Semalt Advice On How To Build A Keyword Strategy For Comparison Content

People love choices, and we feel free when we can choose between multiple options. At that point, we feel we make the best choice for ourselves; hence we feel better. In content as well, people want to be able to choose. That is why you see multiple links on SERPs. Even when all the links have content on the same topic, you are provided with several options. 

Content comparison helps users make the best decision on which content to view. We could make solid keyword comparisons to optimize a website and help sell its products or services. In fact, no product marketing strategy is complete with comparison keywords. That is why you notice phrases like "we are the best," "maximum user satisfaction," many other keywords that tell you one brand is better than the other. 

Google on its path is continuously improving its ability to understand the end goals of its users, and this doesn't just stop at intent. Behind every inquiry, Google learns something new and tries to use that knowledge to tailor search result pages to highlight and discuss the different perspectives around a specific term. 

Why is Keyword Comparison Important?

Incorporating keyword comparison into your growth strategy could have a huge impact, especially if your market is highly competitive. 

These comparative keywords can be used to your advantage as they help improve visibility and traffic. They also facilitate a better understanding of your product in the right context so users know exactly what your product can do and what they should look forward to. 

Typically, we have two types of comparison search phrases. The type you decide to use usually depends on the types of users you have. They are:
It is possible to use both types of target phrases on a single page / content. However, it is important to know the different effects each phrase has on your users. This knowledge helps you create the necessary user experience, so you fully satisfy your target user groups. 

How To Differentiate Comparison Phrases

After successfully completing your keyword research with all the data your research tools deliver, you should have a complete opportunity list which may include: 

Your market knowledge

Feedback from your prospects telling you who they compare you with the most (in some instances, you may not have seen the company as a competition). 

On SERPs, which brands are presented as more valuable by the search engine? 

Alternative Comparison Phrases

If you're trying out comparison phrases, we recommend you start with the alternatives first. Doing this will help expand the number of sites or companies you should consider your competition as well. 

Airbnb is a classic example of a leading competitor in their marketplace. On the surface, Airbnb alternative search phrases have a search volume of up to 5,300, and they use modifiers like best, convenient, ethical, and cheap. 

Now on Ahrefs, we see a list of 173 keywords so we can see the brands whose users are closely associating with Airbnb, so we enjoy a double brand alternative. We have:
From this result, we could go further by looking into alternatives for VRBO. Doing this may have some relevance or provide more insight on Airbnb alternatives which expands our content opportunities. 

The next step is finding the information we are looking for on SERPs. In some industries, a bulk of the work will be done for you. In other industries, you will have to sort through content to find these keywords. By comparing, you have an idea of potential comparison content pages you can produce. 

Remember to consider the search volume. We combine the search volume with your brand's and your competition's brand to evaluate the potential of creating that comparison page. 

Versus Phrases

You should have a good idea of what this is because you must have used them before in marketing, and they are very straightforward. Once you have your list of competitors from your marketplace knowledge and keyword research, you know exactly how to highlight your features and make them look inferior. 

At this stage, the search volume isn't really a big deal. Users who try to compare your products with your competitors are usually close to the conversion point and have already done their research. As a result, the search volume may be low in quantity, but it is high quality. 

With versus, you should build out the comparison table in HTML so Google can easily read it without interpreting the comparison as an image. On the table, ensure you highlight only the features and characteristics of your products / services, especially if they aren't offered by the competition. You should also mention the features your competition has that you don't. 

It may seem self-destructive to say what the competition has that you don't, but this is to your benefit. By doing this, you provide a better user experience forecast. In the long run, you save time and resources. From the comparison content, users know exactly what they get when they choose you, so those who want services or features you do not provide won't waste time or effort of your sales team. They won't sign-up, and you face no risk of receiving a negative review at the end of the day. 

Building a Great Comparison Page 

Using the alternative and versus phrases will guide you when building a factual and objective page. Your comparison will be perfect as it will also communicate a high-value proposition for users. 

Many websites make the mistake of creating standalone content for their comparison page. In reality, you can have multiple comparison content, which contributes lots of linking opportunities to other pages on your products or services. 

Your comparison page should have the following elements.

An introductory page: 

Your introduction should be qualitative in its explanation of why your product is better. In the introduction, mention up to three reasons why your audience should see you as a safer alternative. 

Then you can introduce a link to the product or service that is the basis for this comparison. You can also link supporting blogs or other published articles that support or further explain the features / product you will be comparing. 

The comparison:

The next section should provide a more quantitative comparison of your brand, and the competition's in plain HTML tables. This method is preferred because the products can be compared directly, and readers immediately spot the differences. The table should also compare indirect product features like access to added value or support. 

Your Conclusion:

In your conclusion, you can have a paragraph or two briefly mention one or two lesser (positive) differences between your product and the other brand. 

In the next paragraph, convince your audience to choose your product and guide them through the transition process. 


This article is intended as a guide to help you highlight features of your product / services that have gone unnoticed. Proving that you are better than your competition is one easy way to poach customers and attract new buyers to your market.  

While this may not do much in terms of improving your search visibility, it is a crucial tool if you are in need of effective ways to convert and show that you are a trustworthy brand to your readers. 

Semalt can also help you design the perfect comparison pages to ensure that you get it right this time. Contact us today, and we will get back to you shortly.