Search Engine Optimisation (SEO)? Organic and natural for enhanced stickiness!
In the past Search Engine Optimisation was simpler, you could indeed just build as many links as possible to beat the opposition. This is not the case now, in-fact Google will effectively penalise, in its SERPs, any website that its algorithms identify as being purchasers of large backlink profiles.
This is a lonely place, please do not go there!
The newly emergent reality is Quality not Quantity! Only by creating high quality and therefore, as Google views them, high authority naturally acquired back-links, preferably with an integrated PR & Social Media strategy, will your marketing campaign be successful.