Link Week: DMOZ: A Solid Directory Or The Great Pumpkin Of Search?

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DMOZ: A Solid Directory Or The Great Pumpkin Of Search?
**

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by Debra Mastaler
**

Love it or hate it, the Open Directory Project (ODP or DMOZ) always
seems to creep into the conversation when were discussing links
and/or SEO. Check any forum, social news or answer site and youll see
a wide variety of opinions on the 11 year old directory and how its
managed.

When talking about the DMOZ two camps typically emerge, those who
support the directory and its mission (editors) and those who support
getting into the directory (SEOs). While the two sides tend to clash,
Ive found the directory trust SEOs seek is the same trust DMOZ
editors feel they need to protect. The determination by both groups to
satisfy their goals fuels the constant struggle between webmasters and
directory.

Since DMOZ is not a search giant
<http://www.quantcast.com/dmoz.org#summary>
, and seemingly does little to promote itself or the core values of
the directory, you have to wonder why editors and SEOs even bother
with it. But since they do, I decided to approach DMOZ for input on a
number of commonly asked questions and post answers and viewpoints
here at Link Week. Nothing earth shattering came out, but I did pull a
number of interesting tidbits from the interview and the research I
conducted to support my input.

To get things going, I asked my good friend and AOL Manager Simon
Heseltine <http://www.linkedin.com/in/simonheseltine>
to introduce me to someone at the DMOZ. That led to a meeting with
ODP Editor Myron Rosmarin <http://www.linkedin.com/in/myronrosmarin>
, which led to a dialogue with Founders Rich Skrenta
<http://www.skrenta.com/>
and Chris Tolles <http://www.linkedin.com/in/tolles>
who pointed me to Bob Keating
<http://blog.dmoz.org/2009/01/08/meet-aols-dmoz-staff-team/>
, Editor In Chief of the Open Directory Project who graciously agreed
to the interview.

Debra: Tell us a little about yourself Bob, how did you get started
with the Open Directory Project (ODP) and how long have you been
there?

Bob: I have been working on the ODP since I joined AOL in June 1999.
Initially, I was brought on to work on a directory solution for AOL
Search. I joined the ODP team shortly afterward to help develop the
ontology and the community self-governance model. About a year later,
the ODP Founders appointed me Editor in Chief.

Over the years, Ive worked on number of search and publishing
projects at AOL. In 2004, I left full-time employment with AOL, and
took a position with the Federal government to start-up a new search
engine program, but I remained as a consultant on the ODP. Since 2006,
Ive worked in the strategy consulting space, helping Federal clients
develop product strategies around search, social media, and web-based
services.

But through all these career changes, the ODP has been a constant in
my life. For the last five years, my involvement has been more focused
on overseeing the community and advising the ODP team at AOL on
everything from the projects history to community interaction.

Debra: Why is the directory sometimes referred to as the ODP and
other times DMOZ? Is there a difference?

Bob: The directorys official name is DMOZ: The Open Directory
Project. DMOZ means Directory Mozilla  the idea was to align the
directory with the Mozilla brand, even though it was not actually part
of that group. DMOZ and ODP are now used interchangeably to refer to
the directory.

Debra: Most of us know that DMOZ is owned/operated by AOL, but the
site still lists Netscape as hosts and administrators. Who
ultimately makes the big decisions at DMOZ?

Bob: By design, it is the community that makes the big decisions.
But in terms of the corporate entity that is ultimately responsible
for DMOZ, it is AOL.

Debra: Can you explain the chain of command at DMOZ?

Bob: DMOZ is essentially a meritocracy in which editors are granted
high permissions based on their interest and quality of participation.
There are two general types of permissions: those that allow one to
edit anywhere, and those that allow one to participate in community
management. An editor with the former permission is known as an
Editall. Editalls can edit anywhere are engaged in discussions
around taxonomy and the editorial guidelines.

An editor with the latter permission is known as a Meta Editor.
Meta Editors are community managers and are responsible for reviewing
editor applications, investing and resolving abuses, and leading
editor discussions. For all intents and purposes, Meta Editors and
Editalls are equal permissions but focus on different aspects of the
community.

The Administrator permission is the highest community management
permission, and is granted to a few, trusted editors to oversee the
day-to-day operations of the community. They ensure that Meta Editors
and Editalls are being fair and equitable, and that the guidelines are
kept current.

