mkt-comparisonslisted

# Comparison & Alternative Pages — {Competitor} Alternative Landing **A comparison page is a weapon you only draw when you can win.** If areas where you're weaker than the compared rival get exposed, it backfires — a winnability judgment comes before building the page. ## Winnability Judgment (before building) 1. Are there **3+ axes where you're clearly superior** to the competitor 2. Is there search demand ("{competitor} alternative", "{competitor} vs", "{competitor} pricing") 3. Does the competitor brand outrank us in search results — if so, SEO alone can't work; switch to a paid-ad landing page only ## Page Structure Rules - **Headline**: "{Competitor}'s [acknowledged strength]. But [our differentiator]." — no competitor bashing; acknowledge → pivot only - **Comparison table**: 10~15 rows, our column on the left. Exclude items that can't be objectively verified ("best customer support") — legal and trust risk - **The honest column**: acknowledging the 1~2 rows the competitor wins raises the credibility of every other claim (no-gold-rush effect) - **Migration guide**: removing switching costs (data migration, learning) is the page's real conversion lever - Include the direct question in the FAQ: "Is competitor X better?" — search traffic on that phrase is the page's long-term traffic backbone ## Operating Rules - One competitor per page. Listing multiple competitors splits keywords and invites spam penalties - Use of the competitor's name stays within nominative fair