Back when Google was an upstart search engine, one way it distinguished itself was to fight against a pay-to-play business model called “paid inclusion.” Indeed, paid inclusion was one of the original sins Google listed as part of its “Don’t Be Evil” creed. But these days, Google seems comfortable with paid inclusion, raising potential concerns for publishers and searchers alike.
What Is Paid Inclusion?
There are two main ways that companies show up in Google’s search results. Companies either buy ads or hope that Google decides that their content is relevant enough to appear in what are called the “organic” or “natural” or “editorial” listings.