More Google comparison products

Google increasingly aims to retain users within its own properties, and lately, more sponsored widget insertions have started to appear. These are inserted just below the paid search results and above the first organic listing, pertinent examples being ‘mortgages’ and ‘car insurance’ – where the sponsored search boxes click through to Google’s own mortgage and car insurance comparison pages.

Google increasingly aims to retain users within its own properties, and lately, more sponsored widget insertions have started to appear. These are inserted just below the paid search results and above the first organic listing, pertinent examples being 'mortgages' and 'car insurance' - where the sponsored search boxes click through to Google's own mortgage and car insurance comparison pages.

enter image description here enter image description here enter image description here enter image description here

Google increasingly aims to retain users within its own properties, and lately, more sponsored widget insertions have started to appear. These are inserted just below the paid search results and above the first organic listing, pertinent examples being 'mortgages' and 'car insurance' - where the sponsored search boxes click through to Google's own mortgage and car insurance comparison pages:

Google increasingly aims to retain users within its own properties, and lately, more sponsored widget insertions have started to appear. These are inserted just below the paid search results and above the first organic listing, pertinent examples being 'mortgages' and 'car insurance' - where the sponsored search boxes click through to Google's own mortgage and car insurance comparison pages:

enter image description here

Google has also recently introduced Hotel Finder. This has been live in google.com for a number of months now, so its arrival is not entirely unexpected. Searches for 'hotels in + location' trigger the hotel finder search box:

enter image description here

Again, clicking through to All Google Hotel Finder Results opens the rate comparison page:

The typical layout for the 'hotels in + location' serps has changed from:

  • Ad space
  • ~3 organic listings (mainly aggregator sites control this space)
  • 7 Google+ Local listings
  • 3 to 7 organic listings

To the new layout:

  • Ad space
  • Google Hotel Finder
  • ~3 Organic listings
  • 7 Google+ Local listings
  • 3 to 7 Organic listings

What these insertions have in common is that they force organic listings and Google+ Local listings another step below the fold. The question remains as to how these services will evolve - How will users react to these changes? Will they even use the Google comparison services? As these are all relatively new introductions from Google we would expect to see further changes in the weeks ahead, along with the possible rollout of these sponsored comparison services into other niches.