Podcast Episode Summary

The Side Hustle Show – Episode 692

Title: $2,500/mo with Online Directories
Date: August 21, 2025
Host: Nick Loper
Guest: Frey Chu (ShipYourDirectory.com)

Overview

This episode dives into the business of building and monetizing online directories as a sustainable, low-maintenance side hustle. Guest Frey Chu shares his journey from failing physical businesses to earning $2,500/month (largely passive) by creating niche online directories that have proven resilient to recent search engine algorithm changes. Frey provides a step-by-step playbook for researching, building, marketing, and monetizing directories, including real-world examples, tools, and actionable tactics.

Key Discussion Points & Insights

1. Why Online Directories?

[01:07 – 06:25]

• Post-2023, traditional content sites (blogs, niche sites) have struggled with Google updates; directories have proven more resistant and profitable.
• Directories offer scalability, low startup costs, the ability to work remotely, high margins, and can be sold as assets.
• Local and data-driven directories are especially robust, filling the gaps where Google Maps and large language models (like ChatGPT) currently fall short.

Notable Quote:
Frey: “What I really wanted was a business that was scalable, cheap to start, remote... high margin... and could be sold as an asset. And directories met all those criteria.” [05:00]

2. Niche Selection & Research Process

[06:25 – 22:39]

• Ideal niches are 70% data-based (high search volume, low competition, existing successful directories—even if clunky), and 30% interest-based.
• Audit your life and observe where people need to save time or money, or where they earn money (e.g., thrifting, plasma donation).
• Use tools like Ahrefs (noted as expensive, but valuable for this work) and search for "near me" + relevant terms to uncover underserved niches.
• Watch out for "trap niches"—high-search but actually highly competitive behind the scenes (e.g., “pizza near me”).

Notable Quote:
Frey: “I try to combine data with things that save people time, earn people money or save people money.” [08:01]

Nick: “Let the data be your guide, but then put on your common sense hat... how am I really going to stand out here?” [22:14]

3. Data Collection & Directory Content

[23:17 – 34:40]

• First, decide on your monetization model: display ads (more passive), lead generation (higher potential, but less passive), digital products, or SaaS.
• Use scraping tools (Outscraper recommended for non-coders) to pull data from Google Maps, then further enrich listings from reviews and social sources like Reddit.
• Manual data enrichment is time-consuming, but creates value—consolidating info and adding specialized insights not easily found elsewhere (e.g., detailed hours, unique features, pricing).
• Consider automating parts of this using tools or co-developed solutions, like Frey's own Enrich Directory.

Notable Quotes:
Frey: “People will pay for consolidation—whether it’s time as a website visitor, or actually money. There’s massive value in being that central resource.” [32:03]
Frey: “What if you called 5,000 daycares just to get their pricing? If you did, that would be some insane value add.” [32:47]

4. Building and Formatting the Directory Website

[37:17 – 40:46]

• WordPress is the go-to platform for ease and scalability, using plugins like GeoDirectory or WP All Import.
• Structure depends on what’s ranking: individual listing pages vs. state/city pillar pages vs. listicles.
• Follow the format of already-successful competitors in your chosen niche.

Pro Tip:
Frey: “Always look at what’s working in the SERPs, then copy the structure—don’t reinvent the wheel.” [39:00]

5. Marketing & Driving Visibility

[40:48 – 46:45]

• Kickstart traffic and feedback via niche Reddit communities—use these for iterating based on real user comments.
• Build trust and authority with backlinks: use “badges” (e.g., “Top 10” award) for local businesses to embed, swap links with publishers, or directly approach those linking to outdated competitors.
• Even a few highly-relevant backlinks can move rankings significantly in low-competition spaces.

