earch Engine Marketing is composed of two very different elements.
Search engine optimization (SEO), strictly speaking, is about improving
your natural search engine rankings through tweaking your web site.
Pay-per-click (PPC) programs on the other hand are based on the ability to
pay for placement. Even Google has separated the two on its search results,
with natural search results appearing on the left side, and paid search results
appearing on the right.
When you’re fighting today’s competition to improve your web-site ranking,
you need to use every tool in your arsenal. One of those tools is paid inclusion.
But there’s a lot of confusion around paid inclusion and when it should be
used. Very often, paid inclusion is confused with paid placement. They’re very
When you hear about paid inclusion, you may well hear it called Pay for
Inclusion (PFI) or Pay per Inclusion (PPI). Even when you’re looking at
those two terms, you’re looking at differences in meaning. Pay for Inclusion
is a strategy whereby you pay a fee simply to be included in a search index.
This fee doesn’t guarantee your rank in the index. It’s a simple flat fee that’s
usually paid annually.
Pay per Inclusion is also a strategy in which you pay a fee to be included in
a search index, but the fee that you pay in PPI is based on the number of
clicks you receive as a result of that inclusion. Like PFI, PPI still doesn’t
guarantee your rank in the search engine. Your only guarantee is that you
will be included. And that per-click fee can often be comparatively high,
in the range of $.30 per click.
The service that guarantees your rank in a search index is paid placement, which
is also called Pay for Placement (PFP). When you pay for placement, you are
IN THIS CHAPTER
When to use pay-for-inclusion
Understanding the business
Managing paid services
Hiring the right professionals
When the relationship isn’t
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