These are the checklists we use with clients, written so you can work through them yourself. Start with the one-time setup, use the page checklist whenever you publish, and spend 30 minutes a month on the routine.
A small business SEO checklist covers five areas. Setup: Search Console, Analytics, a Google Business Profile and an SEO plugin. Every page: one topic, a clear title, a short answer first, internal links and a call to action. Google Maps: complete profile, consistent details and steady reviews. AI search: consistent facts, clear answers and mentions on trusted sites. Monthly: check enquiries, Search Console, reviews and one page to improve.
Key takeaways
Do the one-time setup first, it takes an afternoon
Every page needs one topic, one clear title and one next step
Google Maps work brings the fastest local results
AI search rewards consistent facts and clear answers
Set up Google Analytics 4 with your enquiries (forms, calls, bookings) as key events Tracking guide
Claim and verify your Google Business Profile Profile guide
Install one SEO plugin on WordPress (we use Rank Math) and fill in your business details
Make sure your site loads over https and works well on a phone
Check your site isn’t set to “Discourage search engines” in WordPress settings
Make sure your robots.txt doesn’t block Google or AI crawlers
Add your business name, address and phone number to the footer of every page
Set up one page for each main service and each area you really serve
Write down the 10–20 searches that would bring you the most work Keyword guide
2. Every page you publish
One main topic per page, and no other page on your site targeting the same thing
A title tag under about 60 characters that says what the page is about and where, for example “Boiler Service Navan | Murphy Heating”
One H1 heading that matches what people search for
The short answer in the first two sentences
Prices or price ranges where you can give them
Real photos of your work, team or premises, with descriptive file names and alt text
Proof: reviews, accreditations, examples of past jobs
Links to two or three related pages on your own site
One clear next step: call, form or booking
A meta description that makes someone want to click
Checked on a phone before you hit publish
The one-question test
Read the page as a customer and ask: “Would I ring this business after reading this?” If the honest answer is “maybe”, add a price, a photo, a review or a clearer next step.
3. Google Maps and local SEO
Primary category set to exactly what you do, plus a few accurate secondary categories
Every service listed, with a short description
Opening hours correct, including bank holidays
At least 10 real photos, with new ones added every month
Your profile links to the matching page on your website, not just the homepage
Name, address and phone exactly the same on your website, Google, Facebook and Irish directories Citations guide
A simple process to ask every customer for a review Reviews guide
Every review answered, good and bad, within a few days
A Google post or update at least once a month
4. AI search (ChatGPT, Gemini, AI Overviews)
Your services, areas and prices described the same way everywhere online
An About page with real names, experience and qualifications
Clear question-and-answer sections on your key pages
Organization, LocalBusiness and Service schema added Schema guide
Listed on the directories and industry sites AI tools read
AI crawlers such as OAI-SearchBot and PerplexityBot not blocked
Ask the AI tools your customers’ questions and note who gets named AEO vs GEO explained
5. Your 30-minute monthly routine
Enquiries (5 minutes)
How many calls, forms and bookings came in, and from where? This is the number that matters most.
Search Console (10 minutes)
Which searches and pages got more or fewer clicks? Check the Pages report for any important page that’s “not indexed”.
Google Maps (5 minutes)
New reviews answered? Photos added? Any edits suggested by Google that you need to check?
One improvement (10 minutes)
Pick one page and improve it: a better title, a new FAQ, a price range, a fresh photo or a link to a new page.
Compare your Google Maps position with the top three competitors
Frequently asked questions
Can I really do SEO myself with a checklist?
Many small businesses can get the basics right themselves, especially Google Maps, reviews and clear service pages. Where people usually need help is technical problems, competitive markets and finding the time to do it every month.
What should I do first?
Your Google Business Profile and reviews. For local businesses, they usually bring in enquiries faster than anything else.
How long until I see results?
Google Maps improvements can show within weeks. Ranking new pages in normal results usually takes a few months, depending on competition.
Rather we did the checklist for you?
Our free audit runs through these checks and sends you a short video with your three biggest fixes.
Most “best SEO agency” lists are written by agencies ranking themselves first. Instead, here are 12 questions to ask any Irish agency, and what the answers should sound like.
The right SEO agency for you is one that can show you results for a business like yours, tell you in writing what they’ll do each month and what it costs, measure leads rather than just rankings, and let you own all your accounts. Ask the 12 questions below, compare answers side by side, and walk away from anyone who guarantees a #1 ranking.
Search “best SEO agency Dublin” and you’ll find lists, very often written by an SEO agency that puts itself at number one. That’s not much help.
When we contacted 68 Irish agencies as a potential customer in October 2026, only 14 replied properly and only 5 gave a price in writing (see what they quoted). Choosing well comes down to asking the right questions.
