I have built a site for a client that does tiling, the site I have created is optimized for Google and in very good shape even with Google quality content. I find most of the competition have poor sites with little if any content. but they are always not only on the first page of organic search but the second and third page all at the same time. It is only when I did search on clients backlinks did I discover they are paying for backlinks. I understand one can report this to Google,
This is something I have not done before, can anyone add some advice as to doing this, and will I need to do it every day until Google acts. What is the normal time scale Google acts on things like this, my client is prepared to pay for adverts but, all in all the competition has paid for hundreds of backlinks and it is a waste of my clients money just paying for adverts aka one click where as competition for far less are availing from the backlinks.