Here's how effective Search Engine Optimisation (SEO) works in practice on Google:

See screengrab below:

1. A search for B&B / lodgings in Kilkenny yields a clump of paid adverts (at top and right).

2. Second comes those tiresome directory listings (usually paid for)

3. Third comes a 'natural' or 'organic' search listings. No. 1 of these is for my client, Butler Court, despite Kilkenny being one of the most visited places in Ireland, with numerous hotels and B&Bs.

Conclusion:

So, if you want your business to rank as highly as Butler Court, even in the competitive accommodation market, then you had better come to a web company which a) understands SEO and b) knows how to optimise websites properly.

Butler Court has never had to resort to Paid Ads and has built a loyal customer base from N. America, Canada and Europe - all based on initial web searches (from me) and excellent location, customer service & facilities (from the owners). They have excellent reviews on Trip Advisor, Lonely Planet and Rick Steve.

See their website at www.butlercourt.com