InternetUniversity: Who's Categorizing Your Site
Remember, people search two ways. They'll either use keywords, or comb through categories in a directory. The keyword results are generated from a combination of paid placement words with words programmatically culled from most of the sites on the Web. Category listings, on the other hand, are built by a group of human editors.
There are now three primary teams of editors out there trying to organize and categorize the general web: Yahoo!, DMOZ, and Zeal. The editors on staff at Yahoo! build their directory exclusively for Yahoo! DMOZ (dmoz.org) is a well organized group of unpaid editors that have built an impressive directory, called the Open Directory Project or ODP, that almost every other search site utilizes including AOL, Netscape, Google and Lycos. Zeal is a similar collection of volunteer editors categorizing only non-profit sites for inclusion in LookSmart's otherwise paid directory, used by a number of search sites, including MSN.
DMOZ, short for Directory Mozilla, is administered as an open source community by Netscape. There is no charge for site submission to the Open Directory from DMOZ, just as there is no charge to the portals and search sites for use of the entire catalog. The taxonomy of sites is especially good because the community of editors is so vast, with each editor specializing in a topic area suited to his own expertise. And, that vast community of editors allows for a significant number of sites to be added on a regular basis.
In addition to buying keywords and crafting search-robot friendly sites, submitting your brand's site to the two commercial editorial teams, Yahoo! and DMOZ, should ensure your site’s inclusion in most user's search results - no matter how or where they search.
Recent OMMA Magazine Articles
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Agency of the Year: Gold -- Digitas Dec. 28, 4:43 p.m.
With its newsroom approach to real-time brand storytelling, Digitas continues to create campaigns with Page-One punch ...
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Agency of the Year: Bronze, Design -- Digitaria Dec. 5, 4:44 p.m.
By tuning out East Coast chatter and conventional thinking, Digitaria creates digital designs that are as ...
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Agency of the Year: Silver -- AKQA Dec. 5, 4:42 p.m.
The reason this company keeps winning, year after year? It’s taken its magic far beyond traditional ...
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Agency of the Year: Bronze, Mobile -- PHD Dec. 5, 4:41 p.m.
To reach the fast-growing audience of smartphone owners, Omnicom's PHD isn't afraid to pump up the ...
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Agency of the Year: Bronze, Search -- Covario Dec. 5, 4:41 p.m.
San Diego-based Covario’s commitment to clients results in increases in traffic, conversion rates and sales. But ...
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Agency of the Year: Bronze, Media Planning -- mediahub/Mullen Dec. 5, 4:40 p.m.
For its strategic breakthroughs, mediahub/Mullen goes beyond asking what to buy. Instead, it creates an enduring ...
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Agency of the Year: Bronze, Creative -- Wieden + Kennedy Dec. 5, 4:39 p.m.
From making moms the star of the Olympics to its Southern Comfort everyman, Wieden + Kennedy ...
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Ed:Blog Dec. 5, 4:38 p.m.
While choosing OMMA Agency of the Year winners is never easy, making the final cuts this ...
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Agency of the Year: Bronze, Small Agency -- 72andSunny Dec. 5, 4:36 p.m.
With its choregraphed percussion of brilliant ideas and precise execution, 72andSunny gets more attention than agencies ...
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Agency of the Year: Bronze, Social -- Pereira & O'Dell Dec. 5, 4:35 p.m.
Thinking far beyond Facebook and branded content, Pereira & O’Dell knows how to put on a ...
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