Yahoo Paid Search Links

In what may be the first volley in a duel with its former ally Google Inc., Yahoo has announced a new policy for indexing Web pages that will charge businesses to include more material currently unlisted in its online search engine.

Yahoo company officials said Tuesday that the payments won’t improve a site’s ranking on the list of results that appear after a search but they acknowledged there will be no distinguishing marks to alert Web surfers that a company had paid to be included.

If website operators want to be included in Yahoo’s new “paid inclusion” program, they must pay an annual subscription fee of $49 to list one Internet address and $29 each for the next nine addresses. In addition, the new program requires the operators to pay the nation’s second largest search engine a sliding-scale fee for each click on their search listing.

The Sunnyvale, Calif.-based company has already been using a similar approach on its shopping-oriented Web pages but is now expanding the program to its entire site.

Yahoo has included a general disclosure statement about the new program, where Web surfers must click on the phrase “What’s this?” The new policy is likely to add fuel to a growing battle between Yahoo and main rival Google of Mountain View, Calif.

Google, the nation’s most popular search site, doesn’t let website operators pay to be included in search results but does allow advertisers to pay for promotions that appear alongside search results. Those sites are clearly labeled “sponsored links.”

Yahoo, as is trying to supplant its rival as the Web’s most popular search engine, terminated its 3-1/2 year deal with Google to license its search engine two weeks ago.

According to ComScore Media Metrix, nearly 35 percent of all Web searches in the U.S. are conducted on Google. Yahoo, meanwhile, commands a 28 percent market share.

Gary Ruskin, executive director of Commercial Alert, a consumer group that that has criticized search engines for co-mingling advertising and editorial results, told XBiz that in a wide variety of contexts the new policy will create a system for website operators of “haves and have-nots.”

“We are sending a letter to the FTC on the matter,” Ruskin said.

Two years ago, the Federal Trade Commission asked search-engine firms to clearly label sponsored listings so that consumers could differentiate between paid and unpaid listings. The federal agency also requested that search engines that use “paid inclusion” programs, such as Yahoo’s, offer Web surfers a clear description of how the program works.

An FTC spokesperson told XBiz that it may look at Yahoo’s new program, but declined to comment further.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Texas Resumes AV Lawsuit Against Aylo Following SCOTUS Decision

A district court judge in Texas has unfrozen the state’s $1.6 million lawsuit against Aylo for allegedly failing to comply with age verification requirements, Bloomberg Law is reporting.

JuicyAds Wins Trademark Infringement Case Against Fraudulent Domain

JuicyAds has won its World Intellectual Property Organization (WIPO) case against a website using a similar domain to impersonate the company's site and defraud customers.

Anissa Kate, Jordan Starr Top AEBN for Q2 of 2025

AEBN has published its top-selling stars for the second quarter of 2025, with Anissa Kate landing atop the leaderboard for straight theaters and Jordan Starr heading up the gay rankings.

AEBN Reveals Eva Maxim as Top Trans Star for Q2 of 2025

AEBN has published its top trans stars list for the second quarter of 2025, with Eva Maxim landing atop the leaderboard.

France Reinstates Age Verification Rule for EU Sites

France’s highest court, the Council of State, on Tuesday reinstated age verification rules for EU-based sites under the country’s Security and Regulation of the Digital Space (SREN) law, ruling in favor of the French government and against Hammy Media.

Whisper Fans Joins Pineapple Support as Supporter-Level Sponsor

Whisper Fans has joined the ranks of over 70 adult businesses and organizations committing funds and resources to Pineapple Support.

Utherverse Launches 'Red Light Center' Virtual World

Virtual reality and metaverse technology company Utherverse has launched its new virtual world, RedLightCenter.io.

European Commission Approves AV Guidelines, Unveils Prototype App

The European Commission on Monday released its final, approved guidelines for protecting minors online under the EU’s Digital Services Act (DSA) and made public a “white label” age verification app intended to help sites and platforms comply with age verification rules under the DSA.

Show More