What Is A "Quality" Directory?

Why Submit Your Site To Directories?

Site submission to directories is recognised as a useful first step in Optimizing for Search Engines - probably the first 'off site' activity, in parallel with developing the site's content.

But why?

First because Quality Directories get visitors, who may find your site, and visit. A good entry in the appropriate category of a quality directory is worth having for its own sake.

But probably more important in the long term, is that Search Engines recognise quality directories; they spider them, and index the new sites they find - an essential step in getting your site found by Search Engine Users.

Bad directories will not help your site, wasting your time - and possibly money. Also, your site can become associated with undesirable neighbours. You don't need that, you don't want that, and you certainly don't want to support bad directories!

How many directories should you submit to? No-one knows for sure. It seems unlikely to me that Google will think your site is twice as good as mine, if you have 50 directory entries and I have just 25.

But submitting to a couple of dozen is probably a good idea, as some will decline your site (however good), some will disappear within months, some will ignore submissions for years. And some were always 'bad' even though they looked good. Submit to enough to be able to walk away afterward, and not need to worry if your site was accepted or not.

This short article aims to give some advice in selecting which directories are worth submitting to.

For the most part, Search Engines will be using methods that are designed to emulate human visitors, so while the factors described here may not be "seen" by the search engines, they will be taken into account by other routes; for example, a directory that is poor in human terms will attract fewer links than one that is admired. Search engines notice the difference.

Appearance

Design matters on the web, and directory design can tell you a fair bit about them, and about the skills, commitment and motivation of the owner. Design should reflect that the owner knows what they are doing; though in niche areas, an honest amateur may be much more useful to you than a disinterested professional. There's no rigid rules, but 'let the buyer beware'.

What To Look For

The best directories look like directories; you can see the category tree, featuring the main categories and usually some sub-categories. The URL should be free of clutter - you should be starting at the 'home page' of the site. Expect to see a 'search box' (searching the site by default, though other options are fine) [example].

What To Avoid

Avoid sites that send you around in circles looking for the category tree - either they don't know what they are doing, or they want you to click on something else as you wander in vain.

Exceptions

Some directories, particularly specialist ones, may not be at the root URL [example]. But if it isn't, do be sure it's not just another 'link exchange' [example].

Content

Once you get beyond first impressions, a detailed look at the directory is essential; look at the category where you wish to submit your site, then look at a few other random categories.

What To Look For

Do the existing sites reflect the category name? Are there many empty categories? Try a few links; are there deadlinks, or sites that no longer match the description?

Category descriptions should be mainly factual, and in a consistent style. And they should ensure you don't get surprised on arrival! There's no perfect length for descriptions; I favour minimal - but long enough to inform. Be suspicious of directories which fill a page for each site; it's often better to visit the site itself (But you decide).

Titles should look like titles (not a bunch of keywords). Mouseover the links - do they go where they should?

Search for specialist directories that match your topic, as well as 'general' directories.

What To Avoid

Be on the alert for categories filled with irrelevant or spam sites; on the web, you really are judged by the company you keep - if the editors are accepting rubbish, best walk away - there's plenty that will do a better job.

Descriptions written by someone who clearly does not understand the sites - or love stories written by the site owners - should ring alarm bells. We all know that we can write the very best description in the world, but sadly no-one else can, so it's best left to the editors!

Avoid directories with millions of categories and virtually no sites; we all start somewhere, but getting to 'critical mass' is the editor's problem, not yours. Equally, avoid directories with 1000 sites per category; a good directory would subdivide. Who ever visits site #999?

Avoid directories where you don't feel the editors are coping - eg lots of dead sites or ad-filled parked domains - your site is too important.

Advertising Policy

There's nothing wrong with free directories having ads - they need a source of income, and text ads will cover the costs of any decent directory (but only just!).

What To Look For

Look for careful and tasteful placement; maybe a banner across the top; maybe a 'tower' ad in one or other margin.

What To Avoid

Be wary of sites which have excessive ads, in-your-face ads - such as pop-ups - and inappropriate ads or ads that are pretending to be directory content.

Many thousands of directories consist of any spam site submitted, and exist to get visitors to click on an ad in the hope of finding a better site - don't pay an exit fee to a bad directory - use your back button or a bookmark!

If the directory places ads where the directory should be, then you have to question the motivation of the editors. It's bad enough that adsense pushes down ads on the category pages; it's unforgivable when double adsense pushes the front page out of sight [example]. Personally, I won't touch these directories, but you may be more tolerant!

