Whether you are optimizing a website to sell a tangible digital product, service or service (such as SaaS), none strategy Organic product marketing is complete without incorporating any comparison keywords.
Google is continually improving in understanding the different end user goals (not just the intent) behind search queries and tailor search results pages to meet different "perspectives " around a specific term.
Incorporation of keyword comparisons in your growth strategy, especially if your market is heavily saturated with competitors, can help improve your organic search visibility and traffic.
It also helps users better understand your product in the market context.
Generally, there are two types of comparison search phrases that you should include in your strategy. They represent two different types of users:
- "Alternative" search phrases: Users know a specific product and may know others, but are not yet convinced of a solid alternative.
- Search phrases "versus ": Generally, users at this point have performed more market and product research and now directly compare a shortlist of solutions.
Some websites combine these two cib phrasesthem on one page. However, it is important to differentiate and create the user experience necessary to fully satisfy these different user groups.
Identify comparison phrases
In addition to your keyword research and all the data that your tools provide, a comprehensive list of opportunities also incorporates:
- Your own knowledge of the market.
- Feedback from prospects on whom they compare you (whether or not you see the other company as a competitor).
- What Google returns in terms of results (which is an indicator of its perceived value).
I always recommend starting with your alternatives first, as this can help increase the number of sites that you think are your competition thanks to the search terms that your target user base uses.
Let's use Airbnb as an example of the main competitort in the market where we are trying to get organic traction.
At first glance, Airbnb alternative search phrases (as a category) have a search volume of 5,300 and are using some number of modifiers including best, physical location, "ethics" and price (cheap).
But what is more important in the list of 173 keywords than 'Ahrefs gives me is that I can see the brands that users associate closely with Airbnb, so you get a dual branded alternative:
- airbnb vrbo alternatives
- alternatives to airbnb and vrbo
- vr alternatives to bo and airbnb
From there we can also view the search results for VRBO alternatives . They may have some relevance (or crossover) with Airbnb alternatives, thus expanding the content opportunity.
The next step is to find the information you are looking foron the SERPs. In some industries, such as travel, a lot of travel sites have done the job for you.
In other niches, you can find sites like G2 and various tech blogs in SaaS mode.
By searching for [airbnb alternatives] from a UK IP address, I get the travel sites that did the job for me.
I can identify VRBO, Flipkey, TurnKey, Plum Guide, Homestay, Sonder, onefinestay, Agoda Homes, Third Home, Vacasa, and HomeToGo.
By searching for VRBO, I can add to this list Casamundo, Wimdu and Tripping.
This gives me 15 pages of potential comparison content to produce.
Taking the search volumes of phrases including [x] there is a ap search volume monthly potential of 6,190, which for a small comparison centerjust looking at alternatives isn't bad.
This search volume is then combined with [your brand vs. competitor brand] to find the potential of the page.
So if we look at [airbnb vs vrbo], the combined search volume potential for that page is 16,500. And if we use CTR for computer of the latest seoClarity study - 8.17% - we end up with a potential monthly traffic of around 1,350. I have built your list of competitors from your own knowledge of the market and research for alternative keywords.
I don't tend to focus too much on search volumes at this point. Users looking for direct comparisons between your product and your competition are usually both well researched and close to the mark. a conversion point.
Therefore, the trafficic may not be low in volume but very high in quality.
With versus, you want to create a simple HTML comparison table so that Google can easily read all the content without having to interpret an image. Make sure you include the features that you have that your competition doesn't have as well as the features that your competition has, but you don't.
It may seem counterintuitive to put directly highlight the features that your competitors have. it 's not.
However, you are actually providing a better "user experience forecast".
Users who specifically need something that you don 't will generate leads or waste the time of the sales team. They won't sign up, then quickly unsubscribe and end up with a negative view of the product that didn't meet their needs.
Create aexcellent comparison page
With both of these phrases, you can create an excellent comparison page that objectively and factually compares your products / services with one another. And it will do so in a way that communicates a high value proposition to users.
For structure, establish an initial 'hub' or page element on product and solution pages specific ones that are internally linked to the comparison pages.
Many websites make the mistake of trying to create a stand-alone user journey for their comparison content. In fact, it has a lot of value being linked internally to the landing pages of the products / solutions.
On each page:
- have an introductory section qualitatively explaining and providing three main reasons why your productit is an alternative to the one the user compares you to. From there, you should link internally to the relevant product / solution pages on your site, and any blogs or support articles that further explain the highlighted product features.
- The second section should be more quantitative. comparison using simple HTML tables to compare direct product functionality, indirect product functionality such as support and access to any other "value added" service.
- Create a conclusion with one or two paragraphs talking about minor (positive) differences between your product and competitors, including a headline and information on how users might go from their product to yours.
I hope with the help of this article you can start the discussion and build the business caseion for comparison pages.
They are not only a great way to improve search visibility, but also serve as a tool to help convert and demonstrate confidence and l 'user expertise.
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Featured Image: Shutterstock / Troyen