Once again, Gocompare, the UK comparison website, has been penalised by Google.

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This is the second time that Google has penalised Gocompare.com. This time for the main keywords (brand and generic) the penalty is going 50 positions down on the Google search result.

Gocompare Google result page

There is, for the moment, no official comment from Google UK regarding this subject.

The penalty is for an aggressive link building strategy from GoCompare. Rumour is that Gocompare was sending emails to an impressive number of blogs, websites, forums et.c… in order to increase the number of back links in exchange for services or money.

Nobody knows for sure what happened, but one thing is sure, Gocompare did not learn from past mistakes.

Gocompare was trying to beat the number of competitors online (e.g. comparethemarket.com, supermarket.com, confused.com). It is a very difficult SEO market with an important Search budget.

Lets see how long the penalty will last this time. But for sure, it is a good way to create some buzz