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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

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Impact of Social Media signals on SERPS

By | SEO

Of all the factors that impact rankings in SERPS, social media platforms are becoming one of the most popular and effective means of marketing your business and promoting your brand. With increasing interest from the Search Engines, social media signals such as Facebook likes, retweets and Google+s are becoming recognised as key metrics in ranking a website’s position in the search engine results. With the advent of social media as a determining SERPS metric, marketers will necessarily have to reconsider their marketing strategies to include social media in all its inherent characteristic elements. Even though there is a lack of clarity surrounding how it actually impacts SEO results there is a tacit acceptance on the part of the major search engines that social media does affect results as a ranking metric. The one definite is the growing need for marketers to align optimisation with social media efforts to improve website performance. To achieve that alignment there are certain measures you can take to market your business more effectively:

High quality content has always been king in the SEO stakes and continues to be an ever present essential ingredient and website element for optimal performance. This is an industry constant requiring repeated emphasis since setting the content right at the very start provides a solid foundation for SEO success. It is essential to remember that the whole process of optimising a website is to attract online visitors and potential customers to your online business. If your marketing campaigns and strategies work your site will consequently grab more visitors. High quality unique content contributes to improved site visibility and user experience as it answers search queries in a more precise and informative manner. If you provide that essential authentic service to potential customers they will click and buy into your site – products or services. Quality content is also the mainstay of social media marketing. In planning your content, your strategy should extend beyond simply link building and keyword optimisation. Website traffic continues to be driven to a large extent by that same juice – quality over quantity content – the rich content that offers your website visitors a valuable, informative and comprehensive direct response to their search queries. A rule of thumb in this context is always to post high-quality content that serves all purposes in fulfilling user requests.


It is a mammoth achievement to induce your readers and followers to share social media content on social platforms such as Facebook, Pinterest, Twitter, Google+, Linkedin in one simple click. This provides you with an immediate opportunity to become visible to more people.  Your content will potentially reach out to thousands of prospective customers. On a comparative scale, social sharing equates to the historical word-of-mouth marketing which helps create brand awareness in drawing traffic to that brand. Media sharing strategies can now be integrated with quick takeaways which encourage the followers to deliberately share. The whole emphasis has turned from brand awareness concentration to customer considerations and promotion.

Your webpages will attract and retain visitor attention if written content is counterbalanced with an even more popular form of content presentation – images and videos. Modern generations of millennials reared on large screen and TV productions and coloured adverts as well as PC, laptop and smart phone technologies respond much better to the visual medium as opposed to the written word. Harnessing those trends by introducing images and videos into content can only attract more of that age group who are fast becoming mainline consumers.This potential sector of mass  consumers is a fantastic source of traffic and you should tap into it by whatever means necessary. You have to offer them what they find most enjoyable to get the desired outcome. In response to the many social and media challenges taking place around us, marketers need to plan content and marketing strategies that incorporate not only this growing element of SEO but all other relevant elements that converge to create a holistic marketing mix strategy.

Becoming a thought leader in your specialist subject or particular area of knowledge through building a blog following is an influential element in social media SEO, especially if you include authorship metadata. This is the most vital aspect to consider when posting a blog. Placing the author’s image alongside their blog is proving to be a determining factor regarding the impact of Google authorship on SEO. It is now an accepted component in Search Engine performance. This is a productive way of slowly building popularity with your blogs and of building your online reputation.

The measures you implement to make social media a more effective ranking metric in SERPS must be systematically monitored and analysed to ascertain the key elements that are most effective in your SEO campaign. It is a continuous loop of fine-tuning those campaigns to determine what works best and what does not so you can focus on the elements that prove more effective as SEO strategies.

Social Media is therefore deployed to enhance site performance in addressing site goals such as improving site awareness, generating leads, driving sales and promoting customer care. Goals can only be achieved through continuous monitoring and analysis of statistical data and proactively acting on those results. If you would like further information on our SEO Dublin services please contact us.


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How Google Speed Update Will Affect Dublin Businesses SEO

By | SEO

The expected Google Speed Update will affect Mobile Search and SEO

It is confirmed now that Google will use Mobile Page Speed as a ranking signal in their mobile search when the new algorithm is introduced. This development is scheduled to roll out in July 2018 when Google are expected to release a new ranking algorithm dedicated to Mobile Search. The good news would appear to be that only a minority of queries will be impacted by Google’s update. In the interim, webmasters have the opportunity to make the necessary webpage adjustments to avoid any penalties that might be imposed for poor page speed and performance. Though it all seems a little vague Google recommends that you use the new ‘updated Page Speed report’ and tools such as ‘Lighthouse’ to measure page speed and implement the required page adjustments to improve performance and speed.

According to two of Google’s technical experts this ‘Speed Update algorithm’ will only affect the slowest of pages with the slowest delivery of user experience. The same standard will be applied to all pages and will have a universal application. Both Google’s Zhiheng Wang and Doantam Phan insist that a slow page may still achieve a top position in the page rankings if it presents authentic, authoritative relevant content. This adds further confusion unfortunately to webmaster’s understanding of Google’s intent. However, Gary Ilyes of Google has confirmed that they are rewriting their page speed algorithm for mobile. This may inform some of the confusion surrounding the impending new algorithm and the launch of ‘mobile first index’ by clearly indicating that page speed will be a major factor in SERPS. There is a question about how Google measures page speed since it has been measured of desktop speed and not mobile, up to now. He has stressed that going forward desktop speed will be less important than mobile page speed. It would appear that Google is going to move their entire search index to mobile-first. The two existing search indexes, mobile and desktop, are going to be combined into one index. The Mobile version of a page will be crawled first by the index which clearly indicates that the mobile version of your site will be the first one crawled – not the desktop.

