My observation on directory lists - July 17th 2007
Despite the fact I run a very popular, money making, UK business directory I've never really got involved with the directory scene. I do frequent the SEO Forums and Business Forums where directories are often talked about, and very occasionally join in with these discussions, but this weekend decided to look in to it more.
I must say I was amazed at some of the things I found, like; just how many directory owners there are out there, the amount of directories of directories, the bidding directories, the directory scripts, directory skins, etc. etc.
I soon realised just how ridiculous things are.
I remember once asking in a forum why people have directories or why they list in them. 95% say for the backlink or to increase
their PR, I asked if any were interested in the traffic and again 95% said they weren't interested in the traffic. This got me wondering who the directories were actualy aimed at? It soon became apparent that most directories are set up to target webmasters, marketeers, Search Engine Optimisers and other directory owners, but very few appear to be set up aiming for the end user or the actual owner of the website that has a product or service to sell.
Maybe, that is why my directory differs from the thousands of others out there, and maybe that's why I can comfortably live of the earnings my directory brings in, as apposed to reading the countless posts from directory owners who are pleased if they earn $10 in a day from AdSense, Where I differ is, my target market is the end user looking for a producy/service, and the small guy who sells the product/service. Basically, I try to bring the two together, thus creating two happy customers.
Looking around the directory scene over the weekend I noticed far more high PR, heavy traffic directories which are becoming well known names in the forum, seo, directory, community. Many of these put mine to shame in popularity stakes, traffic stakes and general marketing stakes which is plainly obvious, as no one talks about my directory in the same breath as these.
Looking more in to these top directories I saw straight away what was happening and find it hard to believe there are so many other blinkered directory owners who can't see what is happening. The Directory lists and Directory bidding sites are prime examples. Cannot the thousand of small directory owner wanabees see what the elite are doing her? To me it is a perfect example of MLM or pyramid selling, with the top guys already in position and watching the sheep following behind one by one.
Why do I say this?
This is my very simplified views on what is happening, using bidding directories as an example.
Everyone has noticed the big increase in directories over the past 3 or 4 years, a couple noticed
the market to create a directory of these directories early on, and many have copied since. The clever marketing guys, those with the good popular directories also saw what was going on and soon realised the importance of being featured prominantly on these popular directory listing sites and also started creating their own. Now this is wher the clever bit and the MLM came in. It soon became apparent that the clever directory owners had to get there lists popular as soon as possible, how did they do this? by getting their ads seen in the right places: seo forums, webmaster forums, OTHER POPULAR DIRECTORY LISTS in effect they did deals.
Lets simplify it more,
20 top marketeers all with popular directories.
20 prime positions on their sites to sell ads.
Thousands of other pages on their site to sell other ads (to the sheep)
Top marketeer A says to Top Marketter B
"How much for a prime ad on your site"
Top marketeer B says to Top Marketter A
"$100, How much for a prime ad on your site"
Top marketeer A says to Top Marketter B
"$100 as well, let's do a deal"
Top marketeer B says to Top Marketter A
"Yes, but how are we going to make any money if we do that?"
Top marketeer A says to Top Marketter B
"We both get more and more popular, we talk each other up in all the forums we frequent, and then we start charging the sheep for minor listings"
Top marketeer A says to Top Marketter B
"Nice idea, but just the 2 of us can't do it on our own, what about getting some other guys involved?"
Soon we have the top 20 directories interlinking with each other, talking each other up in all the forums and going from strengh to strengh. Their directory lists get longer as the sheep keep coming.
The sheep happily hand over their $10 as they are getting a listing in one of the webs best directories, they also happily set a recip up, as they are linking to one of the webs best directiories. The fact that they are number 3367 in the list and the fact their recip is stenghtening the directory all the time means nothing to them, they have been told this is one of the best directories and if they ever want to get anywhere, they have to be listed in it.
So who is getting the benefit from all this? The sheep have only paid $10 they are happy, the top directory owners are getting thousands of sheep, not only paying them $10 a time, but also getting a recip link too, they must be ecstatic!
More Here - The sheeps 3 options