Important: Ensure All Accounts Are in Your Name, Not Your Developer's!

Before you even dive into the technical details of your website, there's a crucial foundational step that many business owners overlook: owning your digital assets. Like any business expense, your marketing resources and expenditures should be scalable – allowing you to increase or decrease them as your business needs evolve. You don't want to be locked into a single vendor because they control your access.

It is highly discouraged to allow a developer, agency, or freelancer to create or manage your core digital accounts under their own login. This creates a situation where if you decide to change course, switch developers, or bring marketing in-house, you might face significant hurdles, delays, or even have to start over from scratch to regain control of your online presence.

Action: All accounts listed below should be created by you, in your business's name, using your business email account. For full details on why this is critical and how to grant access safely, check out this guide: Own Your Digital Assets: Accounts Don't Get Locked In!

Developing your new website is a powerful step! This isn't just a digital brochure; it's your most powerful marketing tool, and getting it right from the start means more calls, more bookings, and more business.

This guide will walk you through the essential SEO (Search Engine Optimization) strategies you need to discuss and implement with your web developer. We'll use clear examples from both the home remodeling and med spa worlds to illustrate key points.

Part 1: Your Website's Blueprint – The Power of Keywords and Understanding What People Search For

Before you start developing your website, you need to understand how your potential customers are searching for your services. This is your "Keyword Strategy" and it forms the very foundation of your online presence.

Actionable Steps for You & Your Developer:

1. Define Your Core Services (and their "Keywords"), which will result in individual pages.
   
   • For a Remodeler: List every specific service you offer, such as Kitchen Remodel, Bathroom Renovation, Basement Finishing, Home Additions, Deck Building, Flooring Installation, etc.
   • (Note: Services with very similar search intent and keywords might be grouped on a single page, but distinct services usually warrant their own. For example, "Kitchen Remodel" and "Bathroom Renovation" are distinct and should be separate pages, while "Laser Hair Removal" might be one page, but "Laser Hair Removal for Legs" could be a section on that page or a blog post, depending on search volume.)
   • Side Note: These keywords would also be what you use as a basis for a Search ad such as Google Ads.
   • For a Med Spa: List all treatments, such as Botox, Dermal Fillers, Laser Hair Removal, Microneedling, Facials (Hydrafacial, Chemical Peels), Body Contouring, etc.
   • Action: You, your SEO partner, or developer should create a shared document (Google Sheet, Trello board) for each page, listing the primary keyword (or "seed keyword") and its related keywords, forming your "keyword cluster" for that topic.
2. Think Local, Think Specific – Based on Your Service Area:
   
   • This is CRITICAL for local businesses. People search for services where they need them, which might be a broader area than just your exact physical location.
   • Remodeler Examples: "kitchen remodel [Your Primary Service City, State]", "bathroom renovation near me [Your Key Neighborhood]", "home addition contractor [Nearby Town]", "deck builder [Your Zip Code for a specific suburb]".
   • Med Spa Examples: "Botox [Your Primary Service City]", "laser hair removal near me [Your Key Neighborhood]", "med spa [Surrounding County]", "dermal fillers [Nearby Affluent Area]".
   • Action: Clearly define your full service area with your developer. Brainstorm all possible location-based combinations for your services within this entire area. Share these with your developer.
   • How to reference service area on your website: Your service areas should be referenced strategically. This can include:
     
     • On your homepage: A concise mention in the footer, an "Areas We Serve" section, or within the main body text describing your service reach.
     • Dedicated "Service Areas" pages: Often created as sub-pages (e.g., /service-area/city-a, /service-area/city-b) each optimized for a specific location.
     • Within service pages: Naturally integrating location names when describing your work (e.g., "We specialize in kitchen remodels throughout [City A] and its neighboring communities.").
   • Bullet: Ensure your serviced area is clearly described (e.g., on the homepage or via dedicated top-level navigation) – do not inadvertently overemphasize your physical location if your service area is much broader.
3. Now Dig Deeper – What Are People Really Asking? (Analytically-Driven Long-Tail Keywords & Search Intent):
   
   • Long-tail keywords are longer, more specific phrases that show clear intent (e.g., "how long does botox last" instead of just "Botox").
   • Important: These keywords and longer phrases should not just be brainstormed, but analytically derived from executing searches and examining Search Engine Results Pages (SERPs) and using an SEO Research tool. This needs to be conducted for each page based on its seed keywords.
   • Action: Work with your developer to use professional SEO tools (like Ahrefs, SEMrush, Moz Keyword Explorer) and Google itself (looking at "People Also Ask" sections and related searches) to find the exact long-tail keywords that people are searching for. This data will directly inform your content.
4. Check on the Competition:
   
   • See who's ranking well for your services in your area. What keywords are they using? How are their websites structured?
   • Hint: You'll often find that many top-ranking local businesses are built on user-friendly platforms like WordPress or Squarespace, which offer strong out-of-the-box SEO capabilities.
   • Action: Ask your SEO partner or developer to perform a quick competitor analysis to identify opportunities and gaps in your local market, noting the platforms successful competitors use.

