This is really sad in a way, Saturday night and I am blogging about directories, oh well!
I have posted previously that in most cases we are missing the obvious. I believe that this is the case when most directory owners are promoting their directories in order to get paid submissions. Let’s look a bit at the potential clients of a directory.
1. Webmasters (Obviously), that in most cases have quite a few websites and are mainly making money from from CPC, CPM, affiliate programs etc
2. SEOs that are are offering directory submissions for their clients, either as part of the complete SEO service they are offering or as a standalone service.
3. Brick and Mortar Business Owners that are working on their sites themselves.
Most directory owners are going almost exclusively after the first group and completely forget the third one, which in my opinion is a mistake.
Let’s see why.
The first group, (webmasters) are submitting their sites mainly because of the potential SEO benefits, since even if the directory sends them traffic it’s highly unlikely that they will get a direct positive ROI out of that traffic through PPC, CPM etc.
On the other hand a brick and mortar company can have a positive ROI with just one visitor if it is the right visitor and as a result it is much easier for them to justify the expense of a paid submission.
The difference of course is that these people will submit one site and that’s it while webmasters will probably submit several if they like the directory. Yes, that’s true, I am not saying that webmasters isn’t an important target group, I am saying that we shouldn’t forget about the small business owners.
Of course, you might argue that these business owners that are working on their own on their sites will probably visit webmaster related sites as well. I may be totally wrong about this but I would say that the majority of them don’t. At least this is what I have seen the last few days that I was searching for potential sites where I could advertise and that have traffic from small business owners.
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