Directories – Annual or One-Off Fees?
News May 21st, 2007John Scott, founder of Sevenseek, recently launched an aggressive attack against directories that charge annual fees. He:
I submit to a lot of directories, from Yahoo! and Umdum to DMOZ and rlrouse.
I don’t submit to BOTW, and haven’t for a while now, because of the annual listing charge.
But now it seems a lot of web directory owners are going the annual listing route. I have held off saying this for a while now, because I consider most of these web directory owners friends. But it needs to be said:
Yearly renewal fees are beyond stupid. The spirit of annual renewal fees – well, it feels like greed to me.
And the “review fee” is bogus, a lie. If a website is listed in your directory, you should be reviewing it on a monthly basis anyway.
Now, let’s do the math. Say a directory charges $69.95 per year. That’s $349.75 for five years, and $699.50 for 10 years.
Now, for arguments sake, compare that to Umdum’s $40.00 one time fee. I can say without a shred of doubt that Umdum sends me more traffic and more link juice than 90% of annual-renewal directories out there, and at a discount of $659.50 over 10 years.
But more than that, it is a matter of principle for me. If I pay for a review, it should be a review. If it’s accepted, it’s accepted. But with these BOTW type directories, these clowns actually remove your link if you don’t pay the fee.
Even Yahoo! doesn’t remove links, but these people do, making it obvious that they are not in the directory business, but in the link-leasing business.
Why remove the listing if you aren’t in it for the money. I have two full time and one part time editor ADDING sites, searching for and adding sites on the basis of heir merits. So the idea of removing a site just seems absurd.
I mean, was it removed because it did not add value to your directory? If so why the hell did you approve the listing in the first place?
Sure John, everybody likes to pay less money, go ahead and get some brownie points by beating the populist drum.
But you of all people well know that the directory model does not scale well. The larger a directory grows, the more expensive it gets to maintain. For instance, as you correctly stated:
If a website is listed in your directory, you should be reviewing it on a monthly basis anyway.
This means that when your directory grows twice as large, the editorial costs are twice as high. When your directory grows three times as large, the editorial costs triple. (But actually, the situation is probably worse than that but that’s something for another day).
Also, as you well know, the larger a site gets, the more difficult it is go keep it well indexed and ranking in Google.
Making sure that your directory continues to rank well as it grows in size also adds significantly to the cost of maintaining a directory.
So, I’d throw it back at you and say that whoever is NOT charging annual fees is not planning for the future. How do they plan to maintain their directory when it is 10x the current size – charge 10x their current fee? Or perhaps reduce editorial standards to 1/10th of what they are now?
Ultimately, annual fees are the best business model for any directory that plans on being around for the long term. My prediction is that 5 or 10 years from now, BOTW (and Aviva) will still be running strong, while over 90% of the directories that charge a one-off fee will be abandoned and long forgotten.
May 21st, 2007 at 5:26 am
Some good points, but remember … a lot of what is being said by directory owners has a lot more to do with presenting yourself as a resource and less like a business, whether it is one or not.
May 21st, 2007 at 12:35 pm
You know what, i agree, i just got into the dir game, and id rather pick one off fees rather then annual or monthly subscriptions, its much better and in some ways it acts as traits of a quality directory.
May 21st, 2007 at 4:50 pm
I didn’t say anything in the forum, but I am with you on this one Jeff, I beieve that the vast majority of people will be happy to pay the renewal fees for my directory so that I can continue to provide a good service. My aim is to get 5000 business sites listed and then I will be able to concentrate less on SEO and devote more time to my directory.
May 21st, 2007 at 5:28 pm
Let´s forget about internet and Google. There are business directories in your community, right? Yellow pages and some other little newspapers which list businesses. Do they offer you ¨one time fees¨ or ¨permanent listings¨? Of course they don´t. They don´t try to please Matt Google by any means necessary, because there is no need to do that.
May 21st, 2007 at 9:02 pm
I am with you Mike, good comment, I couldn’t care less about the review fee rubbish either, Matt simply suggested that the better directories usually charge for a review fee, do I think putting review fee on my prices will make any difference to the way my directory is treated – hell no, it is the qaulity of sites listed that determins the quality of the directory and that is one thing that John Scott is spot on about. I am providing a service and I expect to get paid for that service, I ain’t no charity. Someone should register http://www.charitydirectory.org.uk and get charity workers to edit it.
