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Trending SEO factors for local SEO

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Trending SEO factors for Dublin Businesses: What impacts SEO rankings for local businesses today?

If you are a Dublin-based business with an online presence, you probably spend some time thinking about how to expand your online profile. Adding increased visibility to your websites and social media footprint offers you a better chance to compete against your local peers. Ideally, you would like yours to be the first website to come up when local shoppers type in an online search query for products and services in your niche. 

The question, however, is: With so much competition for Dublin businesses, how does a local business enhance their online presence on search engines? The answer is, by addressing some specific trending Search Engine Optimisation (SEO) factors that help local businesses improve their rankings in search queries.     

Local ranking factors that matter

According to Ireland’s Internet Neutral Exchange Association (, the country recently saw significant increase in its internet traffic – over 500 Gigabits per second.  With Google accounting for over 80% of global internet searches, there’s strong likelihood that many online buyers from Dublin are among those querying local websites for goods and services.   

One way for a local business to grab a slice of those searches is by paying attention to SEO factors impacting the results of those queries. Specifically, these are some of the factors that impact the SEO ranking of local Dublin-based businesses:

  • Google’s ability to properly crawl through and index your site
  • Your sites’ relevance and authoritativeness for your local geography and your niche
  • The presence of pages that target local search queries for which you wish to rank 
  • The strength and competitiveness of your backlink profile
  • Existence of sizable amounts of thin, irrelevant or redundant content
  • Enhanced internal links and Call To Action (CTAs) on high-traffic pages
  • Efficient internal linking on sites created with relatively flat structures

Some of this might seem overly technical to the uninitiated. That’s why many local Dublin-based businesses chose to work with Ryco Marketing’s experienced digital marketing and SEO teams to address these factors. 

Practical SEO-boosting steps for Dublin businesses

One very powerful tool, available to local businesses looking to raise their online profiles, is Google My Business (GMB). Specifically, here are some GMB steps that digital marketing companies implement to improve client visibility in the eyes of search engines:

  1. Creating and managing GMB posts is a great local SEO booster. Your SEO partner can use these posts to drive up traffic, encourage more clicks and foster more engagement with existing clients, prospective customers and casual visitors to your site. 
  2. Digital marketers use a well optimised GMB profile as an opportunity for local businesses to interact with Dublin-based prospects who are already in a “buying frame of mind”. They do this by carefully curating the information online search queries visible in your GMB profile. For example, by hosting specific and relevant content about Dublin’s landscape, its community activities and places of interest on GMB, your website ranks higher for local queries expressing interest in those specific topics. 
  3. Another aspect of localised GMB SEO power is the Reviews feature. When local patrons visit your business (either online or in store) and are pleased with their experience there, they typically leave positive reviews on your GMB profile. Responding to those reviews, and adding your personalised comments and messages of appreciation, feeds the cycle of positivity that then impacts (positively) your websites’ SEO ratings.  
  4. GMB Qs & As are yet another means of boosting your website’s local appeal. Many Qs may be specific to local events and topics of interest: “Will you offer expanded parking on Bloomsday this year too?”, or “Can I order my St. Patricks’ Day merchandise online and pickup at the James Street outlet?”. Timely and strategic responses to these Qs paints your website in a positive light for local SEO ranking.
  5. Since the objective is to capture local traffic, both online and in store, make sure you pepper your website and GMB profile with plenty of photographs related to your business and its neighbourhood. By Google’s own estimates, “Businesses that add photos to their Business Profiles receive 42% more requests for directions on Google Maps, and 35% more clicks through to their websites than businesses that don’t”


Google uses metrics about the photos you publish and includes them as part of GMB Insights, which helps interested local searchers find your business. The quality, quantity and variety of photographs help create positivity about your business and boosts your websites’ visibility.  

SEO Dublin digital marketing experts use GMB to manage and enhance client’s online presences across multiple Google environments, including Google Maps and Google searches. The powerful analytics and tracking features allow you to take your SEO localisation to a new level with the help of Smart Campaigns that feed off local search results. When integrated with Google Maps, your optimised GMB profile makes it easy for local prospects to find your business, or for you to provide detailed directions to your physical locations. 

Localised SEO beyond GMB

Beyond SEO-enabled GMB profiles, there are several other factors that determine how and whether Dublin online searches result in finding your websites higher-up in Search Engine Results Pages (SERPS). Here are a few of them:

  1. Local physical presence: Some SEO experts recommend local businesses establish some form of physical presence in the geography they wish to rank for. A mobile phone and accessory manufacturer in Dublin’s Industrial Estate might, for instance, establish a kiosk or outlet within a heavily trafficked area such as Temple Bar, Ranelagh or Dublin City Centre. They can then target local SEO efforts to rank for those specific areas.
  2. Locally-focused landing pages: This strategy works well to target local searchers who are specifically looking for products and services in your niche, and within your geographic area. It helps your SEO local rankings when you create individual location-specific landing pages, especially when battling against higher-ranked domains that do not have a local presence in your area.  
  3. Long-tailed keywords: The use of targeted long-tailed keywords, which have high volumes of related keywords is also a great strategy to rank higher in SERPS. The key here is to ensure those long-tailed keywords are specific for local references such as milestones, current events, trending topics and historical places of interest.   
  4. Local branding: Building a local brand following can also give your local SEO rankings a boost. This involves working with local communities, charities and fundraising organisations to promote the causes they espouse. Then, post news, photographs and blogs about such engagements on your online platforms to leverage shares, likes and links from other like-minded sites of repute. This not only improves your SEO rankings but also builds a base of loyal fans who appreciate corporate community involvement.  
  5. Local community outreach: An adjunct to local brand-building is to sponsor and publicise local events and post local content on your landing page, as part of your local outreach program. So, even if you are not directly involved in local community engagement, your online platforms (website, Social media page, Twitter feeds) will still become a hub of community focus, driving up positive sentiment about your company. This is great for inching higher up in local SEO rankings.   
  6. Local link building: A powerful SEO ranking factor is the presence of local links. Getting such links from authoritative sources relevant to your niche can give your website a boost in the eyes of Google’s search algorithm. A factor that will be even more impactful on your SEO ranking is having those links from websites serving the same geography as you, and within the same niche, rather than tangentially related ones such as your domain.    
  7. Positive testimonials and reviews: Encouraging local visitors and clients to leave positive feedback about their experiences, whether it is about your website or in-store, is a great local SEO booster. Additionally, since these reviews and testimonials generate fresh 3rd-party content on your website, search engines view that as a positive factor towards rating your site higher on their SEO rankings.
  8. Niche content: Make sure you publish comprehensive content on your online presences, whether that be about your product or service or about local monuments or places of interest. Google’s search engine algorithms reward in-depth coverage of a subject by placing such content higher up compared to web pages that offer only scant coverage of the topic. 

