SEO in Ireland

– what do you need to know?

SEO dla kraju Ireland
Pozycjonowanie dla kraju Ireland
SEO360® - Ireland

Ireland is an island country, which is part of the British Isles archipelago, inhabited by almost 5 million people. Known as the Emerald Isle, it earned its nickname from its evergreen meadows and vast, lush fields, spreading all over the country. The country has two official languages: English and Irish, with the former spoken by the vast majority of its citizens. Interestingly, only 4% of Ireland’s population speak Irish. As a member of the European Union, Ireland adopted the euro as its official currency in 2002 (replacing the Irish pound). The country’s largest city, which is also the capital, is Dublin.


Ireland is currently ranked third in the world in terms of economic freedom! What exactly does this mean? This means that Ireland is a country free from corruption, one that respects property rights and cherishes freedom of business, investment and trade.


93% of the Irish population has access to the Internet. Given this high Internet penetration rate, it is worth getting to know the preferences of the Irish when it comes to web-surfing devices. The Irish prefer mobile devices to stationary ones – more than 60% of searches on the Irish version of Google come from smartphones (data for March 2022):

  • mobile (61.95%),
  • desktop (34.82%),
  • tablet (3.23%).


To make sure that your website is well prepared to attract new customers from the Emerald Isle, optimising it for mobile-friendliness is a must.


People in Ireland are keen to use social media, with the number of social media users reaching almost 80% of the total population (early 2022). The number 1 channel in Ireland is Facebook, with 91% of all Internet users (2021 figures):

  • Facebook (91%),
  • Pinterest (4%),
  • Twitter (3%),
  • Instagram (1%),
  • YouTube (1%).

5 million

Ireland’s population

93 %

of the population has access to the Internet

4,6 million

Internet users

95 %

of users use Google

    Search engines in Ireland

    As in most European countries, the number one search engine in Ireland is Google, used by 95% of all Internet users in this country. With this in mind, our SEO360® strategy is focused primarily on activities designed for this search engine. The second place goes to Bing (owned by Microsoft), which is followed by Yahoo! (data for March 2022).

    • Google (95%),
    • Bing (3.1%),
    • Yahoo! (0.97%),
    • DuckDuckGo (0.63%),
    • Ecosia (0.19%),
    • Yandex (0.04%).


    To continue the analysis of the Irish people’s online behaviour, it is also worth taking note of their habits regarding browsers. Statistics show that the the majority of e-consumers choose Chrome by Google (data for March 2022):

    • Chrome (51.98%),
    • Safari (34.85%),
    • Samsung Internet (3.71%),
    • Edge (3.54%),
    • Mozilla Firefox (2.44%),
    • Instabridge (1.4%).

    Based on the preferences of the Irish listed above, it can be safely concluded that their choice of browser is highly correlated with the choice of search engine. In both cases, the clear leader is Google and it is with Google that we should make friends when developing a strategy for our business on the Irish web.

    E-commerce market in Ireland

    The value of the e-commerce market in Ireland in 2021 amounted to over 4 billion US dollars. Moreover, it shows no sign of slowing down. It is estimated that the annual growth rate in the coming years will be 6% (until 2025). The acceleration of Irish e-commerce has been undoubtedly influenced by the coronavirus pandemic and the resulting lockdown, which forced many consumers to change their habits and shift to online shopping.


    What exactly are the Irish interested in when shopping online? The chart below shows the dominant industries (data for 2021):

    Online shopping

    Speaking of the habits of Irish e-consumers, it is worth mentioning the preferred delivery service providers. The leading position is held ex aequo by two companies: DPD and Ireland’s state-owned postal provider, An Post (data for 2021):

    The Irish are a consumer society. When making a purchasing decision, they look first at the quality of the product and only then at its price. In addition, they are willing to pay more if a given online shop is sustainable – ethical business practices are important to them. Recently, there has been a huge increase in the number of food products purchased online, especially among the older population in Ireland. Organic food is also a trend, with a growing number of vegetarians and vegans among the Irish in larger cities.


    As regards the most popular e-commerce websites in Ireland, the US Amazon, the world’s largest online retailer, is number one. The top Irish industry leaders are as follows (2021 figures):

    • (USD 406 million revenue),
    • (USD 376 million),
    • (USD 248 million),
    • (USD 235 million),
    • (USD 158 million).

    What domain name should you choose?

    The best practice would be to choose the most popular domain in a given country, which is “.ie” for Ireland. If you operate on a wider scale, i.e. in the European or global market, it is advisable to choose a European or international domain (i.e. or, respectively).


    Whatever your final choice, bear in mind one universal rule: the shorter the domain name, the better. When short, the domain is more visible on the Internet and more easily remembered.


    Why start promoting your business in Ireland?

    Ireland is the world’s third largest economy in terms of economic freedom. Add to this the high Internet penetration rate in this country and you have a very promising foundation for expanding your online business into this destination, especially with Ireland’s consumer society, which is increasingly interested in shopping online. Given these factors, there is nothing else to do but appreciate the potential of the country and start making money in the Emerald Isle. Cooperate with SEO360® to get a comprehensive strategy tailored specifically to your business.

