If you're launching a new site and you are submitting it to some of the more reputable old & expensive web directories, you want to get as much anchor text bang for your $279.95 as possible. But most "reputable" directories will only link to your site by the "official" name, whatever that is. Before: homefinders.jpg So pick the right "official" name. Just make new graphic header for your site, and throw it up there for the one week that you submit it to the directories. If the site is for a real estate office called "HomeFinders Realty" you might just want to name it "Denver Real Estate, Inc." And change it back after you get accepted with juicy anchor text. After: denverrealestate.jpg In most cases, after they've charged your credit card for the link buy editorial review fee, they won't be double checking it anytime soon. Okay, some people might say this is a little bit grey hat... but I rationalize it by saying that if you are going to pay hundreds of dollars for an ad listing, you're entitled to (try and) get your money's worth with good, descriptive anchor text that doesn't mislead the search engines or users. And when that auto-billed $499.95 annual review comes around again, they are more than welcome to change it back– if they notice.