SuperPages Changes Algorithm To Factor Clicks Into Ad Rankings

SuperPages, like Yahoo! before it, has decided to factor in click-through rates in determining the order of sponsored ads. Bid price now becomes one of several considerations in arraying search results (geography and category obviously remain critical). VP Robyn Rose told me that the majority of the consumer traffic coming through the site uses the search box (as opposed to browsing) to find businesses and other content. Consequently the changes should have a material impact on advertisers and monetization over the longer term.

SuperPages was the first of the Internet yellow pages sites to adopt performance marketing for advertisers and has both PPC and PPCall programs. It also has more traditional flat-fee “subscription” advertising and those listings will be layered in below the performance-based advertisers. The company was also the first non-portal Internet yellow pages site to adopt user reviews.

The new “platform” is just of several changes coming at SuperPages in the weeks and months to follow.