Comparison, it has one of the hottest subjects on the web for years. Try to compare a holiday and you’ll find tons of comparison websites. Try to compare one loan to another one and you will experience the same.
With Bing becoming a ‘decision’ engine it was only a matter of time before Google would be entering the market of comparison sites. After all, isn’t a search engine already a kind of comparison website?
With the acquisition of UK price comparison site BeatThatQuote (for £37.7m) Google has made a next step into the comparison market. And the game is on now. Sites like Go Compare and Compare the Market, who are now the major players, gained a huge competitor overnight. And if things go as planned for Google, within months they will be a major player on the comparison area for both financial and travel products, not surprisingly enough two areas which has a lot of money going around. But Google is moving on thin ice here.
<See update halfway through the post>