The Value of links from online directories

We’re often asked the question as to whether there’s any benefit from an SEO perspective to obtaining links from directory sites. In order to answer this question it’s important to understand what the search engines look for when examining directories.

• If a fee is paid for appearing on a directory site is the payment made for editorial review purposes rather than to get a link?
• Are the editors of the directory able, as they choose, to change the location, description and title of the listing.
• The listing can be rejected by the editors.
• The directory publication has the right to keep the fee even if the listing is subsequently rejected.
• The quality of the sites listed within the directory is high.

Directories can be classified into three broad types:

1. Directories that provide sustainable links

These essentially are sites that follow the outline guidelines detailed above. It’s likely that such sites will continue to provide sustainable ‘link juice’ over time.

2. Directories that are probably not sustainable

Such directories don’t follow the guidelines detailed above. They may actually provide short term search benefit, but you run the risk of them losing effectiveness once the search engines have had chance to properly evaluate their merits, and you should bear this in mind if you intend to use such directories as part f your online marketing activities.

3. Directories that don’t provide ‘link juice’

These are directories where the search engines have identified their ‘true colours’, as sites set up to effectively ‘sell’ links. Once identified as such the search engines ensue they don’t pass any link juice, and consequently they have no ‘search’ value. The worst case scenario is that you link to a number of these sites, which the engines may then identify as spammy activity and apply penalties accordingly.

How to assess if a directory will provide any search benefit

• Investigate their editorial policies to make sure they follow the guidelines detailed above.
• Check out the sites that already feature on them. Are they high quality sites that rank well on searches.
• Do they have a reputation for and history of enforcing their editorial policies.
• Check out the online ‘noise’ about the site. Are there any posts or available information that might indicate that you should stay away from it.
• Do an online search to see if the directory shows up in returns. If it doesn’t you can safely assume it’s one to be avoided.
• Does it offer premium listings for a higher level fee. This may be an indication that it’s primary focus is to attract fees for links rather than provide a valuable information resource.
• Check out the inbound links into the directory. This will provide clues as to it its policy ethics.