The key element for publishers will be:

  • the necessity to have mobile first and foremost
  • the mobile site cannot be an amended or dumbed down version of your desktop site
  • ensure that all elements of your website are crawlable on Mobile
  • ensure that structured data, meta descriptions, tags etc are replicated on mobiles exactly as they are on desktop.

The message to all website publishers is to take steps, before the new algorithm rollout, to ensure your mobile site is equal in all aspects to your desktop version. If it is not then the outcome could be damaging. You need to take care that all the enhanced elements of your site are as crawlable on mobile as they are on desktop. This is all motivated by Google’s growing desire to provide increasingly faster rich query results that improve user’s search satisfaction.

In the light of emerging markets globally, Google is even more determined to push the envelope with page speed, especially in an environment where connectivity and connection speeds vary greatly. The need for instant delivery of the content the user is looking for, is the motivating factor behind joint PWAs (Progressive Web Apps) and AMP (Accelerated Mobile Pages) technology. Though AMP presents certain weaknesses for publishers, working better for some than for others, the single clear message to webmasters is – optimise your site for instant loading, fast speeds and performance!


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Tips on how to speed up Magento 2

By | Magento

Expert Tips on configuring why your Magento 2 backend and frontend are running slow

If your Magento 2 store is being challenged by operational slow-down then there are certain elements contributing to this problem that need to be addressed and resolved.

The most likely cause of a slow Magento backend is a slow hosting server. To run Magento 2 efficiently, a powerful server is required. A low cost shared monthly plan will not supply the expected performance. The complexity of the Magento ecommerce platform, with its multifarious features, requires resources to run fluently. You can make a simple check to see if your Server CPU usage graphs are reading max all the time. If they are, then this is an indication that your hosting power needs upgraded. Drill and see if any scripts are running in the background, eating up all your available resources. By monitoring the system you will ascertain if this is so and you can redress the problem by getting your hosting provider to perhaps disable some of them.

Should you need a new more efficient hosting plan it pays dividends to troll through servers that are optimised specifically for Magento, thus ensuring complete compatibility with your complex hosting needs. They may be more expensive but they will ultimately do the professional job that your clients are expecting of the system. A top tip from a certified Magento developer is to ensure your hosting deploys the fastest disk technology possible – even if it means paying more per month for the service.

Third party extensions present another area worthwhile monitoring and analysing, to see if they are possibly cause for slowing Magento performance. Some plugins may be at the core of M2 running slower than normal so it is vital to identify and eliminate extensions that slow your store down. By accessing the Magento backend menu and listing all custom extensions – excluding the Magento core extensions – you or your developer can disable the offending plugins one at a time and benchmark the page speed. Once you are aware of the offending modules you can contact the provider and inform them of the problem. You then have the choice of finding alternative extensions or removing the inefficient ones completely.

Another element that can affect operating speed is incorrect Magento configuration. Changes in Magento configuration can present problems for backend performance.The most common configuration mistakes that affect admin speed are:

  • Keeping internal cache disabled – this might simply be down to an outsourced developer having switched it off while testing and having forgotten to reactivate it.

           This is something that the store owner would not be aware of as a possible cause of slow Magento backend.

  • Ensuring that your running mode is production: It is the fastest of the three running modes – default, developer and production. Again this could be down to an oversight on the developers behalf when working on the system – they might inadvertently have it in a different running mode which would slow the system down.
  • Scrutinise JS Bundling feature on Java Script file. See if it is slowing down your site, especially on mobile devices.


Use a full page Caching Application such as ‘Varnish’ which is supported by Magento 2 native – a special software to serve and cache content. Magento developers claim that it renders sites very fast.

A further slowing factor is running a non-default Magento backend custom admin theme. Magento backend performance is very much dependant on theme files. It is quite a straightforward process to test this element and rectify the issue. Firstly you have to instal a fresh copy of Magento – the same version you already have – then instal all the extensions you have on the original store, excluding those that change the backend theme. Compare the two admin panels and that will inform you as to why the system is operating slow and below expectation.

Make sure to manually update your website’s indexes through the admin panel. If this is neglected then it will become  a contributory factor in your Magento site’s slow loading.

Also turn compilation on, which means you group  Magento’s files into blocks of HTML increasing their accessibility. This can effectively provide you with an improved performance of between 25 and 50 percent, depending on the page requested.

Increasing the memory parameters to a level greater than 128mb will enhance your site speed. A higher memory limit is necessary as Magento is heavy on memory use.

Another important element in promoting site speed and performance applies when you add products or categories that are spread through many different tables. You can enable Magento to harvest the information more quickly by having a single repository from which the information can be quickly retrieved. Technically it is described as “ flattening your products and categories”.

“Hacking the Core” is a term used to denote the overwriting of Magento Core Files by developers to customise your website. The snag with this is the resulting decline in site speed.

As with any platform site speed is a factor considered by Google when positioning your website on page rankings. If your Magento Website takes ages to load then that is a negative signal to the bots and will reflect your page ranking in the Search Engine Results.

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