Today's topic of choice is the work I've been doing for WhiteBoxUK, a hotel procurement and consultancy service. As part of the SEO package offered by the company I work for, I find relevant web directories and submit the customer's site. This, like everything else, has its own issues to work out. Finding a relevant and accurate category for a company with a wide range of services can be quite a challenge, especially as a lot of directories don't like you submitting sites in quite vague categories, nor is that particularly targeted to readers. For WhiteBoxUK, I had to emphasise the consultancy side of the business for a lot of directories, and the procurement and support side for others. It's nice to keep the category chosen consistent between all directories, but I feel it's much better for directory users to tailor your choice to the exact categories offered on each site. After all, it's these users that you're trying to entice to click on the link. There is PageRank potential in having a lot of links, but don't forget that PageRank isn't what you're trying to enhance. The goal of good SEO is to increase the sales / revenue generated by the website, generally done by increasing the amount of traffic to the page through high PageRank, but also making sure that these extra users are interested and likely to appreciate the site's offered services. High PageRank through spam means nothing if all of your visitors take one look and leave. This ties into optimising the site itself, which I'll probably cover in a later post.
Today's summary: don't forget that it's not just the number of links and clicks that matters, it's the quality of them, and making sure that the customer will find your site useful. After all, conversions are your goal not just views.
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