Google are constantly bringing in new innovations, whether it’s their related to mail, social media, games, phones or search, and they’re always eager to move into new areas of business. Recently, Google introduced a new comparison feature, which allows users to compare credit cards.

The new service is being promoted online via new comparison ads, which appear underneath the already present sponsored ad results. This acts to not only put Google above competitors, but pushes organic results further down the results page.

The rival comparison services such as Capital One, Money Supermarket, etc. will be more worried than most by Google’s latest addition to their services, as it increases the amount of competition for key terms. Although sites like these offer a far wider range of comparison services to consumers, from holiday let insurance to temporary car insurance, comparing credit cards will represent a big chunk of their income.

These other companies will also be particularly worried about Google deciding to make a move into other areas, using their search dominance to move ahead of the rest. Who knows how long it will be before Google are offering an instant car insurance quote for day car insurance or a comparison service on home insurance?

Perhaps a more pertinent question, is should Google be allowed to utilise their search dominance so heavily, to instantly appear above other comparison sites for hugely competetive terms without putting in the work? Some people may suggest that Google’s actions are unfair, comparing it to large chain stores pushing independent stores out of an area.

On the other hand, you might suggest that it’s simply good business for Google to use their positive position in one market to aid them in moving into another? Numerous other large, successful companies would have no hesitation in doing something similar.

Either way, it will be an interesting few months watching what Google get up to, particularly with rumours that their own social media offering is imminent!