Is Your Directory Listing Helping Or Hurting Your Search Engine Marketing Campaign?

Directory listings used to be considered as inherently vital in search engine marketing campaigns. Before, they were seen as useful tools in driving valuable traffic to a website, especially if the website is new. Nowadays, however, there are so few of these online directories that actually work in bringing traffic to a website. Sometimes, getting listed in some directories is like some search engine marketing joke that does not give the website any value.

This is not to say that online directory listings have already outlived their uses in search engine marketing campaigns. The really good ones, especially those that have a Google PageRank of 4 or more, can still help in adding value to a website. This most especially applies to online directories that require subscription fees in return for inclusion in their listings. Such directories are still thought of to be gold mines and worth getting listed into as part of a search engine marketing campaign.

Obviously, the key that will determine whether or not an online directory listing is working for the benefit of the website as part of its search engine marketing campaign is whether or not it is pulling in traffic, and whether or not this traffic is being driven to the direction of the website.

Naturally, if an online directory listing cannot pull traffic in for itself, then it cannot bring traffic to the websites listed in it. Getting included in the listing of such a non-performing online directory would be a complete waste of effort and only weakens the search engine marketing campaign.

Another key that is worth looking at in estimating the value of an online directory listing to a website’s search engine marketing strategy is the indexing of the online directory. Are the internal pages and categories of the online directory indexed by search engines – by Google, in particular? Or is it only the landing page or the home page of the online directory that is indexed by search engines?

Such online directories whose internal pages are not indexed are not even worth looking at. If the inside pages of an online directory are not indexed, then there is no way for Google or any other search engine to figure out that the websites listed in that particular online directory actually exist. How can a website gain visibility as required by its search engine marketing strategy if they cannot be found in search engines as listed in this online directory?

The last key is in knowing how many other websites are listed in the category in which a particular website is included. Even if the online directory is drawing in enormous volumes of traffic, if this traffic is shared by many websites in one single category, the traffic it will bring will not have much value.

The online directories that search engine marketing practitioners should seriously consider in their campaigns are the ones that require subscription fees. Paid listings are a guarantee that the online directory will work to earn its keep in driving traffic to a website. Such online directories provide the best value in search engine marketing campaigns when it comes to listings.

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