PAID INCLUSION

Yahoo! Search Submit Basic Search Submit Basic guarantees your content will be included in the Yahoo search index, assuring you the largest market reach available from a single service.

Designed for large or dynamic sites, our Trusted Feed program gives Webmasters ultimate control of their search engine presence by leveraging the advantages of direct data feeds to Yahoo! and the leading shopping engines.

Leverage your Web Site Content for More Traffic & Sales

Each month over a 150 million users globally use search engines to find products and services. As a Web site owner and/or marketer your challenge is finding the right solutions to make your services and products visible to this growing population. The two most popular search engine marketing solutions are Paid Placements and Paid Inclusion.

It is important to understand the differences to leverage the advantages of each. Paid Placements are predicated on keywords or keyword phrases that have a guaranteed ranking based on the price that is being paid to the Search Engine. These prices are on a cost-per-click (CPC) basis and normally determined via a bidding process. The most desired keywords can have a very hefty price tag. For example, the term "conference call" is very competitive and the top ranking search results are likely paying in the range of $30 to $35 each time the search term is clicked on.

Paid Inclusion is when a web page or url is included or indexed by the Search Engines for a nominal annual fee, plus a cpc fee depending on the program. The keyword or keyword phrases that are associated with each page is determined by the Search Engine. The Search Engine's have a very sophisticated set of programs and tools that can analyze a web page and select the most appropriate search terms. In other words, Paid Inclusion is not driven by keywords but rather the content on your Web site which lets you reach a larger audience by ensuring all of your content can be found whenever it's relevant.

How Paid Inclusion Differs from Paid Placement

		SERVICE		RANKING		PRICING
Paid Inclusion		Assured review and inclusion in indexAbility to submit dynamic and uncrawlable pages		Ranking is algorithm-driven, based on content submission, linguistics analysis, and editorial review		Annual Subscription or Category based cost-per-click
Paid Placement		Assured placement within result setControl over title, description, and keywords		Relevance checked by editorRanking driven by keyword & bid amount		Variable cost-per-click

Growing Sophistication of Web Searchers

Surfing the web is a thing of the past. Most people utilize the web for very specific purposes. When people are searching the Web, they will construct a search phrase that can consist of one to many words. Those search phrases that consist of one word, are generally dominated by the Paid Placement subscribers. This is especially true for single words that are very popular (e.g. Porsche). Because of the vastness of the Web, one word search phrases are becoming increasingly less effective. Not very many sophisticated users are going to use single word search terms due to the high number of results and the higher risk of inaccurate or irrelevant search results that will be returned. Two word terms are the most highly used, and are split between Paid Placement and Paid Inclusion subscribers.

A new survey by Onestat.com shows a number of users are moving beyond one and two word phrase searches. These survey results show that roughly 50% of all search queries are 3 words or more which means Paid Inclusion results are being displayed to a growing number of search engine users yet many marketers have yet to tap the potential of this market.

Paid Inclusion Offers Flexibility

The inherent challenge with Paid Placement is that it forces marketers to define their target market through a defined set of specific keywords or phrases. Once a keyword is selected, you are locked-in.

With Paid Inclusion, your website content is what ultimately defines your target market and does not limit you the number of keyword or phrases or their variations. Paid Inclusion can be further divided into two types:

1. Yahoo! Search Submit Basic - where the urls are sent directly to the Search Engine to be crawled and indexed
   
   
2. Trusted Feeds- where page content is sent directly to a search engine via an XML document to be crawled. Trusted Feeds are designed for websites with content which is difficult for search engines to crawl which includes dynamic or database driven websites.