SEO skills are not part of web designers education. Web coders have a great talent of creating the web site customers request. But search engine optimization is a different skill set and one that is often not talked about or put into a design specification.
Here are basic SEO design guidelines I recommend to web designers [...]

Many online businesses can benefit from search engine optimized traffic but have unrealistic expectations on the number of visitors localized SEO might actually produce. When localizing a search phrase with a city or regional phrase, traffic estimates for search referred visitors will become even smaller - at times so small, there are no estimates available [...]