Question

Topic: SEO/SEM

How Useful Would A New Directory Be?

Posted by lstevens on 9/26/2014 at 5:39 PM ET 25 Points
My organization has been approached by a company that is starting a brand new directory for specialty retail stores. They plan to use a content marketing approach to drive traffic to the website, but will charge the retailers for enhanced directory listings. How useful is a brand new directory? How much traffic should a directory have before an independent brick and mortar retailer signs-up and pays a subscription?
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RESPONSES

  • Posted by Gary Bloomer on 9/26/2014 at 6:14 PM Accepted
    How useful might this site be? Well, until it's been tested and until it's getting some decent rankings against its leading competitors, and with those rankings, getting some decent traffic, I'd say probably, not much. UNLESS there is an existing market that's easier to take part, and unless the company setting up the directory already has an existing list that's already warmed up and primed to visit the site.
  • Posted by Peter (henna gaijin) on 9/27/2014 at 11:08 PM Accepted
    It is c rap shoot - if the directory does a good job and gets the people you want to come visit, then it has value. But if not, then it is a waste of money to pay for the upgraded listing. It is catch 22 - you need to see that there will be results before you want to spend money, but they need your money to get results.

    If an online directory, maybe see if they will do some sort of pay per lead type of thing.
  • Posted by lstevens on 9/29/2014 at 8:57 AM Author
    Thank you both. You confirmed my instincts to wait and see if this model will produce results worth investing in.
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