Online website directories provide several benefits, the most important of which is linking. While this article refers to lawyers, it applies to any industry.
A FindLaw white paper, "Visibility, Design and Content-Three Steps to Successful Online Marketing" stated, "In the expanding online market for legal services, the most successful law firms focus on three essential (and related) areas: building visibility via search engines and directories; using distinctive site design to set the firm apart; and delivering persuasive content that engages prospects and deepens client relationships....Links from other law firms, online directories and legal sites such as FindLaw also support an effective link building campaign."
When considering paying for a review of a listing in an online directory, most people think only of the potential for traffic and think about whether the cost of the listing review is really worthwhile. However, this is not the only consideration.
Obviously, when an online directory appears in the top search results of a search engine, people may find your website listing. One result is that your listing will provide some branding as people see it. Another result is that some of these people will click on your listing, land on your website, and possibly do business with you.
The often overlooked and most important benefit, as FindLaw pointed out, is that when links point to your website from many niche directories, such as a legal directory pointing a link to a law firm website, your "web popularity" is enhanced and the position of your law firm website in search engine results will move up.
If you're serious about your law firm website appearing in the top search results, listing your law firm in as many legal directories as possible is a must. Again, this applies to any business. Just look for niche directories for your industry.
Whatever business you're in, obtaining a listing in a few of the top ranked general directories is also beneficial. Of course, once a directory becomes well ranked, there is generally a fee to review your listing.
The website directory must give you a true "live" link without a "no-follow" tag. The "no-follow" tag prevents passing any page rank, sometimes called "link juice" to your website. There are several ways of using a "no-follow" tag and it is not easy for the average lawyer to know if it is being used. Look for niche directories that do not use a "no-follow" tag, such as LawFirms911.com for law firms. If the website directory you are considering does not indicate whether it uses a "no-follow" tag, just send them an e-mail and ask. If the directory provides a do-follow link and it is a well-maintained niche directory, go ahead and pay for your listing to be reviewed.
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