How to Enhance Your Directory Profile for Maximum Visibility

You’re about to discover why most businesses fail miserably at directory listings—and how you can avoid their mistakes. Directory profiles aren’t just digital placeholders; they’re conversion machines when done right.

Whether you’re managing a local bakery or a multinational consultancy, your directory presence directly impacts how customers find you, trust you, and in the final analysis choose you over competitors. This guide breaks down the exact steps to transform your directory profile from invisible to irresistible.

Here’s the thing: most businesses treat directory listings like an afterthought, tossing in half-complete information and wondering why nobody calls. But the reality? A well-optimized directory profile can drive 30-40% more qualified leads than a mediocre one. We’re talking about real revenue, not vanity metrics.

Profile Completeness and Data Accuracy

Think of your directory profile as your business’s digital handshake. Would you show up to a networking event with half your name tag missing? Of course not. Yet businesses do this constantly with their online profiles, leaving fields blank or filling them with outdated rubbish.

Complete profiles rank higher in directory search results. It’s not rocket science—directories reward businesses that take the time to fill out every field properly. According to Google’s SEO Starter Guide, comprehensive information helps search engines understand your business better, which translates to better visibility across platforms.

My experience with helping a small architecture firm taught me this lesson the hard way. They’d been listed in directories for years but received maybe one enquiry per quarter. After spending two hours completing every single field—including ones they thought were “optional”—their profile views jumped 340% within three weeks. The secret? There were no secrets, just thoroughness.

Required Business Information Fields

Let’s get specific about what “complete” actually means. Every directory has its quirks, but certain fields are universal:

Business name: Use your official registered name. Don’t get creative here—consistency matters more than cleverness. If your company is “Smith & Associates Ltd,” don’t list it as “Smith and Associates” or “Smith & Assoc.” Pick one format and stick with it everywhere.

Contact details: Phone number, email, physical address. Seems obvious, right? Yet I’ve seen profiles with disconnected phone numbers or generic info@ emails that nobody monitors. Test every contact method before you publish. Call your own number. Send yourself an email. Make sure someone actually answers.

Business hours: This field gets ignored constantly, which is bonkers when you think about it. Customers want to know when you’re open. If your hours change seasonally or you close for holidays, update this information. A customer who drives 30 minutes to find you closed won’t be coming back.

Website URL: Double-check this. A typo here means lost traffic. I once found a restaurant listing with their URL pointing to a domain squatter’s page. They’d been paying for directory placement for six months and wondering why nobody visited their site.

Social media links: Include your active profiles—Facebook, Instagram, LinkedIn, whatever platforms your customers actually use. Don’t link to a Twitter account you abandoned in 2019. Dead social profiles signal neglect.

Payment methods: Cash, card, contactless, PayPal—list what you accept. This seemingly minor detail can be a dealbreaker for potential customers.

Products and services: Be specific. Don’t just write “consulting services.” What kind of consulting? For whom? A physiotherapy clinic shouldn’t just say “healthcare”—list sports injury rehabilitation, post-surgical recovery, chronic pain management, whatever specialties you offer.

NAP Consistency Across Platforms

NAP stands for Name, Address, Phone number. It’s the holy trinity of local SEO. And here’s where businesses shoot themselves in the foot repeatedly: inconsistency.

Search engines and directories compare your NAP information across the web. When they find discrepancies, they don’t know which version to trust, so they trust you less overall. This tanks your rankings.

Let me paint you a picture. Your business address is “123 High Street, Suite 4B.” On one directory, you write “123 High St., Ste 4B.” On another, “123 High Street, 4B.” On your website, “123 High Street, Unit 4B.” To a human, these all point to the same place. To an algorithm? They’re different addresses. You’ve just confused every search engine trying to verify your location.

The solution isn’t complicated—pick one format and use it everywhere. Literally everywhere. Website, directories, social media, email signatures, business cards, invoices. If you abbreviate “Street” to “St.” in one place, abbreviate it everywhere. If you use “Suite” instead of “Ste.” on your website, use “Suite” in every directory.

Phone numbers deserve special attention. Country codes, spacing, parentheses—there are dozens of ways to format the same number. Choose one format and stick with it. I recommend the international format with country code, as it works globally and removes ambiguity.