The 12 questions to ask
Click each question to see what a good answer and a red-flag answer sound like.
1. “Can you show me results for a business like mine?”
Good answer: A case study or reference in your industry or a similar local market. Real numbers: enquiries, calls, revenue, not just “traffic up 300%”.
Red flag: “Every business is different, so we can’t share results.”
2. “What exactly will you do in the first 90 days?”
Good answer: A clear list, for example audit, Google Business Profile fixes, five new service pages, review strategy, tracking setup.
Red flag: “We’ll optimise your site and build authority.” That’s too vague to check.
3. “How many hours a month does my fee buy?”
Good answer: An honest figure. At €75–€150 an hour, €1,000 a month is roughly 7 to 13 hours.
Red flag: They dodge the question.
4. “Who will actually do the work?”
Good answer: Named people, with their experience. You meet them.
Red flag: The senior person sells, and an unnamed junior or overseas freelancer delivers.
5. “How will you measure success?”
Good answer: Enquiries, calls, form fills and sales from organic search, tracked in Google Analytics, plus rankings for the keywords that bring customers.
Red flag: Only rankings and “visibility scores”.
6. “How do you build links?”
Good answer: Digital PR, local partnerships, supplier and industry links, useful content people want to reference.
Red flag: “We have a network of sites.” Paid link networks break Google’s rules and are a common target of spam updates.
7. “What are you doing about AI search?”
Good answer: A clear view of how ChatGPT, Google AI Overviews and AI Mode pick their sources, plus specific actions such as structured data, answer-first content and directory consistency. See our AI SEO guide.
Red flag: “AI is just hype” or “we’ll write 100 AI blog posts a month”.
8. “Who owns the accounts and content?”
Good answer: You do. Your Google Analytics, Search Console, Business Profile, website and content are in your name, and they have access as users.
Red flag: They set everything up in their own account.
9. “What does the contract look like?”
Good answer: Three to six months to start, because SEO takes time, then month to month with 30 days’ notice.
Red flag: Twelve months locked in, with heavy penalties for leaving.
10. “Do your prices include VAT?”
Good answer: A clear yes or no. Most Irish agencies quote excluding VAT at 23%.
Red flag: Surprises on the first invoice.
11. “What will you need from me?”
Good answer: Specifics. Access to your site, an hour a month for a review, photos of jobs, help with customer questions.
Red flag: “Nothing, we handle everything.” Good SEO needs your knowledge of your business.
12. “What happens if it isn’t working after six months?”
Good answer: An honest review of what’s happening and why, a change of plan, and no hard feelings if you leave.
Red flag: “SEO takes years, just stick with it,” with no evidence.
Red flags: walk away if you hear these
“We guarantee first page / number one on Google.”Google itself warns that no one can guarantee a #1 ranking.
“We have a special relationship with Google.” Nobody does.
Hundreds of links for a low monthly fee.
No real address, team or reviews of their own.
Their own site doesn’t rank for anything in Ireland.
High-pressure “this price ends Friday” offers.
A simple scorecard to compare agencies
Score each agency from 0 to 2 on every line (0 = poor, 1 = OK, 2 = great):
Agency A
Agency B
Agency C
Relevant results shown
Clear 90-day plan
Honest about hours
You meet the people doing the work
Measures leads, not just rankings
Clean link-building approach
Clear AI search plan
You own all accounts
Fair contract
Clear written price
Total (out of 20)
Anything under 14 is a no.
Agency, freelancer or in-house?
Agency: a team with a range of skills, usually €800–€5,000 a month.
Freelancer: often cheaper and more personal, but one person can’t cover everything.
In-house hire: makes sense once you’re spending €4,000+ a month, but needs tools and management.
Check for a real Irish address, named team members, independent reviews, case studies with real numbers, and whether their own website ranks in Ireland. Be wary of guarantees and anyone who won’t put a price in writing.
How much should I pay an SEO agency in Ireland?
Most small and medium Irish businesses pay €500 to €3,000 plus VAT per month. See our detailed SEO pricing guide.
How long should I give an SEO agency?
Give it three to six months before judging results on rankings and leads. You should see clear activity and early improvements, such as fixes, new pages and better Google Business Profile performance, in the first 60 days.
Should I choose a local SEO agency in Dublin?
A local agency understands Irish search behaviour, local competitors and Irish directories and media, and you can meet them. That’s a real advantage for local SEO, though great agencies can work anywhere.
What should be in a monthly SEO report?
Enquiries and calls from organic search, traffic to key pages, rankings for important keywords, Google Business Profile actions, the work completed that month and the plan for next month.
Ask us the 12 questions
We’re happy to be tested. Book a free call and ask us all 12. You’ll get straight answers and a written price.
