Definition and Examples of Paid Inclusion
– Paid inclusion can take many forms.
– Examples of paid inclusion include programs where only paid sites are listed.
– Paid sites can be intermingled among non-paid sites.
– Companies can pay for quicker review or inclusion of their websites.
– Paid inclusion does not guarantee top rankings, only inclusion within the search engine.
History of Paid Inclusion
– In the early days of search, paid inclusion was a revenue source for search engines.
– Google chose to avoid paid inclusion and focused on higher relevancy through AdSense.
– Microsoft and Ask ended their paid inclusion programs in 2004.
Google’s Incorporation of Paid Inclusion
– In 2012, Google reintroduced paid inclusion in a different form.
– Google Flights, Google Hotel Finder, and Google Shopping have new paid inclusion programs.
– Critics like Danny Sullivan criticize this move as a deviation from Google’s IPO principles.
– Aaron Wall criticizes Google’s use of paid inclusion for pushing organic rankings below the fold.
Mixed Views on Paid Inclusion
– Paid inclusion reduces spam and improves relevancy.
– Detractors argue it prioritizes economic interests over relevancy for end-users.
– Ask Jeeves reported reduced relevancy and ended its paid inclusion program in 2004.
Guidelines for Paid Inclusion
– The FTC advises search engines to clearly mark paid placement and paid inclusion.
– Companies like Nextag and Google are not legally bound to follow these guidelines.
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