Yellowpages.com, Superpages.com tops in Yellow Pages search

comScore released the results of a study into national Internet Yellow Pages (IYP) search activity, which revealed shifts among the top sites in 2007 -- due in part to new strategic partnerships. The IYP search market leader in Q4 2007 was Yellowpages.com Network, which forged multiple partnerships this year with sites including Areaguides.net and 411.com, helping them take the top position in total IYP searches. 

Yellowpages.com Network (20.2% share) edged out Superpages.com Network (20.0% share) in Q4 2007 to lead the IYP search market. Like Yellowpages, Superpages’ new partnerships provided a boost to its search activity, with the new Local.com relationship and the Infospace FindIt/Switchboard.com acquisition contributing to its gains. However, Superpages discontinued its affiliation with both 411.com and MSN Yellowpages, offsetting the positive impact of the new relationships. Although Superpages saw an increased number of total searches in 2007, it did not grow as fast as the market, and as a result its share fell slightly.

Certain top IYP providers experienced growth in 2007 by capitalizing on changes in their partner and affiliate relationships. Yellow Book Network, which more than doubled its share from 4% to nearly 9%, benefitted in part from its new relationship with Addresses.com. Microsoft Sites experienced an increase in IYP searches after it began redirecting searches to Microsoft Maps beginning in December, subsequent to the dissolution of its partnership with Superpages.

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