Build a competitor comparison page that ranks

Write an honest "[You] vs [Competitor]" page that buyers trust and search engines can find.

Marketer Founder⏱ 30 minDifficulty: MediumUpdated 2026-11-09

What you'll have at the end

A sourced fact table, an outline and a first draft of a comparison page, ready for review and publishing.

Tools you need

Semrush

Find which "vs" and "alternatives" searches people actually make.

ChatGPT or Claude

Collect sourced facts, outline and draft the page.

Surfer

Check the draft covers what ranking pages cover.

Step-by-step workflow

Pick the search to target

Semrush

In Semrush, look up "[competitor] vs", "[competitor] alternatives" and "[your category] vs". Pick one search with real volume where you're a fair alternative.

Build a fact table with sources

ChatGPT or Claude (web search on)

Comparison pages lose trust the moment one claim is wrong. Every row needs a source and the date you checked it.

Prompt · Step 2

Build a comparison table of [YOUR PRODUCT] and [COMPETITOR] for [BUYER TYPE].
Rows: who it's best for, main features for [USE CASE], integrations, pricing model and starting price, free plan or trial, setup effort, support.
Use only the companies' own websites, docs and pricing pages. Add the source link for each cell.
If you can't find something, write "not public". Don't fill gaps from memory.
For my product, use this information instead of searching: [YOUR FACTS]

Free Companion Spreadsheet (.xlsx)

Comparison page kit

A spreadsheet with a sourced fact table, a page outline, a pre-publish checklist and every prompt from this workflow.

Outline the page

ChatGPT or Claude (web search on)

The most trusted comparison pages admit where the competitor is the better choice.

Prompt · Step 3

Outline a comparison page targeting "[TARGET SEARCH]".
Sections:
1. a short answer up top: who should choose which, in 2–3 sentences
2. the comparison table
3. 3–4 sections on the differences that matter most to [BUYER TYPE]
4. "When [COMPETITOR] is the better choice": be fair
5. pricing compared
6. FAQ with 4–5 real questions buyers ask
Suggest an H1, a meta title under 60 characters and a meta description under 155.

Write the draft

ChatGPT or Claude (web search on)

Keep it factual and specific. Claims you can't back up don't belong on the page.

Prompt · Step 4

Write the page from this outline and fact table: [PASTE STEPS 2 AND 3]
Rules:
- plain, confident, fair; no attacking the competitor
- every factual claim about either product must come from the fact table
- no invented numbers, reviews or customer quotes
- short paragraphs, descriptive subheadings, about [WORD COUNT] words
Add a line at the end: "Last checked: [DATE]. Pricing and features change, so check each vendor's site."

Check, optimise and publish

Surfer

Have someone check every claim against its source. Run the draft through Surfer for missing topics, add FAQ schema and set a reminder to recheck the facts every 3 months.

Turn this into a system

Once this workflow is working manually, connect it into an automated GTM playbook or stack.

Playbook · Inbound

Programmatic SEO & High-Intent Competitor Comparison Engine

Build comparison pages, alternatives roundups, and workflow guides to capture bottom-of-funnel searchers comparing options.

Open playbook →

Want this running for you?

GPTify builds it on your tools, with a fixed scope and price.

Free AI audit →

Frequently asked questions

Is it legal to compare my product to a competitor by name?

In most markets, fair and accurate comparisons are allowed, but rules vary by country. Stick to verifiable facts, date them, and check with a lawyer if you're unsure.

Should I say where the competitor is better?

Yes. It makes the rest of the page believable, and buyers who aren't a fit leave early instead of churning later.

How often should I update the page?

Every 3 months, or whenever either product changes pricing or a major feature.