The last couple of days have seen huge changes in the Google car insurance search result, with many sites dipping in and out from pages 1-3.
Yesterday - in the space of a few hours - the same datacentre showed a huge variation in 1st page results. Morethan, Authonetinsurance.co.uk and bullhorn all came onto the first page, with Virgin Money and Insureango dropping onto the third. This morning, Kwikfit - the site apparently penalised for link buying - was back in at 25, with morethan and autonetinsurance back on page 2 and 3 respectively.
What is going on? Are Google simply testing the serp or is this a part of a wider algorithmic shift?