You know what’s interesting? NAP consistency affects more than just search rankings. Customers notice inconsistencies too. When someone sees different addresses or phone numbers across platforms, it triggers distrust. They wonder if your business is legitimate or if they’re looking at outdated information. In an era where scam businesses proliferate, consistency signals professionalism and reliability.

Verification and Claiming Procedures

Unverified profiles are the digital equivalent of shouting into the void. Most directories give unverified listings lower visibility, fewer features, and less credibility. Verification proves you’re a real business, not a spam entry or abandoned listing.

The verification process varies by directory, but common methods include:

Phone verification: The directory calls your listed number and provides a code. Simple, fast, but requires someone to answer the phone during business hours. Set a reminder to complete this step when you know someone will be available.

Email verification: Click a link sent to your business email. Easy enough, but make sure you’re checking the right inbox. I’ve seen businesses miss verification emails because they went to an old address nobody monitors anymore.

Postcard verification: Some directories mail a postcard with a verification code to your physical address. This takes longer (usually 5-10 business days) but provides strong proof of a legitimate physical location. Don’t throw away that postcard thinking it’s junk mail!

Document verification: Upload business registration documents, tax certificates, or licences. This method is common for professional services directories. Keep digital copies of all your business documents in a secure folder for quick access.

Claiming your profile is different from creating one. Many directories automatically generate listings by scraping public data. These auto-generated profiles often contain errors or outdated information. When you claim the profile, you gain control to edit and verify it.

The verification process can feel tedious, especially when you’re managing listings across multiple directories. But here’s the reality: verified profiles consistently outperform unverified ones in visibility and customer trust. It’s worth spending an afternoon to get this sorted.

Regular Data Audits and Updates

Creating a perfect directory profile is pointless if you let it rot. Businesses change—hours shift, phone numbers update, services expand, staff turns over. Your directory profiles need to reflect current reality, not last year’s situation.

Set a quarterly reminder to audit all your directory listings. Yes, quarterly. This isn’t excessive; it’s maintenance. Check every field, test every link, verify every phone number still works. This routine takes maybe 30 minutes per directory, and it prevents the slow decay that makes profiles useless.

What should you check during these audits?

Business hours—have they changed? Many businesses adjust hours seasonally or after hiring changes. Update this immediately when it happens, not three months later when you remember.

Contact information—are phone numbers still active? Does someone monitor the email address? Test these regularly.

Services and products—have you added new offerings? Dropped old ones? Your profile should reflect your current menu, not what you offered when you first listed.

Photos and media—are they current? That team photo from 2019 with three people who no longer work for you isn’t doing you any favours. Outdated images make your business look stagnant.

Links—do they work? Websites get redesigned, pages move, links break. Click every URL in your profile to ensure it goes where it should.

Reviews and ratings—respond to new reviews, address complaints, thank positive reviewers. A profile with unanswered reviews looks abandoned.

Documentation helps tremendously here. Create a spreadsheet listing every directory where you have a profile, along with login credentials, last update date, and any platform-specific notes. This makes audits systematic rather than chaotic.

You might wonder if all this maintenance is really necessary. Can’t you just set it and forget it? Technically, yes. But your competitors who are maintaining their profiles will outrank you, look more professional, and capture the customers who might have chosen you. In competitive markets, attention to detail separates winners from also-rans.

Keyword Optimization and Category Selection

Keywords aren’t just for websites—they’re key for directory visibility too. When potential customers search within a directory, they use specific terms. If those terms don’t appear in your profile, you won’t show up in their results. It’s that simple.

But here’s where it gets interesting: directory keyword optimization differs from traditional SEO. You’re not trying to rank for broad terms on Google; you’re trying to match specific search intent within a closed ecosystem. The strategies overlap but aren’t identical.

Think about how people search in directories. They’re usually further along in the buying journey than someone doing a general Google search. Directory searchers often know what they want; they’re comparing options. Your keywords should reflect this specificity.

According to research on optimization practices, the content in your profile descriptions should align with how users actually search, not how you think they should search. This distinction matters enormously.

Primary and Secondary Keywords

Primary keywords are the main terms that describe your core business. For a plumber, that’s probably “plumber” or “plumbing services.” For a wedding photographer, it’s “wedding photographer” or “wedding photography.” These are obvious, high-competition terms that every business in your category targets.

You need these primary keywords in your profile, but they’re not enough. Everyone’s using them, which means you need differentiation. That’s where secondary keywords come in.

