Is it true that remote work hasn't simplified the collaboration between SEO and developers?

What were the initial expectations regarding mass remote work?

The initial assumption seemed logical: with everyone always connected, communication between SEO and developers should accelerate. No more time-consuming physical meetings, no more cubicle walls—just instant messaging and video conferences.

Many SEOs hoped that this widely digital context would make developers more accessible. After all, if everyone is working on Slack or Teams, why wait three days for a response on a canonical issue or pagination?

Why didn't this promise materialize?

The problem is that asynchronous communication requires a discipline that few organizations master. Developers, already overloaded, received even more requests—and SEO is rarely at the top of the pile.

Without the option to drop by a developer's desk for a 5-minute informal chat, every question becomes a ticket, another notification, a task that slips into the backlog. Remote work has paradoxically created more friction, not less.

What does this reveal about SEO-developer collaboration?

This statement points to a structural deficit: SEO-developer collaboration does not hinge on physical proximity but on prioritization and governance. If SEO is not integrated into sprints, roadmaps, and business objectives, no matter what the communication channel is — it will remain secondary.

Remote work has simply amplified an existing issue: the lack of clear processes for channeling SEO requests and giving them decision-making weight. This is not a tool problem; it's a cultural issue.

• Remote work has not improved SEO-developer collaboration for the majority of practitioners
• Asynchronous communication multiplies friction if processes are not adapted
• The real challenge remains the integration of SEO into product development cycles
• Without clear prioritization, every SEO request becomes a lost ticket in the backlog

Does this statement align with real-world observations?

Honestly, yes. I've seen SEO teams completely isolated during remote work, with response times even longer than before. The myth that remote work smooths everything out is based on the idea that everyone is equally available—which is false.

Developers saw their workloads explode during this time: redesigning customer journeys, new e-commerce features, migration to the cloud. SEO? Often relegated to a “we'll see later” status. Physical proximity at least reminded people that you exist—in remote work, you're just another notification among 50 others.

What is Google not saying in this statement?

What’s missing here is an analysis of sectoral differences and business sizes. In an agile startup of 20 people where everyone is already talking, remote work changes little. In a large corporation with established silos, it’s a recipe for disaster. [To verify]: Did Google survey a representative sample or just their own SEO contacts?

Another point: Gary Illyes does not specify whether companies that have adapted their processes—SEO-specific sprints, prioritized tickets, shared documentation—faced the same issue. I've seen companies where remote work forced the creation of clear rituals, and it actually improved collaboration. But that’s the exception, not the rule.

In what cases does this observation not apply?

If your SEO is an integral part of the product team—not an external contractor, not a marketing satellite—remote work can even play in your favor. When you’re in the same Slack channels, the same daily standups, the same retrospectives, your visibility remains constant.

Where it falters is when SEO is outsourced or linked to marketing without a direct connection to tech. In these configurations, remote work has amplified the organizational fracture. And this is likely what Gary Illyes is mostly observing—because it’s still the most common configuration.

How can you practically improve collaboration with developers while remote?

The first step is to stop treating each SEO request like a one-off inquiry. If you send a Slack message every two days saying “we need to fix this canonical,” you’ll be ignored. You need to structure: a Jira ticket, a dedicated sprint, a shared channel with clear rituals.

Next, learn to document upfront. A ticket saying “indexing issue” will never be addressed. A ticket with screenshots, specific URLs, estimated business impact, and example code to change—that’s what will rise in priority. Remote work demands ultra-precise communication because you no longer have the option to clarify in person.

What common mistakes worsen the situation?

Multiplying communication channels. You send an email, then a Slack message, then a direct message, then you follow up in a video call. Result: the developer doesn't know where to look for the information and ignores everything. Centralize. Use a single ticketing tool, one source of truth.

Another classic mistake: not speaking the developers' language. If you ask “improve the crawl budget” without explaining the technical implications, you lose 90% of your audience. Translate into concrete actions: “disallow URLs with parameter ?page= via robots.txt,” not “optimize pagination.”

Should you consider external support to streamline these processes?

When tensions between SEO and developers become chronic, it often signals a structural issue. Revisiting workflows, training teams, setting up governance tools—all of this takes time and skills that many companies lack internally.

In such cases, engaging a specialized SEO agency can help unlock the situation. Not to replace the internal team, but to audit processes, train teams in proven methodologies, and establish an SEO governance that naturally integrates into development cycles. It’s a one-time investment that spares months of frustration and lost opportunities.

• Centralize all SEO requests in a single ticketing tool (Jira, Asana, Linear)
• Document each request with business impact, relevant URLs, and code examples
• Participate in agile rituals (daily standups, sprint planning) to stay visible
• Create a shared SEO documentation accessible to developers (Notion, Confluence)
• Train developers on the basics of technical SEO to reduce back-and-forth
• Regularly measure and share SEO results to justify prioritizations