How Slyne Digital works: the free audit, your written plan and price, what we do every month, how we report, and what we need from you. No jargon, no surprises.
Slyne Digital’s prices on the page: Local €450, Growth €950 and Lead Engine €1,750 a month. SEO audit €295, websites from €1,950. Rolling monthly, 30 days’ notice.
Google made more changes to search in 2026 than in any year in a decade. Here’s each update in plain English, who won, who lost, and how to protect your business.
In 2026 Google ran three core updates (March, May and late June to July), at least three spam updates (March, June and September), and moved to smaller, continuous core changes from July onwards. At the same time it expanded AI Overviews and AI Mode. The pattern is consistent: Google rewarded original, expert content from real businesses, and hit thin, mass-produced, AI-generated or copycat pages and spammy links.
Key takeaways
Three core updates and three or more spam updates in 2026
Clickbait headlines in Google Discover. Favoured local, in-depth content
March spam update
24–25 Mar
General spam, under 24 hours
March core update
27 Mar – 8 Apr
Favoured official, original sources over “middleman” and aggregator sites
May core update
21 May – 2 Jun
Hit thin, scaled and generic content. Favoured original work and known brands
June spam update
From 24 Jun (about 2 days)
Mainly scaled content abuse
Core update
28 Jun – 9 Jul
Hit AI-generated content sites and small affiliate sites hardest
Continuous core changes
July onwards
Smaller updates without names or announcements
September spam update
24 Sep – 8 Oct
General spam, worldwide, all languages
Dates as reported by Google’s Search Status Dashboard and industry trackers (ALM Corp, Coalition Technologies). Google rarely gives detail on what each update targets, so the “what it went after” column reflects what SEOs observed.
What’s a core update vs a spam update?
A core update is Google re-weighing how it judges quality across all websites. Nobody is “penalised”. Some pages simply look better than others under the new weighing. You can drop without doing anything wrong.
A spam update improves Google’s automatic spam detection (called SpamBrain). If you’re hit, it’s because something on or around your site breaks Google’s spam policies, such as paid links, scaled low-value content or hidden text.
The 5 big lessons from 2026
Mass-produced content lost
Sites that pumped out hundreds of similar or AI-written pages saw big drops in the May and July updates. Google doesn’t ban AI-assisted writing, but it treats content made at scale mainly to rank as spam (its scaled content abuse policy).
What to do: Publish fewer, better pages. Every page should include something only you can say: your prices, your photos, your projects, your opinion.
Real businesses and original sources won
The March update favoured the original source, such as the business, the official body or the expert, over sites that just summarise others.
What to do: Show you’re real. Use team names and photos, your address, case studies, reviews and credentials.
Expertise is judged per topic
Google’s Discover update and later core updates leaned towards judging expertise topic by topic, not site by site.
What to do: Stick to what you know. A plumber’s site full of posts about crypto or travel doesn’t help.
AI Overviews took clicks, but created new chances
Studies found organic clicks fell by around 58–61% on searches showing an AI Overview. But only about 38% of pages cited in AI Overviews also rank in the top 10, so well-written pages further down can still get quoted (Search Engine Journal).
What to do: Put clear, direct answers at the top of your pages. Use FAQs, tables and real numbers. See our AI SEO guide.
Spammy links became riskier
Three spam updates in one year means link schemes, private blog networks and “100 links for €99” deals are a bigger risk than ever.
What to do: Earn links through PR, partnerships and genuinely useful content. If someone built cheap links for you in the past, get them reviewed.
Did a 2026 update hit my site? How to check
Open Google Search Console, then Performance.
Set the date range to the last 12 months and look for sudden drops in clicks.
Match any drop to the dates in the table above.
Check which pages dropped. Was it the whole site (a quality or spam issue) or a few pages (those pages lost to better ones)?
Look at Security & Manual actions. A manual action is a human penalty, and it’s listed there.
Recovery checklist
If you dropped after a core update:
[ ] Compare your page with the pages now ranking above you. What do they answer that you don’t?
[ ] Add first-hand experience: photos, prices, examples, named authors.
[ ] Merge or delete thin pages that say the same thing.
[ ] Improve speed and mobile layout.
[ ] Be patient. Recovery often comes with the next core update, not overnight.
If you think a spam update hit you:
[ ] Review your backlinks for paid or spammy links.
[ ] Remove auto-generated or near-duplicate pages.
[ ] Check for hacked content or hidden spam pages (search site:yourdomain.ie on Google).
Google confirmed several named updates in 2026: a Discover core update, core updates in March, May and late June to July, and spam updates in March, June and September. From July it also moved to smaller, ongoing core changes without names, plus thousands of minor changes during the year.
What was the biggest Google update of 2026?
The May 2026 core update had the widest impact. It ran from 21 May to 2 June, right after Google announced major AI Mode and AI Overviews changes, and it hit thin, scaled and generic content especially hard.
