Organic SEO
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.
Key Phrase Selection
Not everyone can be at the top of Google for all the best key phrases. Neither is there any point in optimising a website for phrases that nobody would ever look for! The answer, as with most things in life, is a balance. It is not easy to find key phrases that accurately reflect a company's activities, while standing a good chance of being successful in the Google search returns. Fortunately, Lapidux provides those skills and services to its clients.

Page Mark Up
Being successful on Google, across all platforms, now requires a complex set of tags and markup to be added to each webpage in the correct manner. Lapidux complies with all the latest requirements from Google to ensure that each website stays current and achieves the highest possible ranking for its products and services.

Ongoing Monitoring
Having achieved a level of success with a given set of key phrases is very satisfying. However, the world does not stand still and Google enthusiastically welcomes newborn websites into the world, often rewarding them over older sites. Consequently, successful SEO requires the ongoing monitoring of any changes in search return positions, followed by adapting phrases and content to keep the content current and performing well.