3.1. The Major Directories
Let’s start by looking at the Major Directories. I hate to be negative, but the major directories are ultimately doomed. They have been since the Internet hit meteoric growth. There is simply no way humans can keep up with the ever-improving, automated spiders and computer power to give good search results.
Second tier and themed directories probably give better value. But we’ll get there in the next sections. For now, let’s review the “Big 3” (or is it 2?).
Yahoo! Directory
Yahoo! was originally a directory. No, it was THE directory.
But Yahoo! knew that was doomed. So it went out and bought AltaVista, Inktomi, Overture and rolled it all into the powerful Yahoo! Search to challenge Google. So...
The Yahoo! directory’s value has diminished in terms of driving traffic. Almost all searchers at Yahoo! use the spider-driven Yahoo! Search nowadays.
Still, a link from Yahoo! is still considered to be one of the best you can get. And that is probably because a listing in Yahoo! is expensive -- $299/year. That fee alone qualifies you as a pretty serious small business person. But even so, the fee does not guarantee inclusion. It still has to “make the editor’s grade.”
For most small businesses who should be working the niches, a Yahoo! listing is probably not necessary. You will establish enough quality links as described further below in the booklet.
However, if your business can easily afford it, it is still worth investigating. It is one of the fastest ways to build link popularity -- it is reviewed within 7 days. So it can be a good investment for brand new sites, with big plans that can justify such an expense. But remember...
Your site really has to be good -- let me repeat, payment is not a guarantee of inclusion. For more information on the merits of a Yahoo! listing, please check with the Directory HQ in Site Central (full summary and recommendations appear there). Or, if you are not an SBIer, please see...
The Open Directory Project
Open Directory listings are carried and displayed by many SE partners. For example, the 800-lb gorilla, Google, private labels it as the “Google Directory.” This leads to additional exposure for your site. But, just like Yahoo!, the major benefit of a listing is those all-important “link pop brownie points.”
Listing in the Open Directory is a no-brainer -- no matter what the nature of your business. Why?
The Open Directory allows Webmasters to submit their sites for free.
Yippee!!!!!!
Wait, you know there’s a downside, right? Yup...
... time.
This directory is maintained by a team of volunteer editors. They are
horribly back-logged with submissions. It can take anywhere from 3-6
months for your site to get listed.
So while you’re waiting for your Web site to be added, develop more link popularity. After all, you need links now. Keep moving!
LookSmart
The value of the LookSmart directory has diminished lately. It lost its lucrative contract with MSN to provide back-up listings for its search results (although they have recently been extended).
And LookSmart has moved away from an annual listing fee to a combination of a listing/review fee plus a pay-per-click charge. Obviously, a listing could turn out to be a very expensive proposition over the course of the lifetime of your site.
Given the change in orientation, you have to wonder how much value a listing in LookSmart is worth nowadays.
SIDEBAR
There is a back-door entrance into LookSmart through the Zeal directory
(http://www.zeal.com/).
There are a couple of caveats, though.
First off, it is only open to non-commercial sites. Secondly, you have to spend a bit of time studying to become an editor (called a Zealot) in order to submit your site.
The optimal strategy? Build your 20-30 high-value pages. Do not monetize during those early month(s). You’re not losing much -- traffic is still building and you can “capture” those who enjoy your content through your free e-zine, right? Submit to Zeal at this stage.
Keep building content. A month or so after you are accepted, start your Monetization program. Very effective, if you have the time and patience.
MYLW: <<3. Build Incoming Links 3.1. The Major Directories 3.2. Second Tier Directories>>
