to create .comprehensive directory of the web. This is why Yahoo! charges hundreds of dollars per year. This is why having over 50,000 editors is still not enough for DMOZ.
If a directory is to be done correctly, it needs to be done a better way. That
way might mean that you create a
business model which is functional and economic (as John Scott of BlueFind hopes to do), or it may mean that you need to keep the directory focused enough to be able to be the best directory for that particular web segment.
Branding a Directory
Yahoo! - great name, one of the first directories...branding
DMOZ - th.completely free directory...world's largest directory...open source...branding
Gimpsy - the verb based directory...branding
Business.com - the business directory...easy to remember, focused...branding
WoW Directory - the most categories of any directory on the web...branding
Biz Directory - the directory offering a free script which is powering many other directories...smart...not necessarily branding, but this is the type of idea which can help offset a lack of brand development.
There are many people out there using an absolutely free directory script to power sites which have no branding distinction or even any real angle to them. They simply create pages which look much like other pages. These sites may make some revenue off of AdSense or similar programs, but they are a generic service.
Selling Ads
Many people see the idea of paid submissions and want to immediately lick their chops. I told one guy I would help promote his directory in exchange for free submissions and he told me to go screw myself. I know that I am a damn good SEO and I could announce his site to hundreds (or more like thousands) of people, thus adding value to his directory.
He was adding up the value of my listings at $25 each incorrectly. You see, any idiot can buy a directory script. Any idiot can get a few paid submissions, but most people are not focused enough in their ideas, and most do not know enough about branding to actually make their listings worth $25 - $50.
Of course you can help boost your PageRank by renting links, but again, most people who know nothing about building a quality product, branding, or SEO also know nothing about link rentals.
The Problem with Only Listing Ads
The real problem of his
business model (or the
business model of any general directory that wants to charge for all listings) is that they make it hard for some sites to get listed. Some of the best sites on the web are a labor of love. Some of these people lose money every day giving away their knowledge - this is why people flock to the internet. To read the views of these people.
These sites are the sites which add value to a general directory. They are why people would want to use your directory. They are why people would want to link to your directory.
If you require a payment for listing any and all sites (link or cash) you can guarantee that your directory will be missing out on some of the best stuff on the web. Short term these directories can make money, but they fail to build value.
If you fail to give people a reason to want to surf your directory, and you fail to give them a reason to want to link to your directory then they won't.
If you have a topic that interests you and there are no good directories for it on the web, it is a good idea to become the first. I am trying to create a directory of these good types of directories. Feel free to submit your quality directory for free inclusion into the Directory Archives.
- by Aaron Wall, owner of Search Marketing Info
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- Aaron Wall
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