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Search Engine Optimisation (SEO) is the process of improving the rank of a web page in the SERP (Search Engine Results Page) of targeted search engines for a set of identified key-phrases. It is the process of getting traffic from the "free," "organic," "editorial" or "natural" listings on search engines. The three major search engines for which we optimise are Google, Yahoo and Bing. All three follow similar but different rules for ranking websites. In order to prevent webmasters (SEO agencies) from easily manipulating search results, they all issue only general guidelines as to the factors that they rely on when ranking web-pages. Due to its popularity, Google is the search engine to which we pay most attention. In short, SEO is about getting your target web-page to the top of your target search engine as quickly as possible in order to get people to click on your website.


A keyword is a word that the owner of a website anticipates that potential clients will type in a search engine if interested in his/her product or service. For example, an hotel may identify "hotels" as a keyword worth targeting. However, this is probably too vague and generic to be of any real use even if a good rank is achieved in search engines. Far more regularly identified are key-phrases. These are a combination of words that a website owner identifies as relevant to his product or service. For example "hotels Cork" or "3 star hotels galway".


Be sure to check out this document on keyword analysis: http://www.seomoz.org/blog/6-keyword-research-mistakes-you-might-be-making

Choosing Keywords to target - 3 Criteria

The goal is to target keywords / key-phrases that satisfy three criteria.

  1. Relevance:
    The first criterion is that those who search for this key-phrase are likely to be interested in the content of the website that you are optimising. For example, those people who search for "bulk dogfood" are very likely to be interested in a website that sells bulk dog food online. There is no point ranking for this phrase unless you sell bulk dog food and your website clearly promotes this.
  2. Demand:
    The second criterion is that people must be actually searching for this key-phrase. For example, if someone were to search for "Bags of dogfood larger than 50kg" this person would also be relevant to the content of the online dog food sales website. However, as no one is searching for this key-phrase, ranking well for it is a waste of time. The goal is to identify relevant key-phrases for which there is demand (people searching for it on a regular basis).
    Google´s Keyword Planner tool gives an indication as to global and local monthly (country specific) search volumes (demand) for any key-phrase. The local results can be tailored for the country which you are targeting. The tool will analyse a website´s content and/or make key-phrase suggestions based on a certain theme or word depending as per your preference.
  3. Competition
    Pursuing a key-phrase that has too much competition relative to the resources that you have available for a campaign is the best way to squander your money. For example, if you are a small hotel in Dublin, you will inevitably want to rank for "hotels Dublin". However, every hotel is working on this phrase and so achieving a good rank for it will be a great challenge. If you are aware of this and sufficient resources are put in place, then of course you can target such competitive key-phrases. However, if the you need a quicker return on your investment, then a clever (Search Engine Optimisation) SEO executive will exploit key-phrases with less demand and less competition for which rank can quickly be achieved and so traffic. For example "3 star hotels dublin" has lower demand but by setting up a highly targeted page and building high quality links to this page, a high rank can be quickly achieved and so traffic.
    When doing key-phrase analysis, you should always look for the quickest route to positive ROI on SEO spends. The overarching principles here are to pick the battles that you can win quickly and that a large percentage of small demand is more valuable to a client than no percentage of high demand.

On-Page SEO

On-page SEO relates to the factors on the web page itself that determine its rank in search engines. Once you have finalised the list of target key-phrases and target URLs, you should conduct an on-page audit and prepare a list of on-page recommendations based on this audit. This work includes meta tag writing, page content creation, page download speed optimisation, sitemap creation and much more.

Off-Page SEO

The on page factors above are crucial in signalling to the search engines the keywords and phrases that matter to a particular web-page. However, many pages on the Internet will be very similar from an on-page point of view. For example, if two companies create a webpage to promote the key-phrase "dentist dublin," both pages will likely have pretty much identical content assuming both companies are proficient in SEO. Accordingly, off-page factors are used by search engines to decide which page should rank highest. Off-page factors include how old the domain is, how many other websites on the Internet link to it, what is the reputation of the website, Google+ Local (Google Places) listings and more. The most important off-page factor by far for Google is the number and quality of links from other websites that a domain / web-page has.


Links are by far the most important SEO metric. Google affords so much weight to links as they are the most challenging metric to game / manipulate. A link from one website to another is interpreted as a vote for the website to which the link points from the website on which the link sits (host site). The higher the quality of the host site (which in turn depends on how many sites link to it), the more valuable the link is. Google´s rationale is that the best websites create online buzz ie people talk about them on blogs, on social media sites, online forums and in the process link to the site. Poor websites go unnoticed and so get no links. So, Google´s advice on how to get links is to create such compelling content that people take notice and so link to it. Content that is so strong that it attracts links is referred to as link bait.


We build only high quality, editorial links ie links that Google values. We know that one strong, editorial link will help your website’s rank whereas lots of low quality links will expose your site to being penalised by Google. To get high quality links, we generate compelling, genuinely interesting content and then reach out to the relevant bloggers and publishers in your industry. To see some of the content that we have produced, please see the web design section of our website.
If you have any questions at all on SEO, please contact us and we will be delighted to help however we can.