By combining these eight trending local SEO factors with SEO optimized GMB profiles, Dublin-based businesses can ensure they remain relevant when prospective clients conduct online searches for local products and searches.   

Making localised SEO work for you

Our Dublin Google AdWords and Pay Per Click (PPC) specialists also leverage these, and many other, SEO ranking factors to enhance the profitability of your business through improved website visibility.  Through in-depth research, our Dublin content marketing specialists produce engaging localised copy for your websites and social media pages. Our authoritative content attracts backlinks from other local niche players in your domain, which then makes your website more relevant in local online search queries.   

As a results driven SEO Dublin agency, these are just some of the trending SEO factors that we leverage to ensure our clients end up high in SERPs for local queries. The essence of our success lies in our ability to firstly, geo optimise your websites and other online platforms, and then geo target local visitors from specific regions, cities and metro areas across Dublin. 

Google determines local SEO rankings based on a number of factors, including relevance, prominence and distance. By focusing on end-to-end geo relevance of not just the content, but also various characteristics of your website, e.g. adding location-based keywords in meta tags and descriptions, localised URLs, verified GMB location etc., our team ensures that your business factors prominently in local Dublin-based search queries. (Google, Apr 2020 86.02%)

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Positive customer experiences – refocused marketing

By | Uncategorized

Though marketing strategies and campaigns are increasingly influenced by evolving technology, both in their planning and delivery, marketing experts believe that the technological ingredient in 2020 will be superseded by the mandatory requirement for a more focused customer experience – CX in its abbreviated form. This trending acronym and buzzword, which is circulating in marketing circles, reflects the ever constant necessity for greater and more personalised customer experiences across all marketing channels. In the ever changing and evolving world of Ecommerce technologies the single constant is the need to engage, convert and retain customers. Their online experiences should encapsulate all the necessary ingredients to guide them smoothly through the purchase process – from product selection to checkout, to easy payment, efficient shipping and personable knowledgeable customer/supplier service and human interaction. In this transaction the personalised element of the purchase process is elemental, not only to a successful product sale but also to customer loyalty and the likelihood of repeat business. 

The whole process is not just about providing the customer with the relevant information to make a purchase choice or work with your company or business but to offer quality customer experiences so they confidently come back for more. The customer has to be 100% happy with every aspect of the purchase pathway to retain their loyalty. That is why the technology must work in an effective and flawless manner and is expected to do so by all customers. Your ecommerce platform should act as an efficient sales springboard which provides a smooth customer purchase journey from start to finish with no obstacles on the way. You have to remember that your potential customer is probably fairly tech savvy and expects a fully functional and easily navigable online platform. What makes the difference to them in pursuit of a product purchase is how easily it can be realised through the provision of an all embracing and efficient customer service. That means a friendly helpful voice or empathetic email in response to any purchase queries they may have. Customers are less responsive to retailers telling them how great their products are and are more inclined to do their own product research in arriving at a purchase decision. This compounds the need to offer them a lot more than just information – which is freely available on Google’s rank result pages, dispensing with the time consuming need to browse other websites for further information. 

Customer Experience Surveys

 Marketers can draw on customer experience surveys to design and implement more meaningful and radical strategies for customer engagement and retention. In recent surveys it is disclosed that 73% of people base their purchase decision on customer experience. The sting in the tail is that only 49% of those people surveyed believe that companies of today provide a worthwhile experience. That is an indictment of many company’s failure to fully embrace develop and deliver a customer experience that not only engages and converts but offers a helpful and empathetic ear to any queries the customer may have throughout the purchase process. The overarching question for marketers and online business owners is – what constitutes a good customer experience? This needs to be addressed and resolved to meet the need for optimal customer experiences in 2020.  A thoughtfully planned customer experience strategy will generate a lasting customer rapport and client loyalty. There are certain elements that marketers, customers and web developers cite as standard aspects of good customer experiences : 

  • The latest technology
  • Efficient mobile experience
  • Brand image and design
  • Personalisation


They collectively, but not exclusively, contribute to an effective customer experience. Other elements that deeply affect this issue and purchase decisions include:

  • Efficiency
  • Convenience
  • Informative and friendly service
  • Easy payment options
  • Smooth shipping
  • Thoughtful after sales service
  • Friendly returns policy


These factors are all connected to an ecommerce website’s effectiveness as a marketing tool and its ability to constantly engage and promote positive customer experience that has the customer coming back for more.

Research into what people value most in their customer experience reveals and highlights the necessity for marketers to consciously include CX in its totality in their marketing strategies and to promote its importance in the online product transaction process. It is universally accepted by marketers and retailers alike that customer experiences dictate the outcome. It is also recognised that the customer purchase journey has to be efficient, fast and smoothly navigable with easy payments, efficient shipping and good customer service with the human interaction element firmly established as part of the offering. It is paramount to eliminate negative elements along the purchase pathway that may stall or stop a transaction – for example : bad employee attitudes which drive people away; unfriendly service; untrusted company or business; poor employee knowledge; purchase process inefficiencies; product unavailability; inconsistent shopping and non existent or poor purchase guide technology. Lack of automation can also prove a hindrance to positive customer experience. These negatives need to be transformed into positively engaging online factors to gain and retain loyal customers and to sustain a productive and profitable online business.

If you have any questions about for our SEO company services, including but not limited to Magento 2 development, video productionPPC agency or social media advertising and marketing services contact our digital agency in Dublin today.

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Is SEO necessary in 2020?

