Linking Strategy and Directory Placement
When an agency builds traffic for a client, the first question that surfaces is whether the traffic will ultimately end up on the client’s own domain. Barry Lloyd, chief strategist at Microchannel Technologies, explains that the answer varies by industry. For a travel website, the agency typically calls the travel agent’s booking engine directly from the marketing pages, so every click that reaches the landing page instantly pushes a reservation through the agent’s system. In other contexts, the traffic lands on a standalone microsite that simply forwards calls and emails to the client’s customer service team. In both scenarios the link points back to the client’s original site, but the level of integration depends on what the client is trying to achieve.
One of the biggest concerns for agencies that rely on directory listings is placement in high‑authority directories like DMOZ or Yahoo! Directory. Lloyd reports that, in practice, about eighty percent of the sites he manages are successfully indexed by DMOZ, and all of them are accepted by Yahoo!. The key to this success is a consistent, clean link structure and a focus on relevant, category‑specific content. By ensuring that each listing follows the same pattern - clear title, accurate keywords, and a concise description - search engines are more likely to accept the submission and give the listing a high placement. Lloyd advises agencies to keep an eye on the directory’s quality standards and to update listings whenever a client’s primary URL changes, to avoid broken links that can erode trust and reduce visibility.
Beyond directories, the agency’s strategy for outbound linking is governed by the concept of “intent.” If the user’s goal is to purchase a product, the agency builds a call‑to‑action (CTA) that leads straight to the client’s checkout page. If the goal is to gather contact information, the CTA points to a form that feeds data back into the client’s CRM. In both cases, the link is designed to funnel traffic directly to the business’s core revenue engine. The result is a tighter conversion funnel and more precise tracking of return on investment.
Another factor that influences the linking decision is the level of control the client has over their own site. Some businesses provide a full website with editable content, while others only allow limited changes or only accept inbound calls. For the latter, Lloyd’s agency constructs a small landing page that hosts the CTA, then forwards all traffic to the client’s existing phone number or email address. This approach preserves the integrity of the client’s brand while still delivering measurable traffic from the agency’s campaigns.
In terms of metrics, the agency uses a custom server‑side include (SSI) script that captures accurate visitor counts and filters out repeat visits. The script also logs user agent data, referral sources, and time spent on each page. For clients who prefer a third‑party analytics solution, the agency can switch to a service like
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