Secondary keywords add specificity. They describe your specialties, service areas, unique offerings, or customer types. A plumber might target “emergency plumber,” “boiler repair,” “bathroom installation,” or “commercial plumbing.” A wedding photographer might use “destination wedding photographer,” “vintage wedding photography,” “same-sex wedding photographer,” or “outdoor wedding specialist.

The magic happens when you combine primary and secondary keywords naturally throughout your profile. Don’t just stuff them in awkwardly—weave them into descriptions that actually make sense to human readers.

Here’s a practical approach: list your primary keyword, then brainstorm 10-15 secondary keywords that describe what makes your business different. Consider:

Specializations—what specific services or products do you focus on?

Customer types—who do you serve? (Homeowners, businesses, specific industries)

Geographic areas—where do you operate? (Include neighbourhood names, not just city)

Problem-solving terms—what problems do you solve? (Emergency repairs, custom solutions, budget options)

Style or approach—what’s your methodology? (Eco-friendly, traditional, modern, all-encompassing)

Certifications or credentials—what qualifications set you apart? (Licensed, certified, award-winning)

Honestly, most businesses underutilize secondary keywords. They stick with generic descriptions and wonder why they don’t stand out. The businesses that win are those that get specific about what they offer and who they serve.

Intentional Category Placement

Categories are how directories organize businesses. Choose the wrong category, and you’re invisible to your target audience. Choose the right ones, and you appear exactly where potential customers are looking.

Most directories offer primary and secondary category options. Your primary category should be the most accurate, specific description of your main business activity. Don’t go broad here—”Business Services” is useless. “Management Consulting” is better. Change Management Consulting for Healthcare Organizations” is best (if the directory allows that level of specificity).

Secondary categories let you capture additional relevant searches. A restaurant might list under “Italian Restaurant” as primary, then add “Pizza Restaurant,” “Wine Bar,” and “Family Restaurant” as secondary categories. Each additional category is another pathway for customers to find you.

But here’s the catch: only select categories that genuinely apply to your business. Directory administrators and customers can report misplaced listings. If you’re a dentist trying to game the system by listing under “Cosmetic Surgery,” you’ll get flagged and potentially removed. Stick to honest, accurate categorization.

Browse through the full category list before making selections. Directories often have niche categories you didn’t know existed. A bakery might discover categories like “Gluten-Free Bakery,” “Wedding Cake Specialist,” or “Wholesale Bakery” that better describe their services than the generic “Bakery” category.

Some directories limit how many categories you can select. When forced to choose, prioritize categories with these characteristics:

High search volume—categories that customers actually browse frequently

Low competition—niches where fewer businesses are listed

High intent—categories where browsers are ready to buy, not just researching

Geographic relevance—categories specific to your service area

Category selection isn’t permanent. If you’re not getting results from certain categories, change them during your quarterly audits. Test different combinations to see what drives more profile views and customer actions.

Business Description Optimization

Your business description is prime real estate. It’s where you explain who you are, what you do, and why someone should choose you. Most businesses waste this opportunity with generic, boring text that could apply to any competitor.

Let me show you the difference. Here’s a weak description:

We are a family-owned plumbing business serving the local area. We offer quality service at competitive prices. Our experienced team handles all your plumbing needs. Call us today for a free quote.”

Yawn. This tells me nothing specific. Every plumber could write this exact description. Now here’s a stronger version:

“Emergency plumbing repairs across South Manchester, available 24/7. We specialize in burst pipe repairs, boiler installations, and bathroom renovations for homes built before 1970. Our team of Gas Safe registered engineers responds within 60 minutes for emergencies. Fixed-price quotes with no hidden charges. Serving Didsbury, Chorlton, and surrounding areas since 1998.”

See the difference? The second version includes specific services, geographic areas, response times, credentials, and a unique specialty (pre-1970 homes). It gives potential customers concrete reasons to call.

When writing your description, include:

Specific services: Don’t say “consulting services.” Say “financial planning for small business owners, including tax strategy, retirement planning, and succession planning.

Geographic coverage: List specific areas you serve. “Greater London” is vague. “Serving Islington, Camden, Hackney, and Tower Hamlets” is precise.

Credentials and certifications: Licensed, certified, accredited, award-winning—include relevant qualifications that build trust.

