I was recently working on a new edition of my ebook which will be focused on the fine art of link building. This got me thinking about publishing some posts on some of the basics; and so the next few posts will be geared towards just that – foundational link building.
All directories are not created equal
For starters, one should never simply go running about dropping submissions to every directory is site… Nope, that ain’t gonna cut it. You should first be hitting some of the more well known general directories and not some list of 2000 crap locales. For me, any link building activity needs to also have the potential for actual traffic. This is why targeting is an important aspect – though serious traffic is generally not likely.
Then you would be looking for directories in your niche. Topically related directories can be more effective and build relevance (as far as links are concerned). It is important to evaluate a given directory to establish if it’s a target worth having. What I mean is that we want to ensure we’re not wasting time with a submission. Some of the common factors we can look at are;
Indexation – what is the sites indexation on the major engines (Google, Yahoo, Live)?
Domain Age – older domains tend to have more trust from search engines.
PageRank – not the greatest measure, but a minor metric in the mix.
Backlinks – are there many backlinks? What quality are they?
Domain information – has it been moved many times? Ownership changes?
By looking at some of these factors we can begin to get a feel for which directories are worth targeting and which ones aren’t. Be sure to take the time involved for ensuring submission is not a waste of time.
I would also suggest looking at some of the many paid directories out there as search engines tend to value these higher and the links tend to be of greater value. Either way, always look to establish some value to the asset.
Submission strategies make the difference
Now that we have a list of directories we are interested in (and associated values) it is time to get busy with the submission process. Now, this isn’t as simple as creating a Title and Description for the listing and hammering away. What we want to consider is link text diversity and timing.
Timing, in that link profiles will degrade over time and as such we want a nice steady stream of links. This means I would work on the process a few times per week over a 6 month period to ensure we get timed velocity. Each market will be different, so spend some time monitoring top competitors link profile growth rates before starting your own campaigns.
Also, we want to have diversity in the Title text (usually the link) and the description. You will have to take your keyword research and look at which target terms are most in need of links at the time of submission. These are often the core money terms, but often there will be the need for targeting lesser terms that are underperforming. You would want to use some variants of semantic phrasings to further balance out the diversity of link texts in your profile.
By controlling the rate of submissions and the diversity of the listing titles and texts, you will be able to get the most from the exercise.
The lazy man’s submission services
And yes, there are submissions services out there… most simply don’t seem to have enough of a clue for me to get behind them. There are so many factors to be considered (such as we’ve outlined here) that one can’t reproduce it on a larger scale effectively. Because there needs to be diversity across multiple keywords and semantic concepts, it would be an expensive undertaking for most providers.
They offer maybe 2-3 varied titles and descriptions across hundreds of directories. Furthermore, because they don’t let us at the lists (business intelligence.. bah) we cannot ensure that we are actually hitting the cream of the crop. Also not a good thing. And what about timing? Will they be able to understand each niche/market well enough not to over do it? - Problematic on many levels.
Can you see what I was saying about doing it wrong? The difference between SEO geeks and the rest of the peeps – is in the strategy. Even from the most basic levels of foundational link building there is every opportunity to do it wrong…or at least not as well as you could.
Make sure that directory submission is part of your overall search engine optimization plan. Building one way links to your site is essential for top search engine rankings. To download the directory submitter I use, absolutely free, click here
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