Editing Paid inclusion (section)

==Definition of paid inclusion==
The [[Federal Trade Commission|FTC]] defined paid inclusion as "Paid inclusion can take many forms. Examples of paid inclusion include programs where the only sites listed are those that have paid; where paid sites are intermingled among non-paid sites; and where companies pay to have their Websites or URLs reviewed more quickly, or for more frequent spidering of their Websites or URLs, or for the review or inclusion of deeper levels of their Websites, than is the case with non-paid sites."<ref>{{cite web|title=UNITED STATES OF AMERICA FEDERAL TRADE COMMISSION WASHINGTON, D.C. 20580|url=http://www.ftc.gov/os/closings/staff/commercialalertletter.shtm|publisher=FTC|accessdate=5 July 2013|url-status=dead|archiveurl=https://web.archive.org/web/20130723064344/http://www.ftc.gov/os/closings/staff/commercialalertletter.shtm|archivedate=23 July 2013}}</ref>

Note that paid inclusion is different from [[pay for placement|paid placement]]. With paid placement, companies pay search engines to rank higher than they would have ranked if relevancy was the only ranking factor. Paid placement also gives companies guaranteed top rankings if they pay for it.<ref>{{Cite journal |last=Kritzinger |first=W. T. |last2=Weideman |first2=M. |date=2013-07-03 |title=Search Engine Optimization and Pay-per-Click Marketing Strategies |url=http://www.tandfonline.com/doi/abs/10.1080/10919392.2013.808124 |journal=Journal of Organizational Computing and Electronic Commerce |language=en |volume=23 |issue=3 |pages=273–286 |doi=10.1080/10919392.2013.808124 |issn=1091-9392|url-access=subscription }}</ref> With paid inclusion, top rankings are not guaranteed, and only inclusion within the search engine is. Therefore, a company who paid for inclusion within a search engine will still have its rankings determined by relevancy.<ref name=evo>{{cite web|last=Sullivan|first=Danny|title=The Evolution of Paid Inclusion|url=http://searchenginewatch.com/article/2067575/The-Evolution-Of-Paid-Inclusion|publisher=searchenginewatch|accessdate=6 July 2013|url-status=dead|archiveurl=https://web.archive.org/web/20130704223728/http://searchenginewatch.com/article/2067575/The-Evolution-Of-Paid-Inclusion|archivedate=4 July 2013}}</ref>