What you should focus on are the keywords your competition are using. For instance, if you are a casino in Las Vegas, go into google and type in Las Vegas Casinos. Look over those sites listed on the first page, primarily the top 3 or 5, and see why they are ranked so high. Generally they aren't attributing all their success to link building, but rather how their keywords are distributed and highlighted in their pages' content. Just differentiate from your competition, but maybe see what techniques they are using and how effectively they work.
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