Whatever you want to say about MerchantCircle’s robo-calling (in the past according to the company) the company has become a dramatic success story in the local space. It generates millions and millions of page views monthly through SEO (via Google). According to a release out this morning, more than 20 million page views.
The point of that release however is to announce a new pay-per-action program leveraging that traffic and featuring third parties, which will be getting leads from MerchantCircle:
The PPA platform enables partners to leverage the MerchantCircle network and deliver highly targeted customer leads to their local business clients on a pay-for-performance basis. Initial partners include OpenTable, Citysearch, ServiceMagic, Yodle, NearbyNow, eLocalListing and others.
Is this a version of arbitrage? It could be argued both ways.
Regardless, what this means is that third parties who sell clicks/calls/leads are now getting traffic from MerchantCircle. This can be seen as part of a “traffic diversification” strategy being broadly pursued by players in the local space.