>number of clicks generated from their listing
That's what I've been told, click-pop is what causes the rise. Get your title, description, and (5??) keywords in order. Once inside, you're engaged in good ol' SEO.
Snap used to encourage you to encourage others to visit your site via the live directory. You can click on your own link, too, I'm pretty sure that counts -but don't over-do it.
However, do not record the SERP url and re-run that as a short-cut to clicking on your link or run the link through a redirect from one of your pages. NBCi apparently has a relative position parameter in the url, so as the site advances in position the url changes ever so slightly. That's pretty good protection from setting up redirects to build click-pop on their part. Whether they are using it to detect click-pop spamming schemes, or I'm just being paranoid, that's the question.