Selling Paid Directories

[FrankSweeney]

Hello Mozzers!

Like most, we have greatly reduced the number of paid directories in which we enroll our clients. We do, however, still utilize a few. For those of you still using select paid directories, what approach do you take in marketing these sites to your clients?

Thanks in advance for your input!

[Hutch42]

I would not try to sell this anymore, the times have changed and unless those directories are driving conversions I would avoid them, paid directories have no place in SEO according to Google.

[Wayne76]

Hi Frank!

That term "paid directory" can send shivers through an SEO'er. The reason? Directories were long exploited by--_TA-DA!--_SEO'ers!

That said, there is absolutely nothing wrong with employing the use of a directory paid or non if it's relevant and carries authority. This is especially true with regard to niche categories and the need for citations. These citations often help with local listings and are obtained by way of directories.

A great tool you can use to illustrate same is MOZ's Top Local Citations by Category page. As you scan your client's industry and look at the results it provides, you'll quickly see that not only are there a host of directories, many of them are paid. Paid directories aren't always a bad thing, but you certainly want to be careful and selective.

Hope this helps!

Wayne

[MiriamEllis]

Hey Frank!

As Wayne has pointed out, the use of directory listings is still alive and well in the Local SEO world. You didn't mention whether your clients have a local or national focus, but if it's the former, then this type of work (called citation building) is a core part of a local search marketing campaign.

[FrankSweeney]

HI Wayne,

Thanks for the response. Our clients are all hotels of various sizes and market segments. As such, we focus on local citation building. We also utilize all of the appropriate local citations listed on the page you referenced above. We used to do much more paid directory work, but have tried to reduce it as they have come to lose value. Currently we only enroll clients in BOTW and Business.com, as Yahoo has discontinued their directory. Could you provide your thoughts on those two examples, keeping in mind that they drive very little direct traffic, and zero revenue. We are merely using them for their statistical value.

Thanks!

Frank

[FrankSweeney]

Hi Miriam,

Thanks for the response.

I sent this same reply to Wayne, but would also like your input.

Our clients are all hotels of various sizes and market segments. As such, we focus on local citation building. We also utilize all of the appropriate local citations listed on the page you referenced above. We used to do much more paid directory work, but have tried to reduce it as they have come to lose value. Currently we only enroll clients in BOTW and Business.com, as Yahoo has discontinued their directory. Could you provide your thoughts on those two examples, keeping in mind that they drive very little direct traffic, and zero revenue. We are merely using them for their statistical value.

Thanks!

Frank

[MiriamEllis]

Hi Frank,

Thanks for the additional info on this and for clarifying that the business models are local and well-acquainted with the role citations play in Local Search Marketing. What follows is just my opinion, based on what I've seen over the years.

I've honestly never been a fan of any paid local directory, though some people swear by them. You shouldn't be having to pay for a BOTW listing. Unless I've totally missed something, I'm pretty sure those are still free (https://secure.botw.org/secure/Signup.aspx?type=jumpstart&directory=local). I'm not familiar with the benefits of Business.com and have never submitted a client to them, so I'm afraid I can't speak to that.

If my clients were in the hospitality industry, I'd make sure I'd covered their citations in as many of the free generic local directories as possible and then be sure they were enrolled in any industry specific directories that do drive traffic/bookings to hotels, even if these were paid ones. Beyond this, I'd devote resources to content development and social outreach rather than paid generic directories. I'd predict a better return from that kind of effort.