Webmasters like you and me are always on the lookout to enhance the link popularity of their sites. One method of doing so is to seek out authority sites in your niche - sites that are widely known onthe Internet (through the sheer number of back links) and have been around for some time (think morein terms of several years). Unfortunately, such websites are often at a Page Rank of 6+ and as such,link exchange or text link ad placement is very, very expensive .
Luckily, there is a cheaper alternative. You can use web directories to not only enhance your searchengine visibility (through increased link popularity), but by targeting niche categories and using sponsoredlistings where necessary, you can get a big jump in your traffic as well.
So, let's get started.
What is a Web Directory?
A web directory is a collection of links broken down into relevant categories. Think Yahoo! and theirdirectory, the Open Directory Project or even the Google Directory (which, incidentally, is pulled fromthe ODP). At its most basic level, a web directory is a collection of bookmarks made available to thepublic. In other cases, like Yahoo, it is a professional resource for people actively looking for information.
To get listed in such a directory, you can either get listed for free (which might take a while), orin many cases, pay a one-time fee to have your website reviewed and entered in the directory. One majorexception is Yahoo, which charges a recurring fee for its commercial listings, and we'll look at thatlater.
The Benefits of Being Listed in a Web Directory
In theory, there are two main benefits of being listed in a web directory:
Increased link-popularity due to a one-way link from a highly-respected resource.
Increased traffic due to being listed in a directory that is searched by many people every day.
In reality though, these benefits are directly related to how popular the directory is itself, and howmuch money you have paid for your listing. Of course, if the link is for free, there is nothing to worryabout.
But if you are paying for submission, you need to know some very important facts.
Link Popularity
As far as link-popularity is concerned, you need to factor in several variables:
- The Page Rank of the directory
- The Page Rank of the category page on which you are listed
- Where you are listed on the page
- The number of competing websites on that page
If there are other websites in your niche that can offer you the same conditions for the same price orless (very, very important).
The last point is very important from the cost/benefit angle. A web directory, while being a hub itself,is NOT a niche website or an authority site. Even within categories and sub-categories, the lack of valuablecontent means that web directories are, at the end of the day, link pages and nothing more.
Where directories win out is the fact that they require one-time fees. In contrast, authority sites (ormost websites with a Page Rank greater than 5 or 6) tend to use text links as a source fo revenue, andthus charge monthly fees. A directory listing then becomes a much better option (but only for link popularity).
More Traffic
Directory listings are also used as traffic building opportunities. How this works is that many directoriesare searchable for their visitors, so that users can look for information. In theory this is great -you can get lifetime traffic for just a nominal payment, but you should not expect a sudden deluge oftraffic from just one directory listing. Here's why:
Most directories, apart from the top twenty or so, are usually used for link-building and not pure searching.This means that while people may use GoGuides or Yahoo for regular searches, you should expect that thesmaller directories are mainly for link-popularity, and plan your investment as such.
Many directories offer listings based on an alphabetical ordering, or a first-come, first-serve ordering.In both cases, your website has quite a big chance of being lost out in the noise.
Directory-search algorithms differ greatly. Some directories, like JoeAnt, base their search on keywordrelevancy (which makes it more of an exercise of stuffing your directory listing with keywords ratherthan making a good website), while others take a more "editorial" approach by factoring in editor ratings.And still, many directories display sponsored listings first, reinforcing the adage that even on theInternet, it's your advertising budget that talks, and not necessarily the quality of your website.
After you factor in the above points, you realize that there are only a handful of web directories whereit is a definite benefit to "pay" to be listed. And even then, you cannot just rely on just being listed- sponsor listings get much more exposure. But before we discuss these dozen or so web directories, I'dlike to tell you how you can make sure your website is accepted.
How to get Listed - An Overview
Getting listed in a web directory is a function of three things:
- Time
It takes a certain amount of time before an editor can review your website and approve (or reject) yourrequest. This is usually anywhere between a week to almost never (in huge web directories like Yahooand Dmoz). You can reduce this to within a week by using the paid listing option.
