Posted on by Dave J.

Are you getting some link-love for your money?

Perhaps you are listed in an online vertical product directory. Part of the value of being listed, beyond the obvious is link-love. Incoming links from these “important” webpages raises the value of your webpages via Google’s PageRank system.

The directories have worked hard to create a listing page that ranks high in Google, as evidenced by the frequency that I see Thomas, GlobalSpec, and even IQS in the SERPs (search-engine-results-pages). Then these pages link to your pages, of course.

But what do the directory pages link to? Do they link deep into your site, or just to the home page? I explored this question from a usability angle when I presented at InfoCommerce in 2005. The number of clicks on the directory can be acceptable if they are ‘going somewhere’, but how frustrating is it to be dumped at an advertiser’s home-page and have to continue exploring?

Anyway, the question raised today at Industrial Search Engine Marketing Blog is “Are you making the most of your online marketing?” What is the PageRank of the linking page and where is it linking to.

“If they are looking on one of these directories to look for a Material Handling Equipment provider, why would you take him to your homepage when you can bring him right to what he’s looking for? Don’t show him the menu when he already knows he wants the steak.

So I did an experiment. I went to each of the four directories, looking for a Material Handling Equipment provider. Keep in mind, that I’m only doing a sampling, this is not a full blown research project. Nor do I know the inner-workings of each directory. I’m simply doing an experiment. That being said…let’s begin.”

Sites evaluated:
GlobalSpec, KellySearch, MacRae’s Blue Book, & Thomas Industrial Network

I did some casual research on my on at GS and TN, and found the analysis is appropriate. Taking a look at IQSDirectory.com, it looks like nearly all their advertisers are getting links to their home pages, but with some nice PageRank, usually of 3.

That all said, it is probably up to the advertiser to make sure the deep-links are being made by the directories.

14 Replies to “Are you getting some link-love for your money?”

  1. There is more to it than just a cosmetic link. GlobalSpec for instance uses a redirecting system that nullifies the benefit of those links (most likely for tracking). But some of the other engines are direct links which are in fact beneficial.I checked IQS as well and they use a ‘rel=”nofollow”‘ which again hurts the linking weight.

  2. There is more to it than just a cosmetic link. GlobalSpec for instance uses a redirecting system that nullifies the benefit of those links (most likely for tracking). But some of the other engines are direct links which are in fact beneficial.I checked IQS as well and they use a ‘rel=”nofollow”‘ which again hurts the linking weight.

  3. Thanks for the additional detail. That was kind-of on my mind, but TN and IQS links looked good visually. Dunno why IQS has the ‘no-follow’. TN links are good.

  4. Thanks for the additional detail. That was kind-of on my mind, but TN and IQS links looked good visually. Dunno why IQS has the ‘no-follow’. TN links are good.

  5. Dave, I’m just trying to help, but I think it would be a good idea for you to contact someone you know and trust (independent thrid party) who is an expert on web “coding”, and have them quickly check the inbound links from all the vertical product directories that you have listings on (paid or otherwise).This is important to know for sure as these directories could have some sales reps who use the “ranking” benefits of their links to help them sell their advertising.

  6. Dave, I’m just trying to help, but I think it would be a good idea for you to contact someone you know and trust (independent thrid party) who is an expert on web “coding”, and have them quickly check the inbound links from all the vertical product directories that you have listings on (paid or otherwise).This is important to know for sure as these directories could have some sales reps who use the “ranking” benefits of their links to help them sell their advertising.

  7. I love the blog that you have. I was wondering if you would link my blog to yours and in return I would do the same for your blog. If you want to, my site name is American Legends and the URL is:http://www.americanlegends.infoIf you want to do this just go to my blog and in one of the comments just write your blog name and the URL and I will add it to my site.Thanks,David

  8. I love the blog that you have. I was wondering if you would link my blog to yours and in return I would do the same for your blog. If you want to, my site name is American Legends and the URL is:www.americanlegends.infoIf you want to do this just go to my blog and in one of the comments just write your blog name and the URL and I will add it to my site.Thanks,David

  9. Hello:First off, nice job with your blog. I enjoy reading it.I own a mid sized web devel/seo company, and we have many industrial sector clients. From what we are seeing, in almost every case in the last 6 mos or so, these directory links are becoming less and less relevant. In fact, if it were me, I’d be more interested at this point in a link from a blog such as yours than I would in a link from any directory. Just my two cents…..

  10. Kellysearch will deep link you to any page of your website that you desire. Contact them for a full explanation. Some companies listed on Kellysearch get thousands of SEO crawls monthly from their listings.

  11. Kellysearch will deep link you to any page of your website that you desire. Contact them for a full explanation. Some companies listed on Kellysearch get thousands of SEO crawls monthly from their listings.

  14. Hello:< />< />First off, nice job with your blog. I enjoy reading it.< />< />I own a mid sized web devel/seo company, and we have many industrial sector clients. From what we are seeing, in almost every case in the last 6 mos or so, these directory links are becoming less and less relevant. In fact, if it were me, I'd be more interested at this point in a link from a blog such as yours than I would in a link from any directory. Just my two cents…..

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