Directories ARE NOT Dead: How to Position Your Membership Website for Success

The Evolution of Online Directories

• Directories are not dead, and understanding their evolution is crucial to the success of a directory website, as things have changed over the past few years and the last decade in terms of the value they bring to members and how they build a community (00:00:16).
• Online directories are essentially websites where people can find and post searchable resources, and many popular websites, such as Zillow, RetailMeNot, and Pinterest, are actually directories that allow users to post content and search for content (00:01:03).
• Successful directories provide a better service than Google by focusing on a specific type of content, such as property listings or coupons, and making themselves more valuable for that type of service (00:01:42).
• Having a single content focus is a key theme for successful Web directory, as seen in examples like RetailMeNot, Angi Inc., Zillow, Eventbrite, and Pinterest, which have all done a better job of presenting their specific type of content than Google (00:02:37).
• When building a directory, it’s essential to think about solving a problem and identifying an issue that isn’t being addressed, and providing a reason for users to come back to the site, as seen in the examples of successful directory websites (00:03:23).
• In the past, directories were used for link building, where websites would try to get their link on as many other websites as possible, but this is no longer the primary use of directories, and instead, they are now focused on providing valuable content and services to users (00:04:03).
• Directories were initially simple resources with limited information, such as a name and phone number, and required users to dig through multiple pages to find what they were looking for (00:04:17).
• The old directory sites had numerous hurdles, including multiple pages with low-value content, except for internal linking, which was overdone at the time (00:04:26).
• Google has improved its algorithms to detect and penalize websites with thin pages that have no valuable content, and now considers rapid growth or an excessive number of web pages as red flags (00:05:09).
• Some directory sites attempted to outsmart Google by aggregating or duplicating content, but this approach often resulted in penalties when Google updated its algorithms (00:05:21).
• There are instances where websites were severely affected by Google’s algorithm updates, such as an Search engine optimization company that built a business by exploiting a weakness in Google’s formula, only to have its progress wiped out by a subsequent update (00:06:31).
• Building a business by taking shortcuts or trying to stay one step ahead of Google is not a sustainable approach, as evidenced by the story of the SEO company that had to close down after its business model was no longer viable (00:07:19).

The Shift in Focus and Value

• Despite the limitations and challenges of old Web directory, they did have value in the past, and there were portals and resource websites that provided links and information, which was the standard approach at the time (00:07:53).
• The Google updates have led to changes in how websites are ranked, with a focus on serving people and adding value, rather than just optimizing for SEO, which can be achieved by following straightforward best practices and strategies, and employing checklists to ensure all good SEO practices are being implemented (00:08:08).
• To succeed, websites need to earn people’s trust by being an authority in their industry, having a professional-looking website, and showcasing social proof, such as testimonials, a large community, and an active social media following, which can help establish credibility and trust with potential members (00:08:56).
• The increased number of competitors and websites has made it harder to trick people, as they are now more savvy and can look through misleading information, making it essential for websites to have a unique voice, brand, and culture to stand out and attract members (00:09:27).
• Having a genuine and unique brand and culture behind a directory website can help it stand out from competitors and attract savvy potential members who can recognize the value and specialness of the site (00:10:09).
• The algorithms used by Google and other advertising platforms have changed to prioritize content that is worthy of people’s trust, and websites need to deliver high-quality content that meets users’ expectations to build trust and retain visitors (00:10:43).
• Google’s algorithms can identify if a website is delivering content that is worthy of people’s trust by tracking how long users stay on the website, whether they browse other pages, and if they interact with the content, which translates to trust and can impact the website’s ranking (00:10:53).
• It is essential for websites to cater to users’ expectations and deliver high-quality content to build trust and retain visitors, as users are quick to leave a website if they do not find valuable content, and this can negatively impact the website’s reputation and ranking (00:11:31).