Does Google penalise AI content?
Not because it’s AI-written. Google penalises content created mainly to manipulate rankings, especially low-value pages produced at scale. AI-assisted content that’s checked, edited and improved by a real expert is fine.
How long does it take to recover from a Google core update?
Usually until the next core update, which in 2026 meant one to three months, assuming you’ve made real improvements. With continuous updates since July, recovery can now come more gradually.
Will there be more Google updates in late 2026?
Almost certainly. Google now rolls out smaller core changes continuously, and forum reports suggested more volatility in October 2026. Focus on quality rather than chasing each update.
Worried about an update?
We’ll check your Search Console data against every 2026 update and tell you whether you were affected and what to fix.
Yes, a .ie domain can help you rank in Ireland, but only a little and only for Irish searches. Google uses country domains like .ie as a strong signal that your site is aimed at Ireland. It is not a ranking boost on its own. A great .com site will still beat a weak .ie site. Choose .ie if your customers are mostly in Ireland, and .com if you sell internationally.
Key takeaways
A .ie domain is a geotargeting signal, not a ranking boost
Country-code domains like .ie, .co.uk or .de. Google assumes these sites target that country. That’s a big hint for searches made in Ireland.
Generic domains like .com, .net or .io. These aren’t tied to any country, so Google works out your target from other clues: your content, your address, your links and the language you use.
Google’s own documentation describes country-code domains as a strong signal to both users and search engines that a site is meant for a specific country (Google Search Central).
In practice: if someone in Kildare searches “emergency electrician”, a .ie site has a slight edge in being treated as local and relevant. If someone in Manchester searches the same thing, a .ie site is less likely to show up.
The bigger reason to choose .ie: trust
The ranking effect is small. The trust effect can be bigger.
Irish people recognise .ie as Irish. When they see it in Google, it says “local business” before they even click.
To register a .ie, you need a real connection to Ireland, such as an Irish address, a business or a trade. The .ie registry checks that connection, which makes .ie harder for overseas scammers to abuse than many other domain endings.
More clicks from searchers can mean more enquiries, even at the same ranking position.
.ie vs .com: which should you choose?
Your situation
Best choice
Why
Local or national business serving Ireland only (trades, clinics, solicitors, shops)
.ie
Clear Irish signal and more local trust
Irish business selling to the UK, EU or US too
.com (with an Irish section if useful)
Doesn’t limit you to one country
Separate websites for Ireland and the UK
.ie and .co.uk
Each country gets its own trusted local domain
Tech or SaaS company aiming global
.com (or .io/.ai)
International by default
Tip: whichever you choose, register the other one too and redirect it to your main site. It protects your brand and catches people who type the wrong ending.
What if I already have a .com and only sell in Ireland?
Don’t panic, and don’t switch just for SEO. A .com can rank perfectly well in Ireland. Make sure Google knows you’re Irish:
Show your Irish address and phone number (+353) on every page, usually in the footer.
Use Irish English and euro prices. Write “optimise”, “colour” and “€”, and mention Irish places.
Create a Google Business Profile with your Irish address.
Get links and mentions from Irish websites: local news, Irish directories, trade bodies, suppliers.
Set your language tag to en-IE if you have more than one English version (your developer will know this as hreflang).
Note that Google retired the old “International Targeting” setting in Search Console in 2022, so these on-page signals now matter more.
Should I switch from .com to .ie?
Only if you have a strong business reason, such as a rebrand or a confusing name. Moving domains is a website migration. Done badly, it can cost you rankings for months. If you do switch:
Redirect every old page to its matching new page with 301 redirects.
Update your Google Business Profile, social profiles and directory listings.
Add the new domain in Google Search Console and use its Change of Address tool.
Expect some ups and downs for four to twelve weeks.
Not directly. ChatGPT, Perplexity and Google AI Mode care far more about what your site says and who else mentions you than about the domain ending. A clear statement like “a plumbing company based in Navan, serving Meath and north Dublin” is what helps AI tools place you. See our AI SEO guide.
Frequently asked questions
Does a .ie domain help SEO?
A .ie domain helps Google understand that your site targets Ireland, which can help in Irish search results. It doesn’t make up for weak content, a slow site or a lack of reviews and links.
Is .ie or .com better for an Irish business?
If you mainly serve customers in Ireland, .ie is usually the better choice for local trust and relevance. If you sell abroad or plan to, .com gives you more flexibility.
Who can register a .ie domain?
Anyone with a real connection to the island of Ireland, such as a person, business or organisation with an Irish address or trade, can register a .ie domain through an accredited registrar.
Can a .ie website rank in the UK?
