Describe what a search engine inclusion and placement broker does.

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Karen P.L. Hardison eNotes educator| Certified Educator

Inclusion and placement are two separate and distinct concepts. Paid inclusion is a service whereby a Web business can pay to have their newly launched editorial (content based) listing included in search engine results within a matter of days. This contrasts with the standard non-paid option of letting search engine crawlers find the newly launched editorial link, a method that normally takes two to four weeks. The advantage to paying for inclusion is that Web results searchers may find the business link sooner than otherwise. Search companies offering paid inclusion are adamant in warning that inclusion is wholly unrelated to results listing ranking: paid inclusion won't drive editorial links to the top of search results.

Paid placement is an advertising option whereby a business pays to have a highlighted or featured link placed in a prominent location on all search results tied to specific key words. Paid placement has everyting to do with ranking in the search results, in fact, paid placement supersedes search results ranking since results ranking is based upon editorial content, whereas paid placement is based upon an advertising agreement. A search engine inclusion and placement broker is one who brokers inclusion and placement advertising agreements on behalf of the business client to the various search engine companies: the broker negotiates the pricing and specifics of inclusion and the placement advertising agreement with one or many search engine companies.