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March 21, 2014
The Challenges of SEO

Did you know that €4.6 billion was spent online by Irish consumers last year? Well, sadly, 70% of that money left the country.

While I wasn’t totally surprised by that figure, it certainly highlights the need for Irish businesses to up their game, in terms of their online presence.

Although DHR Communications and many other companies like us don’t have an e-commerce platform, our website is still the first point-of-reference for many of our current and potential future clients, as well as interested stakeholders, so it’s essential that we take control of how we’re presenting ourselves online and make it as easy as possible for our users and potential users to find our site.

Securing high ranking on Google is easier said than done, however, and there’s no such thing as guarantees in terms of positioning. This point was reiterated at the Google SEO Breakfast Briefing I attended recently, which was delivered by Giacomo Gnecchi Ruscone and Vincent Courson from the Google Search Quality Team.

Improving your websites ranking can be a slow burn and the criteria for doing so is constantly changing, according to the ever-evolving needs of web-users, so while keywords are no longer the key to success, fresh and relevant content remains essential.

It’s frustrating because we all want and need to secure the highest ranking possible for our website, but are being told that there’s no guaranteed route to achieving that. However, while there’s no ‘one size fits all’ book we can read and, in turn, become SEO geniuses (which is what I was really hoping to get out of the briefing!), I was made aware of the SEO Starter Guide – a manual initially developed for internal use within Google – which outlines the best practices to make it easier for search engines to crawl and understand your website content, so that’s a good start.

Having studied SEO as part of my Diploma in Digital Marketing at the Digital Marketing Institute just over a year ago, the briefing in Google was a great reminder that keeping up-to-date with SEO best practice is an ongoing process and investing time in SEO is a long-term commitment.

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