Years in business: “Since 1995” or “Over 25 years’ experience” establishes credibility.

Unique selling points: What makes you different? Same-day service? Eco-friendly products? Money-back guarantee? Specialized skill?

Problem-solving language: Address customer pain points. “Frustrated with unreliable contractors?” “Need a solicitor who explains things in plain English?” “Looking for authentic Italian food made by actual Italians?”

Keywords belong in your description, but they must flow naturally. Search engines and directory algorithms have evolved beyond simple keyword density. They can detect awkward keyword stuffing, and it hurts your rankings. Write for humans first, search algorithms second.

Character limits vary by directory. Some allow 500 words, others cap you at 150 characters. Prepare multiple versions of your description in different lengths. Start with a comprehensive 500-word version, then create shortened versions that preserve the most important information.

My experience with a local estate agent illustrates this perfectly. Their original description was 400 words of corporate waffle about “commitment to excellence” and “putting clients first.” We rewrote it to 200 words focused on specific services (residential sales, lettings, property management), areas covered (listing 12 specific neighbourhoods), and their unique angle (free property valuations with drone photography). Profile views increased 180% within six weeks, and they attributed three new listings directly to improved directory visibility.

One more thing: update your description when your business evolves. Launched a new service? Won an award? Expanded to a new area? Edit your descriptions to reflect these changes. A static description suggests a static business.

Visual Content and Media Optimization

Profiles with images receive dramatically more engagement than text-only listings. We’re visual creatures. A photo of your storefront, product, or team makes your business feel real and trustworthy. No photos? You look like you’re hiding something or can’t be bothered.

But not just any images will do. Blurry photos, awkward angles, poor lighting—these hurt more than they help. Your images should look professional without necessarily requiring a professional photographer. Modern smartphones take excellent photos if you understand basic composition.

What images should you include?

Storefront or office exterior: Shows customers where to find you. Especially important for retail businesses, restaurants, and service providers with physical locations. Take this photo during daylight hours when your signage is clearly visible.

Interior shots: Gives customers a sense of your space. Restaurants should show their dining areas. Salons should show styling stations. Offices should show reception or consultation rooms. Make sure these spaces are tidy—customers notice clutter.

Products: If you sell physical products, show your best sellers or most distinctive items. Multiple angles, good lighting, neutral backgrounds. E-commerce product photography techniques apply here.

Team photos: Puts faces to names. Customers prefer doing business with people, not faceless entities. Group shots work well, but individual headshots of key staff members (owner, manager, lead technician) add personality.

Work examples: Before-and-after shots for contractors, finished projects for designers, completed installations for tradespeople. These demonstrate capability better than any written description.

Certifications and awards: Photos of licenses, certificates, or awards build credibility. Make sure the text is legible.

Image specifications matter. Each directory has requirements for file size, dimensions, and format. Uploading images that don’t meet specs results in distortion, cropping, or rejection. Check the requirements before uploading.

General successful approaches for directory images:

Use high-resolution images (at least 1200 pixels on the longest side)

Save in JPG format for photographs, PNG for graphics with text

Keep file sizes under 5MB for faster loading

Use area orientation for most directories (16:9 or 4:3 ratios)

Ensure good lighting—avoid dark, muddy images

Include people when appropriate (humans attract attention)

Avoid heavy filters or excessive editing (authenticity matters)

Add alt text descriptions for accessibility and SEO

Videos take this further. A 30-60 second video tour of your business, a quick introduction from the owner, or a demonstration of your service can dramatically boost engagement. Videos don’t need Hollywood production values—authenticity often outperforms polish. Just make sure the audio is clear and the video is steady (use a tripod or stabilizer).

Some directories support 360-degree photos or virtual tours. If your business benefits from showing your space (restaurants, hotels, retail stores, event venues), these immersive formats can give you a substantial edge over competitors with static images.

Update your images regularly. Seasonal businesses should rotate photos to match the current season. Businesses that redecorate or renovate should update interior shots. Team photos should reflect your current staff, not people who left years ago. Fresh images signal an active, current business.

Customer Reviews and Reputation Management

Reviews are social proof. They’re the digital equivalent of word-of-mouth recommendations. A profile with dozens of positive reviews attracts more customers than an identical profile with no reviews. It’s basic human psychology—we trust the experiences of others.

