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Help Consumers Find Your Website

What is SEO?

Search Engine Optimisation (SEO) is the process of ensuring your website appears in search engine results at the highest possible place.

For example, a Dublin hotel owner would want the hotel's website to appear first in results when tourists searched for phrases such as “Hotel in Dublin”. SEO is the process of working towards that goal in simple steps.

There are two basic approaches to SEO, both equally important.

Onsite optimisation

1. Page Titles 

Every page on your website should have a unique title. The phrase should describe the page and be no more than 65 characters long.

2. Description 

Every page of your site should have a unique description. This is, essentially, a longer version of the title.

3. Page name 

Having relevant words in the page address is important. For example, "" will rank higher than "". A logical, user-friendly web address better informs both website users and search engines what the page is about.

4. Headings 

Headings stand out to the human eye on a web page as an important section. Search engines also view headings as important. Make sure you use them in the right place and that they contain keywords and relevant phrases (see below).

5. Content 

Your keywords are the phrases you expect potential customers to enter into search engines when looking for businesses such as yours. Integrate them into your site's page titles, headings and main content. There are several free keyword research tools available. 

Offsite optimisation

1. Link-building 

The key to offsite optimisation is building reciprocal links with high-quality websites. The better the website and the more relevant content it has, the more valuable the link is.

2. Find partners 

Partner up with the website of a non-competing business. Ask them to link to your website using one of the keywords you have identified. Remember, your link back to them is also valuable.

3. Research directories 

Research business listings for related, non-competing businesses and register with them to obtain a reciprocal link back.

4. Paid links 

Consider setting aside a budget to secure links from reputable sites e.g. international tourism websites with significant traffic.

What are search engines?

Google logo
A search engine is a piece of software designed to index all relevant content on the web so that it can be found easily by internet users. The most frequently-used search engine is currently Google.

Download our SEO guide

An overview of search engines with step-by-step guides for managing and optimising your content.

SEO Keyword Tip

To view the page titles and descriptions for every page on your website, navigate to Google and type "site: your site" into the search bar (Replace 'your site' with your own website address).

For example, when "" is entered, Google will display all the pages it has indexed with the page titles and descriptions.