Superpages Keeps Making Me Think!

Superpages Acquires 'LocalSearch.com' Domain - SE Land

Interestingly, Superpages has purchased another locally-focused domain name. Superpages is interested in branching out, but I would like to see them do more for the discipline of vertical search.

In its present interface, Superpages, like YellowBook, does not do much for you that a plain old paper edition of the Yellow Pages can't. Whether you use Advanced Search or the plain old search bar at the top of the page, you are not taken directly to the businesses you want. I put in [HVAC repair] in my city, and was pointed to a list of categories that would "refine my search". There are 109 businesses listed for "Heating & Air Conditioning Service & Repair", but only 99 listed for "Air Conditioning Service & Repair". Aren't those the same thing? Are businesses cross-listed, or did the website somehow separate the two categories?

There are far too many questions here. Don't make me think!

Anyway, since it's 100 degrees outside, I'm not to keen on the category that begins with "Heating", so I click the second choice. Behold I have a list of contractors. But where do I click? The business names are red, italicized font, with no click-ability. That seems like it would be the place you would want people to click. However, the "Click Here" is hiding over to the right.

Then, after further inspection, I realize the "names" are actually titles chosen by each company. They're not actually business names, but rather catch phrases that are supposed to make me notice each one individually. What tipped me off? I noticed that "Home Cooling Estimates" looked like a pretty weird business name.

And then, lo and behold, some "business names" actually are click-able.

Evidently, usability is not the name of the game here.