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When the SEO is complete, SEM specialists turn their attention to building new links to the site. Some of the links are free, but for fast, well targeted link building, paid links are usually necessary. Paid links can include "classic" methods of advertising like buying advertisements on web sites and joining advertising networks, as well as relatively new methods like paid blog posts. Expert help is needed to avoid pitfalls in link building. Too many links from or to undesirable sites can drop a site in the rankings, and newcomers to Seo frequently find it challenging to identify which sites are undesirable.