Paid Inclusion

By Seby Kallarakkal

There are circumstances when it would make sense for you to pay to get listed. The paid inclusion would fall under the following categories.

1. Directories

You pay to get listed in a directory under one ore more categories. Yahoo directory is an example of such a directory. Another popular directory is business.com

2. Trusted feed

This is meant for large sites, especially database driven sites that are difficult to index. The solution is to create an XML file and feed it to a search engine or a comparison site. XML file allows you to present your product information in a structured manner to search engines. Of course you pay for this service and hence referred to as trusted feed. Shopping comparison sites typically accept trusted feed for product listing. This would ensure that they get all parameters like price, product code, etc correct. Almost all shopping comparison sites are paid with the notable exception of froogle, a shopping comparison site from google.

3. Search engine index

Search engines usually find your website from some other website that links to your site. But this is something you can't guarantee. You also might not be able to ensure that the search engines would visit all the pages you have in mind. Paid inclusion services like Yahoo Site Match ensures that this happens. Please note that paying for getting included never guarantees higher ranking in search engine results.

Why pay for getting included?

Here are some of the reasons why you might want to consider the paid option for generating traffic.

Time

You are short of time and you want results quick

Size and nature of your website

You have a big website and want search engines to visit all your pages. Or you have a site with lot of dynamic pages that has strange characters in the web page address.

Your target audience

You are positive that your target audience visits a certain website or a directory. And you want to make sure your site is advertised or listed there.

Risk management

You do have other strategies for bringing in traffic. But you would like to look at paid traffic as a back up, just in case some of the other strategies don't perform as well as expected.

How much does it cost?

The major component of this service is the amount paid for inclusion. Currently there are two models prevalent. You pay a flat fee of getting listed or you pay a flat fee in addition to paying for every click that originates from the directory. Typically the flat fee could range from around US$25 to couple of hundred dollars. The pay per click fee would vary depending on the category that your product or service belongs to. Typically there under one dollar a click.

Paid inclusions are usually clubbed with other Search Engine Marketing Services.

What next?

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