Upgrade Your Competitive Edge With Comparative SEO Keywords
People who are ready to purchase but need last-minute nudging often resort to comparing products or services. Those who want the best portable Bluetooth speaker would compare brands like Sony and JBL. Those considering JBL might look for suitable alternatives.
An experienced SEO agency helps you stay competitive by using comparative keywords for your marketing campaigns. This article will tell you more about comparative SEO keywords, specifically about:
- Using tools to find comparative keywords
- Highlighting alternative search phrases
- Building a comparison page
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Using Keyword Tools to Find Comparative Keywords
Like any keyword strategy, using comparative SEO keywords starts with thorough research. To be successful in comparative SEO, understand how to find the best keywords to rank for. There are many ways to find good comparison keywords, but the quickest and most efficient is using keyword research tools.
Google is the leading desktop and mobile search engine, taking up 84% of the market share. This is why Google Suggest should be your first tool to find “versus” key phrases. This search feature autocompletes your search according to what people are looking for using your keywords. Try adding the word "vs." after your keyword and see what comes up.
For example, using "Bluetooth speakers vs." will give you suggestions like "Bluetooth speakers vs. wired" and "Bluetooth speakers vs. soundbar." Gather as many comparative keywords as you can. Aside from Google Suggest, try keyword research tools like Ahrefs or SEMRush.
These tools give you more keyword information about search volume, keyword difficulty, and more. Also, these combine data from search engines like Google and Clickstream. E-commerce websites use Clickstream analytics to understand customer behavior. Clickstream lists information collected about website users as they click on different parts of a website.
Make comparative keyword research easy by
- Searching for your brand vs. other brands or your products vs. other related products. Use Google Suggest or Ahrefs to find good “ product versus comparison” phrases to use for your comparative pages. Try looking for keywords associated with broken backlinks to raise your SEO score.
- Using competitor keywords. If your brand is not well-known, use the keywords of your competitors. Make pages for these combinations, placing your brand name at the end of these keywords.
- Focusing on search volume. This metric helps you analyze the popularity of your keywords and forecast search traffic. Use Ahrefs to find search volumes instead of Google Suggest.
- Using a combination of keyword tools. There needs to be more consistency in search volume reports from Google Keyword Planner to Ahrefs, so it is best to use a combination of Google Suggest and another reliable research tool.
Highlight Alternative Search Phrases
Aside from looking for comparative search phrases, focus on alternative phrases. Users at the bottom of the funnel may be aware of your product or service but may also be aware of others. They still need convincing about which option is superior.
Similar to finding comparative phrases, use keyword tools like Google Suggest to look for alternative search phrases to help you create more content. Use your keywords or brand plus the word "alternative" or "alternatives."
For example, search for alternatives to your JBL Bluetooth speakers by typing “JBL Bluetooth speakers alternatives.” You will get top brands like Philips, Sony, and Mi. You can also:
- Find industry sites that can help you with your research. Use Google Search to find related sites. Type your industry and the word "website" or "site."
- Try people also ask (PAA). This section is found on search engine results pages (SERPs) and can give you alternative comparative phrases like “Is Bose or JBL Bluetooth speaker better?” and “What is comparable to JBL Bluetooth speakers?”
- Check related searches. This section is located at the bottom of SERPs and gives you related alternative terms like “JBL Bluetooth speakers for home” or “JBL Bluetooth speakers for PC.”
Because this is a gadget, many tech sites will give you alternative keywords. Try going to CNET, TechRadar, and Wired. Then follow through with your research on alternative search phrases using research tools like Ahrefs and SEMRush.
Building a Good Comparison Page
Now that you have a list of versus and alternative search phrases, you can start creating a good comparison web page. Your goal should be to compare products and services in a way that is fair and based on facts and to make useful content for your users.
Start by designing structure: create a hub or page that links all your comparison pages internally. For example, your JBL vs. Sony Bluetooth speaker comparison page and your JBL vs. Philips Bluetooth speaker comparison page internally link to a hub called "Bluetooth speaker buying guide."
Each of your comparison pages should have:
- An introductory section stating at least three reasons why your product is comparable with another. Link this section to relevant product pages and other supporting articles or blogs in your site. Use your keywords for people and search engines to easily find you.
- A quantitative comparison like a simple table to compare two or more products relative to their general product features. For Bluetooth speakers, consider speaker specs, dimensions, battery life, ease of use, and prices.
- A conclusion talking about some less-known differences between the two products. Include a way to enable your customers can transition from one product to yours.
As you create your value-packed comparison pages:
- Name your competitors strategically. Avoid overly-aggressive comparisons focusing too much on the weakness of a competitor. Create a general comparison page that details your product's benefits in a category. You may include all the major players in your market or industry, such as "JBL vs. our competitors."
- Remove all competitor logos and branding. This helps your customers focus entirely on your product. Keep statements simple, and avoid links to competitor websites and blogs.
- Use colors to your advantage. In your comparison page and table, highlight your brand name in your brand color, so it stands out from your competitors.
- Get your customers involved. Ask your customers what they think about your product versus your competition. Your customers may provide their answers in the comments section on your blog or website. Use this information to create better comparison pages or include their commentary in your pages but ask their permission first.
You can upgrade your SEO with comparative keywords. Use keyword research tools to find versus and alternative search phrases. Once you have your comparative key phrases, build a useful and valuable comparison page. When used right, comparative SEO keywords can bring in more visitors and raise your search engine rankings.
Do you want to find out how comparative SEO keywords can rank your website higher? Call Digital Authority Partners and let us show you how.
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