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Smart Search Engine Campaigns Begin With Directory Listings
By Paul J. Bruemmer
Contributing Writer
Article Date: 11.21.02
There's been a lot of changes in search engine pricing and policies. It's
almost like starting over from scratch in planning your campaigns. One of
the best ways to start your search engine marketing (SEM) campaign is to get
listed in the major directories first. Because a directory listing will make
your site visible to the spider engines that are crawling for free listings.
Directories are similar to search engines, but their listings are accepted
or rejected by human editors, and their content is organized by categories.
The major Web directories are ODP (Open Directory Project) and LookSmart.
I recommend starting with ODP first, which is free, and it helps you get
seeded in crawler engines such as AOL Search, Google, HotBot, Lycos, and
Netscape. If you've had delays with your ODP listings, try the new ODP
Public Forum for communication with editors.
A LookSmart listing is an option to be considered based on ROI. LookSmart
recently changed its pricing model to pay-per-click (PPC). So it depends on
a number of business factors whether or not submission is warranted. Like
all PPC programs, you must determine whether your conversion ratio warrants
the cost. LookSmart used to be the best option for getting listed in MSN,
but now Inktomi is another viable option.
Doing It the Old-Fashioned Way
Your submission will be reviewed by a human editor. The most important
criteria for acceptance are the quality and uniqueness of your site, your
category selection, and the copywriting on your title and description.
Selection of the most appropriate category is critical. Ranking depends on
algorithm factors, which vary, but always include relevancy and link
popularity.
Before you start, check to see if you're already listed. If not, submit your
homepage URL through the form on the directory's "add URL" page. All
information is entered directly into the online form. However, it's
essential to be prepared with your strategic key phrases researched and
selected, and your title and description written to perfection.
Schmooze the Editors
Since a human editor will determine acceptance, think of the submission
process as a relationship rather than an auto submission. Take the time to
familiarize yourself with the submission guidelines before you input data.
Follow the instructions to the letter. Be polite and personal when
communicating because it can affect your listing copy and acceptance into
the database.
Directory editors can change your copy and keywords as they see fit, so be
objective and parsimonious when writing your description. Ensure that it
accurately reflects the content on your site. Avoid hype, but use smart,
factual marketing copy.
Selecting a Category
Selecting the right category requires both research and insight. Do a search
on the directory for your strategic keyword phrases to see what categories
come up. Analyze these from a customer viewpoint to identify the most
appropriate category for your site.
Ask yourself if this is how others would categorize your business. Select
the category that best describes your site, not the one that sounds more
exciting. If you fit into a subcategory, choose that over the top-level
category or you risk possible rejection. If you've got a local site, submit
to the proper geographical region.
Once you've selected your category, submit from that category by clicking on
the "suggest a site" or "submit URL" link. This begins the submission
process.
Mastering the Art of SEM Copywriting
Title: Write your title first. Sometimes you don't have much choice if the
directory specifies the title must be your company name. You want to place
your strategic keyword phrase at the beginning of your title -- the sooner,
the better. This is a good general rule for any title and description you
write.
Description: This copy is very important because it is displayed along with
your URL in search query returns. If you get a top listing, it has branding
value as well. Spend some time copywriting to perfection because it's a
hassle to change later, and it may cost you money.
Don't make your description too long. Don't use hype, all caps, exclamation
marks, or unusual punctuation. Write in the third person, eliminating
pronouns (sells wiglets, rather than we sell wiglets). Be concise and
factual.
Start your description with two important keywords and limit it to 15-20
words even though more are allowed (usually 25). This lessens the likelihood
of editing. Your description should be a compelling, single sentence
describing your site to advantage so users will click on it. Ensure that the
words in your description are also present on your Web pages to avoid copy
changes by editors. Example below.
Sand and Sagebrush — Women's Western Casualwear
Features women's cotton and jean clothing. Our trendy jackets, pants,
skirts, blouses and boots are perfect for today's casual living.
Once you've mastered the above process, your directory submissions should be
successful. Each directory has a unique procedure for accepting submissions
and ranking Web sites. A couple of tips below:
In sum, the basics of selecting your most appropriate category and writing
your best title and description will put you on the road to success.
Directory Resources
How to add a site to the Open Directory
http://dmoz.org/add.html
LookListings (medium to large companies)
http://looklistings.looksmart.com/
LookListings Small Business
http://listings.looksmart.com/?synd=none&chan=lshomebus
© 2002 Web-Ignite Corporation.
About the Author:
Paul J. Bruemmer is the CEO of Web Ignite,
a search engine marketing company founded in 1995. Web-Ignite earned a top
grade in the Buyers' Guide to Search Engine Optimization Firms and has
helped promote over 15,000 Web sites. Client testimonials report traffic
increases of 150 to 500 percent. |
