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How to Write Product Comparison Posts That Rank

What do you Google when you’re interested in learning more about a product you might buy?

Some of the most commonly searched bottom of funnel keyword terms are product comparisons. These searchers are highly-qualified because they’re clearly very interested in a product: they’re trying to understand how it performs relative to its competition.

When you chose to cover these keywords with an in-depth review of both products you’re able to bring in more leads and tell your product’s story in a way that makes your product shine.

Of course, mentioning a competitor’s product has trade offs. However if you truly believe your products are best-in-class you should have the confidence to put them up against any competitor.

Yes, a user may become more aware of or interested in a competitor’s product as a result. But, you’re likely to capture the first result on Page 1 when your post aligns with the users’ intent. And Google rewards content that completely answers the readers’ questions.

So while a blog post that educates readers about only your product will never rank for the desired keywords, by providing an all-encompassing view your post will be the perfect answer to search intent.

Plus, you can feature your product most prominently, and control the messaging around your competitor’s product. Having your answer show up at the top of results will not only drive more traffic to your site but also will build more awareness of your brand.

Still not convinced? About 32% of ALL traffic goes to the first organic search result on Google’s Page 1. In other words: If you’re not first, you’re last.

So if you don’t write these types of posts, you’ll create an opportunity for a competitor to outrank you and capture the keyword traffic that should be going to you.

Here’s the trick to creating the strongest product comparison blog post in order to secure that coveted number one spot.

Write the best product comparison posts

1. Begin by picking the right keywords.

Try to find a keyword at least 3 words long (your product vs. their product), that gets 2.5k to 5K searches a month using Google autocomplete and Google Keyword Planner. Then pick 1-2 supporting long-tail keywords such as variations on the order of the products or on the type of product it is.

Consider: vs, versus, or, comparison, compare, what company does {topic} best

2. Write a brilliant title that addresses searchers’ intent.

Write an eye-catching title that’s a maximum of 50 characters long, and include your main keyword at the front of the title.

Make it compelling by including a click-worthy term near the front such as: best, essential, surprising, top, modern, trendy, or best-selling. And at the end get in another term that makes it more appealing such as definitive, need to know, unbiased, complete, guide.

Keep in mind titles that are a question have a 14.1% higher click through rate.

3. OK now you’re going to create seven distinct parts to your post:

  1. Intro: An introduction with the keyword in the first paragraph. Be sure to include a link to a high domain authority external website with a statistic that adds peer pressure to the purchase (something that shows more people are buying this thing, it’s a trend, and so on).
  2. H2: Add an H2 that starts with a verb, reintroduces the concept and uses the keyword.
  3. Product overview: An overview of each product including the product name in both the H3 and the paragraph copy. It’s critical to be neutral so try to pull verbiage customers as well as other bloggers actually use. And, explain how you are making your reviews unbiased by citing your sources and explaining their qualifications. Link to your product from its first on-page mention.
  4. Features: A features section for each product, that ideally includes a video of the products in use. Here you can opt to split up your sections by features or by product. If you decide to split by product, be sure to provide a quick summary into which the “winner” is. Be sure to use facts, statistics, and external proof to keep the post unbiased. Include a text-based CTA to learn more about your product.
  5. Chart: Visual comparison chart of the features stack-ranked against each other, with an option to easily tweet and social share the whole post right below it. Use the keyword in its alt text and the name of the file. Ensure the file is not too heavy (500KB or under) so that it loads quickly.
  6. Pros/Cons: A list of pros and cons for each. Again, site your sources and try to be neutral.
  7. Reviews: Some sort of reviews of each. Eighty-eight percent of consumers say they trust online reviews as much as personal recommendations. Use reviews from high domain-authority sites where possible and link out to them. You can also feature experts here in a way that’s favorable to them in order to hopefully get them to share the post with their own readers.
  8. Price: Include the cost. And present it in a way that makes your product’s cost look as compelling as possible. You can even include a discount code.
  9. FAQs: Answers to frequently asked questions for the keyword (if you’re on WordPress you can use the Yoast plugin for FAQs). Find these by Googling the keyword and looking at the questions section as well as related searches.
  10. Conclusion: A conclusion including an H2 that uses the keyword again, and that helps steer purchasers towards a winner based on specific features where it’s superior. You could even consider providing an “overall rating” score for each.

4. Put the finishing touches on optimizing your product shopping comparison post for SEO.

Include subheadings throughout your article that address buyers’ main needs and problems such as “what is the best {keyword} to buy” and “best {keyword} near me.

Use a keyword density of about 1% for your main keyword, and .3% for the supporting keywords.

Use a writing style that puts an emphasis on single lines of text, with paragraphs that are a maximum of three sentences for a better readability score. And, use active voice.

Find a way to weave a link to Wikipedia into the content.

Optimize your meta-description so that it’s only 150 characters and so that it has the main keyword near the beginning.

Use the keyword in your post’s URL and keep the URL under 60 characters.

That’s it! Write up your product comparison posts today.

Then, sit back, and watch the very qualified leads roll in.

Once you’ve set all these posts up to address your biggest competitors, move onto other BOFU posts such as: product roundup type posts where you address a category of products and feature yours among competitors (for example 10 tools for {topic}) or “cost of” type posts where you write about the cost of products like yours and what the components are. Here are a few specifics:

#1: Alternative to [Brand] framework
#2: Best Tools for [Specific Task] framework
#3: Best Tools for [Industry/Job Title] framework
#4: How to Choose the Right [Product or Service] framework
#5: Industry Trends framework
#6: Product Use Case framework

Curious if your blog posts have all the content, search intent matching, and keyword placements needed to be successful? Get in touch with me for an analysis of any blog post for just $99.

I’ll score your post on my proven success template, and provide actionable ways for you to achieve a higher Google ranking. Plus, I’ll review it all with you in a half-hour call and answer any questions you have, so you can apply the method to every piece of content you create. You can probably even put the cost on your company card! Email marketingoveralls@gmail.com to get started.

Up next, check out how Justin Bieber’s Seasons might make you think differently about marketing.

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By Megan Mitzel

I'm the wearer of overalls behind the marketing advice website Marketing Overalls. I'm also a senior marketing director with more than ten years of experience leading acquisition and lifecycle marketing at successful startups. Before that, I got a business degree at UNC-Chapel Hill. Before that, I owned a seashell shop. And that's the tea on me.