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Google Penalises GoCompare.com for Paid Blog Posts

14/02/2008 - posted under Search Engine Companies
by Duncan Parry

Google have apparently instigated a penalty against insurance price comparison website GoCompare, removing them from many SERPS for insurance searches including "car insurance".

This isn't the first time Google has penalised a comparison website: MoneySupermarket were penalised for a short period of time in 2007 for buying links across a network on student websites. Hitwise have analysed the impact on GoCompare's traffic.

What can we take from this? Google is becoming more aggressive in identifying link buying, manually as well as algorithmically, and is not afraid to penalise high profile sites which contravene its TOS.

It is interesting to see Google penalising comparison websites. Google's stated aim is to organise the world's information, something comparison websites definitely do in their own way. Will we see Google pay more attention to price comparison one day soon, revamp Google Products and enter this market?

Maybe - its certainly lucrative.

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