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Paid Inclusion

Description

Paid Inclusion is a search engine marketing model in which a website pays a fee to a search engine to be guaranteed that the website will appear in the returned search results for specifically named terms.

This marketing tool helps to improve the relevance of results by allowing indexing of web pages that are otherwise difficult to access.

Paid Inclusion also has the significance for search engines that the search engine “spiders” crawl their web pages more frequently than non-paid web pages. Search engines treat paid inclusion results differently: some display the results as advertisements, while others display them as results alongside non-paid search results.

Difference to Paid Placement

Often confused, there is nevertheless a big difference to the so-called“Paid Placement“. Here, companies pay search engines to rank higher in the results list. Thereby companies also get guaranteed top positions. With [strong]Paid Inclusion[/strong], on the other hand, top rankings are not guaranteed, only inclusion in the search engine. Therefore, the ranking of a business that has paid to be included in a search engine is still determined by relevance.

Advantages and disadvantages

Pro
  • Reduction of spam
  • Increase in targeted search traffic, awareness of the website brand
  • Increase in market share of the competitive environment
  • New visitors to the website
  • Maximization of the number of indexed pages
  • Optimization of the ranking
Contra
  • Guarantee pages do not rank well for keywords
  • Low click volume
  • SEOs can be turned off (organic results)

Conclusion

Paid Inclusion s have always been a complex concept. It is important to understand – for both webmasters and searchers – that recent changes have made inclusion a given for search engines. This means that, for a fee, a search engine will guarantee that pages from a website will be listed. However, these programs usually do not guarantee that pages will rank well for specific queries. Whether a page ranks well depends on the underlying relevance algorithms of the search engine.


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