I just read an article in Newsweek (May 9 issue, Pg E26) about a company that is using search engines to route business to a phone number, rather than a click-through to a web site. Basically, you type in a keyword in your search engine -- so far, only AOL and FindWhat.com -- and receive a listing with a phone number, rather than a link. The call you make is to Ingenio, the company that is providing this service. Ingenio routes the call to the business, where they pick up the phone like always, and conduct their business. The business pays a fee per each phone call referral, instead of per each click.
Has anyone heard of this type of service, or used it?