Are Directories Useful?

[Tracy123]

Possibly Brian but the directory would need to be established first. There are problems to consider. Who really wants to fill out full pages of data for a new directory? Also an existing directory, how do they back track and get the relevant data for their existing placements.

I think most directories have had it, I never use one. If I need a service I search on Google. I imagine most people do. This is not to say over the short term they will stop making money, people will always search for good backlinks, directories are the natural place to start looking. The fact they are not scoring as backlinks will not deter the uneducated.

I also think directories splintered onto a site have uses

1. They are a source of adding content, although I guess it could not be classed as unique
2. They can also be used by the owner as a place to drop reciprocal links.

But as the green bar chasing dies down so will the interest in directories, if these leaves a few quality products on the shelf, then I see this as a good thing. In fact I would probably then start using them, I am sure the internet is simply based on habits, like I go to Google without thinking, yet they are no better than Yahoo or MSN.

[Tracy123]

One of my colleagues is having some fun on the V7 forum, he is cracking us up here. I am sure it will cheer you up Brian.

http://www.v7n.com/forums/seo-forum/...tml#post714075

You will not believe someone who runs an Indian SEO company PM'd him for more in depth details, my ribs are still aching.

[Brian Turner]

Heh. long time I've visited v7n. Used to be the SEO moderator there.

[brooke]

I think a lot of you missed UKSBD's point. People do call a company straight from a directory. I know this because when I have had to search for business stuff I get quite frustrated and I start calling the first number I see, even if theres a web link. I ask my question. 'Do You Do Laser Printing'. When I was looking for printers. From this experience I developed the concept of the iceburg. A directories traffic will show 10% above water. As long as theres enough above water, say 3-4 hits, you can calculate the true value by assuming that a much larger proportion of viewers just looked at the site. I have alot of experience with directories, especially Applegate. Kellys and Businessmagnet. There is a constant war on opinion. I count success on web hits because I can measure that. They count 'business enquiries' (yawn) as profile impressions. Typically the split is 30% of profile impressions will result in a web click. So 30% of that iceburg is above the surface.

Regarding directory performance. I have a database of 2400 directories. I account for the 'directory' market on behalf of my clients. They can see how much traffic they get from each directory. Mostly it is VERY low. But for each market there are a few golden nuggets. One client was in a very tough market place. I did his site and it didn't do too well in the search engines, but the directories were very condusive to his sector, as such, the directories out performed Google. Whilst the figures are modest, and I do live in a modest world, they were significant. 200 hits alone in 1 year from a single free listing. Thats the performance of some paid listings. Now after a year his Google rankings are improving and its all starting to add up.

That said, I run my own directory and its starting to pick up. Whilst it doesn't get much traffic and most of my clients get very little from it, one of my clients has got 20 hits from it. Also, the links all count in Alta Vista. I get a submission a day or so now, and in the last 2 months its generated $74 in Ad Sense revenue. What i'm saying is that there is milage in directories. Google links to my directory and sends traffic to it. Admittedly a lot of it is longtail and many of the litstings are supplementary, but its definatly growing.

I think whats dead are the generic scripted directories that require loads of info. I call them old wrecks, ancient un used directories on the webs sea floor. Most of them fashioned by prehistoric 'bubess entrepenaurs' that didn't understand the internet. Bulking, search engine unfriendly beasts, just sat there collecting barnicles. People that see directories as a way of making easy money are going to wind up poor, but theres still milage in directories thats for sure.

[UKSBD]

Originally Posted by Brian Turner

I agree, Tracy - I think the direct traffic potential is pretty limited. I think UKBSD is also pretty on the ball with them as a source of reference and lead generation. Something I always wanted to do with the Platinax Directory is list and individual companies page with each submission, which could really sell the company benefits. Unfortunately, I'm not able to code the changes myself, and haven't been able to prioritise getting the change made - not least because it may negatively impact existing advertisers by leaving them with a short crappy page, and no way to edit it - a login system would be required.

I think a directory that offers these is potentially the most useful.

I create individual pages for every single business that lists with my directory.
Unfortunately, I'm having hosting problems at the moment so you can't see
Their details also go in their town directory, county directory, and
category directory, with all pages interlinked to help each other.
With special listings I set up deeplinks, display logos and ensure they
stay at the top of their category sections.

[Tracy123]

Brooke, you raise some good issues, my point about directories being dead was a general comment about the 1000's of portals simply built around PR.

UKSBD I know your directory well and I would not put it in this category.

Let me just recap; Google is currently digging its claws into the paid link market, simply because people are manipulating Googles green bar system. Directories are getting it first, I am sure the trend will continue into other sectors. The Google hierarchy are not stupid, they realised directory owners were building high homepage PR by networking with other directory owners. The internal pages of these directories are worthless in regards of juice and driving visitors, people flock to them as all they see is the homepage ranking of 7.

I think its a bold move by Google and although many will disagree, if you look at the the overall picture I am sure some would agree its a move for the better.

The downside is there are many directory owners who have recently invested heavily in building their homepage PR, this will appear to have been a bad move. Maybe they would have been wiser to have invested time and money in upgrading their portal so it differentiated them from their peers and gave value to their customer base by driving traffic to their websites. Rest assured the future for directories will be based around traffic stats, the fact directories owners do not display traffic directing stats, shows it is not worthy of making public.

Just my opinion guys.

[LazySEO]

In my experience, very few directories bring any actual traffic to your site. They're still providing a decent amount of link juice, though, so I don't see myself dropping it from my SEO strategy any time soon. (Of course, this all changes in a heartbeat if the SEs stop recognizing directory links.)

I actually do get a handful of visitors each month from a couple of directories (one was Kingbloom, which is now paid, and I can't remember the other), but most of them are just for getting backlinks. Anchor text was already mentioned, which I think is the most beneficial part of submitting to directories. It's an easy way to get some backlinks that target your alternate keyphrases, where you might not always be able to get someone else to link to your site with exactly that text.

As far as visiting a site I found in a directory, I've only done it a couple of times when I was submitting and got distracted by a listing I saw. If I was searching for something, I'd probably just use Google or Yellowpages.com.

[Solicitors Mortgages]

I run a few directories and I think they are useful. That said it depends what cr+p the person submitting their website actually writes.
Well written content can get you a lot more traffic, I delete 600/day because they are so badly written it just looks like spam even if it isn't,
what makes it through is then generally of a higher standard. Lazy webmasters is what makes directories appear useless, I wouldn't want to browse 99% of the directories I visit.

I am still happy to submit my sites though