The Best Keyword Strategy for Comparison Content
Comparison keywords are necessary for every organic product marketing strategy, whether a site owner aims to sell tangible products, services, or digital services (such as SaaS), and site owners must have an effective SEO keyword research strategy if they want to help potential clients in their purchasing decisions. To be successful in SEO, one must build a strategy for comparison SEO keywords.
Google’s understanding of the many user end goals behind search queries improves all the time, with tailored search results pages catering to various “perspectives” on a certain term.
When used properly in the right situation and with careful planning and execution, comparison SEO keywords can enhance one’s organic traffic and search visibility. It also allows users to understand the company’s product better in the context of the marketplace.
In most cases, there are two sorts of comparison queries that SEOs must include in their keyword strategy: alternatives and versus search phrases. Alternatives search phrases mean that users know about one specific product, and may also be aware of others, but aren’t convinced of a solid alternative. On the other hand, versus search phrases refer to queries by users who researched the product and market more and are now comparing solutions in their list.
Some websites group these two target phrases on a single web page. However, one should distinguish and develop the necessary user experience to satisfy these various user groups.
Identify Comparison Phrases
Aside from keyword research and data that tools give, a complete opportunity list should include:
- One’s market knowledge
- What Google returns in the results, which indicates its perceived value
- Feedback from potential clients as to which competitors they are comparing the company against
It is highly advisable to start with alternative search phrases first since this may help them expand the number of their competitors’ websites based on the search terms their target user base uses.
For instance, let’s say that a company wants to get organic traction in the lodging market. Still, a leading competitor in this industry, say Airbnb, has an alternative search volume of 5,300 with several modifiers, such as physical location and a low and ethical price. With the right SEO tool, such as Ahrefs, one can see brands that users may closely associate with Airbnb, getting a double brand alternative and expanding the content opportunity.
The next step is to locate the information in the search results. In certain sectors like travel, a lot of travel sites have already done the legwork for SEOs. One can obtain the travel businesses that have completed the task for them after searching for [airbnb alternatives] from a UK IP address. Some alternatives would be Homestay, Third Home, HomeToGo, VRBO, and more.
When one executes the search for VRBO, they can add Casamundo, Wimdu, and Tripping to the list, giving them 15 potential comparison content pages to build. There is a possible monthly search volume of 6,190 by taking keyword searches containing [x], which isn’t bad for a little comparison hub just looking at alternatives.
This search volume can then be used with the SEO’s brand and their competitors’ to get their page’s potential. For instance, [airbnb vs vrbo] makes up 16,500 for the page’s search volume potential. And by using 8.17 per cent CTR for desktop based on a recent SEO study, one can get a monthly traffic potential in the region of 1,350.
Versus phrases are straightforward once SEOs have made a list of competitors from their marketplace expertise and alternative SEO keyword research. One should not spend too much time on search volume at this point. Users who conduct direct comparisons between an SEO’s product and their competitors are frequently both well-researched and can easily be converted. It results in traffic that might not be low in volume but high in terms of quality.
With versus phrases, one should construct a simple HTML table to allow Google to swiftly access the entire content without the need to render images. Also, one should consider the company’s features that competitors lack and those elements that competitors possess but the company lacks. The latter may seem counter-productive, but this is an excellent user experience forecast.
If users require specific products or services, but the company doesn’t have them, they won’t generate leads that end up wasting the sales team’s time. They wouldn’t even make it to the sign-up page and therefore won’t have a bad impression of a product that didn’t fulfil their requirements.
Build an Excellent Comparison Page
For structure, one should create a page element or initial hub on the product pages that internally links to comparison pages. Many sites attempt to build a stand-alone user journey for comparison content, but this is a huge mistake. In reality, it is valuable as it is internally linked to product and solution landing pages. Below are three tips on what to do for each page:
- Have an introductory section
A simple introductory paragraph should explain three key reasons that convince the user why the product is a better alternative to the competitors’ offers. Internal links should then be established from here to the relevant product and solution pages on the website, as well as any supporting articles and blogs that can answer questions about the products and services.
- Quantitative comparison
The second part should be a more quantitative comparison with simple HTML tables to compare direct and indirect product features, such as support and access to any other “added value” services.
- Make a conclusion
A conclusion can be a line or two about some lesser (positive) differences between the products and the competitors’ offers. It should also have a heading and information about how consumers can transition from their current product to what a business offers.
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