Companies should attempt to build links from firms that use pay per click marketing services, one expert has suggested.

Writing for Search Engine Watch, Justilien Gaspard said searching for websites from which to generate link coverage can be "time consuming and often frustrating".

However, he advised businesses to get creative by seeking out alternative avenues for compiling a collection of lucrative links.

"If a business is investing in PPC they either already have good backlinks or will develop them over time," he remarked, adding that it can be much easier to get these newer firms onboard before they become well known.

Mr Gaspard also advised checking human-edited directories as one way to build links, noting that they often return higher quality results because they have been hand-picked.

Earlier this month, Josh McCoy noted for Search Engine Watch that basic linking strategies may need to be upgraded this year, as improvements in the way clickthrough rates are monitored could require a different approach.

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