When it comes to website promotion, one of the most commonly recommended strategies is directory registration. This method has survived numerous search engine algorithm updates and countless debates within the SEO community. But what about today, in 2025—does it still make sense to invest time and resources into it? Let’s take a closer look at what directory registration actually offers. We'll also try to answer what results to expect and how to use this tool wisely.
What is directory registration and why is it needed?
Promotion through directory registration is one of the oldest and still underrated methods of off-page optimization. The idea is simple: you submit information about your website to specialized aggregators where both users and search engine bots can find a link to your resource. Typically, this includes your company name, a brief description, website address, and contact information.
Why is this important?
First and foremost, it helps solve three key tasks:
➤ increasing backlink volume;
➤ fast indexing, especially if the site has just been launched;
➤ improving visibility and trust in the brand.
This is especially relevant for local businesses, small online stores, and specialists in niches where organic competition hasn't yet peaked.
How does adding a website to directories affect SEO?
If approached strategically, registering a website in white-hat directories offers several benefits. Namely:
➤ The number of external links (backlinks) increases. This is one of the signals search engines use to determine the authority of a resource.
➤ Aggregators with a high level of trust can pass some link equity to the site, especially if the link is direct and the anchor text is properly chosen.
➤ Search engine bots find and index pages faster when they receive external links.
➤ In some cases, especially in local SEO, the aggregator itself can become a source of traffic.
However, it's not all that straightforward. Adding a website to useless or spammy resources has the opposite effect. Links from such sites may either be ignored or even trigger penalties.
Benefits of directory registration: traffic, trust, links, and recognition
So, the advantage that directory registration provides is relevance. However, despite this, it is often underestimated. Let’s look at other benefits that can be gained when the process is well-organized.
| Benefit | What it gives to the website |
| Traffic | Directories with real visitors can bring targeted traffic and leads, especially in local niches. |
| Trust | Presence in moderated and thematic directories builds trust from both search engines and users. |
| Links | Even nofollow links help create a diverse and natural backlink profile. |
| Recognition | The website appears across many sources, increasing visual recognition and audience loyalty. |
All of this works together, not separately: the more frequently a user sees a brand in directories, the more trust they develop. And if the link appears in search engine results, it adds additional weight, bringing new visitors to the site.
Drawbacks and risks: penalties, spam, useless directories
Registering a website in directories may seem like a simple way to build backlinks. However, there are key risks and pitfalls that are important to be aware of:
➤ Risk of penalties from search engines. Mass registration of the site in hundreds of low-quality directories is one of the fastest ways to get penalized. Google’s algorithms have long learned to recognize artificial, unnatural links.
➤ Useless or "dead" directories. Many resources simply do not work: they have no traffic, they are not indexed, or the links are blocked via noindex or nofollow. As a result, you waste time (or budget, if a contractor is doing it for you), with no benefits.
➤ Automation without control. Some services still offer automatic registration of an online store in 500+ directories. In practice, this is pure spam: the quality of the platforms is not checked, forms are filled out with templates, and links end up in non-working sections — or don’t appear at all. Sometimes these submissions include abandoned sites, compromised domains, or even harmful resources.
➤ Directories requiring reciprocal links. Some aggregators publish your profile only if you place a reciprocal link on your site — either a banner or a text link. Sometimes this is done discreetly, other times — aggressively.
In any case, this disrupts the natural structure of links on your website. Such reciprocal links have long been ineffective and may even harm your website's overall reputation.
Which directories are useful and which should be avoided?
Now that we know directories can either bring benefits or harm, here is a small guide to help you determine which ones are worth considering.
Useful Directories:
➤ Thematic directories with a narrow specialization — for example, exclusively for construction companies, dental clinics, or IT services.
➤ Local business directories — they can bring targeted inquiries, especially if you operate in a specific city or region. These links enhance local SEO.
➤ Resources with open direct links — where no reciprocal link is required, and there are no redirects via JavaScript or iframe.
➤ Aggregators with manual moderation — yes, it’s harder to get listed, but the quality of the platform is much higher.
There are also a few traits that help identify harmful directories. These include:
➤ Automated directories without moderation — anyone can be listed here, including spam and "gray" websites.
➤ Empty directories — where, apart from lists of links, there is nothing else. These pages are rarely indexed and do not pass any value.
➤ Directories with a large number of "toxic" links — for example, to casinos, illegal software, hacked services, etc. Being listed next to such resources reduces the trust level in your site.
Thus, directory submissions should not be a mass mailing but a targeted strategy. It’s better to have fewer, but higher-quality listings.
TOP free and paid directories
Even if you're not building a separate strategy for working with directories, having a few points of presence is essential—for reputation, links, and reach. The key is to monitor and choose the most relevant platforms. We’ve compiled a ranking of popular aggregators, both free and paid.
| Directory | Type | Description and Features |
| Google My Business Profile | Free | A must-have. Allows you to appear on maps, collect reviews, and receive calls directly from search results. Bonus: easy navigation. |
| UA-REGION | Free | A large Ukrainian business directory. Features moderation, proper indexing, and the ability to add contact information. |
| izzit.ua | Free | A directory of products and services with the ability to upload showcases, photos, and descriptions. Well-suited for local businesses. |
| dlab.com.ua | Partially Free | Main functionality is paid, but basic listings are available for free. |
| hotline.ua | Paid | A resource focused on products. Provides direct clicks, high trust, and is used as an entry point into e-commerce. |
| prom.ua | Paid | A platform with elements of both a directory and a marketplace. Requires effort and payment but offers broad reach, especially in product niches. |
| biz-catalog.com.ua | Free | Simple, but indexable site. Not much competition, allowing you to stand out in your niche. |
Even listing in 3–5 quality directories can already provide results—in terms of both SEO and brand recognition. The key is not the quantity, but choosing the right entry points.
How to register a website properly: step-by-step guide
Manual registration in online directories is not a quick process, but it ensures reliability and control. Below is a step-by-step guide on how to do it:
➤ Conduct a website audit. Ensure that all pages open correctly, the site structure is logical, the content is unique and easy to read. Fix all errors before starting directory submissions.
➤ Prepare descriptions. Create several variants of descriptions for submission: short (up to 250 characters), medium, and detailed (up to 1000 characters). Avoid duplicate texts — duplication negatively impacts SEO.
➤ Choose relevant directories. At the start, don’t spread your efforts too thin. It’s enough to test the effectiveness of the strategy with 20–30 verified, high-quality resources.
➤ Record each submission. Keep a table with data: which directory you submitted to, what text was used, what anchor was chosen, submission date, and moderation status. This will help with future analysis.
➤ Track results. After 2–4 weeks, check if the links have been indexed, analyze traffic, and changes in search rankings. This will help you understand which directories bring real benefits.
Start with resources where your competitors are already listed. This will give you a head start in the niche and improve visibility.
What do SEO experts think: is it worth using directories today?
Opinions among experts about directories are divided. Some consider them a thing of the past. However, if approached selectively, this promotion method still works. Especially when it comes to local businesses or new websites. The key is not to aim for volume, but to focus on relevance, accuracy, and value.
Conclusion: when directory registration really works
Directory registration can be especially useful if you are just launching a website and want to speed up its indexing, working with a local business, or aiming to strengthen your presence in the region. However, it’s important to understand that directories are not an alternative to full SEO promotion but only one of its tools. The effect will be maximized if you combine them with a content strategy, on-page optimization, crowd marketing, and website usability improvements.
