I always tried to grow my SEO as organically as possible, and I decided to take the long approach. We had one of our communications folks focus on only building high-quality, relevant content, and do so consistently and on a schedule. It took a little longer, but after a year, the amount of inbound traffic as a result of this effort increased by 1000%! Not everyone has time to wait, but my advice for new companies is to look at SEO as an investment in content today for additional incremental customers in the future.