Focusing on specific industries and sectors is an emerging trend within the field of search engine optimization, but this is something that Radix Interactive has been doing for years. Based in Colorado, Radix specializes in law firm marketing, particularly SEO and digital branding. Radix offers various packages for law firms; the SEO packages include promotional efforts to obtain leads and drive traffic from high authority sites and reputable sources. Natural link building is at the heart of the Radix SEO strategy for law firms, and the approach pays close attention to any changes made to the Google search engine algorithm. Additional services provided by Radix include social media marketing and online reputation management; the former is essential to strengthen SEO efforts and the latter is closely tied to developing a positive online image. When formulating SEO strategies for law firms, Radix takes into account all business aspects, including demographics, practice focus and competition.