Google has worked long and hard developing its algorithms to try and understand better what someone is looking for when they type a phrase into the search engine. Taking that understanding, Google then looks through the millions of websites on the Internet to try and select those sites that have the highest chance of returning the information the 'searcher' is looking for. That selection is based on a complex set of criteria. SEO is the art of presenting a website in the best possible way to persuade Google that it is the best choice for particular key phrases. This involves researching and selecting the best key phrases for the site, creating the correct code on the webpage to help Google find them, and developing the page content to accurately reflect those key phrases. Google has always valued a website's popularity in the way it ranks their importance. This popularity used to be measured by 'backlinks', the number of links from other sites indicating its popularity. Increasingly, Google is using Social Media to measure this popularity, making Social Media marketing
an integral part of SEO. Lapidux has extensive experience in providing all of these services.