Build honest comparison pages for "vs" traffic

When to use it

When search terms show visitors comparing you to named alternatives but that traffic lands on a generic homepage.

How to run it

1. 1Build a "YourProduct vs BigAlternative" page that concedes 2-3 real tradeoffs. The concession is what makes it convert.
2. 2Route paid brand-comparison keywords to the comparison page instead of the homepage.

Why it works

Match what the visitor came for

Comparison searchers are close to deciding, and admitting real tradeoffs earns their trust. Onely found listicle/comparison formats cited in ~25% of AI Overviews versus ~11% for standard posts.

Source: Onely AI-citation study; 6sense buyer research