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SEO: Search Engine Optimization Bible by Jerri L. Ledford

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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 ...

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