We cannot stress strongly enough, do NOT waste time optimising for search engines.
It’s fine to optimise pages using an seo plugin / software, but it’s for peace of mind, that is all.
Why is SEO a waste of time?
Search engine (Google, Bing, Yahoo) algorithms have NOT “ranked” directory pages in organic search results since 2011.
Not one page, not one directory anywhere in the world for any vertical!
Some directory pages can be found on the second page of results > but, if you are not on “page one” of results, the directory will not generate readers but importantly, will not generate advertisers.
Without advertisers, means no advertiser dollars (revenue).
Why did SE stop ranking directories?
Because they are competing for the same advertising reveue as the directory.
Would you allow a business competitor stand in front of you?
The ONLY way a directory can generate traffic to a directory in search is to “advertise” (Adwords) to appear “above” organic search results.
Pay Per Click (PPC) Marketing
The key (secret) to sustainable advertising is LONG TAIL keywords and phrases.
Now that you know this, keep it to yourself.
An advertiser bidding for the term “refrigerator” will pay top dollar in a PPC (PayPer Click) campaign.
Bidding for a long-tail term “new home refrigerator” will pay bottom dollar (usually cents) in a PPC (PayPer Click) campaign.
Yes, the campaign will generate less traffic but the term is targeted and direct. It will almost never generate a false click or be seen by anyone other than a reader/advertiser genuinely interested in a “new home refrigerator“.
..and that’s the point = targeted long tail terms are cost-effective and direct.
Advertisers see these adverts and attracted to your directory to advertise. They want to be where the traffic is!
With the vast majority of directories, hundreds if not thousands of campaigns targetting each category and vertical of the directory will need to be created.
Research research research
Every vertical, every page requires research to discover every possible ‘keyword’ combination.
Long Tail Targets
- keyword + 2 other words
- keyword + 3 other words
- keyword + 4 other words
Other words = buy, sell, where is, location, town, country, colour, new, old, currency
Another clever (secret) to targeted campaigns is misspelt keywords.
Although some readers have auto-correct, the truth is many don’t. There is nothing wrong creating campaigns that target commonly misspelt words. Besides the cost advantage, many competitors will not have targeted these words.
Example: hotel industry: correct = accommodation | wrong = acommodation, acomadation
Long tail target phrase = “acomodation in Port Lauderdale”
Another secret to cost effective and targetted campagins is to use search terms in “quotation marks” = “_______________”
When used, the search has to exactly match the term in the quotation marks.
- no quotes example = acomodation in Port Lauderdale | any word match (acomodation, in, Port, Lauderdale)
- with quotes example “acomodation in Port Lauderdale” | means only a direct match will display
Placing the keywords in quotations also reduced the bid cost.