Redux of

1. Everything is Relative
Frameworks, Plugins & SEO
WordCamp Grand Rapids 2012
#wcr
@theandystratton

2. To custom code...

3. ...or not to
custom code...

4. ...that, is
the question.

5. What are
Pre-Built Themes?

6. $
Repository }{ Marketplace

7. Designed to
solve a specific,
common problems

8. What are
Theme Frameworks?

9. $
Repository }{ Marketplace

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

13. Common
isconceptions

14. Fast/easy to customize

15. Less risky than a
freelancer

16. Compatible with your
desired/existing plugins

17. SEO Magic!

18. Save time/money
by minimizing
development efforts

19. Easy to Customize

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

21. Well, it depends.

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.

37. Client’s friend re-designs.

38. For free.

39. Client’s launches re-design.

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.