When you hear about paid inclusion, you may well hear it called Pay for
Inclusion (PFI) or Pay per Inclusion (PPI). Even when you’re looking at
those two terms, you’re looking at differences in meaning. Pay for Inclusion
is a strategy whereby you pay a fee simply to be included in a search index.
This fee doesn’t guarantee your rank in the index. It’s a simple flat fee that’s
usually paid annually.
Pay per Inclusion is also a strategy in which you pay a fee to be included in
a search index, but the fee that you pay in PPI is based on the number of
clicks you receive as a result of that inclusion. Like PFI, PPI still doesn’t
guarantee your rank in the search engine. Your only guarantee is that you
will be included. And that per-click fee can often be comparatively high,
in the range of $.30 per click.
The service that guarantees your rank in a search index is paid placement, which
is also called Pay for Placement (PFP). When you pay for placement, you are
guaranteed that your site will not only be listed, but that it will place in a specific rank consistently
as long as you’re willing to pay the fee for that rank.
There are some other “pay-for” strategies that you might consider. Paid directory review (PDR) services
will guarantee that a review for a directory will take place in a guaranteed length of time (usually
much faster than it would otherwise), but again, this is no guarantee of inclusion or placement.
XML inclusion is another story. This is a strategy to ensure that the dynamic content on your site is
included in search results. Because some sites have constantly changing content, XML inclusion
may be a requirement for them.
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