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Expert Feature: Why Website Design and SEO Don’t Always Work Well Together

tips to help you find a seo experts

As Search Engine Optimization (SEO) Consultants, we often work together with website design teams to design or redesign a company’s website.

Many times, website designers are puzzled or annoyed by our presence in this process and we’re often asked why we should work together.

We receive questions, such as, “Shouldn’t you just do your thing after we’re done?

Of course, the answer is, “Not if you don’t want your client to pay for content twice and possibly incur charges for changes to functionality and tagging on the site.

Let me explain. . . .

When the design team works with a client to design a new website or redesign an existing site, the team and client typically meet to discuss goals, navigation (pages to be included and the organization of those pages on the site), functionality, etc.

We find that many (not all) website design agencies without SEO experience often negotiate “clean” design without many words, fewer pages for services and sometimes a lack of a good call to action that provides for proper conversion of visitors to leads.

What a SEO Expert Might Recommend

Enter the SEO agency. . . by incorporating a SEO team into the website design process, organic search is built right into the site.


For example, the SEO expert may recommend the following:

Lots of words on pages.

Google needs words, not images, to rank a website page against competitive pages. The Google “crawler” cannot crawl and understand an image. SEOs recommend at least 350 words on a page. Of course, this request is often negotiated because a good SEO understands the need for quality design and rich content.

Separate pages for each service.

Each page on a website may be optimized for 1 to 3 “keyword phrases.” If a website includes a single page for multiple services, then keywords for each service is not possible. By breaking out each service into a separate page, targeted keyword phrases for each service can be applied. The “opportunity” for each service page to show up for appropriate keywords is increased by using this practice.

HTML tags.

SEO requires specific tagging of certain elements on a page. By including SEO expertise in the early stages of development of a website, SEO-friendliness is built in. For example, each page must include the ability to receive unique content for the <title> tag and meta description. The major headline that appears on each page should be tagged as an <h1>. If these tagging formats are not created during the design or redesign, the client incurs additional fees to make these changes later.

Keyword Density.

The incorporation of keyword phrases into the content of the paragraphs on each page is called “keyword density.” By incorporating keywords during initial content creation, future fees are reduced for rewriting content to include keyword phrases. seo example

Google Searches On-Page Factors for Keyword Phrases


Lead conversion.

Most importantly, the SEO wants to make sure that a website will convert visitors to leads or sales for eCommerce and B2B sites. Website design agencies also provide this expertise; however, we find our input is often appreciated by all involved. Driving SEO traffic to a site is what we do; because non-converting organic traffic leaves clients unsatisfied.

Responsible business owner should always ask potential designers and developers about their experience with SEO.

If the provider does not offer this service, find a reputable SEO expert to help.

By incorporating SEO into the website design process, websites receive a better chance to be found on Google and Clients save valuable dollars.


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About Melanie Yunk (50 Articles)
Melanie Yunk, President, Roaring Pajamas Melanie Yunk started working as a social media and search engine optimization consultant early in 2009, when she founded Roaring Pajamas, a digital marketing agency in Northern California. Melanie is passionate about helping businesses market their products and services online. She brings more than 20 years of marketing, engineering and content experience to clients from various industries, including search engines, construction, retail, B2B, wholesale, heavy duty trucks, authors and more. Melanie previously founded Melanie's Fine Foods after purchasing Big Acres® Gourmet Sauces where she expanded the line to be distributed nationwide and in Canada. She also founded Yunk Consulting where she assisted software and semiconductor companies in implementing international standards for electronic databooks that she also helped developed while working at Intel Corporation. Her earliest career began at Honeywell Commercial Flight Systems where she worked on the Boeing 777 and MD11 cockpit projects. She continues to write on the Roaring Pajamas Blog and also as a guest blogger writing about all natural and gourmet foods. Melanie volunteers as a Board Member for the San Carlos Chamber of Commerce and former President of the Advisory Board for the Rosalie Rendu Center in East Palo Alto. She lives in San Carlos with her husband Kent and two Cornish Rex cats.