By | Uncategorized

SEO – a necessary and measurable investment

In recent surveys by reputable digital marketing commentators, the necessity of SEO is underscored as a major factor in promoting your website pages and consequently in exposing your product offering or services to a greater share of online users searching for those products. The effectiveness of Your Magento ecommerce platform is boosted by providing a virtual shop window or brand displaying in SERPS at the top of page one. That is the key to online success. It needs to be in the full gaze of online shoppers searching for your products and it needs to provide exactly what they are searching for in terms of products or services. Your virtual shop window  equates to occupying a top position in page ranking which is inescapably visible to online shoppers. Achieving top rankings in Google’s SERPS is no accident but rather the result of effective SEO practices that actually work!. By deploying relevant and targeted SEO techniques and campaigns Magento merchants can successfully achieve those cherished positions in SERPS that act as a fulcrum to drive traffic and grow conversions.

SEO – Search Engine Optimisation

SEO – Search Engine Optimisation – can be defined in different terms, but in practice it refers to the technical process of directing targeted organic traffic to your website and ecommerce store. It promotes greater visibility of your platform on Google’s page rank listings and attracts the instant attention of online shoppers looking for your products or services – they are automatically drawn to your website if it occupies poll position on page one. If optimised professionally and effectively, your web site will appear at the top of the Google page rank listings. Thoughtfully structured SEO techniques and campaigns can place you in pole position in SERPS where you have maximum exposure to potential customers looking for your products or services. Implementing thoughtful effective SEO techniques can assist you in achieving better Search Engine results – consequently driving sales conversions, profitability and business growth. 

Importance of your on-site SEO

Your web pages have the potential to rank at the top of Google page rank listings but you have to implement the science to reach the coveted top positions. A fully optimised website is the primary requirement with effective onsite and offsite SEO ensuring that Google’s spiders index the relevant product pages and reward them accordingly for their authoritative, relevant and compelling content. In indexing your web pages Google bots or spiders look for quality content – relevant information that best describes your online offering succinctly and clearly with optimised  meta details and relevant keywords. The intent is that search engines can respond to customer search queries with greater success and precision allowing online shoppers to access exactly what they request, be it  products or services, in a single click. Google wants to speed up the search process with greater emphasis on semantic search enabling better Search Engine understanding of search queries and faster more exact responses. This whole emphasis on making major improvements to search query recognition and response is designed to fast track the online product purchase process. It really is aimed at making the online shopper’s experience intuitive and instantly productive which in turn can transform your ecommerce platform into a profitable business and money making machine. Timely and considered SEO techniques and interventions can help you achieve those business goals.

SEO and your marketing plan

A solid marketing plan for any business is key to its future success. This is universally true regardless of the type of enterprise. It is imperative to promote your business and get the word out there, informing your potential customers of your unique offering. SEO is the effective Google algorithmic led  tool to help place your online business at the top of SERPS where maximum exposure to an online consumer public is guaranteed. It is measurable, allowing you to make informed decisions from analytical data gleaned through the use of Google analytical tools, about exactly what changes are necessary to achieve more bang for your buck in implementing future SEO campaigns. Getting your products into the viewing eye is critical for business credibility, sales and profitability so it pays dividends to enlist professional help in creating and implementing effective SEO marketing campaigns which deploy the full range of Google friendly SEO techniques. 


SEO – as we understand and appreciate at Ryco –  is a challenging science, which if planned and implemented properly, can raise the profile of your ecommerce platform and provide a definite advantage over the competition. It is the Google optimising tried, tested and proven tool for brand and product promotion that has a practical and positive impact on online sales and business growth. We have a proven expertise in providing effective and profitable SEO techniques and campaigns – both on and off page – for Magento merchants, large and small, and have helped Magento customers maximise traffic with an optimal annual increase of up to 300%.

Device wise, whether it is SEO for PC, Tablet, Smartphone or Voice – the same objective applies – to place your business where it is most visible to the online consumer public and that is at the top of SERPS, maximising traffic to your relevant web pages and converting sales. 


Contact Ryco today for advice and help in positioning your Magento ecommerce platform at the top of page one in Google SERPS – the coveted position for brand and product exposure and springboard for exponential growth in online traffic and sales. If you have any questions about suitable SEO company services, Magento 2 development, video productionPPC agency or social media advertising and marketing services contact our digital agency in Dublin today.

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Why SEO is key for online marketing success in Dublin

By | Uncategorized

Beating your competition: Why SEO is key for online marketing success in Dublin

Are you a Dublin-based business that’s competing online for market share? For Irish Small and Medium Enterprises (ISMEs), there’s fierce competition online – and its growing by the day. Don’t believe us? Just head on to the Irish Domain Registry website and check out the stats there (Number of new .ie registrations). At the end of 2019, there were over 280,000 Irish domains registered – over 50K of them in a single year. That’s approximately 137 new potential competitors daily, whom you now have to compete against. 

SMEs need all the help they can get, and our SEO Dublin Agency offers just what you need!

Why SEO Matters for Dublin SMEs

Search Engine Optimisation (SEO) is a widely misunderstood term. Typically, it is construed as a verb – which signifies the act of doing “something”.  This is a rather narrow interpretation of what SEO is, and how it can support ISMEs. In reality though, SEO involves a series of well-thought-out, targeted strategies that help online businesses move from obscurity to broad recognition.

Perhaps, thinking about SEO in “old world” terms might help give you a better perspective of its importance. Here’s a scenario to envision: 

As a retailer of St. Paddy’s Day party supplies, consider what it would mean to you to have your company featured on page 1 in:

  • The Sunday Independent (circulation 130k plus); or
  • The Irish Farmers Journal (circulation 60K); or
  • The Herald – a newspaper published in Dublin (circulation almost 32K) 

Since more “eyeballs” catch you in the Sunday Independent, compared with the other two newspapers, you’ll likely receive more inquiries. But if you are Dublin-focused, you’d rather get mentions in a local newspaper, even though it has one-fourth of the circulation. Many prospective customers across Ireland might hear about you through the Sunday Independent. And other readers (mostly from the farming sector) might notice you in the Irish Farmers Journal. But Dubliners (who hear about you in The Herald) will be those visiting you and buying your goodies.

