What is an SEO company?

Why your business needs SEO services

If your website isn't appearing on the first page of Google, you're likely missing out on valuable traffic and potential customers.

SEO services help bridge this gap by improving your website’s visibility in organic search results, making it easier for people to discover your business when they search for products or services you offer.

Today, most buying journeys begin with a search engine.

Organic search now drives over half (53%) of all trackable website traffic, far more than social media or paid channels.

Whether someone is looking for a local plumber, an online shop, or a professional service, they often turn to Google first.

SEO services ensure that your business is present at that critical decision-making moment.

By targeting the right keywords, improving site performance, and creating valuable content, an SEO company helps position your business ahead of the competition.

For small and medium-sized Irish businesses, especially those in competitive industries or local markets, SEO is often the most cost-effective digital marketing strategy.

Unlike paid ads, SEO builds long-term visibility and trust, two key ingredients in turning casual browsers into loyal customers.

Pro Tip: If you're relying on paid ads alone, SEO can reduce long-term costs and build lasting visibility, especially for competitive or niche markets.

How SEO companies work: step-by-step

A professional SEO company follows a structured process to help businesses improve their search engine performance.

Here’s how it typically works:

1. SEO audit

The company begins by assessing your current website.

This includes checking technical issues, keyword performance, content quality, backlink profile, and how search engines are indexing your pages.

The audit forms the basis for the SEO strategy.

2. Keyword research

SEO experts identify the terms and phrases your ideal customers use when searching online.

These keywords guide content creation and optimisation efforts, ensuring your site targets relevant queries.

3. Technical SEO improvements

They fix technical issues that may prevent your site from being crawled or indexed correctly.

This can include improving page speed, mobile responsiveness, URL structure, and security (HTTPS).

4. On-page SEO optimisation

On-page SEO involves improving individual pages on your site: optimising title tags, meta descriptions, header structure, and internal linking to help search engines understand your content better.

5. Content creation and optimisation

The company creates or improves high-quality content that aligns with search intent.

This can include blog posts, service pages, FAQs, and guides designed to both inform users and rank well.

6. Link building

By earning links from other trusted and relevant websites, SEO companies help build your domain authority, one of the most important ranking factors in Google’s algorithm.

7. Monitoring and reporting

Regular data tracking and reporting ensure progress is measurable.

SEO companies monitor rankings, traffic, engagement metrics, and conversions to refine and improve strategies over time.

Pro Tip: Make sure your SEO company gives you access to performance data. Transparent tracking helps you see what’s working and where to improve.

Top 7 benefits of hiring an SEO company

Hiring an SEO company gives your business access to specialised expertise and proven strategies that can drive long-term growth.

Below are the main advantages:

1. Increased online visibility

An SEO company helps your website rank higher in organic search results.

This makes your business easier to discover when potential customers search for relevant products or services on platforms like Google.

2. Higher search engine rankings

By applying keyword optimisation, technical fixes, and quality link building, SEO companies improve your rankings for targeted terms.

Higher positions on search engine results pages (SERPs) mean more traffic and greater authority.

3. More qualified website traffic

SEO attracts users who are actively looking for what you offer.

This means the traffic you gain through SEO is more likely to convert into leads or customers compared to general website visitors.

4. Better targeting of potential customers

Through keyword research and content strategy, SEO companies focus on the search terms that match your ideal customer’s intent, helping you reach the right audience at the right time.

5. Stronger brand credibility

With 75% of users never scrolling past page one, appearing near the top sends a strong signal of authority and credibility.

A well-ranked website signals authority and professionalism, helping build long-term trust with your audience.

6. Long-term results without ongoing ad spend

Unlike paid ads, the benefits of SEO can continue even after campaigns end.

Once your website ranks well, it can maintain visibility with minimal cost, making it a high-ROI marketing channel.

7. Data-driven insights and continuous improvement

SEO companies use analytics to track what’s working and what’s not.

This data-driven approach allows for continuous refinement of your SEO strategy based on real performance metrics like traffic, bounce rate, and conversions.

Pro Tip: SEO builds value over time. Unlike ads that stop once you stop paying, SEO continues to drive traffic long after the work is done.