The ODPs governance model is intended to be self-regulating, so
there are checks and balances in place to ensure all topics and all
points of view are represented, and to foster an inclusive environment
in which any editor who wants to contribute is encouraged to
contribute. This model doesnt always work perfectly, but it has been
very successful in creating a self-regulating environment, which
actually has less to do with the model and more to do with the
extraordinary group of editors who contribute to the directorys
governance.

Debra: How do you respond to the allegations some DMOZ editors accept
money for submissions?

Bob:Accepting money for submissions is strictly against the community
codes of conduct. In cases where we have confirmed this is happening,
we revoke the editors account. That said, in more cases than not, the
allegations are just that& allegations. Still, accepting money in
exchange for submission is a consequence of an open directory
operation in a closed community.

As I mentioned previously, our challenge is to create a system that
allows Webmasters to contribute to the ODP, rather than feeling
disconnected from it, which gives one incentive to abuse the system.
This solution involves expanding the ODPs scope, offerings and
participation levels. I cant promise the solution will rid the ODP of
nefarious activity, but I think becoming more inclusive while still
retaining the directorys self-governance model will be a significant
improvement.

I think its important to note that our editor application review
process is very thorough. From a directory quality perspective, the
best time to identify potential abusers is before they get a foot in
the door. We ask that applicants provide a thorough listing of site
affiliations and we use full disclosure (as opposed to the
affiliations themselves) as a criterion for selection along with
general editing quality of the sample sites they provide. While this
may mean that we occasionally reject good applicants, the end result
is that we keep out many potential abusers. Thats good for everyone.

We unfortunately do sometimes encounter editors who abuse their
editing privileges for personal gain. We have a system of community
policing to help weed out these bad eggs. The public, as well as
other editors themselves, are able to report suspected abuse via our
abuse reporting tool. When a report comes in, meta editors investigate
these allegations fully and if we find that they have merit, we revoke
the editors account. In the case that a meta editor is suspected of
abuse, the case will be investigated by an admin.

We recently did a blog post about what editor abuse really is
<http://blog.dmoz.org/2009/08/24/what-is-editor-abuse/>
and what information we need to have in order to fully investigate
it.

Debra: There are a lot of categories at DMOZ without editors. I know
there is an open invitation for anyone to apply, but what is DMOZ
doing to recruit people to fill the empty categories?

Bob: Even though there are lots of categories without listed editors,
anyone listed in a parent category or with directory-wide editing
permissions can edit these categories. So, even though an editor is
not listed in a category does not mean the category is not being
maintained.

We are an all-volunteer force, so recruitment is primarily through
word of mouth from our current editors and through data users
themselves. The editors reach out to others within their own
communities and this has produced tremendous growth in some areas. We
also get new editors who find us via the DMOZ data attribution badge
on other sites or because they learn about us by seeing our results in
Google or another search engine. DMOZ gets hundreds of applications
daily, and routinely accepts those most likely to edit well and
contribute more than just their own site.

Debra: Yes, I understand category editors can/do pitch in, but when I
look at a major category like Real Estate
<http://www.dmoz.org/Business/Real_Estate/>
and notice seven of the first nine categories are without editors
and one category shows 2007
<http://www.dmoz.org/Business/Real_Estate/Agents_and_Agencies/>
as the last date the page was updated, I have to wonder what the
Directory is doing to keep its results fresh. How can a handful of
people in a major category like Real Estate keep that section of the
Directory current?

Bob: The date at the bottom of the page can be misleading. Its not
always an indicator of freshness. Some pages are not updated
frequently simply because they are directional pages (i.e., they
direct users to categories where sites are listed); or because the
kind of site listed in the category is so specific that few sites are
listed at that particular level.
http://www.dmoz.org/Business/Real_Estate/Agents_and_Agencies/
is a good example.

The category description page
<http://www.dmoz.org/Business/Real_Estate/Agents_and_Agencies/desc.html>
explains how agency sites are listed.

<http://www.dmoz.org/Business/Real_Estate/Agents_and_Agencies/desc.html>

The lions share of agency sites are directed and listed in the
Regional area of the site, which is where a lot of the editors in this
area are spending their time and effort.

Debra: Has there been any discussion about the ODP offering a paid
review program?