May 21st, 2007 at 9:27 pm
I think jeff you got a point, but in order for new directories like idk.in (which is now a PR 5) to grow is to offer permenant listing, but i am planning on switching to annual soon after next update or maybe one after, but you see what i am saying.
I know economically what you are choosing is the best way to go, but you kno in start you have to do this … Aviva did it to ;)
send some juice my way too you kno where to find me
May 21st, 2007 at 9:37 pm
The purpose of any internet directory is to build a strong resource, the business model actually build from there on. I still believe content is king and the only thing that a directory owner needs to keep in mind is that he does not sell his soul to a MFA kind of site seeking a paid premium listing. It a sorry fact by directory owners are seen listing anything if paid for.
A annual payment for a regular listing is more about selling SERPs value and not building on a resources, defaulting the very purpose of a web directory
I am all for a permanent listing and would be starting a paid directory based on this.
May 21st, 2007 at 9:45 pm
..::Off Topic::..
http://www.dpmembers.info/ is a dead domain, you might want to remove it for your sidebar
May 22nd, 2007 at 2:44 am
@kiviniar – thanks, I’ll remove that. Pity that it’s dead, it was a great idea.
May 22nd, 2007 at 2:50 am
@Syed – I did clarify on Digitalpoint and I should do it here – I do think that a new directory just starting off probably needs to have a one-time fee until they have proven themselves. But over time, the directory will need to move to an annual fee basis.
May 22nd, 2007 at 4:45 pm
@Jeff – Yeah i saw that, thanks for clarifying. I do have plans to move my site yearly once it becomes one of the big dawgs because i think just because i have PR 5 in my first update, i shouldn’t jump the ladder to say that i am at the same level with the big dawgs ;)
May 22nd, 2007 at 11:04 pm
All good points, Jeff. As others and yourself have said, I too believe directories are better off with permanent listings in the beginning to get things going, and then they can change to yearly at a later time. I will soon be switching all the other directories on this side to yearly.
May 23rd, 2007 at 1:46 am
@ Syed – Good luck – I’m sure you’ll be able to do it.
@ Chris – Glad to get your thoughts on the matter.
June 10th, 2007 at 3:42 am
[…] Aviva Directory’s Blog has had some big hit articles such as exposing bad directories in the Directory Blacklist,as a matter of fact that one is my personal favorite as well, it exposed quite a few people either scamming or ripping their customers and other directory owners, its a must read before you try to go and submit anywhere. And not to forget his post on Directories – Annual or One-Off Fees? , its the post that made tons of webmaster either drop link directories permanently and take up bid directories as their index or change their whole submission and payment structure. […]
June 10th, 2007 at 7:42 am
This one made me open a bid directory as they are permanent listings, my future link directories will be offering permanent listings too!
June 13th, 2007 at 4:39 am
I think some good points are made by both sides. I agree with John’s evaluation of value. A one-off fee is obviously going to offer a lot more value to the submitter than being annually reviewed. On the flipside, I feel that a directory owner should be allowed to utilise whatever fee-structure suits their needs. BOTW has been around for a very long time, they aren’t exactly new, so if charging an annual listing fee works for them, why change?
However, perhaps the most significant point is In terms of ethics. If a directory changes their fee structure from permanent to an annual fee, and you purchased a reviewed listing when it was offered as “permanent” would you be happy paying an annual fee once the structure is changed? I know I wouldn’t. If a directory is doing this then I would agree with John that they are resorting to greed.
June 13th, 2007 at 2:59 pm
@Dan – thanks for dropping by. Yes, I’d agree completely – if you switch from permanent to annual fees, all old listings should be grandfathered in as permanent. It’s similar to the situation where a free directory goes paid – all free listings should remain there.
August 30th, 2007 at 4:33 pm
This is something I think we all struggle with. On the one hand maintenance is ongoing and we deserve to be compensated for it, but a complete shift to recurring fees may deter submissions.
December 18th, 2007 at 5:39 am
[…] 7. Charge What You’re Worth. As you improve the directory, don’t be afraid to raise your fees (I’m a big fan of annual fees but they’re not for everyone). If you are doing a good job with your directory, it’s not cheap to run. Plus, you’re providing a lot of value to your clients. And it doesn’t matter that at some two-bit forum there are people selling links with higher pagerank at less than your review fee. You’re not selling links or pagerank – and you’re not trying to get the same clients they are. […]
September 14th, 2008 at 1:03 am
[…] a directory as a business, niche directories, what it takes to run a successful directory, and why John Scott is wrong annual fees versus one time […]