|Letís review the big 5 traffic-building techniques again
Weíve done them all, except for the directories. Letís complete the list
The Free Major Search Engines
Pay-Per-Click Search Engines
The Major Directories
Word of Mouth
E-zines -- market via your own opt-in newsletters
Directories are a different beast from Search Engines. They do not spider
pages. Humans review and decide what gets in, think of them as gigantic
bookmark lists, organized into categories and sub-categories, and sub-sub-categories,
Here are the directories, in order of importance
Still the grand-daddy of directories. Want to list in the Shopping
and Services or Business to Business areas of Yahoo!? You must
use Yahoo!ís USD$299 ďBusiness ExpressĒ service ($600 for adult sites).
However, if your site fits in other areas of the Yahoo.com site (ex.,
noncommercial hobby or educational content) or in regional commercial areas
at Yahoo!ís non-US English-language editions, you can still submit for
free. At $299, youíll have to decide whether itís worth it.
info on the paid service
instructions on how to submit
||Unless you have a really good reason to be listed in Yahoo!,
opt for the lower cost LookSmart option ($149 -- 8 week review) and the
free Open Directory.
And for a low-cost alternative for entry into Yahoo!. Yahoo! has partnered
with Overture and now displays up to 5 listings from this engine on its
results pages. If Yahoo!ís annual recurring $299 listing fee is a little
much for you, simply bid on a top 5 position for your most important keywords
at Overture. While youíll build far more traffic through the free and Pay-Per-Click
Search Engines, a Yahoo! listing will bring you some traffic. And it will
help in your link popularity score. Just make sure your siteís in top shape,
with at least 20 good pages, before you submit.
||Definitely worth it, itís free! Again, the traffic will be decent,
but less than what you drive through the free and paid engines. And the
link does help with a link popularity score. Since itís free, and it delivers,
itís the no-brainer of the three largest (Yahoo!, Open Directory, and LookSmart).
Again, a site must be in good shape. Since itís free, your risk is lower
so consider submitting once you have 10 good pages up.
You must pay to be evaluated, $299 if you want your site to be reviewed
(not necessarily included, though) within 48 hours, $149 to be evaluated
within 8 weeks. For the Express package, you can submit 5 URLs. LookSmart
is gaining in popularity, powering more and more portals.
||Probably worth it, for the same reasons as for Yahoo!. Same recommendation
as for Yahoo!.
PAY FOR PERFORMANCE:
LookListings targets medium to large businesses.. Subscribers select
and purchase certain keywords and LookSmart displays these search results
first in response to specific search queries, under the name Featured Listings.
Itís expensive and not really an option for the small business netrepreneur.
Its more affordable option is known as Site
Good old Jeeves is a bit harder to categorize. But, after you strip
away the question-asking interface, itís closest to being a directory.
Ask Jeeves answers questions. Send an e-mail to firstname.lastname@example.org,
telling them which question that your Web page answers. For example, your
Web page explains how to price a product, then tell the Ask Jeeves editor
that your page answers How do I price a product?, include the URL.
||Wonít bring much traffic. But do it to increase your link popularity.
You are automatically listed in the following directories when you
submit to another one, as shown here
PAY FOR LISTING/PLACEMENT At the Free
you are listed automatically in AOLís directory when you submit to
you are listed automatically in MSNís directory when you submit to
you are listed automatically in Netscapeís directory when you submit
to Open Directory.
Since Overture established paid listings as a successful business model
for engines, others have sought ways to generate income from their search
services. As weíve just seen, you must now pay to be evaluated by some
directories. And some offer Pay For Listing / Placement. Paying to have
your site included in a SEís index is not the same as paying for your list
ranking as you would with a Pay-Per-Click engine. Pay-per-inclusion does
not guarantee ranking, it only guarantees youíll be included in the index.
Which means properly-optimized KFCPs (Keyword
continue to be vitally important in order to attain high rankings.
Most services still maintain a free submit service, but there are benefits
to forking out a few dollars
Submitting to a service that guarantees regular 48hr spiderings? How do
really you know theyíre keeping their word? Easy! Site
Build It! will tell you. Weíll track their spiders and make sure
theyíre crawling as promised.
Fast inclusion into the SEís index. Often you'll find yourself waiting
up to 2 months after your site has been crawled before it makes it into
the index. Paying for inclusion means you should see your site included
within a couple of days.
Repeated, regular spiderings. Page-tweaking efforts are noticeable in a
matter of a couple of days, no waiting around for weeks for a spider to
re-index your page, and display those changes in the SEís listing results.
Guaranteed continuous inclusion. Search Engines are pretty mysterious creatures.
One day, your site will be sitting pretty with a top 20 ranking, and the
next day itís gone, disappeared without a trace. Sometimes the SEs cull
pages from their respective indices for no discernible reason. Paying for
your listing means it will never be dropped from the index.
Inktomi has implemented a pay-per-inclusion model called, Search Submit,
that you may wish to consider. Payment guarantees 12 month inclusion in
the index, as well as regular re-spiderings every 48 hours. Inktomi is
now in the process of implementing click-through reporting on all its search
partnersí sites. This allows subscribers to track the performance of each
page within the program. As well, subscribers will be able to swap URLs
slotted for inclusion into the program at any time Previously, not all
of Inktomiís partners offered this option. A powerful feature, this allows
you to isolate and pay only to have your highest-performing pages listed
in the index.
Pricing details vary depending on which partner you decide to subscribe
AltaVistaís paid inclusion service is very similar to the one offered
by Inktomi. Unfortunately, AltaVistaís service is substantially more expensive
than Inktomiís and its prices are good for a 6-month subscription period.
AltaVista has partnered with InfoSpider to provide this service.
Google offers an advertising option, the Google AdWords
Fast, with its crawler-based paid inclusion program called Fast
PartnerSite, allows subscribers to track and measure their result.
Lycos also has a paid
inclusion program. Lycos is really only a re-seller for Fast (Fastís
engine powers Lycos).
Want a summary of the pay for listing/placement programs that are available?
Danny Sullivan maintains a great page of all paid services offered by engines
Bottom line for all Pay For Listing / Placement services.
Stick to Pay-Per-Click offerings that bring you targeted customers.
This yields measurable results. Kill programs with poor results, in the
same way as outlined above in the discussions about what makes financial
sense at Overture.
The best thing about the Pay-Per-Clicks is that they are guaranteed,
targeted and cheap traffic. The free bargain if you can figure them out,
some people will do better at it than others. But the Pay-Per-Clicks are
guaranteed traffic. Site
Build It! Manager makes the research and mass-submissions a snap.
And the directories are the same. If you build a good site that delivers
high value content, youíll get into the directories. After all, thatís
exactly what theyíre looking for, good sites that offer excellent content.
Guaranteed, cheap traffic: The
goal of every marketer.