Common SEO services explained

SEO companies typically offer a range of services that work together to improve your website’s visibility and performance in search results.

Below are the most common SEO services and what each involves:

Keyword research and optimisation

This service involves identifying the terms your ideal customers are searching for and strategically incorporating them into your website content.

It helps attract relevant traffic by aligning your site with real user search intent.

Technical SEO

Technical SEO focuses on the behind-the-scenes elements of your website, such as page speed, mobile-friendliness, structured data, secure connections (HTTPS), and crawlability.

These factors influence how well search engines can access and rank your site.

On-page SEO

On-page optimisation includes improving title tags, meta descriptions, headers, image alt text, and internal linking.

It ensures that every page on your site is clear, keyword-targeted, and easy for both users and search engines to understand.

Content creation and optimisation

High-quality, informative content plays a central role in SEO.

This service involves creating new content (like blog posts, landing pages, and guides) and optimising existing pages to meet the needs of searchers while following best practices for ranking.

Link building

SEO companies help secure backlinks from reputable, relevant websites.

These links signal authority to search engines and can significantly boost your rankings.

Quality over quantity is key here.

Local SEO

For Irish businesses targeting a local area, local SEO services improve visibility in map results and location-based searches.

This includes optimising your Google Business Profile, local citations, and geo-targeted content.

SEO analytics and reporting

Using tools like Google Analytics and Search Console, SEO companies track your traffic, rankings, conversions, and more.

This ongoing analysis ensures your strategy adapts based on performance data.

Pro Tip: Don’t just ask what’s included. Ask how each service connects to your goals. A good SEO company will tailor their services to your business stage.

How to choose the right SEO company

Choosing the right SEO company is critical to achieving your online growth goals.

With so many providers offering similar services, it’s important to evaluate your options carefully.

Here’s how to make an informed choice:

Define your business goals

Start by identifying what you want to achieve through SEO, whether it’s more website traffic, better local visibility, higher rankings for specific keywords, or increased leads and conversions.

Clear goals help you measure success and ensure the SEO company can tailor a strategy that aligns with your needs.

Evaluate their experience and results

Look for an agency with a proven track record.

Check case studies, client testimonials, and industry experience.

Ask how they’ve helped similar businesses improve rankings, traffic, and conversions.

A credible SEO company should be transparent about past results and realistic about what’s achievable.

Review their SEO practices

Ask about their approach to key areas like keyword strategy, content optimisation, technical SEO, and link building.

Avoid companies that promise guaranteed rankings or use tactics that go against search engine guidelines.

Ethical, sustainable practices are essential for long-term success.

Compare services and pricing

Different SEO providers offer various pricing models: monthly retainers, project-based, or hourly rates.

Understand what’s included in each package and how services align with your business goals. The cheapest option isn’t always the most effective.

Look at communication and reporting

Choose a company that provides regular updates and clear reports.

Consistent communication ensures you know what’s being done and how it’s impacting performance.

Transparency in metrics, progress, and recommendations is key to maintaining trust and accountability.

Pro Tip: Avoid anyone promising guaranteed #1 rankings. Credible SEO experts focus on sustainable growth, not shortcuts.

Should you try SEO yourself or hire an expert?

If you’re wondering whether to handle SEO on your own or bring in outside help, you’re not alone.

Many small business owners in Ireland start by trying to improve their visibility themselves — and in some cases, that can be a good first step.

There’s a lot you can learn, and tools like Google Search Console and basic keyword planners are free and widely available.

But SEO is complex, time-consuming, and constantly changing.

What works today might not work next year.

The learning curve can be steep, especially when it comes to technical fixes, strategic content planning, and keeping up with Google’s latest updates (or how AI is changing search altogether).

That’s where a professional SEO company adds real value.

To help you decide what’s right for your business, here’s a side-by-side comparison of doing SEO yourself versus hiring an SEO expert, based on cost, time, results, and what you actually get from each approach.

