 |
 |
 |
 |
|
|
|
|
 |
||||||||
|
home > design tips > marketing > paid services Search engine marketing: paid submission, pay-for-inclusion, and pay-for-placementThere has been a lot of confusion over distinguishing between the different types of paid search services — paid submission, pay-for-inclusion (PFI), and paid placement or pay-for-placement (PFP). This article provides some clarity with my own guide on what each these terms really mean, as they are defined and practiced by the search services (i.e., search engines and directories) themselves: Paid submissionDefinition: Submitting, for a pre-set fee, a web site for review by a search service with the expectation that the site will be accepted and included into that company's search engine/directory database (provided it meets the stated guidelines for submission). Who accepts it: Yahoo How it's done: Submitting the site with a suggested category and description (which should match the site's content). What it guarantees: A timely review of the submitted site and notice of acceptance or rejection. What it does not guarantee: Inclusion into the search database, the chosen category or description of the submitter, or a particular placement order in the listings. Advantages: Much quicker and reliable than free submission; most often the least expensive way of being listed than any other type of paid service; greatest "reach" over any other type of submission, including being picked up in the results of major search engines as well; acceptance means site listed in editorial results, considered more relevant by searchers than advertising; Do not need to resubmit once accepted. Disadvantages: Least flexibility with changes. Listings are nearly impossible to change unless a clear and compelling reason is given (like a completely new line of business or new URL). Must still renew same fee annually; Placement on the page is below paid sponsor listings and other advertisements. Ranking criteria: For Yahoo, in particular, the words in your title, category, and description. A popular site will appear at the top of the search results.
Pay-for-inclusion (PFI)Definition: Submitting a web site or web pages for guaranteed inclusion into a search engine's database/listings for a set period of time. Who accepts it: Inktomi, Fast/AlltheWeb, Teoma/Ask Jeeves, AltaVista How it's done: Either by number of URLs (for small-to-medium sites) or a pay-per-click fee (large sites and LookSmart), and on either a yearly or month-to-month basis. What it guarantees: Indexing of submitted pages or site into its search database. What it does not guarantee: prominent listing or ranking in those same search results. Will not receive any ranking boost over other sites indexed naturally, i.e., from search engine crawlers. Advantages: Notification of page/site acceptance. Quicker turnaround time and refresh rates (i.e., how quickly your page is reloaded and updated into the search engine's database); reporting details and account management by provider; pay-for-performance options for larger sites. Disadvantages: Pages that don't meet search engines regular guidelines will still not show up in the listings. Must still renew same fee annually; placement on the page below paid sponsor listings and other advertisements; no service level guarantees for pages if fees are not renewed; pages could have gotten picked up for free by crawlers. Ranking criteria: How well the page is optimized and how popular the pages are.
Pay-for-placement (PFP)Definition: guarantee of a ranking in a search listings for the terms of your choice. Also known as paid placement, paid listings, or sponsored listings. Who accepts it: Overture, Google AdWords, FindWhat.com, Espotting.com, About.com's Sprinks, Kanoodle, and many other smaller venues. LookSmart is a pay-per-click directory. How it's done: Bid a price on terms wish to bid for, with actual placement based on either a fixed price or amount (maximum) willing to pay, compared with other bidders' offered prices for those same terms. Payment is on a pay-per-click basis. What it guarantees: Placement in the search results — How much you pay or are willing to pay will determine where you rank. What it does not guarantee: Clicks, conversions, relevancy of top-listed sites. Advantages: Self-service, account management options based on pre-established budgets, top listings also appear prominently on partner search services (and above editorial search results). Disadvantages: Can be very expensive to maintain; advertised listings on a search engine may be treated with less relevancy than its editorial listings; complete removal from listings once budget limit is met. Ranking criteria: How much you are willing to spend.
If you have any specific questions about our search engine marketing tips, or if you would like permission to republish this marketing tip on your web site or newsletter, please use our contact form or email us at info@grantasticdesigns.com.
design services | gallery
| design tips | faqs  |
|
 Related search engine and online marketing tips: |
|
||||
 |
