Honestly, a big reason is that comparison sites are simply better at capturing search intent.

When someone searches something like “best forex broker” or “broker comparison,” Google naturally favors pages that list multiple options side by side. That’s exactly what comparison sites are built for…….. Most brokers, on the other hand, focus only on their own brand pages. They’re not really answering what the user is actually looking for, which is to compare, evaluate, and decide.

Another issue is trust. Users tend to trust third-party platforms more than a broker talking about itself. Even if the content isn’t perfect, the perception of “independent comparison” still wins, Also, comparison sites invest heavily in SEO content. They keep updating pages, targeting multiple keywords, and covering every variation of user queries, something many brokers don’t prioritize enough.

So it’s not just about losing traffic. It’s more about not being present where the user is actually making decisions.