Don't Go Unlisted


Applying to have your company's site listed in a directory is an entirely different matter than designing it to be picked up by search engines.


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Don't Go Unlisted

If you’ve ever entered a search for "Web Design", "Accounting", or "Marketing" into a web search engine, you will have noticed how undiscriminating most engines are - and how they spew up basement-run fly-by-nights alongside established companies. For this reason, many shoppers are quite leery of finding businesses through Google, Metacrawler, and other engines … and instead opt for the preselection that Yahoo and other directories afford.

However, applying to have your company’s site listed in a directory is entirely different matter than designing it to be picked up by search. You will need to submit your request to the directory in question, after which one of the company’s reps will look over your page - and remember, the directory isn’t under any onus to take you on. It’s up to you to convince them that you’re worth taking on.

First things first: don’t use site submission software to make a blanket application. Even though applying to each individual directory is a real pain, there’s no way around it; each directory has different requirements of its applicants … and if you don’t meet them, you probably won’t get listed.

You’ll also have to do a little bit of research to decide what category you want to be listed in; the easiest way to do this is just to enter a few searches, and to see where your competitors are listed. Not only will good a choice of categories convince the directory that your site is a worthy link, but it will also supply you with more highly targeted traffic.

Next, you need to write a description of your site. Since you will be listed alongside dozens of companies that have offerings very similar to your own, this is a good chance to explain what makes your products and company unique. Of course, you will also want to include as many of your keywords as possible in this blurb. Since each directory allows a different length of description, you have to write several versions.

As a final word, remember that the directory’s reps want to know that your company isn’t going anywhere - because dead links reflect badly on the directories that list them. To convince the directories that you’re serious, make sure that you include all your contact information on your application. Having a virtual domain name (e.g. wackyland.net, yoursite.com, etc.) doesn’t hurt either.