To improve the ranking of your website you need to do proper SEO work for it. This increase the rank of you is your website in SERP for targeted keywords. To compete your competitor links you need a proper link building strategy through which you can easily target the audience for your site. Some companies suggest the automated tools for ranking. Paid linking and automated tool listing is really prohibited by the google. So keep your eye on proper link growth. For paid advertisement you can use PPC . The practices for site is to target both type searches organic, inorganic.