In July Mortgage Strategy reported that Google was piloting a mortgage comparison website Compare UK Mortgage, which contained sponsored links from a number of lenders such as Woolwich, ING Direct, the Royal Bank of Scotland, Lloyds TSB and NatWest.
The site no longer appears at the top of the search engine when key mortgage words are searched for and a message on the website says: “We’re in the process of revamping our mortgage comparison service. It will be unavailable for a period of time while we work on those improvements.”
Justin Rees, director of marketing and partnerships at LeadPoint UK, says it is common for Google to launch products as a test with no announcement and just run them for a few weeks or months to get feedback on how they perform.
He says: “I expect it to relaunch pretty quickly with a host of new features and improvements based on the feedback it has collected.
“In the meantime I am sure many of the advertisers that spend a lot of time and money on reaching the top of the rankings will breathe a sigh of relief while the comparison site is not active.”
Google bought comparison website BeatThatQuote.com for £40m in March.