Paid inclusion
Online Advertising
Paid inclusion
Paid inclusion is a
search engine marketing product where the
search engine company charges fees related to inclusion of websites in
their search index. Paid inclusion products are provided by most search
engine companies, the most notable exception being Google.
The fee structure is both a filter against superfluous submissions and a
revenue generator. Typically, the fee covers an annual subscription for one
webpage, which will automatically be catalogued on a regular basis. A per-click
fee may also apply. Each search engine is different. Some sites allow only paid
inclusion, although these have had little success. More frequently, many search
engines, like Yahoo!, mix paid inclusion (per-page and per-click fee) with
results from web crawling. Others, like Google, do not
let webmasters pay to be in their search engine listing (advertisements are
shown separately and labeled as such).
Some detractors of paid inclusion allege that it causes searches to return
results based more on the
economic standing of the interests of a web site, and less on the relevancy of
that site to end-users.
Often the line between
pay
per click advertising and paid inclusion is debatable. Some have lobbied for
any paid listings to be labeled as an advertisement, while defenders insist they
are not actually ads since the webmasters do not control the content of the
listing, its ranking, or even whether it is shown to any users.
Paid inclusion is a search engine marketing method in itself, but also a tool
of
search engine optimization, since experts and firms can test out different
approaches to improving ranking, and see the results often within a couple of
days, instead of waiting weeks or months. Knowledge gained this way can be used
to optimize other web pages, without paying the search engine company.
References
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