Shimon Sandler

Paid Inclusion – Advantages and Disadvantages

What is Paid Inclusion & How does it work?
Simply stated, Paid Inclusion is a direct data feed into Yahoo Web Results. It appears as Organic results…not Paid Search. And, ensures all your valuable content is both Indexed and optimized into Yahoo search results. It is a guarantee that all your content will be mixed in with the organic results.

What’s the cost of Paid Inclusion? The advertiser pays a flat CPC fee. There is no bidding. The CPC is between $0.15 – $0.30.

How is it optimized? Because the feed itself can be different from the actual webpage source code, so all the unnecessary code ( like flash) can be removed. You’re left with an optimized data feed. There is Feed technology available that can crawl large-scale websites – so no IT resources or data transfers are required from client.

The creative & keyword generation can be enhanced. You can develop and optimize webpage specific titles and descriptions which appear in
Yahoo Search Results
. And, there is the ability to add/remove listings and change ad messaging within 48 hours which ensures all pages are always updated. Additionally, A/B testing can be conducted.

Paid Inclusion Process:
Keyword Analysis, Campaign Build, Add Feeds, Measure ROI, Evaluate, Optimize and Test.

Sounds great, right? Let’s recap on the advantages and disadvantages:

Advantages of Paid Inclusion:
1) Increase targeted search traffic, site brand awareness, and market share in a competitive space.
2) Drive new visitors to site.
3) Maximize number of indexed pages, ranking, and share of voice.
4) Optimize ranking on highly targeted keywords and geographies.

Disadvantages of Paid Inclusion:
1) NO guarantee pages will rank well for key terms.
2) Typically, low click volume.
3) Paid Inclusion can cannibalize SEO (organic results).

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Comments

  1. what are the key differences between paid inclusion and using the new sitemaps protocol? if im having indexing issues on yahoo, should i first try using the new sitemap feature – and if Yahoo choses not to index my content – then go for the paid inclusion?

  2. PI is dead. Forget it ever existed is the best advice I could ever give anyone. You’ll be included in the index as long as you have links and a spiderable site.

    If you do use PI and one day decide to drop it because of the stupid CPC model (uber stupid cpc model that is), then you’ll loose your listings.

    Run, run, and then keep running….

  3. What are your thoughts on using PI for brand terms and for your homepage. Does it make sense to buy a listing that you’ll probably get naturally?

  4. Hi Kristi,
    Paid Inclusion is not meant for bidding on keyword terms. Use Paid Search (Adwords, MSN Search, Yahoo!, etc) for that. PI is for including the URL directly into the Search Engine index. So, does it make sense to add a URL that you’ll probably get a high ranking/clicks naturally? I’d say no. You’d be better off adding a different URL that is similar, but less likely to appear in the SERP’s. That way you’ll have all your bases covered. Especially, if you are bidding on keywords, and actively engaged in an SEO initiative.

Trackbacks

  1. [...] Shimon Sandler gives an all and out overview of Yahoo Paid Inclusion on his blog which I believe answers a lot of the questions those around the industry have on the practice. * Paid Inclusion is a direct data feed into Yahoo Web Results. It appears as Organic results…not Paid Search. And, ensures all your valuable content is both Indexed and optimized into Yahoo search results. It is a guarantee that all your content will be mixed in with the organic results. [...]

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