Based on client feedback, it appears that many people remain quite confused regarding whether or not they should submit links to directories to improve organic search results. This has been an issue for almost 3 years, when Google stated that links from directories would be, in essence, “shunned” in their ranking process – while admitting that the number of in-bound back-links to your website were a BIG part of ranking high – according to Google (and other major search engines to varying degrees). Unfortunately, since Google is such a major forced in web search, you do need to know how deal with this.
First off, we actually “do,” submit to directories for clients – and very successfully. This is because we see that this strategy does help in improving organic rank results. However, you must be very careful regarding which directories you submit to. The way we see it, Google initially took their “stand” on this issue in order to attempt the breakup of the large number of “link farms” that had popped up once SEO experts found out how important back-links had become in the Google algorithm for high rankings.
Yet, in reality, free and paid listings from directories were never actually “shunned”. Yes, a reduction in their value definitely occurred (although not as much as they’d like us all to believe). So then “which directories are best to submit to”, and “how many”?
Just how many directories you ultimately submit to depends mainly on the number of competitors you have in your market (based on the total results for your important keyword phrases). Still, some think a good number is around 60-100. This assumes that you are using different titles and descriptions that relate to content on pages “other than” your home page!
In redesign situations, where you don’t want to ruin your traffic and ROI, you should continue to use important keyword phrases that have yielded the best overall results. When dealing in categories where your top keyword phrases show total results (on Google) of 10 million or more, you surely are in a tight market with ranking challenges. Yet, if you study the nature of in-bound back-links of competitors who rank higher in such keyword categories (using specialized software – not website services), you’ll find that a considerable number of back-links, in fact, come from directories!
An increasing number of standard websites with high Page Ranks (ones which Google would prefer to see your links to be coming from), now charge for back-links? This sounds a lot like what many directories do! This ironic scenario began to increase as Google’s Page Ranking system gave another indication of site content value – and website owners a chance to make some money. So now, the situation is really not really different than paying for a directory link.
It also appears that Google is quite aware of these practices too. This may be why they’ve backed-off of their stern distaste for directory links? This would make sense considering that their own actions caused this scenario to begin with! Oddly, because of all this, some degree of balance has resulted – which is why we feel that directory submissions for ranking optimization are important and are successful in SEO.
As for actual submissions, if we’re dealing with search results in a smaller keyword phrase market category, we would likely submit to fewer directories, and only to those with a PR of three, or higher. In addition, we try to spend no more than around $35.00 for any “yearly” fee. We also prefer to manually submit – and use express inclusion whenever possible.
Moreover, before we submit to any directory, we carefully search for the top directories in the client’s market. Then we look over their SERP rank, their content and Google Page Rank. Then, we move forward. We remain cautious about using automated submission services. This is because they could affect your rankings by making submissions to “link farms” that might result your site being banned!
In conclusion, from our experience it’s clear that directory links are a valuable tool for site optimization, and that Google places a higher value on directories that follow their own best practices. That’s why we utilize and recommend intelligent directory submissions as an important part of any SEO effort. Constantly building in-bound back-links from directories (and content related websites) will definitely help you rank high on all major search engines. However, don’t forget that link titles and descriptions are extremely important too when submitting to a directory, or to a website! And again, don’t point every link to your home page.
By Netspeak Solutions – NH Web-Site Design and Marketing Firm