Directory submissions • Risk management
Avoid Dodgy Directories & Paid Links: Safe Policy for UK Schools
Published by SEO for Schools • Author: Paul Delaney
Cold emails promising “200 EDU links” or “DA 50 guest posts” are risky. This policy explains how to spot low-quality directories and paid link schemes, how to reply, and what to do if your school has used them in the past. It follows Google’s link spam policies and guidance on qualifying links.
Bonus: quick start, decision flow, email scripts and a 90-day action plan—written in plain English for busy school teams.
Quick Start: What to Do / Not Do (in plain English)
Do this
Don’t do this
Should we use this directory? (RAG decision flow)
- Audience check: For parents/educators/local community? If no → RED (avoid).
- Safety check: Clear ownership? Any gambling/loan/crypto categories? If unclear/yes → RED.
- Indexable & moderated? Live listings visible? Sensible approvals? If weak → AMBER (only with
nofollow/sponsored). - Link policy? Accepts
nofollow/sponsoredfor paid placements? If yes → GREEN. - Golden NAP: Will your data match exactly? If yes → proceed and log it.
Why this matters
Reputation & safeguarding
Your school’s name should not appear next to gambling or loan ads. Reputable listings protect families and your brand.
SEO stability
Low-quality submissions don’t help ranking and can create long-term cleanup work. A simple policy prevents future risk.
Red flags: avoid completely
Reference: Google — Link spam policies.
Amber flags: proceed only with caution
Large aggregators that cover many countries/industries. If you must use them, insist on rel="nofollow" or rel="sponsored", use your Golden NAP, and record the decision in your log.
Green principles: what “good” looks like
Civic or education purpose; clear ownership; human moderation; indexable pages; no spam neighbours; privacy notices; accepts nofollow/sponsored; stable listing URLs.
RAG rules & vendor reply script
Decision rules
| Status | Rule |
|---|---|
| Red | Decline; add domain to blocklist |
| Amber | Only with nofollow/sponsored; log decision |
| Green | Proceed with Golden NAP; schedule review |
Reply template
“Thanks for reaching out. Our policy requires audience fit, transparent ownership and nofollow/sponsored attributes on any paid placements. We only participate where content serves parents and the local community.”
What if we used a bad service in the past?
| Step | Action | Outcome |
|---|---|---|
| 1 | Export links (GSC/Ahrefs/SE Ranking) | List suspect domains |
| 2 | Ask removal (polite email) | Many will comply |
| 3 | Disavow (only if needed) | Use sparingly; document |
| 4 | Replace effort | Focus on GBP + civic/education listings |
Reference: Google — Disavow links (advanced; use cautiously).
90-Day Action Plan (simple, trackable)
| Window | Tasks | Outcome |
|---|---|---|
| Weeks 1–2 | Write your Golden NAP; set a shared doc; list current listings; remove obvious spam. | Single source of truth; risk trimmed. |
| Weeks 3–4 | Claim/verify Google Business Profile, Apple, Bing; add photos; check categories. | Core visibility in Maps/Local Pack. |
| Weeks 5–8 | Add 5–10 reputable civic/education/community listings; log URLs + review dates. | Depth over volume; governance in place. |
| Weeks 9–12 | Spot-check consistency; add UTM tags to profile links; check GSC branded queries & CTR. | Measurable uplift and tidy data. |
Email scripts you can use (copy/paste)
A) Decline a paid link / mass directory pitch
Subject: Re: Link/Listing OfferThanks for reaching out. Our policy follows Google’s guidance.We don’t buy followed links or use bulk directory services.We’ll pass this time—but appreciate the contact.
B) Ask for removal of a low-quality listing
Subject: Removal request: [School Name] listingHello,Please remove this listing for [School Name]: [URL].Reason: we keep our details on a small number of reputable directories only.Thank you,[Name], [Role], [School]
C) Update an LA/partner directory entry
Subject: Update request for [School Name] entryHello,Could you update our details as follows (Golden NAP):Name: [Official Name]Address: [Full Address]Phone: [Main Number]Website: [URL]Hours: [e.g., Office Mon–Fri, 8:30–16:00]Notes: Please replace any old numbers/addresses.Thanks,[Name], [Role], [School]
Print-screen cards
Red-Flag Checklist (10 signs)
print this cardVendor Reply Script
print this card“Thanks for the offer. We follow Google’s policies and only participate in community-benefit content with nofollow/sponsored attributes for paid placements. We do not purchase followed links or bulk directory submissions.”
RAG Decision Flow (1-screen)
print this card- Audience fit? If no → RED.
- Safe neighbours? If no/unclear → RED.
- Indexable & moderated? If weak → AMBER (nofollow/sponsored only).
- Accepts correct link attributes? If yes → GREEN.
- Golden NAP matches? Proceed & log.
FAQs
Are paid directories always bad?
No—but paid placements must use rel="sponsored" and be genuinely useful. Avoid anything that sells followed links or makes ranking promises.
Do we need to disavow?
Usually not. Request removal first and disavow only when harmful links persist and you can’t get them removed.
Is “nofollow” a waste?
No. Nofollow avoids passing ranking signals and is suitable for paid placements. The value is visibility and data consistency.
What if a partner insists on a followed link?
Decline or request a citation without a link. Protect the brand first.
Can one bad listing hurt us?
Rarely on its own. Problems arise with patterns and scale. Keep a whitelist and a log.
How often should we review listings?
Once a term, plus after any change to address/phone/website or school name.
What’s the minimum we should do?
Golden NAP, Google Business Profile, Apple Business Register, Bing Places, and 3–5 reputable civic/education listings.
Do Apple Maps and Bing Places matter?
Yes—parents use iPhones and Windows devices. Coverage improves discovery and consistency.
Should we add UTM parameters?
Yes, for profile links you control. Use simple tags (e.g., utm_source=gbp, utm_medium=profile).
Who should own this in a MAT?
Comms lead maintains Golden NAP and a central log; campus admins request updates; SEO lead audits quarterly.
Need practical SEO support?
Speak With Paul Delaney
Paul Delaney helps schools turn complex SEO into simple, effective actions. As a guest writer for SEO for Schools, Paul shares step-by-step playbooks and evidence-based guidance that busy teams can apply immediately. With three decades’ experience working with UK and international institutions, he understands the challenges school teams face and is well positioned to offer support and guidance.
For our readers, Paul offers free 30-minute sessions for institutions exploring how to raise visibility, strengthen brand trust and streamline admissions. Sessions are practical, jargon-free and free from sales pressure. You can contact him using the buttons below—please mention SEOforSchools.co.uk.
