Search Giant Google To Roll Out Comparison Service
Google are always trying to bring in new products and services, or innovate in the areas they’re already working in. Recently, Google introduced a new comparison feature, which allows users to compare credit cards.
The service is being pushed via Google’s comparison ads, which site in an extra coloured box beneath the three normal sponsored results. This results in Google’s comparison service appearing above already established sites, as well as pushing more organic results below the webpage fold line.
These other sites, such as Money Expert, will be especially worried by Google’s most recent addition, as it pushes them one position further down for a very competitive term. Although these sites specialise in numerous different types of comparison services, from house insurance to temporary car insurance, credit cards will be a large part of their income.
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. It now seems likely that we’ll soon see Google offering an instant car insurance quote for day car insurance or a comparison service on let insurance?
Perhaps a better question would be whether Google’s actions are anti-competitive, using their dominance in one market to dominate in another? A lot of people will think that this is corporate behaviour at its’ worst; often comparing it to when chain supermarkets crowd out smaller, independent shops.
On the other hand, you might suggest that it’s simply good business for Google to use their positive position in one market to aid them in moving into another? Lots of other big, successful and financially strong companies would do exactly the same thing in a similar position.
Whichever way you look at it, it will be interesting to see how far Google run with the comparison service and to see what else they get up to in the next few months. I especially can’t wait to see what Google offer in the way of a social networking platform, as they’ve been rumoured to be releasing one for some time!
