Confused.com closes the gap on MoneySupermarket as Google steps in

Comparison website Confused.com this year achieved a 77 per cent share of visibility in organic listings, when consumers searched for insurance-related terms such as ‘car insurance’, ranking it at position two just behind MoneySupermarket.

It also saw an increase in its share of visibility from 32 per cent to 61 per cent in natural search, while MoneySupermarket dominated with 95 per cent.

However, according to digital marketing agency Greenlight, Google’s move into car insurance this month has meant it has immediately gained visibility through the search engine results pages it controls.

Google’s first day of visibility, 11 September 2012, showed its visibility for car-insurance related searches in sponsored results going from 0 per cent to 75 per cent, equating to the comparison service being visible for at least 500,000 relevant UK searches per month from this point forward.

This has meant Google has become the second most visible car insurance comparator in paid results, while MoneySupermarket remains on top and Confused.com is pushed to third position.