Paid Inclusions in Search?

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In what seems like a lucrative and exciting idea for any local business, it was announced recently that the possibility to pay for a guaranteed listing may be possible through Google, Bing and Yahoo. On the surface it seems like a great idea, especially for smaller businesses who may not have the time to wait for organic listings to kick in. But as anyone who has been in search engine marketing for more than a few days, the web just can’t work that way.

The idea for the paid inclusions was put forward as a program which was “officially approved” and in “cooperation” with search engines. The release stated:

“Local Paid Inclusion is a Google, Yahoo and Bing contracted service and is offered as an approved official program in cooperation with those search engines.
Local Paid Inclusion promotes a local business’ profile page, like those found in Google Places, Yahoo Local and Bing Local, into a top position on the search result page for up to 30 keywords per profile page.”

The idea was simple, you could simply have your local page, and pay to have it ranked highly within the search results locally. But then, shortly after the news began to spread and be picked up, Bing, who serves Yahoo their results, threw their hat into the ring.

“Bing has no interest in paid inclusion into the local algo that artificially impacts ranking of algo results…”

And as for Google:

“We are not working on any program that enables a site to pay to increase ranking in organic search results.”

The idea that any company is going to guarantee a search result simply makes no sense, and it would be especially tricky in the local space. Local search results change, depending on your province, city and can even be influenced on the time of day.