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By Mark
Sceats
Today there is an increasing
trend for search engines and directories to charge inclusion
fees. These are either to expedite the submission process or to
guarantee a directory will review and consider your site for
inclusion.
Yahoo introduced a new Pay For Inclusion (PFI) program called Overture Site Match which replaced the Inktomi, FAST & AltaVista PFI programs. Overture's SiteMatch provides paid inclusion into Yahoo's search engine results (not the directory); plus AltaVista, Inktomi and AllTheWeb which are all owned by Yahoo.
My opinion, (& one shared by many other SEO's), is that the Site Match fee structure is bizarre and uneconomic for most websites. It consists of an annual submission fee per URL (US $49 for the first, then $29 for the next 2- 10 urls; and $10 for the 11'th URL onwards. That's fine & the same proven model Inktomi used.
The crazy part is that on top of these fees are additional cost per click charges. Charges are US $0.15 or $0.30 per click, depending on a site's category. My view is that if you're going to pay PPC fees then use a PPC engine like Overture 'Precision Match' & Google AdWords where you have far more control over both what you pay & what your ad says.
Paying Overture Site Match fees does not improve rankings - it just guarantees inclusion into Yahoos search index. It is only warranted if a site has non-search engine friendly URLs that are precluding being indexed or rapidly changing content. Pages are re-spidered regularly (every 2 – 7 days), so ensuring any page changes / optimisation tuning is almost immediately reflected in rankings.
Directory inclusion fees on the other hand are by site, rather than
per page. Yahoo's annual fee of US$299 is per site and pays for an
editor to review a directory submission within 7 days. It does not
guarantee inclusion - just review. Many sites submitted to Yahoo are
rejected because they don't conform to Yahoo editorial guidelines.
Professional search engine marketing firms like Viz Marketing know
what these are and we ensure submissions we make for clients conform.
Things have recently changed in a big way at Yahoo! Details here:
Yahoo submission fee - worth paying?
NB. An important point to understand is that paying these inclusion
fees does not guarantee high rankings. How highly a site ranks in
search engine’s results is still dependant on how well it has been
optimised.
There is however a way to "buy your way to the top" and
that's with the PPC or Pay per Click search
engines.
Next topic:
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engine optimisation
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This page last updated
May 03, 2010
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