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How to get technical SEO tickets prioritised & shipped | Alison Moss

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Mar 30, 2026

Guest

Alison Moss

Alison Moss, a senior SEO analyst who specialises in technical SEO and getting dev tickets actioned. She explains why technical work stalls and how to write developer-friendly tickets with clear acceptance criteria. Prioritisation by impact versus effort, using ticket templates, and building relationships with product and dev teams are key themes. Practical tips and tools are shared throughout.

01:19:11

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Episode notes

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ADVICE

Translate Technical SEO Into Business Outcomes

Do translate SEO fixes into business outcomes that decision makers care about.
Alison shows how to link invisible content to lost rankings, clicks and conversions to make prioritization obvious to product owners.

volunteer_activism

ADVICE

Ship Tickets With Developer Acceptance Criteria

Do write clear developer-facing tickets with acceptance criteria and examples.
Alison recommends asking for the team's ticket template and including self-referential canonical rules and parameter handling to avoid back-and-forth.

volunteer_activism

ADVICE

Mirror The Team's Ticket Template

Do mirror the team's ticket template and request examples before writing tickets.
Alison asks product or ticket owners for templates and past examples so developers see information in their familiar format.

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Alison's background and focus

04:25 • 4min

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Common pitfalls getting technical work done

08:12 • 7min

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Writing developer-friendly tickets

15:30 • 2min

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Translating SEO into business terms

17:36 • 4min

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Use existing ticket templates and examples

21:31 • 59sec

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How to prioritise technical issues

22:30 • 3min

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Realism: resources, timelines and emergency fixes

25:31 • 4min

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Picking battles and assessing Core Web Vitals

29:11 • 3min

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Using prioritisation matrices

32:18 • 2min

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Build relationships with product and dev teams

34:31 • 4min

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Informal channels and being nice to work with

38:50 • 4min

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Pushing back with senior stakeholders

42:46 • 5min

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Explaining SEO value to developers

48:11 • 4min

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Resurrecting backlog items

52:12 • 4min

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Use industry experiments and case studies

56:19 • 2min

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Jump on trends to get traction

58:21 • 2min

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Actionable tip: align to ticket templates

01:00:08 • 1min

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Tools Alison recommends

01:01:16 • 2min

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Nerd picks: D&D, Butter, Project Hail Mary

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Alison Moss joins Search with Candour to discuss how to prioritise technical SEO fixes and get development tickets actioned.

Together, they cover common pitfalls like lack of buy-in and unclear requirements, emphasising translating SEO needs into business outcomes and developer-friendly acceptance criteria, using ticket templates, and providing references.

Alison explains prioritising by impact versus effort, helping teams order “high priority” items, and acknowledging SEO competes with other business priorities while building relationships with product and dev teams and supporting testing.

Links

🔗Follow Alison on LinkedIn: https://www.linkedin.com/in/alison-moss-804a5537/

🎫SearchNorwichXL early bird tickets: https://searchnorwich.org/

🎟️Buy tickets for the Live podcast in Brighton: https://www.eventbrite.co.uk/e/the-efficiency-paradox-why-al-doesnt-make-your-life-easier-live-podcast-tickets-1982302667641?aff=erelexpmlt

Time stamps

00:00 Get your dev tickets prioritised with Alison Moss

01:28 Introduction

05:41 Why tech SEO gets stuck

08:29 Sell fixes for buy in

15:25 How to write clear dev tickets

22:06 Prioritise issues smartly

26:47 Pick your battles and quick wins

32:19 Frameworks and relationships

42:47 Handling senior pushback

47:53 Explaining SEO value

48:10 Writing better seo tickets

50:56 Developer context links

52:13 Resurrecting backlog work

54:26 Using external proof

56:42 Don’t be afraid to jump on a bandwagon

59:56 Recommendation: Actionable tip

01:01:08 Recommendation: Tools and software

01:03:06 Recommendation: Butter, Project Hail Mary and Dungeons & Dragons

01:15:06 Where to find Alison

01:16:36 Conclusion

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