Google have launched a number of comparisons features in their search results over the last 2 year’s and they look set to continue with their latest offering, a car insurance comparison widget.
Until recently the function was only visible whilst logged into your google+ account but it seems Google have rolled this new feature out to all Google users. Displayed just beneath PPC results in the SERPs clicking the ‘start new quote’ button leads through to the widget itself which allows you to compare a wide range of financial services and products.
Google began their campaign to establish themselves as a price comparison giant in 2011 when they purchased struggling price comparison service Beatthatquote.com, which had been floundering in the SERPs for some time, for $37.7 million.
They then went on to release several comparison services in organic results with paid inclusion for advertisers including this credit card and savings comparison tool.
More recently in June google started trialing a car price comparison service in the US, charging dealers for the chance to submit a product feed of their stock and allowing users to compare the best deals on new cars. Although this service still seems to be in testing its obvious Google intends to go on to take a major slice of the comparison service market.