Google is in your pocket if your business has anything associated with being online.
The search engine known as Google has total control on your visibility online. If you have an online connection then you had better know the rules that need to be followed if you want to be seen on Google.
In marketing yourself or a product you must develop a following on the internet that is very precise and relevant to you or your product. This means that Google must find back-links and other associated information.
Be very strict on the back-links that you make on your own to be sure to associate with highly positioned sites only.
If your are a small business then I will suggest that you do this yourself and not hire the job out.
Remember that five to ten high page-rank sites is worth more than one hundred UN-related back-links.