Paid inclusion

Paid inclusion is a practice used in the field of search engine optimization^[1] where companies pay to have their websites included in a search engine^[2]’s search results. This practice is different from paid placement, which involves companies paying for a higher ranking in search results, regardless of the relevance of their website^[4]. Paid inclusion simply guarantees a spot in the search results, but not a top ranking. This practice has been used by various search engines as a source of revenue, including Inktomi, Microsoft^[3], and Yahoo. Google^[5], which initially avoided paid inclusion, reintroduced it in a modified form in 2012 through programs like Google Flights and Google Shopping. The practice has both supporters and critics, with some praising its ability to reduce spam and improve the relevance of search results, and others arguing that it prioritizes economic interests over relevance for users. The Federal Trade Commission (FTC) recommends that search engines clearly distinguish between paid placement and paid inclusion, although this is not a legal requirement.