Building a Successful Directory: Focus and Mission

• Successful directories have evolved over time by putting more care into their brand, even when doing things quickly, and presenting their website to the world in a well-crafted manner compared to their competitors (00:12:12).
• To create a successful directory, it is essential to identify one main audience that the website will cater to, as trying to serve multiple audiences can be a logistical nightmare and lead to poor organization of content (00:13:00).
• Once the audience is identified, it is crucial to find one need and fill it exceptionally well, rather than trying to offer a wide range of features that may not be necessary or useful to the target audience (00:13:51).
• Having a clear mission and reasons to join the website is vital, and these reasons should be specific and compelling, rather than just generic statements (00:14:53).
• When creating a membership or association website, it is essential to provide a reason why people want to join, just like when selling a physical product, and this reason should be unique and differentiate the website from others (00:15:56).
• Simplifying the website’s offering, purpose, and mission is also important, and this can be achieved by focusing on one key feature or service and presenting it in a clear and concise manner (00:12:53).
• Creating a successful directory website requires a clear mission and messaging to potential members, as simply providing a search function is not enough to attract users (00:16:09).
• A directory website should be able to differentiate itself from competitors, especially when breaking into a new sector, and having a local angle can provide a competitive edge (00:17:20).
• Identifying a clear audience and explaining the mission and reasons to join the website are crucial steps in creating a successful directory, and the website should provide resources that directly support its mission (00:19:06).
• The mission statement should be able to finish the sentence “because we’re doing X Y & Z” with a clear explanation of what the website is doing and for whom, and if this cannot be done, then the website does not have a clear message or audience (00:18:31).
• To effectively communicate the mission and messaging, it is essential to remove any unnecessary elements from the website that may be getting in the way, as the goal is to have a clear and concise message that resonates with the target audience (00:19:32).
• Creating a successful directory website involves being direct with people and making it easy for them to connect with the mission, which can lead to them wanting to join the cause, and this direct approach is crucial for building a community (00:19:56).

Engaging the Community and Building Trust

• The home page of the directory website is critical, as it should explain the problem being solved, and it is essential to speak directly to the main audience being catered to, making sure the content is tailored to that audience (00:20:29).
• A key example of a successful directory is Yelp, which caters to the person visiting the restaurant, despite making money from restaurant owners, and its content is directed towards that audience, with the business owners’ information being less prominent (00:20:53).
• Yelp’s focus on a few key things, such as finding restaurants and reading reviews, has contributed to its success, and it has grown from a simple concept to offer additional features like coupons (00:22:03).
• Engaging the community is vital, and this can be achieved by sharing updates, such as writing posts about local businesses, showcasing them on social media, or writing articles about them, to demonstrate that the mission is being supported and that the website is not stagnant (00:22:36).
• Sharing updates and showcasing activity behind the brand is essential, as people want to see that there is a pulse and that the website is not just a static collection of links, and a good example of this is the local directory website LocalShops1.com (00:23:16).
• Creating a successful directory website involves having an onboarding or nurture strategy to reach out to people after they’ve signed up, which can include welcome emails, social media engagement, and phone calls to help set up their profiles, and this is crucial for keeping the relationship alive and demonstrating expertise and credibility within the industry (00:23:50).
• The onboarding process should provide additional value and surprise new members, whether they’ve signed up for a free or paid membership, and this can be achieved by offering useful updates, newsletters, and other forms of communication to keep them engaged (00:24:39).
• Nurturing end users, such as reviewers on a site like Yelp, is also important, as they are a key demographic that can provide valuable feedback and participate in the community, and enrolling them in a nurturing campaign can encourage them to return to the site and get involved (00:25:19).
• Giving end users more reasons to come back to the site through nurture strategies and sequences is essential for building a loyal community, and this can be achieved by providing a sense of community and culture behind the website’s name (00:26:10).
• Packaging the directory website as a product with a personality and culture behind it can help people feel like they’re part of something, rather than just being listed in a directory, and this can lead to increased engagement and loyalty (00:26:30).
• Creating a sense of community behind the brand is key to making it easier for people to stick around and join the mission, whether passively or actively, and this can be achieved by showcasing the organization’s personality and culture (00:27:27).
• Creating a directory is not just about leaving it online for people to join, but also about giving them a reason and a purpose to follow, which can be achieved by having a voice and a personality to keep people engaged (00:27:38)
• The purpose of a directory is to provide a mission for people to follow, and this can be accomplished by actively maintaining the directory and providing value to its members (00:27:40)
• In order to make people stick around, it is essential to have a unique voice and personality that sets the directory apart and keeps members interested and invested in the community (00:27:51)

Continuous Evolution and Adaptation

• The key to a successful directory is to continuously evolve and adapt to the changing needs of its members, which is particularly important in today’s evolved world (00:27:57)