Every year, I hear the same question from park owners: "Should I be paying for listings on all these directories?"
And every year, my answer is the same: "Some of them, yes. Most of them, probably not."
The directory landscape has changed dramatically over the past decade. Some platforms that used to drive significant traffic have become ghost towns. Others have evolved into legitimate booking channels. Knowing the difference saves you thousands of dollars a year in wasted listing fees.
The Directories That Still Matter
Google Business Profile (Free — and Non-Negotiable)
This isn't technically a "directory," but it's the most important listing you have. When someone searches "RV parks near me," your GBP listing is often the first thing they see — before your website, before any directory, before any ad.
If you're only going to optimize one listing, make it this one. Complete profile, current photos, accurate hours and amenities, and actively managed reviews. This is where your potential guests form their first impression.
Good Sam / Campground Reviews
Good Sam still carries weight with a specific demographic — primarily older, experienced RVers who've been members for years. If this matches your target guest, a Good Sam listing with strong ratings drives real bookings.
The key is keeping your rating high. Good Sam's rating system is detailed and trusted by their membership. A 9+ rating is a powerful trust signal for this audience.
Campendium
Campendium has grown significantly and attracts a more tech-savvy, younger RV audience. Their reviews tend to be detailed and thoughtful, and the platform has strong organic search visibility. Worth having a presence here, especially if you're targeting younger RVers or full-timers.
The Dyrt
The Dyrt has emerged as a serious player with good mobile app engagement. Their user base tends to be active outdoor enthusiasts. If your park offers a more nature-oriented experience, The Dyrt audience aligns well.
The Directories That Have Lost Their Edge
I won't name names to avoid burning bridges, but here's how to evaluate whether a directory is worth your money:
- Check the traffic. Use tools like SimilarWeb or SEMrush to see how much traffic the directory actually gets. If a platform claims "millions of users" but SimilarWeb shows 50,000 monthly visits, your potential exposure is minimal.
- Search for your own park. Google your park name followed by the directory name. If the directory page doesn't show up in the first few results, the directory's SEO is weak and they're not driving discovery.
- Ask for referral data. Any legitimate directory should be able to tell you how many views and clicks your listing gets. If they can't — or won't — that tells you something.
- Talk to other park owners. Ask peers in your state campground association which directories actually send them guests. Real-world data beats marketing claims every time.
The Free Listings You Shouldn't Ignore
Several directories offer free basic listings. There's no reason not to have your park on these platforms:
- Google Business Profile — Free and essential
- Yelp — Claim your listing and keep it accurate
- Facebook Business Page — Functions as a directory for many searchers
- Apple Maps — Growing in importance with iPhone's default map app
- Bing Places — Don't sleep on Bing; it captures 5-10% of search traffic
The key with free listings: consistency. Your name, address, phone number, and website URL should be identical across every listing. Inconsistencies confuse search engines and hurt your local SEO.
How to Evaluate ROI on Paid Directories
Here's the framework I use with every client:
- Set up tracking. Use unique phone numbers or UTM parameters for each directory so you can attribute bookings to specific platforms.
- Run for 6 months. Directories need time to index and drive traffic. Don't judge after one month.
- Calculate cost per booking. Listing fee divided by number of attributed bookings. Compare this to your cost per booking from Google Ads and organic search.
- Keep what works, cut what doesn't. If a $400/year listing generates 2 bookings worth $600 each, that's a good ROI. If it generates zero attributable bookings, redirect that budget to something that works.
The Bigger Picture
Directories should be a supporting channel, not your primary one. If you're relying on directories as your main source of bookings, you're building on rented land.
Your primary channels should be:
- Your own website (which you control completely)
- Google Business Profile (free and high-impact)
- Google Ads (scalable and measurable)
Directories complement these channels by providing additional exposure and backlinks that support your overall SEO. But they shouldn't be carrying the weight of your marketing strategy.
Audit your directory spend annually. Keep the ones that deliver measurable bookings. Cut the ones that don't. And invest the savings into channels where you can measure and optimize your return.