Build a keyword strategy for comparing content

Whether you are optimizing your website for the sale of tangible products, services, or digital services (such as SaaS), any organic product marketing strategy is incomplete without combining keywords for comparison.

Google continues to better understand the various user end goals (not just intent) behind search queries and customize search results pages to meet different “viewpoints” surrounding specific terms.

Incorporating comparison keywords into your growth strategy, especially when your market is severely saturated by competitors, can help increase your organic search visibility and traffic.

It can also help users better understand your product in the market environment.

Generally, you need to include two types of comparison search phrases in your strategy. They represent two different types of users:

  • “Alternatives” search phrase: The user knows a particular product, and may also know some other products, but does not yet believe in reliable alternatives.
  • “Versus” search phrase: Usually, users at this stage have done more market and product research, and are now directly comparing the candidate list of solutions.

Some websites bundle these two target phrases on one page. However, it is important to differentiate and create the user experience necessary to fully satisfy these different user groups.


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Identify comparative phrases

In addition to all the data provided by keyword research and tools, the complete list of opportunities also includes:

  • Your own market knowledge.
  • Feedback from potential customers about whom they compare you to (regardless of whether you see another company as a competitor).
  • Google’s return in terms of results (this is an indicator of its perceived value).

“Alternative” phrase

I always recommend starting with your alternatives first, because it helps to expand the number of sites that you consider to be competitors through the search terms used by your target user base.

Let’s use Airbnb as an example to illustrate our main competitors in a market where we are trying to gain organic traction.

On the surface, Airbnb’s alternative search phrase (as a category) has a search volume of 5,300 and uses many modifiers, including best, physical location, “ethical” and price (cheap).

But from the 173 keyword list given to me by Ahrefs, what is more important is that I can see brands that users are closely related to Airbnb, so you get a dual-brand choice:


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  • Airbnb vrbo alternative
  • Alternatives to airbnb and vrbo
  • Alternatives to vrbo and airbnb

From here, we can also view the search results of VRBO alternatives. They may have a certain relevance (or crossover) with Airbnb alternatives, thereby expanding content opportunities.

The next step is to find the information you are looking for on the SERP. In some industries, such as travel, a large number of travel websites have already done this for you.

In other areas, you may find websites such as G2, and various SaaS technical blogs.

Perform a search [airbnb alternatives] From the UK IP, I got a travel website that did the job for me.

I can recognize VRBO, Flipkey, TurnKey, Plum Guide, Homestay, Sonder, onefinestay, Agoda Homes, Third Home, Vacasa and HomeToGo.

Performing a search for VRBO, I can add Casamundo, Wimdu, and Tripping to this list.

This gave me 15 potential comparison content pages to make.

Get search volume for phrases, including [x] The potential monthly search volume is 6,190, which is not bad for a small comparison center that only looks at alternatives.

And then match this search volume with [your-brand vs. competitor brand] Find the potential of the page.

So if we look at [airbnb vs vrbo], The combined search volume potential of this page is 16,500. If we use the desktop click-through rate in the latest seoClarity study-8.17%-our final monthly traffic potential is around 1,350.

“Contrast” phrase

Once you build a competitor list based on your market knowledge and alternative keyword research, these are relatively self-explanatory.

At this stage, I tend to pay less attention to search volume. Users who are searching for direct comparisons between your product and competitors are usually well researched and close to the conversion point.

Therefore, the flow may not be low in quantity, but may be very high in quality.


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With vs, you want to build a comparison table in pure HTML so that Google can easily read everything without having to interpret the images. Make sure to include features that you have but your competitors don’t, and elements that your competitors have but you don’t.

It seems counterintuitive to directly highlight features your competitors have but you don’t.

However, you actually provide a better “user experience prediction”.

Users who especially need things you don’t have will not generate leads or waste sales team time. They will not sign up, then quickly churn, and eventually have a negative view of products that do not meet their needs.

Build a great comparison page

Using these two phrases, you can build a good comparison page to objectively compare your product/service with other products/services. It will do so in a way that conveys a high value proposition to users.


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For the structure, establish the initial “center” or page element on the specific product and solution page that is internally linked to the comparison page.

Many websites erroneously try to create independent user journeys for their comparative content. In fact, it has a lot of value in internally linking to the product/solution landing page.

On each separate page:

  • There is an introduction section Qualitatively explain and provide three key reasons why your product is a substitute for users to compare your product. From here, you should internally link to the relevant product/solution page on your website, as well as any support blogs or support articles that further explain the highlighted product features.
  • The second part should be more Quantitative comparison Use pure HTML tables to compare direct product features, indirect product features (such as support), and access to any other “value added” services.
  • get conclusion Use a paragraph or two to talk about some of the smaller (positive) differences between your product and your competitors, including a headline and some information about how users transitioned from their product to your product.

Hope that with the help of this article, you can start to discuss and build a business case for comparison pages.

Not only are they a great way to increase search visibility, but they can also be used as a tool to help conversions and show users trust and expertise.

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Featured image: Shutterstock/Troyan

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