    Link building in Ireland

    Valuable link building is one of the basic elements of effective SEO. If you are thinking about expanding your business into the Irish online market, you need a well thought-out strategy in this area. How should you do it? Below you can find some valuable tips:


    Acquiring quality links.

    An extremely important factor in link acquisition is to ensure high link quality. It is easy to acquire a large number of low-impact links or links of dubious reputation. The trick is to develop a strategy for acquiring links that are valuable and come from quality portals.


    Remember about link diversification.

    Acquiring links leading to our website from various sources is an absolute must-have if you want to be better recognised by Google’s algorithms. This will help you avoid unnecessary problems in the form of penalties imposed by the aforementioned Internet leader. The most popular methods of acquiring links include sponsored articles, buzz marketing and social media mentions.


    Develop a list of thematic publication sites.

    When preparing your link building strategy, make sure that the places of publication of your articles are selected in accordance with the topics of your area of business. By doing so, you will increase your chances of inciting potential e-consumers to buy your product. In addition, you will be better viewed by Google, which does not like articles published on websites dealing with completely different topics, considering such practices to be unnatural.

    The most comprehensive service

    SEO360® ensures the most comprehensive service among other similar on the market, such as SEO or SXO, which has been confirmed by research.

    Guaranteed sales increase

    The service provides a guarantee of the final effect, an increase traffic and revenue / leads.

    Hybrid settlements based on success fee

    Once 100% of the original target is achieved, any results above are based on a success fee.

    Guaranteed link maintenance

    We do not remove acquired links even after the end of cooperation.

    We work all over Europe

    Under one contract, we can carry out our work for all European countries with the support of a network of quality partners.

    Individual strategy

    We prepare a comprehensive, extensive strategy in which we examine the real needs of consumers (customer insights) before starting any actions.

    See how your website traffic and revenue will increase!

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    regular SEO

    How does the SEO process work in Ireland?



    It is the starting point for SEO360® actions, individually priced and created on the basis of the customer’s needs and expectations included earlier in the brief filled in by the customer. As part of our conceptual work, we establish the KPIs necessary for successful implementation of further stages of the project, in particular analysis, content marketing plan and estimations, which are the components of the strategy.



    In this step, we carry out all the activities verifying the current state of the selected website in terms of SEO and its potential in a given country when compared to the competition. At the same time, we analyse the full user path based on the customer journey. The result of the analysis is a large amount of data that can be used to implement further SEO360® steps.


    Content Marketing Plan

    Individually prepared for the industry represented by the Client and for the given markets where SEO360® activities will be conducted. It includes a scenario concerning the type of created content and the way of its distribution in order to reach the consumers with it precisely and to be one step ahead of the competition. Content Creators guarantee the successful implementation of this plan.



    An extremely valuable and final component of the strategy, where we estimate individual values related to the visibility of the website in the most popular search engine of a given country, taking into account the increase in traffic and, more importantly, the increase in conversions over a specified period of time.


    Technical SEO

    When starting proper SEO activities, one of the necessary steps to achieve final success is technical SEO, also called technical analysis or technical optimisation for SEO, i.e. the part of optimisation that does not concern content. It consists of all activities that affect the architecture and code of a website in such a way as to make it as friendly as possible to the most stringent search engine requirements and, at the same time, to stay one step ahead of the competition.


    Content optimisation

    Part of optimising a website for SEO, in addition to technical SEO, is content optimisation. Valuable content for the user is one of the key elements that will help to achieve high search engine visibility as well as increase conversions and thus revenue.


    UX + CRO

    As part of the SEO360® service, we provide analysis and optimisation of User Experience metrics with a particular focus on heuristic experiments and A/B testing as well as Conversion Rate Optimisation. In this way, we analyse consumer activity at each stage of their purchase process, increasing sales effectiveness.


    Link Building

    We conduct link building using the highest quality permanent links acquired from external sources or services, from reliable publishers with a guarantee of their maintenance even after the end of cooperation. As part of this process, we take care of the correct link profile, which brings end benefits.


    Ongoing Data Analysis

    In SEO360®, through advanced tools supervised by the Client Success Manager, we constantly measure the progress related to the evaluation of conducted activities, and on their basis, our customers have access to extensive reports 24/7.


    Increase in traffic and revenue

    The ultimate value of SEO360® is the increase in brand awareness, traffic, conversions and revenue generated from the service, which is significantly higher than in the case of ‘regular SEO’ and above all, it is long-lasting.

    Data source: 

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      What languages are spoken in Ireland?


      Ireland has two official languages: Irish and English. Interestingly, although the former is considered the more official and formal language, in practice it is spoken by only a small percentage (around 4%) of Irish citizens. This means that English is the dominant language in everyday life in the Emerald Isle. This is what you should focus on when developing your website content and SEO strategy (choosing the right keywords in terms of language).

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