But here’s what most businesses get wrong: they treat reviews as something that just happens to them, rather than something they can actively encourage and manage. You can’t control what customers write, but you can influence whether they write anything at all.

Asking for reviews feels awkward to many business owners. It shouldn’t. If you’ve delivered good service, most satisfied customers are happy to leave a review—they just need a reminder and an easy way to do it. The businesses with hundreds of reviews didn’t get them by accident; they systematically asked for them.

When should you ask for reviews?

Immediately after a positive interaction—when the customer expresses satisfaction, that’s your moment. “I’m so glad you’re happy with the result. Would you mind sharing your experience in a quick review?” Most people will say yes.

After project completion—send a follow-up email thanking them for their business and including direct links to your directory profiles. Make it as easy as possible.

During regular check-ins—for ongoing client relationships, periodically ask if they’d be willing to share their experience.

Never immediately after a complaint—wait until you’ve resolved the issue and the customer is satisfied again.

How you ask matters. Don’t be pushy or desperate. Don’t offer incentives (most directories prohibit this and customers can spot incentivized reviews). Simply explain that reviews help other customers make informed decisions and you’d appreciate their honest feedback.

Responding to reviews is just as important as getting them. Every review—positive or negative—deserves a response. This shows potential customers that you’re engaged and care about feedback.

For positive reviews, keep responses brief but personal. Thank them specifically for what they mentioned. “Thanks for the kind words, Sarah! We’re thrilled you loved the chocolate cake—it’s our head baker’s specialty. Hope to see you again soon.” This feels genuine and reinforces the positive sentiment.

Negative reviews require more care. Respond quickly (within 24 hours if possible), stay professional regardless of tone, acknowledge their concern, and offer to make it right. “We’re sorry to hear about your experience, John. This isn’t the standard we hold ourselves to. Please contact us directly at [phone/email] so we can resolve this.” Never argue publicly or make excuses—it makes you look defensive.

Sometimes negative reviews are unfair or even fraudulent. You still need to respond professionally. Other potential customers are watching how you handle criticism. A measured, professional response to an unreasonable review can actually improve your reputation.

Monitor your reviews regularly. Set up alerts so you’re notified when new reviews appear. Responding within hours rather than days shows you’re attentive. Some directories allow you to flag inappropriate reviews that violate their guidelines (spam, profanity, competitor sabotage). Use this feature when appropriate, but don’t abuse it to suppress legitimate criticism.

Your average rating matters, but so does review volume and recency. A 4.8-star rating with 200 reviews from the past year looks more credible than a 5.0-star rating with 5 reviews from 2018. Consistently generating new reviews should be an ongoing priority, not a one-time effort.

Analytics and Performance Tracking

You can’t improve what you don’t measure. Most directories provide analytics showing how your profile performs—views, clicks, calls, direction requests. This data tells you whether your optimization efforts are working or wasting your time.

Start by establishing baseline metrics. Before making any changes, record your current performance: profile views per month, website clicks, phone calls, direction requests, review count. These numbers give you a starting point for comparison.

After implementing optimizations, track the same metrics monthly. Are views increasing? Are more people clicking through to your website? Are you getting more calls? If numbers improve, your changes are working. If they stagnate or decline, something’s wrong.

Different metrics matter for different businesses. A restaurant cares about direction requests (people coming to eat). A consultant cares about website clicks (people researching services). A plumber cares about phone calls (people needing immediate help). Focus on metrics that correlate with actual revenue.

Compare your performance to competitors when possible. Some directories show how you rank against similar businesses in your area. If you’re consistently behind competitors, dig into their profiles—what are they doing differently? Better photos? More reviews? Different keywords?

Some directories offer paid upgrades—featured listings, enhanced profiles, priority placement. Analytics help you decide if these are worth the cost. If a directory already drives considerable traffic, upgrading might boost results further. If a directory barely generates views despite your optimization efforts, paying for upgrades probably won’t help.

Track which directories drive the most valuable actions. You might discover that one niche directory sends fewer total visitors but higher-quality leads than a major general directory. This insight helps you prioritize where to focus your optimization efforts.

Attribution can be tricky. When a customer calls or visits, ask how they found you. “How did you hear about us?” should be a standard question. Track these responses to understand which directories actually convert browsers into customers. A directory might show high profile views but generate zero actual business—that’s valuable information.

