Dumb SEO Questions

(Entry was posted by Dave Elliott on this post in the Dumb SEO Questions community on Facebook, 07/30/2013).

SEO for a good local web directory?

This is possibly an interesting question. We have a client who is a a sort of trade association for local businesses. One of the features they want on the site is a publicly accessible members directory.

Sooooo in an absolutely ideal world, how would you make a good local web directory work from an SEO perspective?

A tiny bit of background info.

It is a super local based site(just town centre, no surrounding areas)

businesses have to pay to be part of the association(its mandatory if you are in the catchment area), but will not be paying to be part of the directory.

Everything will be manually looked over(hopefully not be me)

Any functionality could be added, Static maps, Google maps, Street view of the area, ummm anything anyone thinks of that is a good idea really!

Businesses range from the biggest multi-nationals to the smallest one man bands.

I have no idea how co-operative business will be, or what information other than basic contact stuff, the association has on record.

We have COMPLETE control over the code and hosting and err everything.

No body outside the catchment area or not part of the association will be allowed onto the directory.

If people have some truly great example of brilliant web directories(looks & functionality) that would be useful as well!
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YOUR ANSWERS

Selected answers from the Dumb SEO Questions Facebook & G+ community.

  • Dave Elliott: Oh yeah, and we are in the catchment area, which is why i want to make sure it is very good for SEO :D
  • Nick Stuart-Miller: I've worked with directory sites before, and you can actually slip up quite badly if not handled correctly.

    You will need to ensure best SEO practice is implemented across the board, but I've found with directories duplication can be a major issue.

    Some directories have multiple pages for one unique listing, under sometimes two or three URLs - with, unbelievably, identical onpage content.

    1. You will need to ensure that every listing has it's own unique page, with it's own unique set of relevant meta data, keywords, editorial content, etc.

    2. Do not copy and paste information from the client's website. Ensure that all content on your site is unique.

    3. Use niche keywords and phrases to rank well on a local scale, and implement these into a consistent system for all onpage ranking metrics. For example, use descriptive and locational keywords for each listing.

    4. Ensure that for similar pages you include a canonical tag, to tell Google and search engines which one you prefer - and to avoid duplication penalties.

    5. I would block all search listings within the robot.txt file too.

    6. For backlinking, ensure that if the client wants to link back to your site, they do so to their own profile page. This will give you a diverse, deep and organic backlink profile - and make sure they do it as a news / blog post and not from a 'useful links' page.

    Let me know if you need any further info.
  • Tim Capper: Nice list +Nick Stuart-Miller ;

    The trick is to make sure content written on listings is unique.

    You could provide product listings, event listings (all marked up with schema), even a company micro blog.

    You could have snippets pulled from their social profiles twit,fb,G+

    check out freeindex and scoot.

    I am working on one myself at the moment.

    Directories can be very cool, if you bring something new to the party.

View original question in the Dumb SEO Questions community on Facebook, 07/30/2013).