When designing a website it is important to consider ‘Search Engine Optimization’ or SEO.
SEO isn’t rocket science. There are no shortcuts, no magic tricks—it’s just part of sound web design. And sound web design goes back to fundamentals like starting with your purpose and establishing a sound structure.
A simple and effective way of looking at SEO is to consider what Google and other search engines are trying to achieve. They want to return relevant search results to their customers. If you are true to your purpose in designing your web site it will be more relevant and rank better for what you do well.
Of course there are best practices that web designers and developers use like keyword research, keyword placement etc. The bottom line is that if these search keywords aren’t on target with your purpose—you may not be found online.