Directories: Are They Still Relevant?

With all that’s going on with advanced link building techniques, what’s to become of our old friend the Web Directory? That tried and true guide to the World Wide Web. The organizer of cyberspace chaos. The human touch in an algorithmic world. OK…that’s enough. The time of the traditional human-edited Web Directory has passed (it actually passed quite some time ago). DMOZ is still in hibernation (from which it may never return). Yahoo! has removed directory links from its search results and homepage (it doesn’t get much clearer than that). And, Microsoft is rumored to be pulling the plug on its bCentral small business directory.

The human-edited Directory has simply gone the way of the floppy disk. The concept has been rendered obsolete by improvements to algorithmic search and the emergence of social bookmarking and tagging sites that provide users with more relevant and reliable guidance. The only "directory-style" sites that may still have a bright future are those that have maintained strict editorial control and do not allow direct submissions of content by site owners (which, by the way, means no payments from the site owners).

You can see the decline of the directory by simply taking a look at many of them. Designs typically look like they were frozen in 1997 (with a few exceptions). Some don’t even bother to promote their directories to visitors anymore and instead direct visitors to Google’s search results or Ad Sense advertisements. The directory is simply there behind the scenes to be crawled by search engine bots.

So let me get to the question at hand. Should we still look to directories to promote our sites? Yes and no (you saw that coming didn’t you?).

Let’s first face a simple fact – you’re not likely to get significant traffic from directories. We’ve bought directory listings for many clients and while we always see our links indexed by the major search engines, we rarely see traffic (beyond our own test links). Traffic comes from a comprehensive SEO program, not from directories.

But wait, if that’s the case, is it ok to buy directory placements if you don’t expect to get traffic from them? In our opinion, there’s nothing wrong with buying exposure for your product. Buying directory links (often as part of a site launch or promotion of an under-utilized site) is simply one way to promote your site and provides it some legitimacy that aids in longer-term natural link growth. Search engines see the link and that makes your site look just a bit more legitimate.

That bigger question is whether the search engines will continue to acknowledge these links and include them in their calculation of link popularity. It would be very easy for the search engines to exclude (or significantly discount) directory links and I suspect that sometime in the future, they will do just that. However, today, all indications are you still get some link juice from directories.

Now, how do you incorporate directory listings into your overall link building effort?

I won’t even discuss automated directory submissions. If you’re doing that, please just stop reading and call us for help. Seriously. You must personally review and evaluate each directory you join.

As you carefully review and purchase your directory listings, keep the following in mind.

• Buy listings sparingly. Like any other SEO tactic, don’t go overboard. 300 directory listings is a bad idea. Pick a few you’re comfortable with. Directories are often a great way to start a link building effort for a new site or one with low inbound link counts. But, you will not be able to sustain a link building effort through a high volume of new directory listings.
• Make sure you’re in the right neighborhood. It’s about the company you keep. Can you show the directory link to you boss or your client without embarrassment? Is the directory professional? Are the other sites listed reputable? Is the directory a visual mess that looks like someone developed it in their basement late at night hopped up on Red Bull or does it look like a legitimate business? Brand is critical and a link building effort should not damage a brand that someone paid good money for.
• Get ready to pay. I have yet to see a free directory listing worth the time. Recent submissions we made to free directories yielded no listings. However, I did get a lot of fabulous email about how I, too, can make millions on the Internet. And, yes DMOZ would be worth the time if they weren’t AWOL.
• Pick a directory with high Page Rank (PR). Obvious, right? Yes. But make sure that it passes PR. Most do, but there are a few that don’t.
• Pick a high PR page with less competition. Just because a directory has a PR of 6 doesn’t mean its directory pages don’t have a PR of 0. What’s most important here is to find the page with the highest PR where you think you’re likely to be placed. Don’t just submit your site for the page you want to be placed (you know, the one with the PR of 6). If it’s too high in the directory structure, you’re unlikely to be placed there. The editor’s going to give you a tumble. Look for somewhere realistic that still has strong PR and low competition. High competition will dilute the link juice.
• Watch for changes to your site title and descriptions. Be careful with crafting a new site title and description when submitting to a directory. Editors are notorious for editing submitted titles (usually back to one that’s on the actual page – go figure). If you have onsite changes to make to your site that includes changes to your title tag or headline, make them before you submit.

So which directories? While I’m resisting publishing an exhaustive list (just search on "best web directories" or other related keywords to get more lists than you could ever hope for), I do have a few thoughts to share.

• Go with the brand names. DMOZ (if they ever emerge from the darkness) and Yahoo! if you can stomach the $299 annual listing fee.
• Work with the "Tier 1" Directories. I’ve had good experiences with Starting Point, Aviva Directory, Best of the Web and Joe Ant. There are other Tier 1 directories with good PR and still some room available, but it’s up to you to evaluate them.
• Be careful with "Tier 2". The Tier 2 directories are those that that often get a bit borderline with the user experience and the company you share. I’d suggest you steer clear unless brand is not an issue.
• Look for hidden gems. You can find some lower PR directories that are well done and professional with very little competition. Lower PR isn’t always a bad thing. Wouldn’t it be better to get a PR 3 directory link from a reputable site, than share a PR 5 link with 100 other websites of questionable origin?

In the end, directories don’t make a link building effort, but they can still serve as a single tactic of your comprehensive link building effort. Just remember to use them sparingly, don’t expect too much and be careful where you list.