Bob: This issue has been raised and discussed many times. Paid review
really goes against the whole idea behind the ODP. In fact, our Social
Contract <http://www.dmoz.org/socialcontract.html>
with the web community takes an especially firm position on this
issue.
<http://www.dmoz.org/socialcontract.html>

Debra: Why cant DMOZ notify webmasters when their sites are included
or rejected? Has there been any discussion on being able to pay for
this feature?

Bob: Because the ODP is not designed to be a site listing service,
creating a notification system has not been a priority. In the past,
there was a check my site status thread offered via the editor-run
public forums at Resource Zone (www.resource-zone.com). It was not
hosted or administered by AOL. It was a good faith effort to reach out
to the webmaster community.

However, the thread got quite unruly and unmanageable, so it was
taken down. Moreover, some editors felt the check status thread
conflicted with their other editing pursuits. Nonetheless, I can see
us adding this as a feature in the future. As with any feature
associated with DMOZ, it would be provided at no cost.

Debra: What are the top three reasons sites dont make it into the
ODP?

Bob: They are:

The site was submitted to the incorrect category. Editors may move
these submissions to the correct category (which can significantly
delay review); or delete them from the submission queue.
The site is incomplete, under construction, returns an HTTP error, or
lacks adequate or unique content.
The sites content mirrors a URL that is already listed in the
directory.

Debra: Mention DMOZ to a group of webmasters or read forum posts
discussing the directory, and youll usually find the negative
comments far outweigh the positive. How is the ODP dealing with their
legacy issues?

Bob: Webmaster angst stems from the fact that the ODP is not designed
to be a site listing service for webmasters. Webmasters have worked
very hard to make the ODP work for them, and the editors have worked
equally hard against Webmaster tactics that are contrary to how the
directory operates. As result, this conflict has created a cloud of
distrust and negativity between both camps.

The Webmasters feel shut out of a community that was intended to be
open to all types of contributions. For a while now, our challenge has
been to create system that allows Webmasters to contribute to the ODP
in a mutually beneficial and meaningful way, while preserving
editorial quality.

The solution is not as simple as turning the ODP into a submission
service or maintaining the status quo. Rather, the solution involves
expanding the ODPs scope, offerings and levels of participation. This
is at the heart of what we are working on today.

Debra: Its great to hear the ODP is working to expand its scope,
offerings and participation levels, can you tell us a little more
about your plans and when we can expect to see them implemented?

Bob: ODP is committed to expanding its scope, offerings and
participation levels, but I cant share any details with you at this
point. When we are ready to announce more details, we will be sure to
let you know.

Debra: Do you think people would be so passionate about being
included in the directory if it wasnt used by Google?

Bob: It depends if you are talking about Webmasters or editors.
Clearly, webmasters would not care much about DMOZ if it werent for
its influence on search engines. Editors, on the other hand, have a
different perspective. The reasons editors participate in the ODP are
as diverse as the global makeup of its participants.

Debra: There was a post on the DMOZ Blog
<http://blog.dmoz.org/2009/07/29/what-is-unique-content/ >
recently where an editor (crowbar) outlined what makes content
unique by ODP standards. It listed a number of points but seemed to
dwell on the issue of mirror sites, or that A site should not mirror
content available on other sites. Since this is a strong criteria for
inclusion (or not) in the Directory, why does the DMOZ give away its
content through the dump program? On one hand, DMOZ admits to deleting
sites submitted that dont have unique content and yet they provide
mirror content to anyone who asks. Is this a case of do as I say and
not as I do?

Bob: There are two separate issues here. One is content distribution
and syndication, which the ODP does as do billions of other websites.
Sites that include syndicated content are not considered mirror
sites simply because they include syndicated content.

The other issue is content that an entity replicates over different
branded domains. This is a common tactic in e-commerce, and is the
issue the guidelines around mirror sites are intended to address.

The interview ended there. Heres my tidbits and takeaways:

The tidbits

When I heard Bob make this comment:

the lions share of agency sites are directed and listed in the
Regional area of the site, which is where a lot of the editors in this
area are spending their time and effort.

The word regional caught my ear. Ive been following Tim Armstrong
since he came on board as AOLs CEO and understand he (and now AOL
<http://www.businessinsider.com/aol-will-acquire-tim-armstrongs-local-news-startup-patch-2009-6>
) have a strong interest in Patch.com <http://www.patch.com/>
. Its interesting to note Patch.com is a regional, community
specific platform showing news and events from specific cities and
towns. Seeding Patch.com with regional results from a respected
directory would make a lot of sense, so if youre bricks and mortar
based, now might be a good time to submit your business to DMOZ.

