GoCompare penalised again

  • 0
  • April 23, 2009
Patrick Altoft

Patrick Altoft

Director of Strategy

In January 2008 GoCompare famously stopped ranking for their own brand name as well as keywords such as “car insurance”. According to Hitwise figures this resulted in an 87% traffic drop for certain phrases.

Yesterday Econsultancy reported that GoCompare has been penalised again on Google: 

It looks like insurance aggregator Gocompare.com may once again have been hit with a Google penalty, as it is currently not ranking on the search engine’s organic results for its own brand name.

A search on Google UK for ‘Gocompare‘ returns only third party sites on the first page, and you have to go all the way down to page six of the search engine to find the official site.

The ban comes just days after bloggers published details of “sneaky link building” tactics being employed by the insurance comparison website.

Unluckiest site ever?

I don’t know why GoCompare has been penalised this time but whatever the reason it seems very unfortunate. Loads of big sites are blatantly flouting Googles guidelines every day without any action being taken and for Google to penalise the same site not once but twice seems very harsh to me.

The big question now is whether Google will let GoCompare back again. They were lucky to have the penalty removed last time but I can’t imagine Google will give them a second chance.

What do you think?

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