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Everything is Relative
  Frameworks, Plugins & SEO

         WordCamp Grand Rapids 2012
                   #wcr
              @theandystratton
To custom code...
...or not to
custom code...
...that, is
the question.
What are
Pre-Built Themes?
$
Repository }{ Marketplace
Designed to
  solve a specific,
common problems
What are
Theme Frameworks?
$
Repository }{ Marketplace
A pre-built theme
that 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 know
   WordPress
How well you know the
  theme/framework
    API’s & hooks
Are you the target
customer for this
 theme/plugin?
Theme/Framework
 may require hours of
auditing to understand
Some of these
themes/frameworks
may not use standard
  WordPress hooks
Is the code
painted into a corner?
Cascading Catastrophes
Changing one feature breaks another.
Killing Core
Some disable expected core behaviors.
Less Risky
than a freelancer
You probably have no idea
  who 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 queries
    per page load.
1/3 HTML/CSS.
Site loads!!1
All is right in the world.
Compatible
with other code
  (plugins/themes)
Faux Functionality
Custom code to emulate something
    WordPress will already do.
Bypasses standard
   data flows & hooks
other developers expect.
Are you
    future 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 layers
  of 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 cost
   3 days of delays and
hundreds of dollars in fees.
SEO Magic!
Some themes come
  with meta data
management built-in.
Page title, keywords,
   descriptions.
Everything is Relative: Frameworks, Plugins & SEO
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 called
Term 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’s
      markup help?
Maybe
Once you change
  a theme’s markup,
      you change
how well it’s optimized.
But...doesn’t the
SEO/meta management
    help you rank?
Maybe
This theme isn’t the only way
to manage this information.
Plenty of Options:
  All-In-One SEO
   HeadSpace
  WordPress SEO
But the sites RANK!@
Everything is Relative: Frameworks, Plugins & SEO
Content & links
confounding variables
   in this equation.
Relevant links
get sites amazing rankings.
People link to great content.
Awesome frameworks like
Term Paper and Exodus?
Made for & used by
 people who write
  great content.
Still awesome products.
       But not magic.
Everything is Relative: Frameworks, Plugins & SEO
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 you
ever purchased that was
   amazing in quality
 & really f*cking cheap?
Like a girl
who likes “Call Me Maybe,”
  this is a huge red flag.
Everything is Relative: Frameworks, Plugins & SEO
Your theme is a box of
      chocolates.
You don’t know what you’re
  getting until you get it.
Many times
  unaccounted issues arise
long after launching the site.
Cheap theme? $15
Low-cost developer? $200
Not having a
 gaping security hole
or optimization issues?
PRICELESS.
There are
no shortcuts
to awesome.
If content is king,
context is queen.
Use your best judgment
    when deciding
 pre-built vs. custom.
Going pre-built.
Measure your needs
    against how well
the product meets them.
Prepare to make
 compromises.
Educate your clients.
    (do this anyway)
Thank you.

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