Hitwise has been looking into GoCompare again and has some extremely interesting stats on how its traffic has been rising, falling and rising again over the last few months.

As you can see, the company had a good search term traffic share of 16% when it ranked number 1 for “car insurance” but that dropped to 2% during the penalty and is still less than 5% even though it is ranking in the top 10.

It’s amazing to think that being number 1 for a search term only sends 16% of traffic and being 10th sends just 3 or 4%.
Another Another interesting chart is the one below showing how paid search activity increased during the penalty period.