There are two ways you can pay a search engine to display your site. One is a touch controversial and the other is a billion dollar industry that was pretty much started by Google. They are paid inclusion and PPC (pay per click).
Paid inclusion is anytime you pay the search engine to include you in their results and it’s common among some directories and submission based search engines. With Submission based search engines site owners have to submit their site to be reviewed by an editor and then the editors make the decision that determines whether the site will show up and how it will rank. Some of these sites are free, others are definitely a paid service.
The one nice thing about these types of engines is that if you don’t like your ranking you can always get re-ranked (usually for a fee) by requesting a new review. These types of sites will always display fewer results because they are human based and only added by editors, but they are usually very targeted and are high quality.
Yahoo! is the only search engine that still does paid inclusion for their search engine. Microsoft used to but quite a couple of years ago, and Google has never done it. What ever your feelings on it the the key thing to remember is to find out the guidelines and stay within them if you’re going to use any type of paid inclusion.
PPC (Pay Per Click)
If you’ve ever done a google search (I know, but humor me) and you’ve noticed the ads on the right <Image) that’s a PPC ad. That’s the second way to pay for visibility on a search engine, and when done right they can be incredibly effective.
PPC is the most popular type of of paid advertising. The way it works is that you big for top position based on your keywords and then when people search for your keywords then your ad shows up on the right side of the screen. What makes it so great is that you don’t pay for the displaying of the ad you only pay when someone clicks on your ad and visits your landing page.
Where you spend your PPC money is very important based on the relevancy of the search engine. Currently that order looks like this:
One thing to remember is that Google has partnership agreements with Ask, AoL, iWon, and Netscape. So your Google Ad Words ads will also be featured on these partners. This increases your visibility even more.
Social Media Marketing is the answer to Paid Inclusion blues
The whole reason that paid inclusion (PI) was even created was for sites that don’t have a lot of text on them or that were incredibly graphics based and so the search engines had a hard time crawling and ranking them. This was created many years ago, but should it still be around, and why would you pay for it? Today you can utilize a vast amount of tools to reach people on whole new levels and enable yourself to be found by your target audience by engaging them where they are.
Any thoughts or questions on this? I’d love to hear them
Thank you for reading,
Josh “Shua” Peters