We Have Achieved Top 3 Rankings
For Thousands of Key-phrases For Hundreds of Irish Companies
Key Phrase Website Search Engine Rank
seo Corkwww.dpfoc.com/irelandwww.google.ie3
seo company Corkwww.dpfoc.com/irelandwww.google.ie2
Seo services Corkwww.dpfoc.com/irelandwww.google.ie2
Orla Kiely Bagswww.kilkennyshop.comwww.google.ie2
Orla Kiely Bags for Salewww.kilkennyshop.comwww.google.ie1
Orla Kiely Handbags for Salewww.kilkennyshop.comwww.google.ie1
Orla Kiely Bags Salewww.kilkennyshop.comwww.google.ie1
Enniscrone hotelwww.theoceansandshotel.iewww.google.ie2
Loss Assessors Dublinwww.balcombes.iewww.google.ie2
hotel Enniscronewww.theoceansandshotel.iewww.google.ie1
cloud telephony servicewww.speechpath.iewww.google.ie2
cloud telephony serviceswww.speechpath.iewww.google.ie2
interior architects dublinwww.cantrellcrowley.comwww.google.ie1
architects dublinwww.cantrellcrowley.comwww.google.ie2
Driving lessons coolockwww.ingear.iewww.google.ie1
Engagement Ringswww.perfectring.iewww.google.ie1
Killarney hotelswww.killarneyhotels.iewww.google.ie1
Home Brewwww.homebrewwest.iewww.google.ie2
Home Brew Irelandwww.homebrewwest.iewww.google.ie2
Homebrew Irelandwww.homebrewwest.iewww.google.ie2
Wine Making Kitswww.homebrewwest.iewww.google.ie1
Wine Making Equipmentwww.homebrewwest.iewww.google.ie1
newbridge silverware shopwww.kilkennyshop.comwww.google.ie2
hotels enniscronewww.theoceansandshotel.iewww.google.ie2
stable doors for salewww.crowesawmills.iewww.google.ie3
driving lessons santrywww.ingear.iewww.google.ie3
engagement rings dublinwww.perfectring.iewww.google.ie1
engagement rings irelandwww.perfectring.iewww.google.ie1
beer making kitwww.homebrewwest.iewww.google.ie2
beer brewing kitwww.homebrewwest.iewww.google.ie2
Driving lessons santrywww.ingear.ie/www.google.ie3
property agents corkwww.rose-property.comwww.google.ie1
Property Management Corkwww.rose-property.comwww.google.ie3
Property Management Companies Corkwww.rose-property.comwww.google.ie3
virtual offices dublinwww.dublinofficecentre.iewww.google.ie2
dublin virtual officewww.dublinofficecentre.iewww.google.ie2
driving lessons rahenywww.ingear.iewww.google.ie3
driving lessons howthwww.ingear.iewww.google.ie2
seo companies corkwww.dpfoc.com/irelandwww.google.ie3
antique engagement rings irelandwww.perfectring.iewww.google.ie1
white gold engagement rings irelandwww.perfectring.iewww.google.ie1
antique engagement ringswww.perfectring.iewww.google.ie1
antique ringswww.perfectring.iewww.google.ie3
eternity ring irelandwww.perfectring.iewww.google.ie3
philmac irelandwww.southcoastsales.comwww.google.ie1
induction lightingwww.adattsi.comwww.google.ie3
larch timber irelandwww.crowesawmills.iewww.google.ie2
apartment block cleaning dublinwww.cleanscape.iewww.google.ie3
driving lessons baldoylewww.ingear.iewww.google.ie2
driving lessons north dublinwww.ingear.iewww.google.ie3
enniscrone hotelswww.theoceansandshotel.iewww.google.ie3
orla kiely handbagswww.kilkennyshop.comwww.google.ie2
security businesswww.mcmsecurity.comwww.google.ie2
probate solicitorswww.thomasbarrysolicitors.iewww.google.ie3
sms marketingwww.neonsms.iewww.google.ie1
sms marketing irelandwww.neonsms.iewww.google.ie1
text marketingwww.neonsms.iewww.google.ie1
business smswww.neonsms.iewww.google.ie3
wine kitswww.homebrewwest.iewww.google.ie1
microbrewery equipmentwww.homebrewwest.iewww.google.ie2
beer kitswww.homebrewwest.iewww.google.ie2
wine kits irelandwww.homebrewwest.iewww.google.ie3
cork estate agentswww.rose-property.comwww.google.ie2
estate agents corkwww.rose-property.comwww.google.ie2
irish mohair throwswww.avoca.iewww.google.ie1
cashmere blend throwwww.avoca.iewww.google.ie1
irish knit scarveswww.avoca.iewww.google.ie1
irish made scarveswww.avoca.iewww.google.ie1
irish tea setswww.avoca.iewww.google.ie1
lambswool throwswww.avoca.iewww.google.ie1
hot water bottle irelandwww.avoca.iewww.google.ie1
mohair throwwww.avoca.iewww.google.ie1
irish knitted hatswww.avoca.iewww.google.ie1
wool blanketswww.avoca.iewww.google.ie1
irish scarveswww.avoca.iewww.google.ie2
irish wool blanketswww.avoca.iewww.google.ie2
irish blanketswww.avoca.iewww.google.ie2
wool blankets irelandwww.avoca.iewww.google.ie2
blankets irelandwww.avoca.iewww.google.ie2
tea sets irelandwww.avoca.iewww.google.ie2
irish hot water bottlewww.avoca.iewww.google.ie2
scarves onlinewww.avoca.iewww.google.ie3
handmade sockswww.avoca.iewww.google.ie3
irish baby blanketswww.avoca.iewww.google.ie3
wool throwswww.avoca.iewww.google.ie3
office shredderwww.needa.iewww.google.ie2
office shredderswww.needa.iewww.google.ie3
irish farmers journalwww.farmersjournal.iewww.google.ie1
farmers journalwww.farmersjournal.iewww.google.ie1
farmer journalwww.farmersjournal.iewww.google.ie1
farm news irelandwww.farmersjournal.iewww.google.ie2
irish farming newswww.farmersjournal.iewww.google.ie2
farming news irelandwww.farmersjournal.iewww.google.ie2
farm newswww.farmersjournal.iewww.google.ie3
farmers in irelandwww.farmersjournal.iewww.google.ie3
farming newswww.farmersjournal.iewww.google.ie3
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