As an online-only merchant, more “eyeballs” mean more potential sales – regardless of what the source of those “eyeballs’ may be. However, if you also have a physical store, many more prospective walk-in clients from Dublin will find your mention in The Herald useful – and you’ll better monetize your advertisement investment. 

And that’s what matters most for any business.


Just as there is great value in getting noticed in the right newspaper, it’s equally valuable to get noticed online, and as in the case of newspapers of various sizes and socio-political leaning, receiving “eyeballs” from the right online platforms is essential. That’s because, when it comes to SEO, you think global but act local. 

What SEO promises, for Dublin businesses, whether you are competing locally or globally, is:

  • Better visibility for your online sales platforms, be they websites or social media presences
  • Higher ranking for your products and services on search engine results pages (SERPs)
  • Increased traffic to your websites and other online platforms

If you are a Dublin-based business, or any business in Ireland for that matter, competing locally, regionally and globally, making your online presence felt should be a high-priority imperative for you.  Why might that be?  With the largest number of potential online competitors in Ireland (over 45% of Irish domains are registered in Dublin), Dubliners doing business here face an up-hill challenge to grab market share from other businesses in their niche.  

So, if you don’t do everything possible to get in front of your competition, your online presence won’t be seen. With so much competition to contend with, and limited visibility for your website, making that incremental sale is indeed a tough sell (no pun intended!). Moreover, in the coming years, that challenge is likely to turn into an even steeper up-hill climb.

Challenges and Opportunities

Since 2010, eCommerce revenues across Ireland have more than doubled, to over €2.2bn. And, along with that increase, came more competition. Businesses of all sizes are vying for each incremental sale.  It is estimated that within the next few years online revenue will hit €3.8bn. Businesses, whose websites don’t show up front-and-centre for online shoppers, lose the opportunity to cash-in on that expanded online revenue. However, that opportunity isn’t really “lost” – a competitor with a better SEO strategy grabs it!

With over 90% of sales initiated online, the challenges for low-visibility online marketers are almost insurmountable. Additionally, in today’s online world, just a handful of large players command a sizeable piece of the online marketing pie. In Ireland, just three companies,, and claim over 20% of Irish online sales revenue. 

With so many barriers to profitability, how might Irish SMEs claim a bigger share of the online marketing pie? Is there any way that smaller, locally-based companies might compete, head to head, with the multinational giants? How can a company, with just a fraction of Amazon’s marketing budget, win the battle for a bigger slice of the online marketing pie?

And there lies the opportunity!

With every challenge comes potential. It all comes down to intelligent strategising to capitalise on those opportunities. What most online marketers might see as barriers to expand and gain market share from the competition, a great SEO partner can turn into an opportunity for increasing site traffic, promoting brand recognition and boosting sales.  


Google searches alone, 88 million of them each month2, offer SMEs the potential to grab a significant number of additional “eyeballs” for their websites. When you integrate a holistic SEO strategy that contains elements such as:

  • digital content marketing
  • online advertisements
  • keyword optimisation
  • link building 
  • on/off-page optimisation
  • …and more

…the doors to enhanced marketing and sales open wider than ever to Irish online marketers. 

The opportunities offered by our SEO Dublin Agency, at Ryco Marketing, are tangible and measurable. Best of all, they have provided real benefits to companies from across the Irish economic landscape. Here’s just a sampling of the opportunities that we’ve helped some of our clients capitalise on :


  • EJ Menswear.Com: The company had been trying for many years, before we partnered with them, to establish a strong online presence. We worked closely with company management to deliver a vision of a more robust online presence leading to increased online sales. As a result of our joint efforts, the company realised a 300% plus sales boost in a short period of time. 


  • Ireland West Airport: Serving over 750,000 passengers annually, the airport is the fourth-busiest in Ireland, and Ryco played a pivotal role in boosting its Google Search Results. Working within Google’s stringent SEO rules, and using a strategy of high-quality link building and other SEO best practices, the site saw a 64% boost in traffic within six months. 


  • CT1: Our two teams have been in partnership for over a decade now. During that time, the Ryco Team has helped the company through a number of initiatives, including building their internal and online digital platforms and developing their brand recognition. Today, they are the #1 recognised sealant brand online. With our assistance, CT1 created best-in-class social media content that went viral with 4.5 million Facebook views.  


  • Our team worked with the company to establish a Magento 2-based online presence comprising of retail, wholesale and multi-store environments, including a mobile presence, spread across the UK, Ireland and the USA. The result: A 287% increase in site traffic within a remarkably short time. Next steps: A comprehensive digital #marketing campaign to boost sales even further.


  • Team Great Britain:  Ryco developed a responsive, high-conversion, state-of-the-art website for Team GB, with an ERP-integrated webstore built for high-volume sales traffic. As a result, Team GB were able to process all the sales transactions during the holiday season (2015), including online demand for merchandise as a lead-up to the Rio Olympics.  


These businesses, and many of our other clients, have benefited significantly from the years of experience and expertise that our SEO team has to offer. 


What to Look for in Your SEO Partner

Perhaps, the greatest advantage of SEO done right, for Irish businesses, is the ability to compete against the international “big lads” of online sales and marketing. They have huge budgets that sustain them over a long time, and that succeed in stifling any form of competition, especially from Irish SMEs.  However, with the right partner working with you, even the largest competitors are no match – and with just a fraction of their huge budgets!

The Case Studies highlighted above demonstrate just a few of the things that online marketers may expect when they work with an experienced, full-service SEO company. So, what should you look for in your SEO partner? 

  • Proven track record
  • Diversity of service offerings (SEO, AdWords, Content Marketing, Penalty Removal, SMM, Video marketing…and more)
  • Well-defined/proven methodology
  • Exceptional client support
  • Minimal upfront and ongoing cost  
  • Industry certified (ISO 9001 and ISO 27001) consultants

SEO is broader than just optimising a website for search queries. For Dublin-based eCommerce vendors, and those looking to add eCommerce capabilities, this means having a service provider that can offer a broad umbrella of internet marketing services. Without the benefit of many of the qualities highlighted above, your partnership will likely remain one-dimensional: just a website developer, simply a web article writer and a company specialising in back link acquisitions.

