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Google's Model For Paid Inclusion 
By: Aaron Wall 2007-01-15 BusinessWeek published an article about small advertisers being priced out of AdWords. Given quality score adjustments that may boost ads for sites which have strong... ...trust-associated organic SEO, it is prohibitively expensive for many businesses to use AdWords unless they are already well trusted in organic search. Link: small advertisers being priced out of AdWords What Types of Sites Rank? The sites which are already well represented in organic search typically fall into one or more of the following groups:
News sites tend to fit all 4 of those categories, plus get additional easy linkage data by writing about current events and being included in select indexes like Google News. The bias toward promoting large trusted sites which are already overrepresented in the organic results starts to look even uglier when news outfits are:
"Britain's famously competitive newspapers have a new battleground: Google. ... Newspapers are buying search words on Google Inc. so that links to their Web sites pop up first when people type in a search. ... Paying to put their stories in front of readers by buying Google ads -- a practice the papers say has intensified in recent months -- is different from past marketing efforts"
In spite of Google claiming otherwise, there is a direct connection between buying AdWords and ranking in the organic search results. If a news article is read by a few more people and gets just a few more links off the start it will become the default article about that topic and acquire many self reinforcing links. Why Would Google Trust News Sites so Much?
Danny Sullivan recently commented about how Digg outranked him for his own headline because his website is newer and less trusted than Digg. Google has become less willing to regularly crawl and rank sites unless they are aged or have a significantly developed editorial link campaign associated with them. If your site gets indexed slower then your content needs to be much more remarkable to be linkworthy, thus if have not built up significant trust this is a penalty / cost you need to overcome. Sure Google may say they do not offer paid inclusion, but requiring a huge authoritative link profile or years of aging is associated with costs. They may not have paid Google directly, but Google's algorithms do require that most people pay, in one way or another. And if you can't get past that crawl delay problem, you can always buy AdWords. Comment Tag: Google Adwords Add to  Del.icio.us |  Digg |  Reddit |  Furl
Have a bookmark! -  About the Author: Aaron Wall is the author of SEO Book, a dynamic website offering marketing tips and coverage of the search space, free SEO videos, and free SEO tools. He is a regular conference speaker, partner in Clientside SEM, and publishes dozens of independent websites. |
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