Paid Inclusion Management

Paid inclusion is a powerful, critical component of a comprehensive search engine marketing campaign. With paid inclusion, merchants pay a fee to have the content of a web site included in the editorial listings of a search engine within 10 business days and have the content refreshed every 48 hours. Paid inclusion does not guarantee that the pages will appear in a particular position within the search results. This means that all content submitted through paid inclusion must be optimized to have a chance to appear in the top positions.

Paid inclusion comes in three varieties: directory inclusion, URL inclusion and trusted feed inclusion. With directory inclusion online merchants pay an annual fee to have their web site reviewed by a human editor for inclusion into the directory under the category of their choice. Yahoo! and Business.com are two directories that currently offer a paid inclusion program.

URL Inclusion

URL inclusion is ideal for owners of small web sites. It involves the submission of individual web pages for guaranteed indexing into the search engine database at Yahoo.com. Following payment of a non-refundable annual fee per URL, the Yahoo! search engine crawler visits and spiders the pages frequently (typically every 48 hours). When a user clicks on the URL in the search results the site owner pays a cost-per-click fee for that visitor.

Trusted Feed

Trusted feed paid inclusion is the most efficient and cost effective way for large sites to get their products listed in the Yahoo! search index. This service is unique in that it enables merchants to submit more than 500 URLs directly to the Yahoo! search engine database through a XML data feed.

Rather than have the search engine crawler extract the information from a static or dynamically generated web page, the trusted feed information is created through a database capture from the web site database and includes elements such as URL, title, description, keywords, and body content exported into an XML data file. Often, the raw data in a trusted feed requires verification and optimization. Titles may not be unique or may be poorly formatted for optimal placement and quality.

Trusted feed-based paid inclusion is an effective search engine marketing tool for database-driven web sites with large product listings or a high volume of product or service content. Examples include catalog retailers, large multi-channel stocking retailers, business-to-business manufacturers and distributors. Only trusted feed paid inclusion combines all the benefits of content control with freshness and coverage.

Benefits of Trusted Feed Paid Inclusion

Paid inclusion provides some distinct advantage over the standard search engine optimization and submission process.

Reduced Optimization Time-line

Paid inclusion produces optimization results much faster than standard free submission by reduces the initial indexing, optimization and refresh times.

Deep Spidering

Search engine spiders may only spider a limited number of pages from web sites, whether they are dynamic or static. Paid inclusion ensures that all critical specified content of a web site, including content that gets produced dynamically, web site content that require cookies or session ID and sites that are developed in Flash, will get spidered and indexed in the search engine database.

Content Control

Paid inclusion allows control over the content of unique page titles and descriptions, an important benefit that often defines the difference between a successful and an unsuccessful campaign. Trusted feed paid inclusion gives the merchant control over what content gets indexed and the ability to edit or remove poorly performing URL's. In addition, most paid inclusion services provide a 48-hour content refresh cycles to keep paid inclusion content up-to-date.

Trusted Feed Paid Inclusion Services

Advanced Media Productions offers a complete paid inclusion management service that includes the optimization and submission of data feeds into the Yahoo! search index. This is a complicated task that is performed by our search engine optimization experts using a proprietary set of tools for creating, managing and optimization of XML data feeds. This combination of technology and know-how assures that our clients’ web site content will be included in the Yahoo! search index and periodically monitored.

The Yahoo! Submit data feed optimization and submission program includes the following steps:

Content crawling. Our content crawler software program extracts and captures the appropriate content from the clients’ web site and formats the content into the required feed format.
XML preparation. Our team of expert search engine optimization specialists inspects and optimizes the data feed to insure that XML feed properly formatted.
Monitoring and reporting. Campaign performance will be measured and evaluated at regular time intervals to provide essential insight onto how URL’s are performing, including the numbers of click-throughs and the average rank of the displayed URL’s.

Paid Inclusion Offerings

Advanced Media Productions offers the following paid inclusion services:

Directory Paid Inclusion for Yahoo!, Business.com, JoeAnt, Gimpsy.com, GoGuides and others
URL Paid Inclusion for Yahoo!, AltaVista and AllTheWeb
Trusted Feed Paid Inclusion for Yahoo!, AltaVista and AllTheWeb

Trusted Feed Benefits

Trusted feed paid inclusion provides some distinct benefits over the standard search engine optimization process.

All web site content gets indexed, including dynamic pages.
High degree of control over what content gets indexed.
Daily data refreshing to keep content up-to-date.
Pay-for-performance model - pay only for actual visitors.

When Paid Inclusion?

One important aspect of a Search Engine Marketing strategy is to determine whether a web site is a good candidate for paid inclusion. Web sites for which paid inclusion is a good solution are:

Large dynamic, database driven web sites that are not easily crawled by the search engines.
Web sites that require, cookies, session ID's, payment or login to access large amounts of content.
Web sites that require quick results and cannot wait to be found for a free crawl.