To benefit from SEO, your prospective partner must have a team with much wider skills than simply website development. In real terms, the qualities discussed above result in a much broader set of tangible, measurable benefits, including reduced management and administrative costs – both initial and ongoing, more organic traffic to your site, and better sales conversion rates. 

Great SEO partnerships also result in web sites, and other web presences that:

  • are faster to load, resulting in less frustration for visitors
  • produce fewer abandoned shopping carts
  • are resilient, and won’t slow down or crash with increased traffic
  • have built-in safety and security features
  • are responsive, and equally functional on desktops as they are on mobile devices

If your SEO service provider is unable to deliver all of these elements to you, as part of an integrated SEO partnership, then perhaps you should be looking at other options. 


It’s Time to Act

Whether you don’t yet have a substantial online presence, or have been selling online for some time now, there’s never been a better time to embrace SEO and expand your market share. According to IMRG, the UK’s online retail association, the UK has seen online retail sales grow by a stunning +32.7% Year-on-Year (YoY). That’s the biggest jump in annual sales in a long while. 

There’s clear momentum behind those numbers, and online marketers, who have put the right SEO strategies in place, will be the biggest beneficiaries in the coming months. And that’s exactly what industry experts say. Louise Phelan, the former PayPal vice president for continental Europe, Middle East and Africa, knows a thing or two about the huge opportunity that lies ahead for Irish online retailers. In conversation with the Irish Times, Ms. Phelan noted:

“There is a huge opportunity for Irish businesses to take some of the expected €10.1 billion spend by consumers. Merchants need to make sure their websites are easy to use, mobile friendly and can facilitate payments,”

While such opportunities lie waiting for Dublin’s SMEs too, the only way to seize them is to pursue a vigorous SEO strategy, one that will ensure prospective clients, looking for goods and services in your specific niche, see your website ahead of your competitors. Through our fully-managed Magento 2 web store solutions, we’ve helped our clients:

  • attract thousands of new customers
  • increase website traffic by triple-digit percentage points
  • rank consistently higher in Google web searches
  • significantly improve sales revenue 
  • generate meaningful higher return on investment (ROI) for every additional £/€ spent on SEO activity

And that’s exactly what Ryco Marketing promises to deliver for you through our strategic action plans. Our SEO team comprises digital content producers, online marketing specialists, video production experts, character design professionals, and experts in animation, 3D modelling, graphic design and creative campaigns. When you work with us, you get a results-focused team that acts in your interest. 

It’s now time for you to act!








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Why manufacturers need Magento

By | Magento

Manufacturers are no longer depending on traditional methods of finding a retail partner to distribute, merchandise, price and sell their product. The historical end-game simply boiled down to sharing the gross margin with the retailer. On the path from product source to sale there was a heavy spend on marketing and advertising to promote and build the brand.


Nowadays manufacturers build their brand by using social media and other digital tools. Through investment in digital platforms such as ecommerce and mobile they are able to sell directly to the customer whilst maintaining control over the distribution, merchandising, pricing and selling of their products. By selling directly to the consumer via an ecommerce platform they retain 100% of the gross margin. However, manufacturers may find difficulty in breaking free of traditional methods of interaction with middle men and may adopt a hybrid model of the D2C concept of direct sales with which they are comfortable. This fusion is likely to be the future sales and marketing default model across multi channels.


To make the most of the evolving landscape in direct sales, manufacturers require a digital platform that is powerful, functional, user friendly and scalable – an online sales tool that effectively promotes the brand and product to an engaged customer base enthused by both product uniqueness, value and transparent marketing strategies. Magento is the default future -proofed choice of ecommerce systems for serious manufacturers who wish to retain control of their product life cycle from concept development and manufacturing through to product sale and onward shipping. It allows Companies to build a branded retail presence at a fraction of the price of constructing High Street store fronts. Magento provides capabilities such as indepth reporting, analytics and same day shipping. The system also provides a host of digital tools that add to the platform’s scope and complements its inherent functional capabilities. Through introducing live conversation facilities for customers and focusing exclusively on their needs, it can promote customer relationships and drive online traffic.


Other parallel developments such as advances in smartphone technologies, more capable mobile networks and growing availability of mobile-specific digital tools are expanding the reality of both mobile commerce and location-based services. This all means better brand and consumer engagement, which is what the customer of today demands. Manufacturers can get their products into the traditional distribution channels through a Magento 2 digital platform without having to provide retailers with products consignment. It also dispenses with the related financial burdens of trade spend and listing fees. The opportunities provided by Magento are an unlimited reach, personalised marketing, advanced loyalty, full real time access to customers, fast product speed to market and retained control of merchandising and distribution. Manufacturers can rely on Magento developers to advise on and implement the safest, most  competent payment portals, advanced shipping and return of goods policies with built in guarantees of product quality and efficient customer services. Magento also provides excellent SEO opportunities with clear provision for the implementation of digital marketing strategies and page optimisation for achieving optimal Google page rankings in SERPS. Its integration capabilities enables seamless linkup with accounting packages and CMS software.


Some of the greatly empowered features of Magento 2, that specifically help to drive manufacturer direct to consumer sales are:


  • Robust coding architecture. This provides obvious benefits for manufacturers going forward .
  • Evolving availability of an increased number of extensions improving customer engagement and promoting digital opportunities for increased conversions.
  • A much more simplified dashboard that is easily navigated for more fluent administration
  • Evolution towards a more customer-centric shopping experience with real time customer interrelational conversation possibilities.
  • Provision of automatic upgrade installer to keep manufacturer’s website secure against malware and potential hacking
  • Greater API compatibility providing easier integration with other programmes.
  • Magento is CPI compliant making it a safe and secure platform with payment gateways such as Paypal, BrainTree and These make manufacturers’ websites as unbreachable as an ecommerce site can be.


Magento provides manufacturers with a digital platform that is future-proofed and offers superior user experience. Customer-centric features lend themselves to the D2C model where the customer is put centre stage in an online transaction that offers quality value product and consumer focused service. The system has many rich features in its functionality that boost different sales and marketing models including B2C and B2B. It also provides an array of D2C specific features that enable manufacturers to select and adopt the best way of promoting brand product and online sales.

