Archive for July, 2006

July
24

Which Directories to Submit?

Which directories should you submit your site to? Here is my list:

Yahoo! – Hands down the best directory out there in terms of potential exposure. Testing shows that 86% of websites experience higher ranking in the SERPs in Yahoo! by also having a directory listing than not having one. While getting a listing in the US Directory does not pass link popularity (PageRank), Yahoo! often lists you in their international directories as part of the submission process. Now, this is not written, so it is not guaranteed, but we generally see listings in Yahoo! Canada, Yahoo! UK and Yahoo! Australia.
Time: 7 Days
Fee: $299.00/year
Avg Clicks: 93
Avg. CPC: $3.22
5-yr. CPC: $3.22

Business.com – Since they have now removed the “no follow” and redirect servers, it is time to recommend Business.com again. We stopped using them starting about two years ago when the redirect server went into place. They did “double duty” when they added the “no follow” tag. This should be a great change and we’re happy to recommend Business.com again. Back when we first started using them aggressively back in 2001, we saw great things happen.
Time: 7 days
Fee: $199.00/year
Avg Clicks: N/A
Avg. CPC: N/A
5-yr. CPC: N/A

Best of the Web – I have met the owners of BOTW on many occasions at Webmaster World. Good group. The click throughs aren’t that great, but the link popularity and spidering from the engines is pretty solid.
Time: Three (3) Business Days
Fee: $49.95/year or $149.95 one-time fee (the one-time fee is recommended for long-term sites)
Avg Clicks: 14
Avg. CPC: $3.57
5-yr. CPC: $3.57

Joe Ant – A secondary directory that gives you the option of either paying to be listed, or becoming an editor. As an editor, I found my listing edited by senior members routinely. I feel this was done more to “control me” than to adhere to the guidelines.
Time: One Week even with “Speed Pass”
Fee: $39.95 one-time (or free if you become an editor)
Avg Clicks: 18
Avg. CPC: $2.22
5-yr. CPC: $0.44

Gimpsy – A secondary directory which offers you a refund of $20.00 if your site is not accepted into the directory. I have never had a site not accepted. You should understand that the pages that your site will be listed on all have a PageRank of 0/10, so while link popularity is passed for MSN and Yahoo!, Google will not give you credit.
Time: 72 Hours
Fee: $40.00 one-time
Avg Clicks: 16
Avg. CPC: $2.50
5-yr. CPC: $0.50

Uncover The Net – I have tested all three options and the Standard and Commercial are the best. The featured does not give enough clicks to make it worthwhile.
Time: 3 days
Fee: Standard $39.00; Commercial $69.00; Featured $199.00/year
Avg Clicks: 4
Avg. CPC: $9.75
5-yr. CPC: $1.95

Site Sift – Good PageRank and Link Popularity, but not much else.
Time: 3 days
Fee: $24.95 Standard $49.95 Deluxe Sponsored $100.00/year
Avg Clicks: 2
Avg. CPC: $12.48
5-yr. CPC: $2.50

July
8

Yahoo! Search Marketing (YSM) Changes

This is a posting over at Webmaster World. My contact at Yahoo! was out on Friday, so I couldn’t get confirmation / commentary from her, but I wanted to share this with you so you know what is coming.

Here’s a quick summary of what to expect from the new Yahoo! Search Marketing capabilities. The US launch will occur in Q3 of ’06 with the first accounts being transitioned around August 15th. The international transition will occur in Q1 of ’07.

A full API with sandbox is available for Yahoo! API users.

Account Organization

  • Master Accounts
  • Individual Accounts (unlimited)
  • Campaigns (max 100)
  • Ad Groups (max 1000 per campaign)
  • Keywords (max 1000 per AdGroup)
  • 50k-250k keywords per account

Bidding

  • Will utilize a quality index
  • Placement will be based on CTR and Quality Index scoring
  • Quality index will be made up of many factors including, ad copy and keyword history
  • Quality index will be shown in the account similar to the current 1-5 rating (green bar) one currently sees.
  • Competitor bids will be shown (similar to the current system)
  • Composite quality index and keyword bid will not be displayed

Tools

  • Forecasting
  • Will have forecasting tools which include clicks, impressions, and position

Additional Capabilities

  • Geo Targeting – US & Uk only to start
  • Keyword Research Tools
  • Keyword research estimates
  • Related keyword tool
  • Dynamic keyword insertion

I’ve been using YSM back in 1998 when it was GoTo.com. It has always had problems and didn’t give you exactly what you wanted. I’ve asked, pleaded, begged for changes, and they just don’t come. While these changes are a step in the right direction, there is still a lot to be desired.

One of my biggest issues with YSM has been their partners. You see, when you open an account, the searches don’t just happen on Yahoo!, they also appear on dozens of sub-par search engines and directories. I hate this. This is where the majority of the click fraud I have from YSM comes from. I send in web logs, and you never get them to even admit there is a problem. Major frustration. At least Google gives you something back.

A lot of people gripe about the editorial process with Yahoo!. The answer is simple. Get an ambassador account, with one contact. The majority of your edits are always approved, and the minority of them are approved in one business day, usually. But the biggest issue I have always had is the speed. The best comment I have read in years was, “You can not only make a cup of coffee while the page refreshes, but you can drink it too.” And the crazy thing about that is, it doesn’t matter what type of connection you are on – it still crawls. I wonder how old the server is that hosts the database.