The battle between the UK's top comparison websites is gathering momentum as Confused.com closed the Google search-rankings gap between themselves and the market leader MoneySupermarket.

This fiercely competitive market has exploded following the launch of Confused.com by the Admiral Group in 2002. Its major rival, MoneySupermarket (founded by Simon Nixon) generates a revenue of £181m - ahead of Comparethemarket and GoCompare.


As reported by The Drum:

"(Confused.com) achieved a 77% 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% to 61% in natural search, while MoneySupermarket dominated with 95%."

With more and more Brits buying their car insurance (and indeed everything else) online, Google SERPS have become a battleground for retailers, relying on search engines for the majority of their hits. Since Google's Panda update, websites regurgitating or reflecting similar content have come under greater scrutiny - making the recent results particularly interesting. Despite Moneysupermarket being the market leader, these results will hearten Confused.com, proving the Cardiff-based outfit a genuine threat to their Flintshire rivals.