Google setzt in Bereichen, wo einfaches Crawling und Indexing von Informationen nicht möglich ist, verstärkt auf Deals mit Unternehmen. Das betrifft vor allem vertikale Suchen wie die Flugsuche und die Hotelsuche.
Danny Sullivan auf Marketingland:
"Having previously declared paid inclusion to be evil, can it really be that Google is doing it now? Yes, though Google’s not been using that name, and it also really didn’t become apparent until last month.
Google Hotel Finder and Google Flight Search were both launched last year. On the surface, they seem like Google’s other “vertical” or topic-focused search engines, such as Google Images, Google News or Google Shopping, which allow you to search for certain specific types of information.
Unlike Google’s other vertical search engines, however, payment seems to have a role in being included in Google Hotel Finder and Google Flight Search. Maybe Google will find your hotel or your flight and list it for “free.” But it seems more likely you’ll appear if you have a paid relationship.
This only became evident after Google launched its new comparison boxes last month, as we asked questions about how the underlying services that power those boxes got their results."
Bei "Paid inclusion" wird nicht dafür gezahlt, prominent aufgeführt zu werden, sondern um im Index der vertikalen Suchen gelistet zu werden. Man zahlt also für die Aufnahme in den Index, nicht für die Position innerhalb des Index.
Amit Singhal, bei Google für die Suche verantwortlich, gegenüber Danny Sullivan auf der SMX London Konferenz:
"Fundamentally, time and time again, we started noticing that a class of queries could not be answered based upon just crawled data….
We realized that we will have to either license data or go out and establish relationships with data providers. [..]To be super safe, where we have a deal between Google and another party, we didn’t want to call those fully organic results, because they are based on a deal….
After much debate, we said “OK, let’s be extra cautious. Let’s call it ‘sponsored’ so that we tell our users that there’s a special relationship that Google has established with someone.”"
Es ist unklar ob, aber möglich, dass Google je nach Beziehung zu Datenanbietern und den allgemeinen Marktverhältnissen für die Aufnahme von Daten manchmal selbst bezahlt und manchmal bezahlt wird. Anders lässt sich die vage gehaltene Aussage von Singhal nicht deuten.
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