Google UK Extending Financial Services Comparison Trial : Death to UK Quotes Sites?

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Comparing quotes from financial services is a big market in the UK, as sites which deliver quotes from unsecured loan, car insurance and even pet insurance providers battle for top rankings in both paid search and organic search on Google UK. For an example, search on Google UK for secured loans.

Google UK Merchant Search Loan Quotes

Back in May, stepped in and started serving its own quote comparisons, above the normal Google AdWords results, which bypass the paid search and organic market, sending the user to Google Merchant Search (beta).

On Google Merchant Search, Google UK is making the referral affiliate revenue direct, serving click thrus for lead generation and trackable toll free phone numbers. With Google owning the top spot and sending traffic directly to their own quotes system, how are the sites like, and supposed to compete with big G?

I spoke with Greg Wilson, the Director of Seopa Ltd, the company that runs, a UK quotes comparison site, who had this to say :

I think Google needs to consider what it is trying to be.

If Google decides to be less of a search engine and more of a comparison site, then will people continue to use Google and see it as an unbiased search tool? Im not so sure.

Now, Google UK has announced that it will be extending its beta trial, “We have decided to extend the Merchant Search test so that we can capture more results,” he said. “We have not begun our evaluation yet.”

In the US, I’d expect advertisers to be up in arms about Google serving direct quotes above the sites of AdWords advertisers like Progressive or other lead generation and comparison sites. In the UK, given that the market for these services seems to be much larger, there does not seem to be much protest.

We’ll see what happens if Google UK expands Merchant Search into the credit card comparison and insurance comparison niches.

Loren Baker
Loren Baker is the Founder of SEJ, an Advisor at Alpha Brand Media and runs Foundation Digital, a digital marketing strategy & development agency.
Loren Baker
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  • Paul King

    This is peculiar, Google is now competing with its biggest clients, which are finance based affiliates. Isn’t there a conflict of interests here?

  • David Saunders

    ….yes but Google will be it’s own financial institution soon and have the lowest rates for everything – Checkout is flawless and I use it exclusively, it all seems to make sense 😉

  • blu star web design services in tipperary, ireland

    indeed…Google seems to own more of the world and its information everyday.
    be afraid. be very afraid 😀

  • Mark Hiley

    What is the timing on this? When will the UK version be available?