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    With the evolution of the web, if you have a presence and a website on the internet for any reason, you are going to be compared with someone else. Even a mere search for something on Google in fact shows up a comparative statement, based on some criteria for relevance set by Google!

    Even if you don't own a web site, comparison sites have become an indispensable part of 21st century life whether you are aware or not. From booking an air ticket to finding your life partner on matrimonial sites, the web just don't offer unprecedented choice for everything you need in life but leave you little option to do without some form of comparison. That is unless you live by your emotions and go after your needs for a spouse to your pet merely by your impulse.

    However all comparison sites are not equal on the web. While many are free and unregulated in what they offer as comparison, of products or services, often from different countries, sites offering comparison of financial products like loans and credit cards strictly regulated by local governing authorities.

    They are also limited by the size of the country or population covered by the service providers under comparison and can't resort to high technology like monitoring internet chatter. They are indeed limited in using innovative technologies, with data collection, filtering, analysis, curation and interaction capabilities, to learn what people are thinking right now about a product to refine the comparison process.

    In fact, remaining under the regulatory scrutiny they are subjected to, there is very little a price comparison site can do to differentiate itself and increase its presence and popularity except one thing, increasing customer trust. There are many savy sites which are effectively using simplest of technologies, blogging, to achieve this.

    " Trust is becoming a more important issue than in the past and price comparison sites as a group must work on building greater trust from users through transparent practices and support once users go off-site"

    A study released in 2009, way back when price comparison sites were just catching up as a palpable benefit of the internet, had already concluded that:

    ratesupermarket.ca is one such site which is effectively using everything in the rule book to achieve this. In fact the site is a good example of implementing everything the experts recommend to increase trust of a website. 

    The site has great usability with recommended features like Showcase your team, showcase your community, great site design, media coverage, client logos, customer engaging offers, social media endorsement counters, testimonials, customer reviews, influencers et al.

    However the one predominant and the most trustworthy feature of ratesupermarket.ca is its blog, which may not be unique but certainly account for building the trust in a great way due to the fact that its bloggers are all industry experts and their posts amount to free professional advice most useful to the visitors and clients.

    For example their blog Money Wise contain posts on " What Share Buy Back Mean For Investors" and " Bank Of Canada Removes Future Rate Forecast From Announcement", really esoteric topics useful for anyone dealing with real money like the visitors and customers.

    The authenticity of the blog is further fortified by a who is who list of the expert bloggers with their pictures so you know they are real and a category list of posts so you can search for something you want to know about.

    Of all the features of this price comparison website, this blog which dishes out valuable and helpful financial information to those who really need it free of cost is certainly the one to gain the trust of its visitors and make them loyal.

    However, the best benefit of all comes from the recent changes in Google's algorithms and policies promoting websites with unique content really useful and relevant for its visitors. The blog feature of rastesupermarket.ca definitely goes a long way in attracting the favourable attention of Google's Penguin and Panda crawling the web for relevancy of content to be ranked higher and higher.

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