The world of interactive marketing is vast and complex, and one of its lesser-known aspects is the use of directories. Unlike search engines, directories are websites or information portals that employ analysts to review submissions from companies seeking to be listed. Yahoo is a prime example of such a portal, but there are thousands of others that categorize and list websites based on their unique evaluation criteria. This article will provide insights and tips from years of experience in leveraging these services for our clients.
Finding directories is not a straightforward task. It requires extensive research and refinement, often over several years. However, a good starting point is to use search engines to identify popular sites that list resources in your specific market segment.
Directory listings offer excellent value as they provide long-term visibility. Unlike search engine rankings, which can fluctuate, once you secure a listing in a directory, you are typically included in their database for an extended period.
Yahoo, the market leader in this space, offers a "Business Express" service for site submission, costing just under $200. It's crucial to carefully review their various categories before submission. If you make a mistake, you only get one chance to revise your listing, as Yahoo is not very forgiving of those who don't do their homework.
Patience is key when submitting to directories. Given the high volume of submissions they receive daily, it can take between 30 to 90 days to get listed. Keep a record of the sites you've submitted to and check back after 60-90 days. If necessary, resubmit, but avoid spamming as it won't yield any results.
Never submit a site that isn't ready for public viewing. Any issues such as broken links, incomplete text, or improperly loading graphics can lead to your site being overlooked. Indexers are busy, and they won't hesitate to move on to the next entry if they encounter problems with your site.
For a successful directory submission campaign, you need to prepare the right marketing materials. This includes a site title of 6-8 words, several groups of keywords separated by commas and spaces, and a longer description of your site that spans one to two sentences.
Choosing the right category for your site is a critical part of the process. Review other sites in your chosen category to ensure your site fits into that classification.
There's a growing trend towards fee-based submissions to expedite the process. Yahoo initiated this trend, and now other top-tier directories like LookSmart are following suit. The trade-off is a quicker time to market, which we recommend to our clients.
To assess the effectiveness of your directory submissions, check your log files or website analysis software to see where your traffic is coming from.
If you notice significant traffic from a small list of directories, consider investing in their premium listing services to drive more traffic. These services often allow you to enhance your listing with bold text or graphical content for a few hundred dollars per year.
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