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Personally, I couldn't care less about any terms that have "web directory" in them. That is the term every single directory seems to target. The traffic coming from those terms is also totally worthless when it comes to receiving quality traffic from the end user. And who says that the directory traffic needs to come from Google directly? I know from my directory that most of my traffic comes from my blog and a variety of random terms not related to directories. Looking at the Aviva blog I can imagine a nice amount of Google traffic coming into it and floating right into the directory.
I do get traffic from my Aviva listing and it's valuable.
Whether it comes from Google, the blog or some other source does not matter to me one bit. I recommend Aviva for many reasons not related to gaining rankings.
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