As a multi-award winning digital agency Dublin, we specialise ecommerce development and in profitable campaigns including: professional copy writing, high quality content placement, social optimisation and advertising, search engine optimisation SEO Dublin and PPC Dublin advertising, conversion rate optimisation, Magento ecommerce development, video production and 3d animation and modelling  that entice, engage and convert your target audience

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Voice Search – the next big reality for Marketers and Optimisation

By | Magento

Back in 2016 digital thought leaders were claiming that “mobile isn’t what’s next – it is right now”. Effectively mobile has eclipsed desktop as regards the device usage number game and continues to accelerate its claim that in 2018 it is the preferred go-to platform for connecting, engaging and converting customers in the Ecommerce industry. More pertinent are the consumer figures reflecting multi-platform use including large and increasing numbers of online users, many of whom are using mobile exclusively.

With that evolutionary scenario Google introduced an application named AMP (Accelerated Mobile Pages) as a framework to help enhance the mobile web experience for consumers at large. AMP has to be considered as an integral part of SEO campaigns since Google has included it in its search results. The mobile web revolution has transitioned. The AMP standard is continually evolving with the addition of even more accelerated mobile pages and it will undoubtedly impact present and future SEO strategies. However, this is not the most salient issue that challenges marketers and strategists in a world where technology evolution casts yesterday’s innovations aside in favour of today’s more revolutionary technological know-how and digital applications.The new era of mobile web, though well under way, is about to be challenged by another evolving phenomenon – voice search – an Artificial Intelligence software that is gaining traction as the upcoming technology of the 2020s, a digital technology that will be used by the Search Engines to rank voice search sites in the SERPS.

It is incumbent on the world of Ecommerce to prepare for the imminent introduction of “voice search” which is the next big thing to disrupt the status quo in the Ecommerce business industry. It will have an influential impact on the future of SEO (Search Engine Optimisation) and AEO (Answer Engine Optimisation) that will not only be credible but will require a certain understanding and appreciation of how it will change those marketing strategies. Google is transforming into an answer engine which gives one single result- the right answer unlike the current Search Engine tendencies to let consumers choose from multiple results. This is what marketers have to optimise for in an AEO oriented device environment .

The rationale of the Search Engines has been to chaperon their users through the quickest of processes towards the most relevant answer or result. With the imminent onset of voice search, Google and other Search Engines will have to increasingly rely on understanding and credibility to furnish a single viable result or solution.  The key question to this expected future trend is – can online business owners with the assistance of marketers and AEO strategists, do anything to take advantage of this evolutionary change?

Owners of smart phones, tablets, or PCs are already exposed to voice search which has become smart and capable of answering most queries but not all. That is where AEO takes effect. The problem with answers is that they can be guesstimates, based on the software interpretation of the voice query and provision of a clear informative answer, an incomplete science that requires greater definition. This highlights the need for accompanying AEO which can optimise your website so that Search and Answer Engines can understand the services and products you are selling and provide more authoritative responses to voice search in general. The AEO allows your optimised site to understand the content and purpose of your website. You can manipulate certain elements of your site to optimise it for the Search Engines – make it more visible to the Spiders so they can award it a better position in SERPS. To optimise for the Search Engines there are certain site elements you can focus on to progress the technology so your site stays ahead of the metaphorical posse or online competition. Specific technical facets require focus and amendment where necessary. For example:

  • Schema Data Markup – this can be manipulated to allow answer engines to understand the page information and what is being delivered to the user.
  • Authority  – This imbues the Answer Engine with confidence in your credibility.
  • Semantic HTML5  – By sectioning pages, a specific identifiable role can be allotted to each section,  encouraging the AEO to focus on certain areas while ignoring others.


The rationale of the Search Engines has been to chaperon their users through the quickest of processes towards the most relevant answer or result. With the imminent onset of voice search, Google and other Search Engines will have to increasingly rely on understanding and credibility to furnish a single viable result or solution.  The key question to this expected future trend is – can online business, with the assistance of marketers and AEO strategists, do anything to take advantage of this evolutionary change?

The journey from Desktop to Mobile to Voice Search has seen an evolution in the devices we use. Search behaviour has been impacted particularly by the change from Desktop to Mobile and it is expected that the transformation to Voice will be even more impactful – not only in how users browse and search but also how the Search Engines will provide solutions to users’ questions. If we were to draw up a device use comparison graphic, stretching from the 2000s to the 2020s, we would see a clear progressive trend towards Voice Search – that is the view of the industry gurus. According to them this will have a knock-on effect on SERPS – where page  expectations will shift from the first three pages with desktop to the first page with Mobile and top of page one with Voice Search. There is a retrospective belief that more realistically Voice Search will seek dominance in the top three positions on page one, due to the doubt if a single answer will suffice as a response. There will probably be the option of more than one acceptable answer given the diffuse nature of natural speech. Since voice is circumlocutory there will have to be a new evolving SERPS paradigm that will allow Voice Search a little more discretion. It will not necessarily be a ‘fait accompli’ of achieving positioning of page one or nowhere. A likely scenario going forward is – it will probably rate for the top three positions on page one –

which will be considered a satisfactory positioning in the SERPS. One certainty pertaining to this situation is the need to prepare and act now so your online platform is tuned and fit for purpose in anticipation of Voice Search activation and the requisite requirement for AEO strategy creation.

Long term, the trending towards voice search does not intimate the complete dominance of voice search as a device but rather a more balanced spread of search across all devices. The eventual levelling out of digital device deployment will be a natural progression according to the digital experts, however, the evolutionary nature of online search will necessitate platforms to help Google and other Search Engines to understand that your offer to consumers is the best solution. Once you succeed in that objective you then have to convince Google that you offer the best of several options by proving to them your relative credibility. These factors will leverage popularity in a new AEO world of “Answer Engines”. Google is already well acquainted with your brand but still needs to have a clear detailed understanding of what your brand offers so that the credibility factor favours your platform. In relation to the outworking of Search Engine indexing and positive placement in SERPS it is important to remember that it is their understanding of your website and its inherent credibility that gives your brand authority.

As with all other digital developments that have exercised minds in the past and have created unwarranted panic at times, Voice Search is not to be feared but rather considered as another device and opportunity to engage a potential customer base that you can tune into by being better informed and prepared in advance. As an online business why not garner all the positives that Voice Search represents and use it to your advantage. Find out what Google’s review of your brand reveals in terms of public opinion and work to ensure that there is a positive reflection of your brand on Pages 1, 2 and three of your brand name search, suffixing the word “reviews”.


