The Open Directory Project (also known as DMOZ) is a free directory created and hosted by the Netscape Communication Corporation (remember Netscape?  They’re now part of Time Warner’s AOL).

The ODP has lost favour with webmasters and search professionals over the past few years, mainly due to two reasons.  The first is the theory that the volunteer editorial staff doesn’t evaluate links and submissions objectively, that they have their own ulterior motives when it comes to whether a link makes it in.  The second is that the sheer backlog of submissions means that you could wait weeks, or months before your site makes it in.

I still think it’s worth the effort to submit your site, even if you have to submit multiple times and wait for months.  Here’s why.

The ODP is used by many sites to provide directory results, including Google.

Google still uses the data from the ODP to seed their own directory, which means they trust the ODP, which means they likely trust listings in the ODP.  Along with Google, there are over 150 sites using the ODP’s data to seed their listings – so one link often equals 10, 0r 20 good directory links.

The odds of getting a link are as good as with any free directory.

Most SEO’s will tell you that they hate directory submission.  It’s a long, painstaking process and often the links are worthless.  The ODP isn’t worthless (as we’ve established) and the links you get are of solid quality.

The ODP is essentially non-commercial in nature, which is good for you.

There’s nothing that says that non-commercial sites carry more weight with major search engines than commercial sites, but I’ve seen strong evidence to support the value of a link from a non-commercial site over one from a commercial site.

Now That I’ve covered why, I’ll take a quick moment to cover how.  Getting in to the ODP isn’t easy, but it’s not rocket science.  You just have to follow the rules.

Drill down to the right category

Find the category that most closely reflects what your website or business is about.  Don’t go for the most popular categories, just because they’re there.

Don’t be sleazy when you’re writing your description.

If you write your description with loads of sales copy, “the best” this and “the greatest” that, you won’t get in.  Well, you might – probably not though.  Keep it simple and real.  For instance, if you sell widgets to the Greater Nanaimo area – your description should be short and accurate, like this.

Supplier of widgets and widget related accessories serving greater Nanaimo and surrounding areas.  Includes Ladysmith, Cedar, Nanaimo, Lantzville and Parksville.  Free same day delivery in Nanaimo.

See?  No puff, no shmooze – just the straight dope.

Like I say, you may have to submit more than once and it may take a while – but I’ve seen it continue to produce results for over a decade where many other directories are dead and gone.

This entry was written by Sean Enns, posted on June 1, 2009 at 7:26 pm, filed under Link Building and tagged Marketing, SEO. Leave a comment or view the discussion at the permalink.