- Money
Apart from Dmoz, the big directories usually require a nominal payment for your website to be listed.While you can calculate the benefit of such a listing from reading the previous section, know that usuallythere are several listing options, which the better services (that give your website more directory visibility)obviously costing more.
- Quality
In some cases (very rarely nowadays), directory inclusions can be rejected due to the poor quality ofa website. Maybe the editor considered that your website was not 'useful' enough (meaning it had littleor no useful / original / any content), or sometimes, there may be moral issues (although editors areurged to abide by directory guidelines and not personal beliefs). If rejected, you will almost alwaysreceive feedback (you might have to ask for it) on how to improve your website.
In earlier days, quality was a big issue. Today, it is still a major concern for top directories likeYahoo, but this is more to separate the truly atrocious from the rest rather than to separate the bestfrom the rest.
Each web directory has their personalized criteria, but there are two crucial elements to getting listed:
Paid Inclusions - Apart from Dmoz, and some directories where you can sign-up to be an editor, the topdirectories require payment - anywhere from $15 to $299.
Website Quality - By this I don't mean design; I'm talking about having truly useful information - evenif your website is a commercial website, simply putting up a bunch of affiliate links will not countas a quality website .
The Big Guns
Yahoo and Dmoz are the two biggest directories on the Internet, and it's only fair that I talk abouthow to get listed on them individually.
Yahoo
A listing in Yahoo's directory has direct benefits:
Google - and perhaps other search engines as well - give your website an added importance if your websiteis listed in the Yahoo directory.
Yahoo is the portal of choice for millions of users. This makes your potential target market at leastin the hundreds of thousands, even for obscure niches.
To get listed in the Yahoo directory, you have to access Yahoo Directory Submit and work from there.You will be required to open a Yahoo account, if you don't have one already. The review process willcost $299, and is no guarantee that your website will be listed.
However, if you have a useful website, and follow the guidelines detailed by Yahoo, there is no reasonfor your website to be rejected.
The Open Directory Project
Dmoz, or the open directory project, is a directory that rivals the reach of Yahoo. Why? Because directorieslike the Google Directory and many others are powered by the results from Dmoz. This gives a listingin the ODP a very high premium.
However, because a listing in Dmoz is essentially free, there is very little you can do about the timefactor. Many websites that are submitted are never indexed, and that happens mainly due to a lack oftime.
On the other hand, quality websites that are added into their relevant categories are almost always accepted,so make sure you follow their guidelines.
Instructions for submitting the Open Directory Project can be found here.
Resources
Getting listed in Yahoo and Dmoz is the bare minimum for any website looking to establish themselvesat the top of their niche. And if you're looking to move beyond the big two and move on to second-tierdirectories, here's a quick list.
Directories
Find Web Designers multiple paid options
Portal Boost Directory
non-profit website - free, commercial website - $15
Around The Web
$15
Index Unlimited
multiple paid options from free to $99.
GoGuides
$39.99 or $69.95
Data Spear
$39.99
This Is Our Year
$19.95
Browse8
$35
Uncover The Net
Multiple paid options, $39 one-time to $29/month
Rubber Stamped
$25
Joe Ant
$39.99
Best Of The Web
$39.95
Directories of Directories
In addition, there are several directories that are focused completely on directories (you can find similarlistings by looking through Yahoo or Dmoz).
Directory Archives
Complete Planet
A directory listing is, in most cases, useful only for the link popularity. In such scenarios, if youcan find better deals on authority sites in your niche, then you should go for them. However, a directorylisting is cheaper (one-time versus monthly payment), and with the big directories like Yahoo, Dmoz andGoGuides, it can also bring you reasonable traffic.
As always, remember that directory listings form a small part of your overall online marketing strategy.If you don't have the budget for a Yahoo listing, don't sweat it - focus on other forms of marketing,and come back to it when you can afford it. Directory listings are important, but only when you are lookingto squeeze every possible drop of search engine placement out of your links and your website.
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