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The Kelsey Report® Advisory

Verizon Embraces Keyword Search, Pay-per-Click
Charles Laughlin,Greg Sterling , 3/5/2004

SUMMARY: Verizon Information Services released a new version of its site, aimed at riding the current wave of enthusiasm for blending the features of traditional Internet Yellow Pages (IYP) and search engines. The new, which stops short of a full overhaul of the user interface, offers a number of next-generation features, including keyword search functionality and pay-per-click (PPC) advertising capability.

The company has preserved fixed-fee pricing for those advertisers that still want it. SuperPages has also streamlined its ad products to make room in the sales bag for a new generation of performance-based offerings. The SuperPages re-launch follows on the heels of similar unveilings by online directories such as Dex Media. And like Citysearch and Switchboard, the SuperPages integrates PPC capability for advertisers at both the national and local level.

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