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Should a directory's success plan be "We're really good at SEO"

What kind of business plan is that?

2:59 pm on Nov 10, 2004 (gmt 0)

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If your directory's success or survival depends on favors from "your friend the search engine" isn't your existence just a tad bit tenuous?

Is that really a business plan?

Isn't there a lot more to having a game plan for the success of your directory?

If your directory was wiped out of the SERPs tomorrow then what?

Anyone ever suffer such a wipe out?

Clearly, there's some success to be had right now with spammy build-them-on-the-fly directories. That works well for the make hay while the sun shines gang. Is that a model for a successful directory? No. Is that a model - 'make hay while the sun shines' - for making money? No question.

So, is "We're going to be really well optimized, lots of quality backlinks" a strategy for the long haul?

If not, then what?

10:23 pm on Nov 10, 2004 (gmt 0)

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Achille's heel is exposed, isn't it?

This is 'the directory's' dirty little secret, isn't it? The one no one likes to talk or think about. The fear factor.

If that's your business plan just what kind of a plan is it and ought one not be hard at work approaching this issue in multitudinous ways?

11:57 pm on Nov 10, 2004 (gmt 0)

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the longterm success of any website is determined by the quality of its product. certainly many webmasters are selling themselves short in the longrun for short term profits, but I don't think you are going to see directories such as JoeAnt or GoGuides just fall out of the search results anytime soon.
12:16 am on Nov 11, 2004 (gmt 0)

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Not at all, i think it's an added bonus but many directories esp. niche and local directories have direct audiences targetted and are useful on a lower scale audiences but still targetted and useful.
12:21 am on Nov 11, 2004 (gmt 0)

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Okay, so: What's a directory to do to deal with the ups and downs of any given search engine's love affair?

1) Quality work, which will attract some users despite 'no love'.

2) Quality links, that provide actual traffic.

3) Advertise? Cost prohibitive, right, unless what?

4) Timely use of press releases?

5) All the usual suspects? What else?

6) A newsletter for your frequent visitors or members?

Do you have a contingency plan that is specific to a directory?

If not, isn't it about time you gave it some thought?

Here's your chance. What, if anything, is specific to the operation of an online directory that would lend itself to acquisition of users/advertisers by employing X?

What else is X?

8:42 pm on Nov 11, 2004 (gmt 0)

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I think if a human edited directory offers good and unique content (many sites listed with a minimum of spam and dead links) it will advertise itself. We don't spend money on advertising and we are still growing and more and more people are using us (JoeAnt)as a real searchengine and not just for the link for spiders.

I don't think a succesfull directory will ever be wiped out of the SERP's if the content will be of a certain quality. The quality of a directory makes it differt from a link farm.

A quality directory will cost a lot of money first before you can make some money. It took us a few years to become what we are now. In my opinion a directory that's only there for making money will never last long.

11:45 pm on Nov 15, 2004 (gmt 0)

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A good directory that establishes itself should get a lot of direct traffic from satisfied people returning. It becomes less dependent on search engine traffic.

This scales from the smallest to the largest. Many niche directories receive a high percentage of returning traffic, and the best success story is the Yahoo! directory. When was the last time you went there because of a search engine result?

1:35 am on Nov 16, 2004 (gmt 0)

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Good question, webworld!

Sadly, there seems to be some confusion regarding the main question a (potential) directory owner has to ask himself/herself before embarking on the journey to world domination:
WHO is my (main) CLIENT?

I am assuming that there could be only two valid answers:

The implications from the answer you give are very significant. Let's start with the USER. For a USER, a directory has to be a rich source of relevant information. That would indicate, for instance, that starting with an empty directory is not a good idea. People are spoiled, and if you managed to persuade them somehow to TRY the directory, they will not be happy with one that gave them zero or hardly any results. As you know, you never get a second chance to make a first impression :)

One can, of course, start by loading up all the DMOZ data as a 'starting point', But then you are not much different from DMOZ, are you, but certianly far less KNOWN than DMOZ - so why should anyone come and use your directory?

Alternatively, you can start building it under wraps, until you are ready to go live with some meaty and useful information. That takes time, money and quite a lot of effort - not for the faint hearted. Even if you have just 50,000 categories (DMOZ has 590,000) and you wish to have 10 sites per category, you're looking at 500,000 sites! Hack, even 10% of that is really hard work!

Last but not least - what's the Unique Selling Point? There are literaly HUNDREDS of directories that are only distinguished by the colour scheme and the logo. They all use the same category structure that was pioneered by Yahoo and then copied and adopted by DMOZ. When looking for a particular SUBJECT, say film producers, it is very hard to beat either DMOZ (under Google)http://directory.google.com/Top/Arts/Movies/Filmmaking/Producing/Producers/ or Yahoo [dir.yahoo.com...] (note the similarity!) so having 'quality links and no spam' will hardly cut it with users.

Well, then, you may ask, is there a way to bring users to a directory WITHOUT reliance on Search Engines? Sure - advertisement is a good start, but only a start. There must be something UNIQUE about the directory that will make them bookmark it and entice them to come again and again. If that doesn't happen - only a bottomless coffer will do.

However, life can be so much simpler if your client is a webmaster. Most of them (wrongly in my experience) do not expect directories to deliver traffic - or just a trickle. They do want to be listed mainly for the PR, link popularity, being found by spiders etc. In other words - you are a means for ANOTHER end. That can be a very lucrative business, if you play it right. Here is the recipe:
- Use a simple script and inexpensive hosting
- Copy the directory structure from DMOZ. It is the most comprehensive, it's free, and thousands of hours were spent developing it.
- Charge a reasonable amount (don't be too greedy)
- Don't reject anyone (find some excuse to accept every site)
- Ask the SUBMITTER to do most (if not all) of the work. Tell them to write their own title, description and to find the right category for their site themselves. As you will have the same category structure as everyone else - they will know how to do it!
-Provide a good servioe! Be very fast to approve sites (24 hours is good - one hour is outstanding), and offer to refund them if they are not happy. (unlikely if you accepted them anyway)

OK - so you will not get to dominate the world, but you will have some bobs on the side - not too bad.

Best of luck whichever way you go!