Rand Fishkin of SEOMoz.org makes several points in this new video diminishing the value of Web directories. I believe Rand made some good points about general link quality that directory owners need to think about whether they like it or not. However his video is an example to me of how little he understands directories. The fact that he says DMOZ is “good” only elucidates this.

The point he was basically making is that buying and selling PageRank is not a healthy business model nor a good plan of action for SEOs. Presumabely he decided to pick on directories to make this point since directories (especially paid directories) often tout things like PageRank to build perceived link value while their goal is ultimately to earn money - not to get you traffic or high quality links.

Much more goes into the quality of a link than the PageRank. I couldn’t agree more with this. However, dburdon on DP makes a good point on what is really valuable.

It all depends from where you’re starting. No PR and no traffic makes many directories seem valuable. Once you’re at the top of the tree you can afford to be more discriminating.

Fishkin provides a short list to illustrate what makes a directory link have less value than… well, he doesn’t really specify that part. At any rate, his list reads as follows:

1. Admit anyone
2. General subject
3. Few relevant inlinks
4. Not a “trusted domain”
5. = Very low link value

The four points that result in “very low link value” are all things to look out for when adding your site to a directory. Heck, any Web site with no submission guidelines or standards, no relevancy and low link popularity is a pretty big waste of time if you ask me!

Let’s apply these factors to a directory site. What can a directory owner do to combat not only these tangible issues, but devaluing by the less tangible perception that these values exist when they do not?

1. Provide clear submission guidelines and only accept links that meet these guidelines, even if it means refunding someone who paid for a submission.
2. Create well-targetted categories with relevant content. You don’t have to be niche to be relevant.
3. Obtain high quality, relevant links for your directory. Not just links from other directories to your main page, but relevant links to categories from respective niches.

Rand Fishkin Discredits Directories
©2020 Gabriel Harper ~ Do not use, copy or re-publish

Tags: directories

This entry was posted on Friday, July 20th, 2007 at 7:41 am and is filed under SEO, Web Directories. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.