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. Google's Webmaster Guidelines suggest
"Submit your site to relevant directories such as the Open Directory Project and Yahoo!, as well as to other industry-specific expert sites".

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. More than that, automated Search Engines value the human input provided by a quality directory.

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.

There is an argument that mass-submission 'cannot' hurt you', and it's very cheap; fair point, but any quality directory among those 300-500 will likely ban your site as 'spam'as the submission is most unlikely to meet their professional standards; that might matter later. Those that actually list your site likely have few visitors and zero search engine authority anyway. Also, do you really want the occasional visitor to see your site side-by-side with cr*p and spam sites? Your choice whether it's worth risking your credit card details!

This article aims to give some advice on selecting directories worth submitting to.

But it would be a mistake to look at all this advice as a checklist; get the 'big picture'; if the directory looks good, but misses on one point, it's not the end of the world. If a directory falls down on several points, it must raise doubts.

It's all about choice; my favorite directories are those that put the 'user' (ie the searcher) first. Some directories that are built for webmasters are OK (often more by luck that planning!), but I have no time for directories that exist simply to make money for the owner. And you can usually spot them quite quickly.

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?

Are there sites you recognise? Are key niche sites included?

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?

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.

Be wary of directories that promote other directories; there's a lot of link farming about, and a link from them is unlikely to help (though unlikely to harm, it has to be said). But you don't want to see your site listed among spam sites, do you?

In general, avoid directories that do not provide a clean HTML link to listed sites. They may justify their actions to themselves, but for most sites, search engine recognition is a key reason for submission. Do the math; will the directory give you a significant number of referrals alone?

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.No quality directory would ever ask for a reciprocal link; why would they? It's unnecessary, bad manners, a sign of desperation - and a serious risk of becoming an opt-in member of a link network. Walk away, always; while it may be a poorly advised webmaster, why take the risk of a Google ban?

Always read directory guidelines carefully, and categroy descriptions too. If you blanket / blindly submit, then all the Quality Directories will delete your submission and / or label you as a spammer, leaving you only the cr*p directories. and the links you get will be of negligable value. And that's a good reason to think twice before using submission services, though a handful do a great job.

Privacy Policy

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.

Some directories promise updates, reviews, who knows what; fine; so long as they are opt-in. For the vast majority of directories, your entry does NOT need an email address, beyond establishing that you are who you say you are. Maintaining the directory is their job, not yours; you should be able to email any changes or updates, or use a form; neither require your details.

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

Many directories will spam you for life, and sell on your email address to tohers. Avoid any directory that asks for any information without a clearly stated reason; one that works in your interest, not theirs.

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]

Page Rank

Taken on its own, Page Rank tells you nothing about a site; it is always three months out of date, and it measure just one of scores of important site features. But there places where Toolbar Page Rank can act as a barometer.

If the Directory has been around for a while, then it should have some rank; and you can expect it to reduce as you go deeper into the categories. Check the age of the directory on the "about" page, and see if the green bar looks appropriate. But never judge any site on the green bar alone; there may be a perfectly logical explanation for a 'not quite right' rank.

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?

There are a fair number of top quality free directories, general ones, as well as niche and regional / local directories.

Indeed, many 'paid for' entries are no better in any way than 'free' ones; while some 'paid for' directories do reinvest some of the income in improvement, SEO and promoting the directory (and therefore the listed sites). And many 'paid for' directories are no different to any other cr*p directory, except that they levy a charge.

Whether you want your listing for referrals, or for SE benefit or both, you should keep an open mind; the fee has to be a factor, but the investment of time is usually a bigger issue. Just being "paid for" can NEVER tell you anything about quality. Look at each on their merits.

And do not ignore the isue of acceptance. With a free directory, even ODP, you can - and should - make your submission and walk away. If you've read what qualifies, and your submission followed guidelines, you'll likely be accepted. If not, no point wasting more time looking back.

But if you've paid, you have to look back - even if it means finding that you've lost your cash!

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.

Niche Directories

As a group, these are vital; their target audience is your target audience. they are much more likely to bring you visitors. That does not automatically mean each one is worth submitting to, but as many are a one-person labour of love, rather than slick commercial operation, consider each as a special case.

You know your niche; is it a directory you would consider using?

Notes

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 foolow bad practice. The 'bad' example links above are protected by rel="nofollow".

Published: 18 May 2006, updated 11 February 2007
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.

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