Fee-charging directories do not need subsistence ads, so be less tolerant of one that demands cash AND assaults your eyes.

Submission Conditions

Honesty is the key. You want to know what is required, not waste 20 minutes filling in forms, only to find that a free directory is only free on Thursdays in October, and to carry on, you'll need a lottery win. There should be a submission guide in plain English that tells you all you need to know about eligibility, fees, selecting a category, and how to submit your information.

What To Look For

Clarity, honesty and simplicity.

What To Avoid

Avoid any directory that changes the conditions after you've started your submission. If you cannot trust them now, you certainly cannot in the future.

If a reciprocal link is demanded, then submission is not 'free' - indeed, it may cost you your Google listing. Walk away, always.

Any site on the Internet that asks for information should put you on alert. With directories, they need your URL, site title, a description and keywords, for sure.

But do they need anything else? And if so, why?

What To Look For

If they ask for your email address and/or name, then there should be a note to say why (for example: "we use your email address only to confirm your listing or explain why your site is not listed"). if there is not a note on the form, then there should be a link to a privacy policy that gives you what you need to know.

Similarly, if a password is requested, there should be a reason; perhaps it allows you to edit your entry? Don't give the password you use for your bank account!

What To Avoid

Avoid any directory that asks for any information without a clearly stated reason. And remember that a privacy policy is not proof of honesty.

Think carefully about directories that allow you a password; if you can alter your entry, then every spammer can alter theirs. Read a few entries to see if it's been abused.

Self Description

Just like any other site, a directory needs a direction; this may be summed up in a slogan, or filed away in an 'About Us' page; it's usually worth looking for.

What To Look For

A plain vanilla matter-of-fact description that tells you what the directory does. it should be confirmable by checking a page or two.

What To Avoid

Avoid directories that talk rubbish: " The TurnPike Emporium Directory is listed as one of the Internet's top 100 search engines" - no it is not, and they can't tell the difference between a directory and a search engine.

"Search Engine Friendly" should sound alarm bells; at it's most basic, it simply means that the links are direct to the site, not indirect via another page, a redirect or javascript. In practice, it is usually a warning that the directory is in the business of exchanging links - so do not reciprocate under any circumstances. A decent directory will always simply be search engine friendly; it's the boast that suggests a risk.

Directory Structure

There is no 'perfect' structure for a directory, specially a general directory, but there should be a logical setup that covers the areas the directory claims to cover [example].

What To Look For

Sensible titles for main categories and a logical spread of sub-categories. In niche directories, titles will show if the editor knows the topic.

What To Avoid

Avoid dishonest directories, such as those who claim to be general - but clearly have a heavy bias to some commercial area. But also avoid confused and eccentric directory trees - you want a directory that will promote your interests, not some weird agenda of the editors! [example]

Directory Fees

There are tens of thousands of web directories; most are free, others charge either an annual fee, or a one-time fee for admission. Think very carefully before paying for a directory listing; what are you getting for your money? Will your fee be refunded if the site is not listed [yes? sez who?] Is there any advantage being 'featured' in an empty category of a directory that no-one has ever heard of? Will you get anything over and above what a 'free' directory can give you?

What To Look For

Clear explanations of the fee structure and what that actually buys for you. Remembering that the Google directory is free, and Yahoo! wants a couple of hundred dollars, that's a serious question!

What To Avoid

Watch out for unreasonable conditions that may lose your money - such as unintelligible notes that tell you why your deposit is not refundable.

Avoid directories with many empty categories while their free rivals are full - Quality Directories will always start out free - only charging once they've reached 'critical mass' and are in a position to give you your money's worth.

Be careful of annual fees - are you really buying a classified ad that no-one will ever see?

Directory Reviews

A review may be a third-party description in a directory of directories - or a bit of blurb written by the directory owner; an advertisement. So a review is not necessarily to be trusted.

What To Look For

Look for a consistent style within a category; that suggests an independent editor (though it is not a guarantee). In general, take a review as a starting point only; make up your own mind.

What To Avoid

If a review reads like a cheap advertisement, it probably is. If it is long on praise - but short on fact, then be suspicious. If it does not match the directory you've been looking at, then move on.

Note

1. This is very much a 'first draft' article, and I welcome comments and suggestions; I shall be adding to it.

2. I do not recommend any sites that follow bad practice. The 'bad' example links above are protected by rel="nofollow".

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Published: 18 May 2006
This article may be published elswhere, provided this footnote is included as is,
with a live link to the source: http://www.seo2seo.com/articles/
Copyright © 2006 Andrew Heenan. Comments very welcome.