Gustavo Pelogia, SEO Product Manager at Indeed, published this practical guide on January 27, 2024 (updated February 6, 2024), offering six recommendations for writing technical requests to developers that actually move SEO projects forward. Pelogia draws on his own workflow, noting he has averaged roughly 0.7 tickets per working day since joining Indeed in March 2022.
The six tips are: keep each ticket to one problem to avoid scope creep; add context explaining why a task matters for search engines; describe work with specific instructions and examples rather than vague outcomes; detail the expected impact so developers understand prioritization; organize dependencies using tools like JIRA Epics; and report problems rather than applying manual fixes, so root causes are addressed and issues do not recur. Pelogia argues that well-written tickets reduce back-and-forth, speed up implementation, and improve the quality of what gets shipped.
The article incorporates perspectives from other SEO professionals who emphasize visual aids, user story formats, and “negative” requests that explicitly prevent development actions known to harm search visibility. Pelogia speaks on SEO process topics at industry conferences including Brighton SEO. The guide targets SEO practitioners working in cross-functional teams where clear written communication with engineers is a recurring bottleneck.
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