Full SEO Website Build for Go to Ireland Today
From a blank canvas to a high-performing travel site: how strategic SEO, original content, and on-the-ground research created a trusted online guide for Irish tourism.
📈 The 6-Month Plan That Put Go To Ireland Today on the Map
- Client: Go to Ireland Today
- Sector: 🧳 Travel & Tourism (Ireland)
- Duration: ⏳ 6 months
- Platform: 🧱 Custom-built site (non-WordPress)
- Starting Point: 🚫 No website, no content, no media
- Scope: 🛠️ Full-site build, SEO strategy, content, photography, and launch
🔍 1. The Challenge
When the client first approached me, they had a name — Go to Ireland Today — and an idea: to create a user-friendly guide for people exploring Ireland. But beyond that?
- ❌ No existing website
- ❌ No written content
- ❌ No images or assets
- ❌ No search visibility or structure
This wasn’t an SEO makeover — it was a blank canvas. To do it properly, I moved to Ireland for 6 months to immerse myself in the location and build a genuinely useful tourism site from scratch.
🧠 2. The Strategy
With zero assets, SEO had to be integrated from the very beginning — shaping everything from the site structure to the tone of voice.
📂 A. Site Planning & Architecture
- Planned logical navigation based on user journey (Cities → Things to Do → Travel Info)
- Created topic clusters to support internal linking and search intent
✍️ B. Content Research & Writing
- Travelled across Ireland to gather original insights and tips
- Wrote all pages, including destination guides, trip ideas, and cultural advice
- Used clear, friendly language aimed at international travellers
📸 C. Photography & Visuals
- Took high-quality original images across Irish towns and landmarks
- Optimised all images for mobile and SEO (file names, alt text, compression)
⚙️ D. Technical SEO Implementation
- Fast-loading, mobile-friendly custom site
- Used structured metadata, clean URLs, and schema markup
- Set up lazy loading and image compression from day one
📊 E. SEO Tracking & Launch
- Set up Google Search Console and Analytics
- Tracked crawl data and performance metrics from launch
- Improved content based on user interaction and keyword queries
📈 3. The Results
🔎 Search Visibility
- Indexed 350+ pages in 90 days
- 100+ new keywords ranked in the top 30 positions within 6 months
- Top 10 rankings for targeted long-tail queries
👥 Traffic & Engagement
- 85% of traffic from organic search by Month 6
- Audience from UK, US, Germany, France, Netherlands
- Bounce rate under 40%, average time on page 3+ minutes
📷 Content Performance
- Original photography enhanced user trust and engagement
- Localised “insider” posts had the best performance
📨 Conversions
- Enquiry form submissions up 120% by Month 6
- Inbound business listings and partnership requests started organically
💡 4. Lessons for Entrepreneurs
| 📌 Lesson | 💬 Why It Matters |
|---|---|
| SEO works best when built in from the start | Retro-fitting SEO is harder and more costly |
| Authentic content wins | First-hand insights increase trust and rankings |
| You don’t need WordPress | Clean code, good structure, and great content are what count |
| No backlinks? No problem | Useful content and search intent get results even without links |
| Live it, don’t fake it | Being on the ground helped produce unique, trustworthy content |
🧾 Final Thoughts
This project proves that SEO isn’t just a service to plug in later — it’s a foundation you can build into a project from the very beginning.
By combining real-life experience, thoughtful planning, and quality-first content, I didn’t just build a website — I built a long-lasting resource for travellers and tourism partners alike.
💬 Testimonial
“I have worked with David Roche directly since 2005. He has completed 4 amazing projects for me in Countries such as the UAE, Mallorca, USA and Ireland. On every occasion a brief was discussed and he went above and beyond the remit we set.
His dedication and professional approach enabled the projects to be completed not only on time and to a standard way above other companies but his personal contribution at every level made the tasks enjoyable and hugely rewarding.
I would recommend David and his company to any Business looking to start up or expand their platforms. In 25 years I have never met an individual more dedicated to producing high-end personal driven projects that are tailored exactly to the brief set.”
📝 Recap and Clarify: Post-Specific FAQs
What is “Go To Ireland Today”?
It’s a real-world SEO project launched from scratch to build a niche travel website about visiting Ireland, used as a case study for long-term SEO strategy.
Why was the project created?
The goal was to show exactly how a new website can be built, structured, and optimised for SEO success in a competitive space over a realistic 6-month timeline.
How long did it take to build and optimise?
The full site build, keyword mapping, content creation, optimisation, and ongoing SEO efforts were carried out steadily over 6 months to ensure long-term success.
What SEO tactics were used in this project?
The site was built using keyword clusters, content silos, strong internal linking, fast hosting, localised content, and performance-focused on-page SEO.
Was this site built using WordPress?
Yes. The website was created using WordPress, paired with a clean premium theme and supported by professional-grade SEO and performance plugins.
How was the content structured for SEO?
The content followed a strategic topic cluster format, covering destinations, tips, local guides, and practical travel information designed to match search intent.
Did the site achieve results within 6 months?
Yes. By month six, the site was ranking for travel keywords and had built a foundation for sustainable growth with high-quality content and solid technical SEO.
What tools were used in the SEO process?
Tools included Google Search Console, SmartCrawl Pro, a custom SEO plugin stack, and manual keyword research using search suggestions and clustering strategies.
Was link building part of the strategy?
No active link building was used. The focus was on creating genuinely helpful, well-structured content to attract organic links naturally over time.
What’s the main lesson from this SEO build?
With a clear plan, quality content, and proper SEO foundations, it’s possible to build a successful niche site from scratch—even without a large budget or team.
