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How does SEO work with rankings in google searches?

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We have a small business recently opened 4 months ago in Thailand and I recently typed in google the type of business that we have followed by the name of the city. 


I was surprised to see that one of our competitors has a top ranking link for his fbook site. Ours was no where to be seen. He has a long established business with only a few actual fbook reviews (one of them being quite negative). But I assume he might be paying someone to do SEO? Or does he pay google for ads? 


Ive put our name on other sites such as trip advisor and lonely planet and even tv.com and our business is thus displayed in links further down the page. But Im interested to know how I can get our fbook url above our competitors



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