The second tidbit worth noting, is the comment about the notification
service. Notifying webmasters why theyre sites arent being added to
the directory would go a long way in eliminating the frustration many
feel about the ODP; after all, education is preferable to being
ignored. I sincerely hope this project moves along much faster than
the DMOZ 2.0 project they dropped hints about back in June 2008.

The last and most notable takeaway from this interview, IMO, is the
response to my question on why sites dont make it into the DMOZ.
Bobs answer is informative and also very unsettling because it speaks
directly to what I feel is the core problem with the DMOZ  a lack of
editors.

Heres what he said when I asked What are the top three reasons
sites dont make it into the DMOZ?

The site was submitted to the incorrect category. Editors may move
these submissions to the correct category (which can significantly
delay review) or delete them from the submission queue.

Ive spoken to many DMOZ editors who all say the same thing, they
delete submissions made to incorrect categories rather than send them
along. Why? Im told its because so much of the directory is without
editors and/or because they have the authority to do so.

Hmm. This attitude is interesting especially since the DMOZ states
fairness and objectivity prevail here in their editor requirements.
It doesnt seem fair or objective to simply delete a submission
added to the wrong category but hey, thats the way things go at the
DMOZ. Say anything and even top management is quick to point out the
ODP is not designed to be a site listing service for webmasters. I
think youll find a lot of webmasters support that statement and want
a quality DMOZ maintained, they just dont always get it right when
they submit. Submitting your site to the wrong category should not
preclude you from being added to the directory.

One of the reasons for doing this interview was to find out what the
DMOZ was going to do about recruiting editors to fill its very empty
ranks. While Bob reaffirmed the DMOZs commitment to quality editing,
he didnt address the issue of recruitment, even though I asked the
question twice.

How can the directory maintain quality content with so many
categories missing editors? Case in point, when I view the page
dedicated to the hot topic of H1N1/Swine Flu
<http://www.dmoz.org/Health/Conditions_and_Diseases/Infectious_Diseases/Viral/Influenza/A-H1N1/>
, see no editor and note the page was last updated October 18, 2009 I
wonder if the DMOZ is really a serious search source.

Add to it, I dont see popular sites such as the Mayo Clinic, the
World Health Organization, MedicineNet or FluView listed and now Im
also wondering about the ability of ODP to provide relevant
information. Its not hard to list the top health sites on the Web
<http://www.google.com/search?hl=en&rlz=1R2GGLL_enUS336&q=+SWINE+FLU&aq=f&oq=&aqi=g-p1g9>
for the term H1N1/Swine Flu, but its� impossible when you dont
have a editor working the category.

Yes, yes  I know section editors can and do come in to edit but
theyre obviously not doing that here, are they? For topics in the
news or representing financial/health issues, every effort should be
made to fill those categories with qualified editors and keep the
category updated. To do anything less is a disservice to the public
and the directory.

I sincerely hope DMOZ doesnt become invisible like the Great
Pumpkin, as it has been an integral part of the search industry for 11
years and deserves respect for its contributions. A hand-edited
directory of 4.5 million websites is an accomplishment no one else can
claim and I support the stringent admission standards they have in
place. But I also hope the directory makes every effort to utilize the
vast resources <http://www.mediaglow.com/>
AOL has to recruit quality editors
<http://www.techcrunch.com/2009/07/29/aol-newsroom-now-has-wow-1500-writers/>
to its empty categories. The H1N1/Swine Flu category is a classic
example of how out-of-date the directory is and how important editors
are to keeping it current. I believe once editors are in place, many
of the other issues will take care of themselves.

Hey AOL, this is no trick, we want DMOZ to be our favorite treat! Are
you listening?

Opinions expressed in the article are those of the author, and not
necessarily Search Engine Land.

Debra Mastaler <http://searchengineland.com/author/debra-mastaler/>

offers link training
<http://www.alliance-link.com/link-building-training.htm>
and custom link building campaigns through her Williamsburg Virginia
based firm Alliance-Link. She is also the author of the link building
blog <http://www.linkspiel.com>
The Link Spiel.

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