When starting a website development project, there are countless elements to consider: design, functionality, content, voice, user experience, and more. Yet, one crucial factor often gets overlooked during this process—search engine optimization (SEO). Incorporating SEO strategies from the beginning of development, rather than waiting until after launch, can save significant time, money, and effort while laying the foundation for your website's long-term success. Partnering with an SEO company early ensures your site is optimized to perform effectively for users and search engines from day one.
Why Partnering with an SEO Company During Website Development is Critical
Web Development and SEO are Fundamentally Different Skills
Web developers understand that SEO is essential. However many developers only have a basic understanding of what SEO actually is. Over my 15+ years in this industry, I have seen dozens of WordPress website proposals where SEO is “included,” yet, only once have I kicked off a new SEO program with a properly configured sitemap and robots file already established. Essentially, developers will install the free version of Yoast and call the website optimized. Very few developers even understand why robots and sitemap files exist or how they are configured.
SEO is more than just keywords. It’s about helping users and Google bots find all your content easily. It’s about making sure the flashy elements that your users love won’t hurt your ability to have the page found in Google. It’s about taking the extra time to hand-hold Google through the process of understanding your content through valid schema and online data. And, it’s about ensuring that you are following real-life user data, rather than simply chasing industry trends. By prioritizing SEO as an integral part of the development process, you’re not just launching a website—you’re creating a solid foundation for sustained online growth.
Catch Mistakes Early
For years I have joked with my team that it is a basic requirement as an SEO to have thick skin since it is literally our job to tell people how they can “improve” their jobs. SEOs tell developers their code isn’t structured correctly (schema) or maybe the code is unnecessarily bloated, leading to slow load times. They work closely with content writers to revise their writing so search engines understand it better. To be a good SEO, you must have immense attention to detail—it is our literal job to nitpick! We are trained to find mistakes and improve processes. It is our job to never be satisfied with a result or to always think we can make it just a little bit better.
When you have an SEO team engaged in every step of your website build, you will get that attention to detail on every phase of development. And, trust me when I say it is nearly impossible for a good SEO to stop their analysis on SEO alone. You will get that attention to detail across content, images, layouts, functionality, code structure, cross-promotion, and more.
Build a Solid Technical Website Foundation
While developers often excel at creating visually stunning websites with incredible functionality, they do not necessarily think about whether their flashy elements will be visible by Google. A strong website isn’t just about bringing the bling—it’s about addressing your customer’s needs and guiding them toward solutions.
Many of my clients have heard me equate SEO to a home renovation. As soon as you start breaking the walls down, you find a new set of necessary repairs you weren’t considering. You can think of hiring an SEO company in conjunction with your website development team as building the rock-solid foundation to support everything else that is to come.
Align Content Strategy with Real-Life User Intent
Remember that “never good enough” mentality in number two above? A good SEO company will know exactly what your users are doing and when. They will have dashboards of what questions users are asking in real time to stay ahead of the curve. And, they will be monitoring the competition like a hawk.
Your website's content must be tailored to meet the needs of both your target audience and the search engines. Today’s rapidly changing digital landscape makes it nearly impossible for a web developer to stay ahead of the changing technologies impacting his development processes while also monitoring algorithm updates, rapidly adhering to changes in Google policies, and doing the deep data analysis necessary to stand out. The reality is, these are two full-time jobs, and combining them would require corners to be cut.
Seamlessly Integrate Tracking and Analytics
It is no secret that I founded Rooted Rock Marketing on the belief that real data should drive all marketing decisions. I have seen it work time and time again. Understanding how users interact with your site is essential for continuous improvement.
Why is it that proper analytics configuration often seems overlooked in web development? For instance, I recently worked with an organization investing over $650K annually in advertising, yet they were struggling to determine if their audience was completing key onsite goals. Upon investigation, we discovered that their website development agency didn’t configure the necessary settings for accurate tracking when they launched the new website. It’s surprising how often this critical step gets missed, considering how essential it is to the success of a business.
Help with Brand Reputation Management
SEO isn’t just about optimizing your website—it’s about understanding how a website can influence brand appearance and how online bots can unintentionally spread misinformation. Search result elements like AI-generated answers, local listings, and video results are all opportunities to connect with your audience in new ways. An effective SEO strategy ensures your content is optimized for the search result features that are most likely to impact your brand visibility, helping you stand out from the competition.
Rooted Rock Marketing: Your Partner in SEO Excellence
At Rooted Rock Marketing, we bring a fine-tooth comb to your website development process. From code to content, we’re here to ensure your website is technically sound, user-friendly, and optimized for long-term growth. We specialize in creating fully SEO-optimized websites from start to finish or seamlessly collaborating with your development team to ensure your website launches for maximum success.
About the Author
Shelly Cihan is Founder and Lead Strategist at Rooted Rock Marketing. For over a decade she has dedicated her professional career to learning, executing, and speaking about SEO and Digital marketing.