Here’s the type of pitch you may have received from an online business directory: we’ll improve your search engine visibility by listing you for ONLY $395 a year. Is it worth the money? Probably not, but there’s an easy way to check.
Search for a few different keywords relating to your business, and include your location if that’s important. Does the directory show up on the first page of search results?
There are two primary ways directory listings help you:
- If the directory’s listings rank very high in the search engines, there’s a better chance visitors will find your listing directly in the search or by clicking through to the category of the directory and finding you there.
- If a highly-ranked directory has a link back to your website, that incoming link can help boost your rankings a bit.
So it all comes down to how well the directory ranks. And make sure you include location in your research. Directories may rank better by country, region, or city.
Don’t be taken in by promises of being able to upload images and video to your very own web page – all directories offer that.
When it comes to cost, keep in mind that most of the high-ranking directories have either free or very low cost basic listings. You won’t be paying $395 per year.
Now, there may be other reasons to join a directory for a large fee even if it doesn’t rank highly with search engines – such as an association directory – but in the vast majority of cases, for the busy small business owner, this quick test is all it takes to make the decision.
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