Analysing my site ranking compared to competitors, I see that our weakness is getting others to share our content and link into it via their own blogs and social media - although I would say our social media activity is pretty good.
We have also worked on getting listed free on relevant sites related to our product area (learn spanish in spain) in order to increase sites linking but this is still minute compared to our 2 main competitors. (As a note: paid listings are not totally justifiable for us at this point in time but perhaps in the future we will expand on this).
Am I missing something here?