It can, but it’s harder, because Google treats .ie sites as aimed at Ireland. If the UK is an important market, consider a .com or a separate .co.uk website.
Will changing my domain hurt my Google rankings?
It can, temporarily. Use 301 redirects for every page and Google Search Console’s Change of Address tool. Most well-handled moves recover within a few weeks to a few months.
Not sure about your domain setup?
We’ll check your domain, redirects and Irish signals as part of a free website review.
SEO (search engine optimisation) means making your business easy to find, and easy to trust, when people search online. Done well, it puts you in Google’s normal results, in Google Maps, and in AI answers from tools like ChatGPT and Google’s AI Mode. You don’t pay per click. You earn the spot.
Key takeaways
SEO means being easy to find and easy to trust
Google needs to find, understand and trust your pages
SEO is simply making sure all four of those are true for your business.
The three types of SEO
Type
What it means
Example for a Dublin plumber
On-page SEO
What’s on your pages: words, headings, photos, FAQs
A page called “Boiler Repair in Dublin 15” that answers real customer questions
Technical SEO
How your website works behind the scenes
The site loads in under 3 seconds on a phone and has no broken pages
Off-page SEO
What the rest of the internet says about you
Google reviews, a listing on the RGII register, a mention in the local paper
For a local business, add a fourth: local SEO. That’s your Google Business Profile and showing up in the map. We explain it in our guide to local SEO in Dublin.
Two years ago, SEO meant “rank in the ten blue links”. Today a search can end in several places:
Google’s normal results (still the biggest source of website visits)
AI Overviews, the AI summary at the top of many Google searches
AI Mode, Google’s chat-style search
ChatGPT, Perplexity and Gemini, which more people use to ask “who’s the best X near me?”
Here’s the important part. AI tools pick their answers from websites that already do the SEO basics well. A 2026 study of nearly 40,000 AI answers found that half of all sources cited were the businesses’ own websites, and about a quarter were directories and review sites (Continuum, Sept 2026).
Google uses hundreds of signals, but for a normal business they boil down to five questions:
Does this page answer the question? If someone searches “how much is a new roof in Cork”, the page should say how much, early and clearly.
Is this business real and experienced? Google calls this E-E-A-T: Experience, Expertise, Authoritativeness and Trustworthiness. Real photos, real names, real reviews and real addresses all help.
Do other people vouch for it? That means links from other sites, mentions and reviews.
Is the website pleasant to use? Fast, works on a phone, no annoying pop-ups.
Is it close by and relevant? This matters most for local searches.
Notice what’s not on the list: stuffing keywords, buying hundreds of links, or publishing 50 AI-written blog posts a week. Google’s 2026 core and spam updates hit exactly those tactics hard. We cover them in our 2026 Google updates explained.
SEO vs Google Ads: what’s the difference?
SEO
Google Ads
Cost
Monthly work, but no cost per click
You pay every time someone clicks
Speed
3–6 months to build
Results from day one
When you stop
Rankings fade slowly
Traffic stops immediately
Trust
Many people skip ads and click normal results
Labelled “Sponsored”
Most businesses do best with both: ads for quick wins, SEO for long-term, lower-cost leads.
Most Irish local businesses see first movement in 3 to 6 months, and steady leads within 6 to 12 months. It’s like getting fit. The work compounds, but only if you keep going.
Frequently asked questions
What does SEO stand for?
SEO stands for search engine optimisation. It’s the work of making a website show up higher in search engines like Google and Bing, and now in AI search tools too.
Is SEO still worth it in 2026 with AI search?
Yes. AI tools like ChatGPT and Google AI Mode build their answers from websites that rank and are trusted. Good SEO is now the main way to show up in AI answers as well as in normal Google results.
Can I do SEO myself?
Yes. Many of the most important steps, like your Google Business Profile, reviews and clear service pages, are free and need no technical skill. Bring in help for technical fixes, content at scale or link building.
SEO earns free (organic) listings. SEM (search engine marketing) usually means paid search ads, like Google Ads. Some people use SEM to mean both together.
Want us to check your site?
We’ll look at your website, Google Business Profile and AI visibility, and tell you the three things that would make the biggest difference.
We sent the same enquiry to 68 Irish agencies to find out what SEO really costs. Here’s what they quoted, what each budget actually buys, and a quick calculator to estimate your own budget.
Most small and medium businesses in Ireland pay €500 to €3,000 + VAT per month for ongoing SEO. Hourly SEO help usually costs €75 to €150 an hour, and one-off projects like an audit cost €250 to €3,000. Under €300 a month rarely buys real work. Over €3,000 a month normally means a competitive national market, an online shop, or digital PR (getting press coverage and links) as part of the package.
