in the world.

Compatiblewith other code

(plugins/themes)

Faux FunctionalityCustom code to emulate something

WordPress will already do.

Bypasses standarddata flows & hooks

other developers expect.

Are youfuture compatible?

What happens if core changes? It does & will.Are updates offered? How?

Support may not exist.What do you do when something explodes?

Three delicious layersof vulnerability.

Think about upgrades, optimization, & security.

Real World Example.Woo, woo.

Client has existing marketplace theme.

Client hires me to add awesome functionality

to site via plugin.(Naturally).

I build a shortcode resulting in crazy & unexpected auto-formatted output.

Client’s theme was turning off standard

WordPress content filters.wpautop, wptexturize

Client’s theme adds its own functionality then emulates

these filters.

Client’s theme completely taints expected output of

100% of shortcodes.

Client’s theme cost3 days of delays and

hundreds of dollars in fees.

SEO Magic!

Some themes comewith meta data

management built-in.

Page title, keywords, descriptions.

No, not really.

Did the developer who created your $28-40 theme really master Google’s ever

changing algorithm?

Let’s say you’re using a really awesome framework...

Let’s say it’s calledTerm Paper...or Exodus...

Does the PHP code& the theme options that

search engines never see get you rankings?

No, not really.

But...doesn’t the theme’smarkup help?

Maybe

Once you change a theme’s markup,

you changehow well it’s optimized.

But...doesn’t theSEO/meta management

help you rank?

Maybe

This theme isn’t the only way to manage this information.

Plenty of Options:All-In-One SEO

HeadSpaceWordPress SEO

But the sites RANK!@

Content & links confounding variables

in this equation.

Relevant linksget sites amazing rankings.

People link to great content.

Awesome frameworks like Term Paper and Exodus?

Made for & used bypeople who write

great content.

Still awesome products.But not magic.

You can’t polish a turd with well placed

<h1> tags.

If your site/content sucks...it sucks.

Be your flavor of awesome.

Saves Time/Money

Really?

What have youever purchased that was

amazing in quality& really f*cking cheap?

Like a girlwho likes “Call Me Maybe,”

this is a huge red flag.

Your theme is a box of chocolates.

You don’t know what you’re getting until you get it.

Many timesunaccounted issues arise

long after launching the site.

Cheap theme? $15Low-cost developer? $200

Not having a gaping security hole

or optimization issues?

PRICELESS.

There areno shortcutsto awesome.

If content is king,context is queen.

Use your best judgment when deciding

pre-built vs. custom.

Going pre-built.

Measure your needsagainst how well

the product meets them.

Prepare to make compromises.

Educate your clients.(do this anyway)

Thank you.