"We include SEO" says every web designer. But what does that actually mean? And is it the same as hiring a dedicated SEO agency?
The short answer: No, it's not the same. Here's why, and what you should expect from each.
What Web Designers Mean by "SEO"
When web design companies say they include SEO, they typically mean:
Basic On-Page Setup
- Title tags and meta descriptions on main pages
- Header tags (H1, H2) structured properly
- Image alt text added
- Mobile-responsive design
- Basic site speed optimization
Technical Basics
- XML sitemap creation
- Robots.txt file
- Google Analytics installation
- Search Console setup
This is SEO-friendly web development. It's the foundation, but it's not a strategy to rank.
What SEO Agencies Actually Do
A dedicated SEO agency provides ongoing, strategic work:
Research & Strategy
- Comprehensive keyword research
- Competitor analysis
- Search intent mapping
- Content strategy development
- Local vs. national targeting decisions
Content Development
- Service page optimization
- Location page creation
- Blog content strategy and execution
- Content updates and improvements
Off-Page SEO
- Link building campaigns
- Citation building for local SEO
- Digital PR and outreach
- Guest posting
Local SEO
- Google Business Profile optimization
- Review generation strategy
- Local link building
- Citation management
Ongoing Optimization
- Performance tracking and reporting
- Algorithm update responses
- Continuous improvement
- Competitor monitoring
Why Web Designers Aren't SEO Experts
This isn't a criticism—it's just reality:
Different Skill Sets
Web design requires visual design, UX, and coding skills. SEO requires keyword research, content strategy, link building, and analytics. They're different disciplines.
Different Business Models
Web designers make money from design projects. SEO agencies make money from ongoing rankings. The incentives are different.
Time Allocation
A web designer focused on building your site doesn't have 15-20 hours/month to dedicate to your SEO. That's what ongoing SEO requires.
The Danger of "Set and Forget" SEO
When web designers include SEO, it's typically:
- Done once during the build
- Never updated or improved
- No ongoing strategy
- No link building
- No content creation
This is like planting a garden and never watering it. The foundation is there, but nothing grows.
What to Expect from Each
| Service | Web Designer "SEO" | SEO Agency |
|---|---|---|
| On-page basics | ✓ | ✓ |
| Keyword research | Basic | Comprehensive |
| Content strategy | ✗ | ✓ |
| Link building | ✗ | ✓ |
| Local SEO | Setup only | Ongoing |
| Monthly reporting | ✗ | ✓ |
| Ongoing work | ✗ | ✓ |
The Right Approach
- Let your web designer build an SEO-friendly site—proper structure, fast, mobile-friendly
- Hire an SEO agency for the ongoing strategy—content, links, local SEO, optimization
- Keep them separate or work with an agency that does both with dedicated teams for each
The Bottom Line
Web designer SEO is setup. Agency SEO is strategy. Both have value, but they're not interchangeable. If you want to actually rank and generate leads from Google, you need ongoing, strategic SEO—not just an SEO-friendly website.
Has your web designer "done SEO" but you're not ranking? Get a free audit and we'll show you what's actually needed to compete.