Key takeaways
Most Irish SMEs pay €500–€3,000 + VAT a month
Only 5 of 68 agencies gave a written price
Your market, area and content needs drive the price more than anything else
Divide the fee by €75–€150 an hour to see the hours you’re buying
AI search should be part of SEO, not an expensive extra
Ask for leads and calls in reports, not just rankings
If you’ve tried to get an SEO price from an Irish agency, you probably got “let’s jump on a call” instead of a number. We wanted to know why, so we tested it. Then we put everything we learned into one page: the prices, what they buy, and a simple way to work out your own budget.
SEO prices in Ireland at a glance
There are three common ways to pay for SEO in Ireland. Most businesses use a monthly retainer, because SEO works best as steady work over months, not a one-off job.
How SEO is priced in Ireland
Monthly retainer
€500 – €3,000
per month + VAT
Ongoing SEO. The most common option for Irish businesses.
One-off project
€250 – €3,000
per project + VAT
Audits, Google profile setup, directory clean-ups, site moves.
Hourly
€75 – €150
per hour + VAT
Advice, training and small fixes from a consultant.
Typical Irish prices, October 2026. Based on agency quotes we collected and published Irish rates.
Pricing model
Typical price (+ VAT)
Best for
Typical length
Monthly retainer (agency)
€500–€3,000 a month
Businesses that want SEO handled for them
3–6 months to start, then rolling
Freelancer
€400–€2,000 a month
Smaller budgets with a clear scope
Month to month
One-off project
€250–€3,000 per project
Audits, setups, website moves
1–8 weeks
Hourly consultant
€75–€150 an hour
Advice, training, a second opinion
As needed
Do it yourself
€0–€150 a month in tools
Owners with time to learn
Ongoing, 5–10 hours a month
We asked 68 Irish agencies for a price
In October 2026 we sent the same enquiry to 68 Irish SEO and digital marketing agencies. It came from a small Irish trade business asking for a monthly SEO and marketing price.
68Irish agencies contacted
14sent a real reply within a week
5gave a price in writing (7%)
Slyne Digital mystery-shop of Irish agencies, October 2026. Agencies are not named.
The other 9 wanted a call, a meeting or the website address first. One gave a starting price, then stopped replying when we didn’t share more details.
These are the starting prices we were given:
€0€1,000€2,000€3,000€4,000
Starter SEO packagefrom €500
One channel (SEO or ads)from ~€600
Full package (ads, SEO, social, website)from €1,500
Dedicated SEO campaignfrom €3,000
“Outsourced marketing department”off the scale →€10,000–€35,000
Dots show the starting price. The fade shows that the final price can be higher. Some prices included VAT and some didn’t, as quoted.
What was quoted
Price per month
Contract
Starter SEO package
from €500
3-month minimum
One channel (e.g. SEO or ads)
from ~€600 + VAT
Month to month
Full package (ads + SEO + social + website)
from €1,500 + VAT
Month to month, 1 month notice
Dedicated SEO campaign
from €3,000
Usually 6 months
“Outsourced marketing department”
€10,000–€35,000
Not stated
What this tells you: the range is huge, and it’s mostly about how much work and how much competition, not some secret SEO formula. A €500 package and a €3,000 package are very different products.
SEO cost by business size
The bigger your market and the more you need done, the more SEO costs. Here’s where most Irish businesses land.
€0€1,000€2,000€3,000€4,000+
Sole trader or micro business, one town€300–€700
Small local business, one location€500–€1,200
Growing business, several areas or B2B€1,000–€2,000
Competitive Dublin or national market€2,000–€3,500
Large online shop or several countries€3,500+
Slyne Digital’s plans€450 · €950 · €1,750
Typical monthly budgets excluding VAT. Ranges are a guide based on the quotes above and the hours the work takes.
Business size
Typical monthly cost (+ VAT)
Examples
Sole trader or micro business
€300–€700
A tiler in Navan, a mobile beautician
Small local business
€500–€1,200
A dental clinic, a plumber covering one county
Growing business
€1,000–€2,000
An accountant serving several counties, a B2B supplier
Competitive Dublin or national
€2,000–€3,500
Dublin solicitors, national service brands
Large online shop or several countries
€3,500+
E-commerce with thousands of products
What you get at each budget
Price only means something when you know what work it buys. Here’s what a typical Irish business can expect.
Monthly budget (+ VAT)
Roughly how much work
Who it suits
What’s realistic
Under €300
2–4 hours
Very small sole traders
Basic checks and a report. Rarely moves rankings.
