Chapter 15. Pay-for-Inclusion Services
IN THIS CHAPTER
When to use pay-for-inclusion services
Understanding the business model
Managing paid services
Hiring the right professionals
Contract considerations
When the relationship isn't working
Search 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 different strategies.
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 ...
Get SEO: Search Engine Optimization Bible now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
