It depends on the competition. In some cases, for local optimization it may enough to have just off page efforts drive traffic to a site - try to Google the phrase click here and you'll see the top spot is taken by Adobe. That is because everyone links to their adobe reader by the term Click Here. They obviosuly don't optimise for the phrase - neither does anyone else with any sense - but it shows what can be done with just off page efforts.
For best results in the real world though best to use on & off page efforts