You now have a keyword cluster and long-tail keywords for each part and page of your website. This is your comprehensive roadmap of all keywords and long-tail searches. This is enough to develop your website. Your developer should be familiar with how to ensure all meta data, site map, and web architecture should be developed and deployed to maximize SEO.

For Ongoing SEO Content - Develop Your Semantic Core

The Semantic Core is a comprehensive, continuously evolving map of all relevant topics and keywords for your business. It guides your content (Blogs, Newsletters, Videos, FAQs, and updated web content) to address the varying levels and types of searches.

Note: this is not needed for your initial website deployment.  

How it's developed from the hierarchy of keywords used for initial website development: Your initial keyword research creates a focused map for your website's primary pages. The Semantic Core takes this foundation and expands it significantly. It involves:

• Expanding Keyword Clusters: For each primary keyword or service, you'll delve deeper into related questions, problems, and sub-topics.
• Analyzing Search Intent: The semantic core expands the keyword list to cover all the types of searches: navigational (looking for a specific site or page), informational (seeking knowledge), and transactional (ready to buy or act).
• Identifying Content Gaps: Discovering topics and questions your competitors aren't fully addressing, creating opportunities for your content.
• Mapping to Content Types: Assigning specific keywords or questions to the best content format – a detailed blog post, an FAQ entry, a section on a service page, or a video script. This ongoing process ensures your website comprehensively covers your industry and services, matching every stage of the customer journey. The Semantic core guides your blog, newsletters, videos, FAQs, and web content updates.
• How it's used:
  
  • Website Content: The semantic core dictates which dedicated pages you need, what content goes on each page, and how thorough you need to be.
  • Blog Posts: It identifies informational gaps and specific questions that can be answered in blog articles, bringing in users earlier in their decision journey.
  • Newsletters & Social Media: It provides topics and language for your ongoing marketing communications, ensuring consistency and relevance.
  • FAQs: Directly answers the questions people are searching for.

Part 2: Building a Mobile-Smart Website – Beyond Just Pretty Pictures

Your website isn't just about looking good; it needs to be built in a way that Google can easily understand and rank. This is where your developer's technical expertise meets your business goals.

Actionable Steps for You & Your Developer (During Development):

1. Mobile-First is Non-Negotiable:
   
   • Most people search on their phones. Google prioritizes mobile-friendly websites.
   • Action: Ensure your developer is building a "responsive" website that looks and functions perfectly on all devices – phones, tablets, and desktops. Test it yourself!
2. Speed Matters (A Lot!):
   
   • Slow websites frustrate users and Google.
   • Action: Ask your developer about image optimization (making images smaller without losing quality), "caching," and choosing a fast website theme. You want your pages to load in 2-3 seconds, ideally. Your developer should be using free Google developer tools like PageSpeed Insights and Lighthouse during development to monitor and improve performance.
3. Clear & Keyword-Friendly Web Addresses (URLs):
   
   • Your website's addresses should be easy to read and include keywords.
   • Good Examples: yourbusiness.com/kitchen-remodeling-yourcity, yourmedspa.com/botox-yourcity.
   • Bad Example: yourbusiness.com/pageID=12345&cat=service.
   • Action: Discuss your desired URL structure with your developer to ensure they include relevant keywords.
4. On-Page SEO Essentials:
   
   • Bullet: There are numerous free website SEO scan tools available online. Ask your developer which one they are using and to send you regular reports during development.
   • Title Tags: This is the clickable headline in Google search results. It needs to include your main keyword and be compelling (e.g., "Kitchen Remodeling in [Your City] | [Your Business Name]").
   • Meta Descriptions: The short summary under the title tag. It encourages clicks and should also include keywords (e.g., "Transform your kitchen with expert remodeling services in [Your City]. Free consultations available!").
   • Header Tags (H1, H2, H3): These are like newspaper headlines on your page. Your main heading (H1) should be your page's primary keyword, and subheadings (H2, H3) should break up content and use related keywords.
   • Image Alt Text: This describes images for visually impaired users and helps Google understand them. It should include keywords when relevant.
   • Action: Review proposed title tags, meta descriptions, and page headings with your developer. Ensure they are optimized and accurately reflect your content.
5. Internal Linking – Connecting Your Website:
   
   • Linking relevant pages within your own site (e.g., from your "Kitchen Remodeling" page to a "Cabinetry Options" blog post) helps users and Google navigate.
   • Action: Ensure your developer creates a logical internal linking structure.
6. "Schema Markup" (The Technical Good Stuff):
   
   • This is code that helps Google understand exactly what your business is (a "Local Business," a "Home Remodeling Contractor," a "Medical Spa"). It can lead to enhanced listings in search results, like showing your address, phone, and reviews directly.
   • Action: Ask your developer to implement relevant Schema Markup for your business type and services.
7. Consistent Contact Info (NAP):
   
   • Your Name, Address, and Phone Number (NAP) must be identical everywhere online: your website, Google Business Profile, Yelp, etc.
   • Action: Provide your developer with your precise NAP info and ensure it's consistently displayed on your site (e.g., in the footer and contact page).
8. Secure Your Site (HTTPS):
   
   • You need an SSL certificate, which means your website address starts with https:// instead of http://. This is a security signal and a minor ranking factor.

Action: Confirm with your developer that an SSL certificate will be installed and configured.