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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.