Aviva Directory

Web Directory Reviews Org has evaluated the Aviva Directory on Thursday, December 25 and Friday, December 26, 2014.

Established in February of 2005, the Aviva Directory has been in the top ten of Web Directory Reviews Org since we began reviewing web directories in the first quarter of 2013, when it placed #4. Since then, it has come in #1, #1, #2, #3, and #2.

The Moz Domain Authority of the Aviva Directory is 64/100, the Page Authority of its index page is 71/100, its Page MozRank is 6.46, and its Page MozTrust is 6.19. Its Majestic Trust Flow is 58 and its Citation Flow is 52. The Alexa Traffic Rank of the Aviva Directory is 87,774.

Site submission fees are $49.95 per year or a one-time payment of $149.95, both for regular listings as there are no featured listings.

When evaluated for Web Directory Reviews Org, directories are viewed from the perspective of a web directory user, so matters of submission fees and SEO metrics don't enter into the rating assigned to the directory.

That said, let's get on with it.

Aesthetics - 10/10

The Aviva Directory is one of the more attractive directories that I've reviewed. To use a cliche that dates back as far as the 3rd century BC in Greek, beauty is in the eye of the beholder. Not everyone will agree of course, but I get bored with the blue or black text on a white background, although I understand that is a safe combination.

The Aviva Directory uses a grey background with green or white text in its main menu, using colors that contrast effectively without being hard on the eyes. While it may not be fully effective, the site adjusts to varying screen sizes and resolutions.

To my delight, its top-level categories are symmetrical, each consisting of two words joined with an ampersand, and everything fits above the fold.

Size - 13/20

I estimate the size of a directory by scanning it with Scrutiny, a program that returns the total number of links on the site, with the exception of subdomains. This is not an accurate reflection of the number of outgoing links contained within the directory however, as it includes navigational and other internal links but, since each directory is evaluated in the same manner, it's useful by way of comparison.

Scrutiny found 158,353 links in the Aviva Directory. Since the directory is approximately nine years and nine months old, that comes to roughly 16,241 links per year. According to my criteria for this quarter, this would be 13/20 points for this section of the evaluation.

Intuitiveness - 18/20

The Aviva Directory uses a unique taxonomy that is well organized and intuitive. The directory makes reasonable use of @links in order to avoid redundancy.

Within the category, sites are sorted alphabetically and each category consists of only one page, although some of them are fairly long. Since directory users are more likely to view the sites on one long page than to click into additional pages of results, this is convenient for the end user.

Within the category, very few sites are misplaced, and I came across no empty categories.

The directory's search feature has improved since I first reviewed the Aviva Directory. It performs well on single-word searches and reasonably well on multiple-word searches, returning both categories and sites that match the search term.

Since site descriptions tend to be more descriptive than on most of the other directories I've seen, this aids in search results and provides information to directory users who are trying to determine which sites to visit.

Quality - 18/20

The Aviva Directory's server withstood a scan by Scrutiny without trouble, and not very many bad sites were flagged.

Within the Aviva Directory, every category has a uniquely authored and useful description, and site descriptions are descriptive, with at least half of them using grammatically correct sentences, which were also devoid of misspellings, capitalization or punctuation errors, and promotional language.

More than sixteen thousand links were added to the directory since September 14, when it was last reviewed, so it is clear that its editors are actively adding sites.

Usefulness - 22/25

Most of the directories in our top ten have more listings than the Aviva Directory; of course, many of them are considerably older, as well. However, the Aviva Directory has sufficient content to be useful.

Additionally, the directory is well organized, with no empty categories, and a solid regional section, at least in the English-speaking countries.

Each category has a well-written and informative description, which can benefit users, site submitters, and the directory itself, as this provides content that can be indexed by the search engines. Additionally, some of its categories include articles relating to the category topic.

The directory is accessible through smart phones. While not wholly responsive, the site displays well on most screen sizes and resolutions.

Extra Content - 1

Article-length textual content available for some of its categories is a feature that I think we will see expanded to further categories, as they add useful information and facts to users who are visiting these categories, and point to other categories that include related information. These articles are highlighted, four at a time, on the directory's index page.

Additionally, the Aviva Directory includes a blog directory that is currently accepting free submissions. Since the blog directory is on a subdomain, these listings were not included in our scan of the directory.

Overall Ranking - 82%

On the basis of my review of the Aviva Directory on Thursday, December 25 and Friday, December 26, 2014, I have given the directory a rating of eighty-two percent.


The Aviva Directory is roughly half the age of DMOZ, and younger than many of the other general web directories, yet it is growing every day. The directory is well maintained, well indexed, and reasonably priced.


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