We frequently get asked for input on whether a client should list with an online directory that has reached out.

External link building, which includes getting listed on relevant directories is part of an integrated SEO strategy. The goal is to collect relevant back links to your website that signal to Google that your website is a credible, useful resource for internet users searching for help related to the services you offer. However, not all back links have value and not all directories are legitimate. There are quite a number of bogus directories out there. Similarly, there are legitimate directories that are not worth the money they charge for a listing because the likelihood of a potential client using them to find your firm is pretty much nil.

If you have been approached by a directory you’ve never heard of with a message along the lines of “Congratulations! You’ve been selected and approved for inclusion on X,Y,Z Directory” usually accompanied by some flattering language about how the recognition is exclusive, we recommend you take some basic steps to verify the directory and evaluate whether it is of any real value to your marketing efforts.

Basic steps to vet a directory 

1. Do a Google search for “Directory’s Name” scam (include quotes around the directory name if it contains spaces). This will pull up results on what other people on the internet may be saying. Alternatively, try a search like “Directory’s Name” -site:URL which will tell Google to exclude their own domain from your search results while you’re searching for information about them. Be aware that in some cases bogus directories set up additional sites to try to bolster their legitimacy. 
2. Review the quality and relevance of the directory. The location of the directory operations may be a relevant consideration depending on your practice area. For example, if your practice is focused on personal injury or criminal law, an international directory based in the UK may not be of much value as a potential referral source.
3. Look for “About Us” information to check “who” is behind the directory. If there is none that is a red flag.
4. Additional clues to who is behind a directory can also be found under Terms of Use and Privacy notices. If there is limited, vague or no information. We recommend you pass.
5. Sometimes it’s useful to do a Google Image search on images of professionals listed on a directory’s “About” page or their listings. Recently, we did exactly that and discovered the person featured on an “About Us” page led to what appeared to be a fake immigration law consultancy (as well as being a Shutterstock image of “White Man Sitting at Table”). Further, when we checked on lawyers listed it became clear that the bio photos were out of date as compared to the law firm websites involved. This suggested to us that the profiles had been scraped in an attempt to lend legitimacy to the directory.
6. Check the directory’s social media presence to see if they have accounts, whether they are active and what they are posting. Assess the quality and relevance of their social media activity for yourself.
7. Check for complaints about the directory. For example, see if there is chatter on Reddit or YouTube.
8. Check the directory website URL on https://whois.domaintools.com/. Sometimes this will tell you who is behind a directory and where the business is located. If the URL has been recently registered that should be considered a red flag.
9. Check to see if your known competitors have a listing. Caution: if you see a competitor there it does NOT necessarily mean they signed up for the directory. It’s possible their data has been scraped and added in an attempt to prove legitimacy.
10. Check the cost of the directory. If the cost is high you may want to think about whether that money would be better spent on running a Google search ad campaign.
11. Consider whether potential clients are likely to use this directory to find your services over doing a Google search.
12. Are there other reasons you might want to be in this directory? For example, if it’s a well known “local” directory you might want to be there as part of your Google Local strategy.

Weigh the pros and cons for yourself to decide whether a directory listing is worth it, particularly if it’s a listing with a hefty price tag.