€300–€900
4–10 hours
Local trades, clinics, salons, single-location businesses
Google Business Profile, website fixes, 1–2 pages or posts a month, local directory listings
€900–€2,000
10–20 hours
Businesses covering several towns or counties, B2B services
All of the above, plus a content plan, link building and conversion tracking
€2,000–€3,500
20–35 hours
Competitive Dublin markets, e-commerce, national brands
Technical SEO, regular content, digital PR, AI search visibility
€3,500+
A small team
Large e-commerce, several countries
Everything, at scale
The quick hours test
Irish SEO specialists charge roughly €75 to €150 an hour. Divide the monthly fee by that rate to see roughly how many hours you’re buying. €900 a month buys about 6 to 12 hours. Then ask the agency exactly what those hours will be spent on.
What changes the price
Seven things decide most of what you’ll pay. They’re listed here from the biggest effect on your monthly price to the smallest.
FactorImpact on monthly price
01
How competitive your market is
“Solicitor Dublin 2” is far harder than “tiler Navan”. More competition means more content and more links before you show up.
High
02
Local or national
One town is cheaper than all 26 counties. Each extra area usually needs its own page and its own Google Maps work. How local SEO works →
High
03
Selling online
Online shops have hundreds of product and category pages to optimise, and usually compete nationally. E-commerce SEO →
High
04
Links and digital PR
Getting trusted Irish websites to mention and link to you is slow, skilled work, and often what makes the biggest difference. Link building →
Medium
05
Content
Someone has to write the service pages, guides and FAQs. If you write them yourself, the price drops.
Medium
06
Number of locations
Each branch needs its own Google profile, page and reviews. Multi-location SEO →
Medium
07
The state of your website
A slow or broken site needs fixing first. That’s usually a one-off cost of €500–€3,000, not a monthly one. What an audit finds →
One-off
How AI search changes SEO pricing
More customers now ask ChatGPT, Gemini or Google’s AI Mode who to hire. Some agencies sell this as a separate, expensive “GEO” or “AI SEO” service.
For most businesses, AI search should be part of normal SEO, not a big extra. AI tools find businesses by searching the web and reading the pages that come up, so the same work helps both: clear service pages, consistent business details, reviews, and mentions on trusted Irish sites. What’s genuinely extra is checking what AI tools say about you each month and fixing anything they get wrong.
What a fair price includes for AI search:
Checking your business details are the same everywhere online
Clear question-and-answer content on key pages
Schema markup so machines can read your pages
Letting AI crawlers read your site
A monthly check of what ChatGPT, Gemini and Perplexity say about you
Watch out for
“Guaranteed ChatGPT rankings”
AI packages that ignore your Google basics
Hundreds of AI-written pages
Separate fees for work that’s already in your SEO plan
There’s no wrong answer. What matters is that someone does the work every month. If you go DIY, our small business SEO checklist is a good place to start.
Is SEO worth the money?
It depends on what one new customer is worth to you. Here’s a simple way to check:
€2,000what one new customer is worth
×
2extra customers a month from SEO
=
€4,000new business a month
vs
€1,000monthly SEO fee
Example only. Use your own numbers: average job value, and how many extra customers you’d need to cover the fee.
In that example, SEO pays for itself four times over. Work it backwards for your business: how many extra customers a month would cover the fee? If the answer is one or two, SEO is usually worth testing for six months. Always ask an agency to track enquiries and calls, not just rankings.
How long until it pays off, for most Irish local businesses:
Months 1–2
Fixes and setup. Little visible change yet.
Months 3–6
First rankings move, Google Maps visibility improves, first enquiries come in.
Months 6–12
Steady enquiries, as long as the work continues.
Red flags that mean you’re overpaying
Walk away if you see these
“Guaranteed #1 on Google.” Nobody can promise that. Google itself warns against it.
No clear list of what happens each month. You should know where the hours go.
Reports full of rankings for words nobody searches. Ask for leads, calls and form enquiries.
Long lock-in contracts with no exit. Three to six months is normal at the start. Twelve with no way out is not.
Hundreds of cheap links. Since Google’s 2026 spam updates, spammy links do more harm than good.
They won’t give you access to your own Google Analytics, Search Console or Business Profile. These belong to you.
We think you should be able to compare prices before you talk to anyone, so here are ours. All prices exclude VAT, setup is included, and plans are rolling monthly with 30 days’ notice.
One-off: SEO and AI audit €295. New WordPress websites from €1,950.
Can you get help paying for SEO?
Possibly. Local Enterprise Offices run the Trading Online Voucher, which can cover 50% of eligible costs, up to €2,500 (excluding VAT), for small businesses with 10 or fewer employees and turnover under €2 million. Digital marketing strategy and online trading projects are typically eligible, but the rules vary between offices and you usually need to attend a short seminar and get approval before you spend. Check with your Local Enterprise Office before you sign anything.
Frequently asked questions
How much does SEO cost per month in Ireland?
Most small and medium Irish businesses pay between €500 and €3,000 plus VAT per month. Local businesses in one area are usually at the lower end. Competitive Dublin markets and online shops are at the higher end.
