Set Your Search Engine Marketing Preferences (1,596 words)
Paid-inclusion marketing also is a pay-per-performance model, but rather than paying for placement or keywords, you're guaranteeing that your content is included in a search.
"Paid inclusion ensures that your best and most current content is included in the search index and appears in the results set only when the search engine deems it relevant," explains Norton.
Paid-inclusion engines like Inktomi also employ algorithms to ensure relevancy. "Paid inclusion drives relevance and quality content, and provides the search engine with timely access to Web content that is often hard to crawl," explains Norton. "In fact, a majority of the content received from our paid inclusion programs would probably not be included in the index otherwise, as much of that content is stored in databases and on dynamic sites that are difficult for crawlers to reach."
It's a smart strategy for retailers and catalogers with large product lines. It allows these businesses to specify which of their pages they want accessible to the search engine and how deep into their site they want the spider to go.
When it comes down to it, picking just one search engine may not be the most cost-effective route. As with most aspects of targeted marketing, putting all your eggs in one basket is a recipe for a rotten omelette. You need to mix things up.
And the way to do that is to track your ROI.
"It's not a one-size-fits-all scenario," says Larkins. "I always recommend casting a wide net and experimenting. Everybody in online marketing and media buying says 'test, test, test' and you really do need to test."