Back in February GoCompare.com caused quite a stir in the online and finance world alike by having a great many of their listings drop from page 1 of Google.
Speculation was abound why this was, with the greater majority suggesting that GoCompare had had a vast number of bought links removed by Matt Cutts and his spam team.
The U.K. car insurance market place is very profitable, particularly for companies that are ranking high on generic terms in the S.E.R.P.s. This space is often dominated by comparison or aggregation sites and rumours are always abound to the techniques that are being used by the sites to achieve the rankings they do.
It;s for that very reason that the GoCompare removal caused such a stir. Robin Goad, Research Director for Hitwise UK, did a very informative piece at the time highlighting the consequential drop in traffic when you get found out using such high risk tactics. Robins traffic graph is the true embodiment of a picture telling a thousand words!
Through out all this news, GoCompare only ever ranked highly for one listing [gocompare car insurance] and they haven't been seen for any car insurance generic terms since their initial drop.
It was interesting then, to see that they have integrated this single term into their above the line campaign. Over the weekend one of my colleagues saw a changed GoCompare TV advert, this one starts with a user typing in [gocompare car insurance]. An interesting tactic, this is likely to get a lot of people typing this into their favourite search engine. It would be my guess that they have had a hard 3 months, with traffic at an all time low, this will be a good way to try and regain some of that traffic. Particularly with the 2nd seasonal spike for car insurance only a few months away.
You can see the GoCompare Advert here.
1000 thank yous to Mike T for the tip off!
Monday, 2 June 2008
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