Notable Quotes:
Frey: “People on Reddit will tell you if your project sucks, and I’ve gotten my best monetization ideas from those threads.” [41:23]
Frey: “I recall the first directory… one backlink alone was enough to push me to rank one page one for my target keyword.” [45:17]

6. Monetization Techniques

[46:10 – 49:34]

• Display ads through partners like Mediavine Grow are Frey’s primary source (~75% of revenue).
• Digital products (e.g., guides, schedules) add significant upside—built based on user demand.
• Advanced options: featured listings, affiliate offers, or even SaaS upsells (Retreat Guru, car-parts.com as examples).
• Email lists have potential—use surveys or crowdsource info to deepen engagement and boost value.

Notable Quotes:
Frey: “I sell digital products on my thrifting directory… I called all the thrift store owners to get schedules, then sold that in a guide.” [27:24]
Frey: “I crowdsourced the data… didn’t even have newsletter content until people started finding that…” [49:38]

7. Upkeep, Maintenance & Scaling

[50:00 – 52:16]

• Maintenance is minimal on most passive directories (just check traffic, update data infrequently).
• More frequent curation is needed for active or time-sensitive directories (like event-based listings or lead gen).
• Consider data volatility (e.g., happy hour times, class schedules) in niche selection for lower-maintenance options.

8. Final Reflections & Actionable Advice

[52:28 – 55:50]

• Approach your first directory as a learning playground, not strictly as a cashflow engine.
• The skills (SEO, data processing, web design, outreach) are widely transferable—don’t expect immediate returns.
• Despite AI and LLM advancements, local SEO and directories are likely to remain valuable.
• Community and support: Frey offers resources and membership at ShipYourDirectory.com and educational content on YouTube.

Notable Quotes:
Frey: “Build with an open mind and build to master the skills… this is just one narrow area where you can apply your learnings.” [55:17]
Nick: “If your site has been hit by updates… maybe this is something you could use to fight back or layer onto your existing content.” [55:50]

Notable Quotes & Memorable Moments

| Timestamp | Speaker | Quote | |-----------|---------|-------| | 05:00 | Frey Chu | “What I really wanted was a business that was scalable, cheap to start, remote... high margin... and could be sold as an asset. And directories met all those criteria.” | | 08:01 | Frey Chu | “I try to combine data with things that save people time, earn people money or save people money.” | | 22:14 | Nick Loper | “Let the data be your guide, but then put on your common sense hat... how am I really going to stand out here?” | | 32:03 | Frey Chu | “People will pay for consolidation—whether it’s time as a website visitor, or actually money.” | | 45:17 | Frey Chu | “I recall the first directory… one backlink alone was enough to push me to rank one page one for my target keyword.” | | 55:17 | Frey Chu | “Build with an open mind and build to master the skills… this is just one narrow area where you can apply your learnings.” |

Timestamps for Major Segments

• [01:07] – Why directories? State of traditional SEO & attraction to directory model
• [06:25] – Choosing a niche: frameworks, research, and the “bounty” method
• [13:00] – Ahrefs and keyword scouting tips; pitfalls to avoid
• [24:06] – Monetization models (ads vs. lead gen vs. digital products)
• [28:24] – Collecting and enriching directory data, scraping, and tool recommendations
• [37:17] – Building the website: platforms, plugins, and deciding on structure
• [40:48] – Initial marketing: Reddit, backlinks, and badges
• [46:10] – Monetization in practice: ads, digital products, featured listings, SaaS
• [50:00] – Maintenance, automation, and scaling
• [52:28] – Lessons learned, expectations, and final tips for side hustlers

Additional Resources / Where to Learn More

• ShipYourDirectory.com – Frey’s community & resources
• Frey Chu on YouTube (frei.chew) – Educational content & case studies
• Episode show notes and downloads (including "100+ Directory Niche Ideas"): SideHustleNation.com/Frey

Conclusion

Nick and Frey’s discussion combines practical how-tos with real-world validation for anyone interested in durable, sellable, low-maintenance side hustles. Building online directories isn’t just about scraping Google Maps—it’s about creative consolidation, data enrichment, and smart, targeted marketing. Whether you want a hands-off income stream or a more active lead-gen business, Frey's methodical approach—and his clear advice to focus on learning transferable skills—will give new and seasoned entrepreneurs alike a compelling, actionable playbook.