DIY SEO vs. hiring an SEO company

Feature	DIY SEO	Hiring an SEO Company
Time investment	High – requires learning and doing	Low – handled by experts
Skill level required	Steep learning curve for best practices	Expert knowledge from day one
Technical setup	May miss deeper issues	In-depth audits and fixes
Content strategy	Often inconsistent	Keyword-led, optimised, and structured
Results timeline	Slower due to trial and error	Faster with proven methods
Cost	Lower upfront, but time-intensive	Higher upfront, but greater long-term ROI
Analytics & reporting	Basic, often underused	Ongoing insights, strategy refinement
Best for	Solo founders, hobbyists, early-stage	Businesses seeking consistent, scalable growth

 

Real-world example: how an SEO company helped a local business grow

To illustrate how SEO companies deliver real results, consider this example:

A small Dublin-based plumbing business was struggling to appear in local search results.

Despite having a website, it wasn’t generating meaningful traffic or leads.

After partnering with a local SEO company, the business underwent a complete SEO overhaul.

The SEO team began with a technical audit and fixed key issues affecting the site’s mobile performance and crawlability.

Next, they conducted keyword research focused on local terms like “emergency plumber Dublin” and “24-hour plumber near me.”

They optimised service pages, created FAQ content, and added schema markup to enhance visibility in search features.

Over the next four months, the business saw:

• A 220% increase in organic traffic

• A jump from page 3 to page 1 for their primary keywords

• A 40% rise in phone enquiries from local customers

This case shows how targeted SEO strategies can help small businesses build online visibility, attract qualified leads, and grow sustainably without relying on paid ads.

Pro Tip: Ask potential SEO providers for case studies relevant to your industry or location. Past success is a strong signal of future performance.

SEO vs. PPC: which is right for your business?

When trying to grow your visibility online, you’ll likely come across two main options: SEO (search engine optimisation) and PPC (pay-per-click advertising, like Google Ads).

Both can help get your business in front of potential customers, but they work in very different ways.

SEO focuses on improving your website so it ranks better in organic search results.

It’s a long-term strategy that builds authority and trust over time.

PPC, on the other hand, gives you faster visibility through paid ads, but traffic stops as soon as your budget runs out.

Each has its strengths, and the best choice depends on your goals, timeline, and resources.

The table below breaks down the key differences to help you decide what fits your business best or whether a mix of both might be the right approach.

SEO vs. PPC (Google Ads)

Aspect	SEO	PPC (Pay-Per-Click)
Traffic source	Organic search results	Paid search ads
Cost per click	€0 – traffic is free once ranked	Costs per click – can be expensive
Time to see results	Slower (3–6 months)	Immediate once campaign is live
Longevity	Long-term visibility	Stops when ad spend stops
Trust perception	Higher – users trust organic results	Lower – marked as ads
Ongoing investment	Strategic updates, not constant spend	Requires continuous budget
Ideal for	Long-term growth, brand building	Short-term offers, seasonal campaigns

 

Why AI SEO expertise matters when choosing an SEO company

As search engines evolve, artificial intelligence (AI) is transforming how content is ranked, retrieved, and surfaced to users.

From Google’s Search Generative Experience (SGE) to AI-powered assistants like ChatGPT and Copilot, users are no longer relying solely on traditional search results.

And with more than 50% of consumers now using AI tools like ChatGPT alongside search engines, your content needs to be optimised for both.

This shift makes AI SEO expertise a critical factor when selecting an SEO company.

An experienced SEO company should understand how AI systems index, summarise, and answer queries differently.

This includes optimising content for:

• Answer synthesis and featured snippets

• Chunk-level retrieval (how AI models process content sections)

• Semantic search and embeddings

• Citation-worthiness in AI-generated answers

SEO companies with AI SEO expertise can help future-proof your online visibility.

They ensure your content is structured and written in ways that align with both traditional SEO best practices and new AI search paradigms.

By working with a provider that stays ahead of algorithm changes and understands AI-powered search, your business is more likely to appear in relevant search results, whether they’re on Google, Bing, or within generative AI platforms.

Pro Tip: SEO companies that understand AI search can structure your content for better visibility in tools like ChatGPT, Gemini, and Bing Copilot.