How much does local SEO cost in Ireland?
Local SEO for a single-location business usually costs €500 to €1,200 plus VAT a month. That covers your Google Business Profile, local pages, a reviews process and directory listings.
Why is SEO so expensive?
Because it’s skilled work that takes time every month: fixing your website, writing pages people want to read, and earning links and mentions from other sites. You’re mostly paying for hours. A low price usually means fewer hours, not a better deal.
Is cheap SEO worth it?
Usually not. Under about €300 a month buys only a few hours of work. That’s rarely enough to beat local competitors, and some cheap providers use spammy links that can hurt your site.
Can I negotiate SEO prices?
Yes, but negotiate the scope, not just the price. Ask what would be dropped for a lower fee, such as fewer new pages a month or no link building, so you know exactly what you’re giving up.
Should SEO pricing include AI search optimisation?
For most businesses, yes. The work that gets you found on Google is mostly the same work that gets you mentioned by ChatGPT and Google’s AI. Be careful of large extra fees for “AI SEO” that ignore the basics.
Do SEO prices in Ireland include VAT?
Usually not. Most agencies quote prices excluding VAT, which is 23% in Ireland. Always check before comparing quotes.
How long is a typical SEO contract?
Three to six months is normal at the start, because SEO takes time to show results. After that, many Irish agencies work month to month.
Is it better to hire an agency or a freelancer?
A freelancer can be great value for a clear, smaller job. An agency suits businesses that want several things handled together, like SEO, content and ads, without gaps when one person is away.
Can I do SEO myself?
Yes, especially local SEO. Start with your Google Business Profile, ask every happy customer for a review, and make sure each service you offer has its own page. Read our plain-English guide to SEO to get started.
The bottom line
SEO in Ireland isn’t cheap, but it shouldn’t be a mystery either. Ask every agency for a price in writing, a list of monthly tasks, and how they’ll measure leads. If they can’t tell you those three things, keep looking.
Slyne Digital’s prices on the page: Local €450, Growth €950 and Lead Engine €1,750 a month. SEO audit €295, websites from €1,950. Rolling monthly, 30 days’ notice.
Keyword research means finding the exact words your customers type before they buy, then building a page that answers them better than anyone else. This free method takes about an hour.
Keyword research is finding the words and questions your customers type into Google and AI tools. Start with your services and areas, expand them with Google autocomplete, “People also ask” and Search Console, sort them by intent (are they ready to buy?), then give each group of similar keywords its own page. Prioritise high-intent local searches before broad, competitive terms.
Key takeaways
Start with services multiplied by locations
Use free tools such as autocomplete, People Also Ask and Search Console
“Bathroom fitter” × “Lucan, Clondalkin, Dublin 22” gives you a starter list in minutes.
02
Expand with autocomplete
Type each phrase into Google slowly and note the suggestions. Do the same on YouTube.
03
Mine “People also ask”
Every question Google shows is a heading or FAQ waiting to be written.
04
Check Search Console
Free data on what people already search to find you. Set it up.
05
Ask customers and AI
What did customers ask on the phone? Ask ChatGPT “what would someone ask before hiring a [service] in [town]?”
Sort by intent, not just volume
Intent
Example
What to build
Ready to buy (transactional)
“emergency plumber Lucan”
Service or area page
Comparing (commercial)
“best kitchen fitters Meath”, “solar panels cost”
Price guides, comparisons
Learning (informational)
“how long does an extension take”
Guides and FAQs
Looking for you (navigational)
“Murphy Electrical reviews”
Strong brand presence
Small searches, big money
A search with 30 searches a month, like “attic conversion Swords”, can be worth more than one with 3,000, like “attic ideas”, because the person is ready to buy.
Map keywords to pages
✓ Do this
One page = one topic.
“Boiler service Dublin” page targets: boiler service, boiler servicing, annual boiler check, gas boiler service cost.
✗ Not this
Separate near-identical pages for “boiler service Dublin”, “boiler servicing Dublin” and “boiler check Dublin”. They compete with each other.
Free and paid tools
Free: Google autocomplete, People Also Ask, Google Search Console, Google Trends, Google Ads Keyword Planner (free with an account)
Paid: Semrush, Ahrefs and Ubersuggest give volumes and difficulty scores, and are useful for competitive markets
Frequently asked questions
How many keywords should a page target?
One main topic, plus its close variations and related questions. Usually that’s 5 to 20 related phrases for one page.
Are long-tail keywords worth it?
Yes. Longer, specific searches have less competition and often more buying intent, especially for local businesses.
How often should I redo keyword research?
Review it every 6 to 12 months, or when you add services or areas. Search Console shows new opportunities every month.
Want a keyword map built for you?
We’ll research your market and map every important search to a page on your site.
