Over the years, search engines have gotten smarter and smarter. These days, strategies that may have worked for online marketing a year ago may be obsolete. One of the strategies that have come into question lately is taking advantage of local listing directories. Today, we’ll discuss how Google sees local listings, how consumers use local listing websites, and whether or not local listings are worth your valuable time. So, let’s get right to it.
Why This Question Is Coming Up In The First Place
A couple of years, Google started to crack down on what became known as “link farms”. When publishing new webmaster guidelines upon this update, Google mentioned that “low quality directory or bookmark site links” could cause problems. See the image below for a screenshot of this publication.
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Because Google specifically pointed out low-quality directory or bookmark site links as an issue, many local business owners have decided to stop using local directories entirely. But, what did Google really want when making this announcement?
The goal here was to get rid of spam websites that offered no value to the online community. While there were some local directories that would be considered spam sites, not all directories fall into this category.
The Key Is Being Able To Differentiate Quality & Spam
While to the untrained eye, every directory may seem to be the same; that assessment couldn’t be further from the truth. There are several tell-tale signs of quality and of spam. Here are some of the signs you should be looking for…
Tell-Tale Signs Of Poor Quality Directories
- Directory Only Websites - If the directory website you’re considering only offers a directory, chances are that it’s a spam website. The reality is that having a directory adds very little value to the web; there are directories everywhere already! For a local, national, or even worldwide directory to offer value, they have to offer something unique. For instance, a blog or forum that answers common questions for consumers would be a sign of a directory attempting to add value to the world wide web.
- Poor Design Quality - Often times, link farm owners will put their websites up in a matter of hours; putting very little attention into design quality. So, if you notice that a directory seems bland and poorly designed, it’s best to stay away from that one.
- Reciprocal Link Directories - If a directory refuses to list your company without you first placing a link to the directory on your website or paying a fee, chances are that the directory is spam. Sure, most directories do offer paid upgrades. However, quality directories will generally offer free accounts as well.
- Google Search - In many cases, websites that have been penalized will not show up in the top position of Google search for the directory name. For instance, our directory is Control Your City. If you search our name, we will be in the top position! While poor directories may show up when you search; if one has been penalized, chances are that it will not!
Tell-Tale Signs Of Good Directories
- Something Unique - A good directory offers unique value to internet users. This value may be in the form of a blog, a forum, a service, and more. The ultimate goal here is to find directories that offer something that sets them apart from the millions of other directories online today.
- Free Accounts - If the directory offers free accounts with no reciprocal link, chances are that it’s a good directory. That’s because for quality directories, the actual directory isn’t the only thing of value they offer. As a matter of fact, for most, the directory is a way to get you interested in the company as a whole so they have an open door to contact you for sales.
- Good Design - If the owner of a directory wants to build something that will be of high value, they will most likely put quite a bit of time, money, and effort into making sure that their design is top quality.
Why Directories Are Important To Search Engines
Directories are important to search engines because they give the search engines a way to validate information about your company. Local directories list what’s known is the industry as your N.A.P.; your Name, Address, and Phone number. If your company is listed on several directories, and your N.A.P. is consistent across the board, it shows Google and other search engines that the information is valid; ultimately increasing your chances of showing up in first page results.
In many cases directories also list links to business websites. While high amounts of low-quality links can be a bad thing, choosing the right directories could lead to a better link profile for your website. Because links are the highways of the internet, Google takes the quality of links pointing to your website into account when generating results. So, by listing your company on high quality directories, you can show Google that you’re building a great set of high quality highways designed to lead consumers right to you!
Why Directories Are Important To Consumers
These days, more people look at company reviews before making a purchase than ever before. As a matter of fact, Search Engine Watch recently ran a survey that asked consumers whether or not they pay attention to reviews on local directory websites. The response was an overwhelming “Yes”! The survey found that 85% of consumers do indeed read local directory reviews when making a decision of whether to work with a company or not. The survey also showed that the reading reviews trend is really growing, check out the screenshot below…
Image may be NSFW.
Clik here to view.
Should You Spend Your Time On Local Listings?
Absolutely! All of our research has shown that building quality local listings around the web gives consumers more and more options to review your company and read reviews by others. On the marketing end of things, ensuring that your N.A.P. is correct across the board and the listings that allow links do include them will help you appear higher in search engines.
Start Creating Your Local Listings Now!
You can sign up for Control Your City’s local directory for free using the form to the right. If you’d like help building local listings around the web, call (503) 464-6502 now to find out how we can help!
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