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In this week's episode of the Niche Pursuits Podcast, Frey Chu and I dive into the world of directory building, a method that has been quietly gaining traction for savvy SEO enthusiasts. Frey shares his journey from eCommerce to building directory sites, a model that leverages SEO skills to generate passive income.
Whether you’re looking for a side hustle or a long-term project, this episode offers actionable insights for starting and scaling a directory site that can generate consistent traffic and revenue.
Contents
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The Power of Directory Sites
A directory site can be a profitable, low-maintenance asset if done right. Unlike traditional websites, directories are designed to consolidate information, making it easier for users to find what they need. They aren’t just a list of names or businesses; they’ve evolved into tools that help users make decisions, from daycare services to liquidation stores.
- Data Enrichment: Modern directories often include detailed, valuable data, which helps users make informed choices.
- Targeted Niches: Focus on providing solutions for specific problems. For example, parents searching for daycare centers often need information like licensing, pricing, and available amenities.
- Evergreen Content: Directories can be "boring" niches that still rank well over time due to consistent demand for information.
Frey emphasizes that directory sites can be split into two categories: the boring, evergreen directories and more dynamic, lead-gen models. His preferred approach focuses on the passive, evergreen niche that generates consistent traffic with minimal ongoing work.
Choosing Your Niche and Directory Structure
Frey’s success is built on choosing the right niche and structuring the directory accordingly. Niche selection depends on your goals, whether you're after low-maintenance passive income or a more lucrative lead generation model.
- Location-Based Keywords: Directories that rank for location-specific searches (like "liquidation store New York") often perform better over time.
- Pillar Pages vs. Individual Listings: Deciding on the structure is crucial. Some directories benefit from a long-form pillar page approach, while others require individual listing pages.
Understanding the competition is also key. If there are already major players in your niche, consider niching down further. For example, Frey’s idea to focus on “daycares with cameras” caters to a specific need within a broader category.
Building the Tech Stack and Content Strategy
Building a directory site requires a thoughtful approach to both technology and content. Frey recommends starting with simple tools to build and launch the site, then expanding as needed.
- WordPress & Elementor Pro: A simple yet powerful combo for building directory websites.
- Scraping Tools: Tools like Outscraper help gather data, although they come with some risks.
- Automation: Frey developed his own software, Enrich.Directory, to help automate the data enrichment process.
On the content side, Frey advocates for using schema markup and structured data to improve the site’s visibility. He also shared his changing perspective on blogs, particularly for lead-gen directories. Blogs are becoming more valuable as they are increasingly referenced by AI tools like ChatGPT.
Monetizing Your Directory
Frey's directories generate income in several ways, with display ads being the most passive. However, he’s also delving into more lucrative lead-generation models. Whether through selling leads or premium listings, there’s a potential for more active income.
- Display Ads: Passive income through platforms like Mediavine or AdSense.
- Lead Generation: High-ticket niches like luxury porta-potties can generate significant revenue by selling leads to relevant businesses.
- Premium Listings: Many directories monetize by offering businesses the chance to pay for featured listings or additional visibility.
Frey also warns about focusing on monetization before traffic is consistent. He suggests building traffic first, then experimenting with different monetization methods to find what works best.
Link Building and SEO Strategy
Building a successful directory relies heavily on SEO. Frey believes in building high-quality backlinks to improve rankings, but he’s selective about the types of links that work best.
- Link Insertion: Frey focuses on inserting links into relevant, high-traffic articles rather than relying on niche edits.
- Relevant Backlinks: It’s not about quantity but relevance. Links from websites within your niche carry far more weight than links from unrelated sites.
- Avoid Low-Quality Links: Frey has found that many SEO tactics, like buying low-quality links or citations, don’t deliver the desired results.
Link building might seem tedious, but Frey stresses its importance, particularly for competitive niches. A few high-quality backlinks can make a big difference in your site's ability to rank.
First 30 Days After Launch
For those ready to dive into building a directory, Frey’s advice is clear: start simple, build momentum, and refine as you go. The first 30 days should focus on setting up the fundamentals and ensuring everything is in place for future growth.
- Research and Ideation: Spend time understanding your niche, your audience, and potential monetization strategies.
- Initial Setup: Use a basic tech stack to get the site live and start gathering data.
- Slow Growth: Don't expect immediate results. Frey emphasizes that building trust with Google and gaining traffic takes time.
If you focus on creating something valuable, the traffic will follow. Once you have that, monetization becomes much easier.
Final Thoughts
Directory sites are an excellent way to leverage your SEO skills and create a passive income stream. Frey’s approach, focusing on evergreen niches, simple setups, and data enrichment, provides a blueprint for building a site that ranks and earns over time.
While it’s not an overnight success story, with patience and strategy, directory sites can become a reliable source of income. Whether you're looking for a side hustle or a long-term project, directories offer a fantastic opportunity to apply SEO skills in a sustainable way.
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