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Why Magento is the preferred ECommerce platform for over 250,000 global merchants.

By | Magento

There are so many ecommerce platforms available to the retail sector that making a choice can often be predicated upon a host of subjective arbitrary factors that are at best confusing and at worst unreliable. Comparison in performance between top ecommerce platform contenders can provide empirical data to make certain assertions about their efficiency in delivering conversions and a return on investment. Whilst a few ecommerce platforms seem to dominate the marketplace there is a major swing towards Magento as the online sales tool of choice. It is fast, free, transparent, customisable and reliable. With Magento 2 it gives you a robust engaging online experience and a greater functionality, since it is geared up to help you meet the challenge of the increasing demands of online shoppers. With over 250,000 Magento merchants globally, many of whom are top brands such as Coca Cola, Burger King, Cisco Systems, Nike, Procter and Gamble, Christian Louboutin, Ford, Fox Connect, Warby Parker, Olympus, Nestle Nespresso and many more, it is the most popular and feature-rich ecommerce software platform in the world. Kurt Geiger’s decision to move to Magento’s ecommerce platform has helped them to give their customers a rich and captivating experience across all devices.


Enjoying a 23% share of the market it still leads the pack in the ALexa top one million. It is also no surprise that it is used by many global small to medium size businesses with great success. Based on analytical data and reports regarding its effectiveness as an online sales tool and its success as the top performing ecommerce sales software, we can deduce that it is the best rounded ecommerce system currently available. Its endorsement by some of the best known global brands, who are turning over billions of pounds in revenue annually, is clear testament to an efficient and popular ecommerce retail and wholesale system that works extremely well for a business mix of world wide clients.


Magento is an open source self-hosted platform providing you with a hosting choice, the most reliable option being third party hosting with a specialist company who can control your hosting needs professionally. There are also Companies who can provide Hosting and support as a package which represents a headache free solution for the Magento developers. With its vast global community of developers and contributors it can give you the structure for a scalable platform which can always meet your growing and expanding business requirements. As the ideal partner for promoting your online business Magento has all your needs covered with its rich out-of-the-box features and extensive capability to customise, whatever your business objectives. As an expert partner in seamless third party integrations it can resolve your unique business needs across any industrial sector. You are never left alone to deal with any issues as you have a world-wide system of merchants partners and developers to help you at every step of your ecommerce platform development and running operations. Whether your business is Fashion, Health and Beauty, Food and Beverage, Automotive, Retail or Wholesale the Magento solution can offer many features and benefits that streamline your online enterprise.


You can use visual merchandising tools to create compelling category pages and create exciting authentic content updates with no recourse to IT. You can actually draft personalised shopping experiences for your customer subdivisions. Developers are enamoured with Magento because of its extensibility through a capacious API, thousands of third party extensions and themes and off the shelf development and operationally-ready tools that come with Magento Commerce Cloud. Magento is built on a modern technology stack and has the full capability of handling high growth and peak performance thanks to its scalable and secure infrastructure. Magento’s Cloud platform is PC1, SOC2 and GDPR compliant. Magento commerce assumes responsibility for the heavy lifting, allowing you the business owner to focus on your daily business – learning more about your customers, products and services and marketing campaigns and planning to meet their needs.


The wonderful aspect of Magento is its flexibility in extending its capabilities. With Order Management you can bridge the online and in-store fulfillment system providing more convenient and cost-effective delivery. You can also garner the power of your Magento Commerce database with your other systems to quicken smart, data-driven decisions and transform your shipping into a money cow by streamlining operations with Magento’s intelligent multi-carrier software. The system enables Social Media and SEO integration with lots of plug-ins, themes and extensions to enhance the operational connectivity and efficiency. As an omnichannel operator Magento ensures a seamless shopping experience across all channels.


Make Magento your ecommerce platform of choice, to provide your online customers with a seamless shopping experience that is robust, engaging and converts.


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Trends in the E-commerce sector that could impact your online platform and SEO marketing strategies into the future.

By | Blog

Projected E-commerce sales are expected to exceed 3 trillion pounds sterling by 2020, so from a competitive perspective online businesses will have to shape up in terms of deploying more effective ecommerce marketing strategies to stay ahead of the ecommerce posse into the future. Ever increasing customer demand for faster more efficient and competitively priced services and goods is forcing website owners and webmasters to rethink their online offerings and how they are presented to their potential customers. In line with this retail and wholesale dynamic, digital technology, which is advancing concurrently at the pace of knots, must be garnered, manipulated and used effectively to improve online retail and wholesale business experiences that should actively engage consumers and customers. In an ever changing digital environment the pressure is on e-commerce operators to be cognisant of these developments and to adopt and adapt the latest technologies to make their websites – which is really their online sales tool – relevant, appealing, totally engaging and competitive so customers choose to stay logged in and complete the purchase pathway. That objective achieved there is another constant or element that has to be maintained on an ongoing basis and that is SEO – Search Engine Optimisation. Websites have to be finely tuned and developed to accommodate the bots and to perform well in SERPS ( the Search Engines Results Pages) – essentially reaching and staying as close to the top of page one as possible.

When a consumer search query lands them on Page one of these results they are automatically attracted to the top performing result. That is where they click for the service or product they are looking for – thus the importance of ensuring your sales platform is attracting optimal consumer awareness by its positioning on top of page one in SERPS. To achieve that coveted position you must offer consumers a credible proposition that rings loud and clear with the Search Engine robots that crawl and assess your website content. If they can see that you are giving your customers exactly what they want you will be rewarded with top positioning in SERPS. That brand and product awareness that such a position in SERPS promotes requires an Ecommerce website that is finely tuned, from both a technical and marketing perspective, with integrated onsite and offsite SEO strategies implemented. The process of reaching pole position is achieved by design rather than by accident and requires the collective collaborative input of technical, marketing and SEO expertise. SEO is metaphorically the petrol in your online sales engine that propels it to top position in SERPS so implement it constructively to help your business perform better than the competition in attracting more online visitors and conversions.

