Many business owners and online marketing experts focus their
efforts on search engine optimisation and ensuring high search
engine placement for a website. Although search engines should
play a crucial part in any online marketing campaign they are
but one element to that equation.
Although they are unlikely to send as much traffic to your
website as search engines, directories are an essential online
resource that need to be considered when developing your online
marketing plan.
Directories differ from search engines in a few ways though the
most important ones are as follows:
- Directories usually have some form of human involvement in the
editorial process
- Because of the above there is a quality check in place
- Because of the above fewer sites will get listed
- Because of the above the quality of traffic from them will be
higher
- Surfers use directories differently to search engines. With a
search engine a user would normally just enter in a phrase and
hope for the best. With a directory the user is encouraged to
drill down to the relevant area and select the appropriate
category from a list.
This means that visitor who comes to your website from a
directory is far more likely to convert into a customer as they
will already have a greater understanding of the products and
services you provide. Whereas those coming from search engines
may simply have matched your website to three of four words in a
phrase.
Directories are often categorised on a regional basis or by
industry sector which means that visitors finding your website
via a directory are more likely to be relevant potential
customers and therefore will be easier to convert into clients.
So - don't rule out attracting traffic using directories as part
of your online marketing campaign. It is an essential element in
the over all online marketing mix.
Michael Cheney, www.magnet4web.com
About the author:
Michael Cheney is a successful entrepreneur and owner of
magnet4web.com - one of the UK's leading website marketing
companies. You can read more of his articles and download your
FREE website marketing guide "How To Turn Your Website Into A
Customer Magnet" at www.magnet4web.com
