Increasing the external links to your website is one of the most important elements of a successful optimization strategy. They can boost your rankings in the search results, drive traffic, and increase your presence across the Web. But securing external links can be a challenge. That’s why it’s important to explore every opportunity to acquire them. A good place to start is by ensuring that your site’s content receives SEO-friendly citation.

This article is a good read. By being very conscious of how SEO works when putting out any B2B or publicity materials, you can leverage existing media outlets to positively impact your site's ranking in the SERPs.