actually, you might be looking at the UK Voip Provider. The only link building strategy I employed for them was article distribtion and directory submission and they rank well for uk voip, uk voip service, etc. We utilize other link building strategies with the US voip provider.
Article Marketing is great even with sites like ezinearticles.com I always get many backlinks to my sites and clicks. If you article is good enough people will pick you up.