Directory Submission for SaaS and Extensions: A 7-Step Plan

Originally published on ExtensionLaunch.

Directory submission is one of the first things indie makers try after shipping a SaaS or browser extension, and it often ends the same way: an old list of 300 sites, a weekend of copy-pasting, zero visitors. Below is a 7-step process that treats directories as distribution instead of a backlink lottery, plus the checks that tell you which ones deserve your time.

Know which directories are worth it

Not every "directory" is the same thing. For software, they split into four groups:

Spend your effort on the first three.

The SEO part, without the myths

Google's spam policies list low-quality directory links and links created with automated programs as link spam. The same policy says paid placements are fine as long as the link is marked rel="sponsored" or rel="nofollow".

Two practical consequences:

• Stop chasing "dofollow only." Google treats nofollow, sponsored and UGC as hints. A nofollow listing on a directory people actually browse beats a followed link on a dead page.
• The link is the bonus, not the goal. The real wins are discovery by people shopping for a tool, directory pages filling your branded search results, and the same name and pitch repeated across trusted sites (which also helps AI assistants understand what you built).

A 6-question filter before you add any directory

Run each candidate through these before it goes on your list:

1. Is anyone there? Recent votes, comments, a newsletter or visible view counts. If the newest listing is months old, skip it.
2. Is there a review step? Instant, unchecked publishing is a link-farm signal. A short approval queue is a good sign.
3. Are listing pages indexed? Search site: plus the domain and a product you know is listed.
4. Does your category exist? An extension belongs next to productivity or developer tools, not next to dentists.
5. Are your competitors listed? If yes, your buyers probably browse it too.
6. What does the money buy? A labeled sponsored slot is advertising. A "guaranteed dofollow backlink" is a link scheme.

Domain Rating (an Ahrefs score, not a Google one) is fine for sorting a long list. It tells you nothing about traffic, so use it to sort and the questions above to decide.

The 7-step submission process

1. Write one product brief. Every form asks for the same fields, so write them once:

Name:         YourProduct
URL:          https://yoursite.com/?utm_source=DIRECTORY&utm_medium=directory&utm_campaign=launch
Store link:   https://chromewebstore.google.com/detail/<extension-id>
Tagline (60): One line, what it does
Short (160):  What it does and for whom
Long (300-500): Who it's for, what's different, price
Category / tags / pricing
Assets:       512x512 logo, 1280x800 screenshots, 30s demo video
Contact:      a shared inbox

Keep the name and tagline identical everywhere. "TabTamer" on one site and "Tab Tamer" on another splits your branded search.

2. Prepare assets once. A square logo, two to five screenshots, maybe a short video. Reuse your store listing assets; a clean screenshot of the real UI beats a marketing banner.

3. Build and sort the list. Start with 20 to 50 directories from the first three groups. Track URL, category, sorting score, price, link type, status and live listing URL. Give launch platforms fixed dates.

4. Submit by hand. Pick the closest category, trim copy to each field's limit yourself, answer review questions honestly. No auto-submit tools: Google names automated link creation as spam, and review queues often reject bot-filled forms.

5. Spread it over 2 to 4 weeks. You learn which kinds of directories send people and drop the rest.

6. Check approvals weekly. Reviews take minutes to weeks. Save each live URL and fix rejections with a clear reason (wrong category, missing logo, copy that reads like an ad).

7. Keep busy listings current. New price, renamed feature, major update: update the directories that send traffic. Stale screenshots cost installs.

Measure outcomes, not submissions

• Referral visits: tag every link you control with utm_source=<directory>&utm_medium=directory.
• Installs per source: the Chrome Web Store passes utm_source, utm_medium and utm_campaign through to its Google Analytics data, so store links show installs by directory.
• Links found: Search Console's Links report (a sample, but it shows when listings start counting).
• Branded search: impressions for your product name in the Performance report usually rise first.

Wait 4 to 8 weeks before judging. Launch platforms show results in days; software directories build slowly.

On time cost: plan for about 30 minutes per form once sign-up, category hunting, uploads and trimming are included. Fifty directories is roughly a full work week.

Key takeaways

• Submit to launch platforms, software directories and niche lists; skip generic web directories.
• Nofollow and sponsored links are fine and still useful; "guaranteed dofollow" is a red flag.
• Filter every directory for real visitors, editorial review and indexed listing pages.
• Write one brief, submit by hand, keep your name and tagline identical, pace it over weeks.
• Judge results by UTM traffic, installs per source and branded search after 4 to 8 weeks.

The full write-up, including an FAQ and what to ask before paying a submission service, is in the complete directory submission guide for SaaS and extensions. If you're launching a browser extension, you can also list it on ExtensionLaunch, a launch directory for browser extensions.

Which directory or launch site actually sent you real users or installs, and which one turned out to be a waste of time?