Publish a comparison page for your top competitors

A comparison page against your top competitors directly addresses a real search behavior — people actively search "[you] vs [competitor]" when deciding between options — and owning that comparison, done honestly, captures decision-stage traffic that generic content misses entirely.

Comparison searches represent people very close to a purchase decision — this is some of the highest-intent traffic available, and if you don't own this page, a competitor or a third-party review site will shape that narrative instead of you.

How to do it

1. 1
   Identify your real top 2-3 competitors

   The ones people are actually comparing you against, based on real sales conversations or search data.
2. 2
   Write a genuinely honest comparison

   Real strengths and weaknesses on both sides — an obviously one-sided comparison undermines trust and often gets called out.
3. 3
   Use a clear comparison format

   A table or structured layout makes genuine differences easy to scan.
4. 4
   Keep it factually current

   Competitor offerings change — an outdated comparison actively hurts credibility.