Google are always trying to bring in new products and services, or innovate in the areas they’re already working in. Recently, Google launched their comparison service, which currently compares different credit cards available to consumers.
The service is being promoted using Google’s new comparison ads box, which has been added underneath the already established sponsored ads. Not only does this push natural results further down the page, but it also ensures Google’s service appears above all the other price comparison sites available.
These other comparison sites, such as Money Supermarket, will be particularly troubled by Google’s latest move, as it pushes them down a position on all searches for ‘credit cards’ or ‘credit card comparison’. Although these sites tend to offer comparison services on a range of different services, from travel insurance to temporary car insurance, credit card comparisons will be one of their biggest earners.
They’ll also be worried about the potential of Google moving into other areas of the price comparison market, leveraging their dominance in search to move above the competition. How long before we see Google offering an instant car insurance quote for day car insurance or a comparison service on let insurance?
Perhaps a more pertinent question, is should Google be allowed to utilise their search dominance so heavily, to instantly appear above other comparison sites for hugely competetive terms without putting in the work? Some people may argue that it isn’t fair, and liken it to large supermarkets moving into an area and putting small greengrocers out of business.
However, you could argue that it’s sensible business on Google’s behalf, and why shouldn’t they use their dominant search position? Lots of other big, successful and financially strong companies would do exactly the same thing in a similar position.
Either way, it will be an interesting few months watching what Google get up to, particularly with rumours that their own social media offering is imminent!
