Many business owners and online marketing experts focus their efforts on search engine optimisation and ensuring high search engine placement for a website. Although search engines should play a crucial part in any online marketing campaign they are but one element to that equation.

Although they are unlikely to send as much traffic to your website as search engines, directories are an essential online resource that need to be considered when developing your online marketing plan.

Directories differ from search engines in a few ways though the most important ones are as follows:

- Directories usually have some form of human involvement in the editorial process

- Because of the above there is a quality check in place

- Because of the above fewer sites will get listed

- Because of the above the quality of traffic from them will be higher

- Surfers use directories differently to search engines. With a search engine a user would normally just enter in a phrase and hope for the best. With a directory the user is encouraged to drill down to the relevant area and select the appropriate category from a list.

This means that visitor who comes to your website from a directory is far more likely to convert into a customer as they will already have a greater understanding of the products and services you provide. Whereas those coming from search engines may simply have matched your website to three of four words in a phrase.

Directories are often categorised on a regional basis or by industry sector which means that visitors finding your website via a directory are more likely to be relevant potential customers and therefore will be easier to convert into clients.

So - don't rule out attracting traffic using directories as part of your online marketing campaign. It is an essential element in the over all online marketing mix.

Michael Cheney, www.magnet4web.com

About the author: Michael Cheney is a successful entrepreneur and owner of magnet4web.com - one of the UK's leading website marketing companies. You can read more of his articles and download your FREE website marketing guide "How To Turn Your Website Into A Customer Magnet" at www.magnet4web.com