Does Paid Inclusion Help In Search Engine Marketing?

By Author: Sunil Punjabi
Total Articles: 2554
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Search engine marketing is all about marketing one's web site. Since website visibility is today a survival necessity, every tactic under the sun is employed to get that badly needed conspicuousness for a site. Search engine optimization and advertising are the common methods used to ensure this visibility. However, paid inclusion is also used by website owners as part of their SEM strategy. Paid inclusion, also known as PFI or pay for inclusion, is not related to the pay per click advertising method, known as PPC, used in search engine marketing. In paid inclusion, the site owners pay the search engines to get their pages indexed. The pages that are indexed by paid inclusion will appear only in the algorithmic search engine results and not in the sponsored links list that appears on the side panel or above the organic results.

Paid inclusion method helps in search engine marketing because it helps in getting the pages indexed fast. Normally the spiders, which do the job, take their own time, making their slow way to finding each newly created site through its link to other sites, and listing ...
... it in their directories. When they are paid to do the job, the site gets indexed immediately. Since the listing is done faster with paid submission, the new web page will be up and active in a few days, conveying the updated information to customers.

Where a web page gets listed in the directory by payment, the spider, the program of the search engine that does the indexing, revisits the page quite frequently. The advantage of this re-spidering is that there is no need to make a fresh submission when changes are made to the web page. This becomes very helpful from the point of view of search engine marketing. While paid inclusion does help in search engine marketing, it has to be remembered that it does not improve search engine rankings of a site. It helps SEM by speeding up the process, especially in cases where the web page is modified frequently.

While paid inclusion helps website owners in search engine marketing, it is helpful for search engines also. Besides the income potential from the method, paid inclusion is a foolproof method for deciding that the submitted page is not spam. Because indexing is done fast by paid inclusion, the results of search engine optimization of the web page become visible in a short while. This helps the website owners to evaluate the efficacy of their web pages and modify them again in a way as to make them more effective for search engine marketing. The results obtained from this modification can also be used for better tailoring of their other web sites or pages. In other words, paid inclusion becomes a tool for search engine optimization as well, besides being a search engine marketing strategy.

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