Large corporate companies do not necessarily need to buy links as part of their search marketing strategies, one expert has suggested.

According to Patrick Altoft, in a new article for e-consultancy, there are a number of big brand firms that have taken up paid search following a slow realisation that search engine optimisation (SEO) was essential to their business.

However, Mr Altoft notes that companies such as B&Q, the Post Office and GoCompare may have been advised that paid links are the way to go when embarking on an SEO campaign – but adds this has been proven to be problematic.

It is noted that these firms may have been incorrectly advised on the value of link buying and by budgeting "thousands of pounds per month" the same firms have now been left with "useless spammy links" resulting in search penalties.

"The thing to remember is that most of these brands have so many natural links and so much trust that they can rank for any terms they need with on site optimisation alone," he concludes.

Earlier this week, in a blog for SEOptimise, Mr Altoft stated that B&Q was wasting its money if it was opting for paid links.

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