See who dominates your comparison keywords on Google and in AI answers

There are many ways you can use competitive or comparison-based keywords. Here are some examples:

• Use “your product vs competitor” keywords to create a landing page that compares your product vs a single competitor.
• Use “alternative to” keywords to write articles that review multiple alternatives to a single competitor in your space, where your product is part of the list.
• Use “product A vs product B” keywords to piggyback on traffic generated by leading products in your category. Write content that tells users how those products compare and why they should choose yours, instead.

Using comparative keywords and comparative marketing is safe virtually everywhere. There are certain countries where comparative marketing is not allowed, such as Germany. The rest of the world mostly considers comparative marketing a fair strategy. As a matter of fact, the Federal Trade Commission (FTC)* not only approves of comparative marketing, but encourages it, when done properly.

As per the FTC: Comparative advertising, when truthful and non-deceptive, is a source of important information to consumers and assists them in making rational purchase decisions. Comparative advertising encourages product improvement and innovation, and can lead to lower prices in the marketplace. For these reasons, the Commission will continue to scrutinize carefully restraints upon its use.

* The FTC is an agency of the United States government whose principal mission is protecting the public from deceptive or unfair business practices and from unfair methods of competition through law enforcement, advocacy, research, and education.

As the best SEOs would answer: it depends 🙂

The best keywords come from a combination of:

• Business strategy — Is this the type of content aligned with my long-term strategy?
• Customer research — Would my ideal customer benefit from getting an answer to this query?
• Search volume — Are people searching for this? Will this generate traffic to my site?
• Competition — How easy would it be to rank for this keyword?

Different keywords match different stages of your business. We suggest researching as many competitors as you can and creating a strategy based on the 4 variables above. If you need help coming up with a strategy for your comparison-based keywords, we can help. Contact us or learn more about our process.

The Competitive Visibility Report, formerly the Competitive Keyword Generator, shows monthly search demand for your “vs” and “alternatives” keywords, who holds page one on Google for the biggest ones, where your site ranks, who is running ads, and whether ChatGPT, Gemini and Perplexity name your product when buyers ask.

Search volume comes from Google Ads data and is worldwide. Google rankings are a live check of the top 20 results in the United States. AI answers are collected when you run the report, so they are a snapshot and can change from day to day.

Your report link works for 12 months and you can share it with anyone on your team.