The value of online directories?
When the web first started online directories were all the rage and many of the leading directories still exit but are consumers using them. For example the Yahoo Directory or the Open Directory Project have millions of business listings but are they every used. Today it seems that most of these directories attract businesses that are more interested in increasing their search engine ranking. Google for example puts a higher price on links from directories as they show the company to be more reputable.
With the popularity and improvements to search engines it seems unlikely that anyone is using these directories as their structured. For example Google just launched an update to their own directory based on the Open Directory Project. The first option on the directory is to search the directory but Google still presents all the different directory categories for people to browse. Does anyone every browse these categories? It took me 8 clicks to get to local listings for “Toronto” . I think most people would prefer to search but what is the advantage of searching the directory vs the default Google search?
A quick search comparing Google.com and Directory.Google.com for Dentists Show in Toronto displayed the following:
The results are similar but I think the Google Search actually provides a better connection with local businesses. Google includes a map and automatically connects the user to Local Search because I’ve entered “Toronto” as part of my search. The Directory listings contain no map and no connection to local search.
Most of the successful online business directories, including the Yellow Pages, have adopts a more search oriented approach to business listings and abandoned the directory browsing methodology. Its not clear to me why search sites like Google see any value in this out of date methodology.