As we will elucidate shortly, Artificial Intelligence or I Search, as an evolving system, is transforming the SEO landscape and is gaining traction as a major metric in Search Engine rankings. That is only one element in a number of E-commerce trends that could be potentially disruptive in 2018 and beyond. Those elements that will affect both marketers and consumers are worthy of mention as influencing factors in a fast developing digital and consumer environment. We will be considering what we think are the greatest trenders and how they might impact in terms of opportunities and challenges for E-commerce businesses.

The first element that creates food for thought on ecommerce platforms is the essential need for much faster shipping and improved delivery systems – the Amazon model of hosting a set of efficient logistics that accommodate the fastest ecommerce delivery system in the world being the enviable gold standard. Achieving better logistics could differentiate between E-commerce platforms in sorting the best from the rest and that is a goal worth achieving to place your online business ahead of the competition by giving your customers the fast delivery they desire.

The next factor, which we already touched on briefly, is the growing impact of Artificial Intelligence on SEO. With an increasing inclination towards machine learning technologies in Silicon Valley and other global digital hubs there is great certainty that it will present challenges for the E-commerce sector. We are going to witness greater integration of these technologies into E-commerce systems in the future. We are already experiencing the effects of AI in improving Search functionality and product recommendation engines. However the next few years are going to see a huge increase in such applications with the objective of providing more exact responses to search queries and generally offering the customer a more precise service in terms of getting what they want much faster and with less effort. Already, some Facebook retailers are offered access to new chatbox tools that permit conversational operatives within Facebook Messenger to organise payments directly within the app, bypassing the need to process the purchase and payment on another site. Increasing development of these apps will provide a helpful way of handling an ambit of complicated functions ranging from problem solving to the transactional app – to which we have alluded. The future in machine learning will see a move from key-word based recommendations to a greater host of signals ranging from product purchase histories to related products that are linked from both a theme and semantic perspective. Advertisers will also experience greater uptake of machine learning within Adwords and other digital advertising platforms.

Augmented reality technology is beginning to reach beyond the novelty factor with big efforts this year to achieve mainstream endorsement. E-commerce platforms will be the leaders in adopting this technology. Based on what IKEA achieved with their app (its Place app) which provides the public with the technology to see how different IKEA products would look like in their homes. Amazon have also bought into this technology allowing their potential customers to visualise what thousands of their products would look like in their homes without necessarily having to make a purchase. The latest versions of this AR technology are proving much more stable and instinctual so we will undoubtedly see a greater intensity of competition in the E-commerce AR space during 2018 and well beyond.

It is nothing new to mention the exponential growth in Mobile checkout or the Internet of Things but that is the current reality with E-commerce trends. With at least ten different mobile payment platforms available to consumers, including cryptocurrency and the nation’s favourite – Bitcoin – increasing numbers of consumers are expected for mobile transactions and payments in the future. There is currently a credibility issue due to consumer concern about mobile shopping but that is expected to change dramatically in the future with mobile overtaking desktop transactions. It is up to retailers to win their trust and custom going forward and to leverage the changing consumer trends to achieve an increase in conversion rates.

A growing e-commerce trend is the Internet of Things with interconnected devices such as smart toasters and fridges that can bombard us with special offers and other maddening ads. Whether we approve or not of all things smart the reality is that all internet connected devices, whilst surveying our activity, can act as a point-of-sale system with constant calls to purchase.

Voice Search will prove to be one of the leading lights in e-commerce space and will be synonymous with mobile. Sales of Voice Assistant Devices, such as Amazon Echo and Google Home, have been increasing gradually over recent times and indicate according to Amazon data that the average customer spend through Echo is greater than the purchases through prime purchase route. For retailers sales through Amazon Echo provided a 60% better opportunity of upselling other goods across certain product lines.

The next obvious trend in online shopping comes from the browser tradition of pricing across many retailers online offerings and then buying off-line. Consumers have been doing this since the inception of online shopping and have become canny shoppers, feeling empowered by the possibilty of finding the goods they require at the most competitive prices. This concept of Research Online and Purchase Offline driven by careful shoppers always hunting down a bargain is set to become more prevalent in the E-Commerce sphere. It will represent for retailers an opportunity to track shopper activity in conducting this type of ROPO purchase. The metrics can be derived from a number of channels including mobile payment data, CRM and point-of-sale systems, GPS tracking, customer purchase habits and social media interaction. A complete map of the customer journey can be plotted providing valuable data for retailers to make future marketing calculations and strategies.

Storefront Apps will make an impression in the coming months as the growing popularity of mobile and the increasing change from desktop to mobile shopping continues. Online shoppers have been using the apps provided by retailers for a number of years to browse and actually shop from their mobile devices. The future trend will see more SMEs employ storefront apps to prompt sales and garner customer loyalty. The popularity and success of storefront apps suggests that they will become increasingly de rigueur among online shoppers who may well opt for storefront dedicated apps as opposed to mobile site. Another factor that will drive this prospect is the low cost of entry for app development which in reality means that small family type businesses can afford to offer their customers dedicated apps – something that could limit growth in mobile search and purchase.

We hope that by presenting these possible future trends in the E-commerce sector we have provided you with food for thought and the opportunity to perhaps conceptualise and create marketing strategies that are more effective and rewarding going forward. It is vital to be cognisant of the potential impact of these trending issues on your wider business goals and objectives so your sales platform can adopt and benefit from implementation of improved online practices that attract more customers and sell more products and services.

As a multi-award winning digital agency Dublin, we specialise ecommerce development and in profitable campaigns including: professional copy writing, high quality content placement, social optimisation and advertising, search engine optimisation SEO Dublin and PPC Dublin advertising, conversion rate optimisation, Magento ecommerce development, video production and 3d animation and modelling  that entice, engage and convert your target audience

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Video Testimonial From EJ Menswear

By | Magento

As a multi-award winning digital agency Dublin, we specialise ecommerce development and in profitable campaigns including: professional copy writing, high quality content placement, social optimisation and advertising, search engine optimisation SEO Dublin and PPC Dublin advertising, conversion rate optimisation, Magento ecommerce development, video production and 3d animation and modelling  that entice, engage and convert your target audience