SEO stands for Search Engine Optimisation and is the industry term for that field of expertise governing the optimal presentation of websites for search engines. You may also see the term SEM used (Search Engine Marketing).

In a nutshell, this refers to ‘setting up’, or optimising, your website so that it is crawled by internet search engines and is ranked highly in search results. If you’re not on page 1 of Google for your search term, then you are much less likely to be seen by your prospective customers. And, if they can’t find you, then they can’t buy your product or use your service!

See details of our SEO and Digital Marketing services

Search Engines

A search engine, such as Google, Yahoo or Bing, is constantly crawling the internet for content to index. This can be text or images related to absolutely anything and everything. The search engines detect new sites and ‘crawl’ them to find new content to index. The most important thing to bear in mind is that the goal of search engines is to return relevant results to searchers. This relevancy is the biggest factor and the objective of SEO is to make you relevant and to make your relevance obvious.

Google is by far the most important search engine in use in Ireland and they use over 200 factors in ranking a website. Their algorithm is constantly changing. Organic search is really a form of free advertising. However, some effort is required to present your site in the optimal way and may take some time to see results. Also, it should be seen as an on-going activity, rather than a once-off.

For immediate online visibility, then Pay Per Click (PPC), online advertising with Google AdWords is?what you need. But, this is a short-term strategy, you will only get traffic while you pay for each click.

SEO is broadly split into on-page optimisation and off-page optimisation.

On-page Optimisation

This includes things that relate to the pages on your website, in particular the meta data. Meta tags are pieces of html placed on the pages of a website which search engines read and use to determine what your site is about. They also read the?content of your site. What’s important here are the keywords and terms. The following are some of the areas to be addressed:

  1. Page title
  2. Content
  3. Meta Tags: Title, Description, Keywords
  4. Alt tags for images
  5. URLs
  6. Header tags
  7. navigation links

Off-page Optimisation

This refers to areas other than the pages of your website that require to be addressed.

  1. In-bound links
  2. where your website is physically hosted
  3. load speed
  4. how your site has been developed – technically
  5. geo-targeting
  6. XML Site maps

SEO Tips

Read more SEO tips and tricks on how to approach the search engine optimisation of our site.

See our blog posts on keywords and how to use them to optimise your site.


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