Business directories are an excellent platform to both advertise and find useful contacts, resources and supplies. Since the millennium the internet has become filled with directories to the point that at times they have swamped the search engines, Google and Yahoo for example. Such directories come in a many forms. The aim here is to discuss the differing directory types, their use on the internet and to offer tips on embarking one of the many paid for services.

First off, we have the business to consumer directories, some of these are excellent and some not so good, yell.com probably standing out as the largest amongst them. Then we have the Business to Business directories, Applegate, Businessmagnet and Kellysearch being among the most well known. All of the directories mentioned here are made by humans, serviced by humans. They are of great use to the searching public as they offer a further neatening element, refining searches, making your job of finding what you want much easier.

For the advertiser, nothing more can be more rewarding than receiving a human edited entry in one of these directories with a purposeful link pointing to the advertiser’s website. Most, if not all directories offer free entries. This services two functions, firstly it increases the size of the directory, this in turn increases the usefulness of the directory, providing the entries are kept neat and relevant. For instance, a retail outlet offering products to the public would have no place on a Business to Business directory; of course the rules are sometimes flexed dependent on the editor. For e.g. a business who’s primary function is to valet vehicles could also fall into the business to business sector if their services extend to that of commercial or fleet vehicle cleaning. Here it would be the responsibility of the editor to determine just how valid it would be to place such a business within the directories index.

For some directories, the aim of the game seems to be bigger is better. This rule does hold true in some circumstances where a directory may offer a very broad set of results and the bigger size obviously offers a vast amount of information and more matches per search. However, very large directories with paying advertisers all trying to leap prominent position can get very messy indeed, especially when the results are forced. Smaller directories that have set categories tend to stay more refined and tidier. In an effort to increase the size and exposure, some directories take to become highly automated, harvesting content from other websites around the world and even other directories, adding links and automatically categorising the information. It is the opinion of most, that these directories are an annoyance to the searching public. Many times you would have performed a search only to find the exact term you were after...great...but click on it and you are taken to another page full of automatically harvested results, with the familiar lay out of a search engine. Of even more annoyance to the searcher is the frustration of clicking on another result within these directories themselves that take you to yet another page of results, sometimes with no relevance to the original search.

Directories are of great importance to search engines and the promotion of businesses online. The vast array of directories now on offer can be somewhat confusing to a conventional advertiser trying to get a foot on the online advertising rung. If you as a business are to spend money on a directory, here are a few tips that may help you achieve a wiser spend.

1. Look out for the big names - but don’t follow like sheep.

Big names attract paying advertisers through their obvious exposure. The same exposure doesn't mean that they will be delivering the business to you. Make sure they can prove that they have a means to achieve traffic from the major search engines for products you supply or demonstrate how they can harness that traffic for you and get a potential customer to your page or advertisement. Remember, some of the very large directories may not be able to offer that personal consultative touch that is so very important to the first time advertiser.

2. Don't be fooled with statistics and site traffic.

Some directories will be receiving vast amounts of traffic direct from search engines but as stated in tip one, this doesn't mean you will be getting a portion of that traffic to you or your page. Again, ask for a demonstration of how the directory will be directing customers to your page. Will they have links to your page from indexes, will there be a search engine presence for your products, and can they prove the types of customers you want to attract are using their directory? Some directories will be able to position you within the major search engines so that traffic is then received directly by you. Directories that can offer this and prove it works are second to none.

3. Know your terminology

Ok, we get 1 million hits!..You might hear. Well excellent, but what does it mean? Very little to be honest, any reputable directory will use a far more accurate method to relay their traffic statistics. Hits is a very misleading term that can refer to so many different ways of recording site traffic it isn't worth taking on board, walk away. Visitors and page views are hard facts that will give a far better indication of what activity is occurring. Page views are probably the better term to use and are normally the example of good recording techniques from a reputable directory that is open about it's usage.

4. Be careful with online marketing tools.

Alexa is one such marketing tool that despite its obvious power can be manipulated by a large team of people spending lots of time on one site, such as the employees of a directory itself. Best to confirm the traffic statistics with the directory and be sure of your spend in your own mind.

5. You are hiring their service, not yours!

If you are paying out for a directory service, you shouldn't expect to be constructing your page yourself. Some first time advertisers have no experience in online promotion other than their own website and should not be relied upon to construct their own advert. Remember, your page on a directory represents your company and it’s design should reflect that. It's good to be able to access your listing and relay amendments to the directory, but in most circumstances your page should be put together by an experienced hand. www.businessmagnet.co.uk is one such directory that makes every effort to ensure pages are laid out effectively.

6. Know how your advert is performing

There are many directories out there, but only a handful effectively monitor the activity of advertisements and make it available to view. Whatever information is being supplied as to your advertisements activity is useful, learn it, understand what it means. Understand the process of an enquiry through the directory you are advertising with. What would the potential customer say when asked where they found you? In many circumstances you will get a broad reply, like 'the internet' or 'Google'...probe too hard and you may lose the enquiry. Be trusting of your account manager and rely on them to make sure your advert is working effectively. Remember, they work for you, they will be doing all they can if they are to secure your renewal business.

7. You get what you pay for isn't always the rule

Spending large sums of money on directory advertisements will not always guarantee an excellent return on investment (ROI). Instead, research, make sure you are certain of how a particular advertising campaign will work, and then invest. Follow the tips above and make a decision on the plan and service on offer, testimonials and usability not just the directory.

8. Very important, ask about their users...

Who they are? Where are they from? What type of people are they? If you are spending money, a directory should have all of this information or demographics to hand, just like a magazine would know its circulation and reader types.

9. Be careful with canvassers

There are some big directories that through their popularity have now become an excellent base for canvassers. This has obvious caveats. The true traffic figures will include these canvassers. The type of information gathered about the directories users (demographics) will be inaccurate. The statistics for paying advertisers own listings or entries will also contain the activity of these canvassers and will also be inaccurate. Unfortunately this is the price we pay when a directory has become too popular. Various large directories have taken to deter canvassers with lengthier steps to achieve the desired information, but the fact remains, if it's open to public it's open to all. No rules or line within the terms and conditions of a sites usage will prevent this altogether; it is just a factor to consider when parting with money. Be wary of directories that have intentionally included contact names within each companies listing. This is of no use to the potential customer and a canvassers dream, a sure sign that a directory is making itself 'canvasser friendly' and striving to benefit from the additional traffic canvassers will bring.

Directories have been around for 100's of years, now they have reached the future and ‘online’ has become the word of the moment. Directories will be around for years to come, maybe in a form we do not know. But for the time being, the ever increasing trend to advertise online has become more complicated but at the same time very effective in most circumstances. You must decide how best to utilise this advancement in technology from paper to data and know your web.