Search Engine Optimization
I do extensive on site organic (that means you don't pay search engines) SEO, short for search engine optimization, and I will advise on your off site campaingn.
Some shops tell you "we can do it all" at one fell swoop, but can they?
Only if you want to have a finite sphere of influence.
Off site campaigns are infinite in scope and you really never get done, you can always have one more article, one more page, one more url pointing to your site, one more of everything...
Then your competition adjusts to your move, then you have to adjust to them.
I hope you get the drift, off site campaings are something you simply grow over time...