Set realistic expectations. Directory optimization isn’t an overnight miracle. Results typically appear gradually over weeks or months. Patience and consistency matter more than dramatic one-time efforts.

Platform-Specific Optimization Strategies

Not all directories are created equal. Each platform has unique features, algorithms, and audiences. Optimizing for Jasmine Business Directory requires different tactics than optimizing for industry-specific directories or local business listings.

General business directories cast wide nets. They include businesses across all industries and locations. These platforms prioritize complete profiles, consistent NAP information, and strong review profiles. Competition is fierce, so differentiation through detailed descriptions and rich media becomes important.

Industry-specific directories serve niche markets. A directory for solicitors, restaurants, or contractors attracts users specifically looking for those services. These platforms often allow more detailed specialization—legal practice areas, cuisine types, trade certifications. Take advantage of every niche field to demonstrate know-how.

Local directories focus on geographic areas—city guides, neighbourhood business listings, chamber of commerce directories. These platforms prioritize location relevance. Include specific neighbourhood names, landmarks near your business, and service area boundaries. Local directories often integrate with mapping services, making accurate address information vital.

Review-based directories (think TripAdvisor or similar platforms) prioritize customer feedback above all else. Your review count, average rating, and response rate matter more than any other factor. On these platforms, reputation management isn’t optional—it’s the entire game.

Some directories offer premium features: enhanced listings, sponsored placement, additional media slots, priority customer support. Evaluate these based on your analytics. If a directory already performs well, premium features might magnify results. If it underperforms, free optimization should come first.

Mobile optimization matters increasingly. Many customers browse directories on smartphones, especially when searching for local services. Ensure your profile displays properly on mobile devices. Some directories have separate mobile apps with different features—test your profile in these apps.

Voice search is changing how people find businesses. “Alexa, find a plumber near me” or “Hey Google, Italian restaurants in Manchester” pull results from directories. Improve for natural language queries and question-based keywords. Instead of just “dentist,” include phrases like “emergency dental care” or “dentist open weekends.”

Future Directions

Directory optimization isn’t static. As search behaviour evolves and directories add features, your strategies need to adapt. Several trends are reshaping how directories work and how businesses should approach them.

Artificial intelligence is transforming directory search. Algorithms now understand context and intent better than ever. They can interpret “cheap plumber” differently from “emergency plumber” or “reliable plumber,” even though all three searches might include the word “plumber.” This means your profile needs semantic richness—varied language that captures different ways people might describe what you offer.

Personalization is becoming standard. Directories increasingly show different results to different users based on search history, location, device, and behaviour patterns. You can’t control this directly, but you can ensure your profile appeals to multiple customer segments through varied keywords and comprehensive service descriptions.

Integration between platforms continues deepening. Your directory profile doesn’t exist in isolation—it connects to your website, social media, review platforms, and mapping services. Inconsistencies anywhere in this ecosystem hurt you everywhere. Entire online presence management matters more than optimizing individual profiles in isolation.

Video content will become more important. As internet speeds increase and attention spans shrink, video profiles will likely become standard rather than optional. Start incorporating video now to stay ahead of this curve. Even simple smartphone videos of your business, team, or services provide value.

Augmented reality might sound futuristic, but some directories already experiment with AR features—virtual tours, 3D product views, AR-enabled directions. Early adopters of these technologies gain visibility advantages as platforms promote new features.

The fundamental principles won’t change, though. Complete, accurate information. Consistent NAP across platforms. Compelling descriptions with well-thought-out keywords. Rich media content. Active review management. Regular updates and audits. These basics have worked for years and will continue working because they’re rooted in how humans search for and evaluate businesses.

Your directory profiles are digital storefronts. Would you leave your physical storefront dirty, with broken signage and outdated information? Of course not. Treat your online presence with the same care. The businesses that thrive are those that recognize directory optimization isn’t a one-time project but an ongoing commitment to presenting their best face to potential customers.

Start with one directory. Choose the platform that matters most to your business—maybe that’s a local directory if you serve a specific area, or an industry directory if you serve a niche market. Apply everything in this guide to that single profile. Make it perfect. Then move to the next directory, and the next. Systematic improvement beats scattered effort every time.

The customers you want are searching right now. Your competitors are already listed. The question isn’t whether directory optimization matters—it’s whether you’ll do it well enough to win.