How to Write SEO-Focused Tech Comparison Content

4 things you should NOT do on your competitive comparison page (I've done all of them 😅) Throughout my career, I’ve probably created 20ish comparison pages. Not a ton, but enough to make plenty of mistakes. But my friend Federico, he’s made hundreds. So we worked with him last month to create a playbook in the Jetpack all about how to build effective comparison pages. In it, he outlines the four biggest mistakes he sees on comparison pages. And reading them hurts, because I’ve made every one: ❌ Making Empty Claims Want a fast way to lose credibility? Make vague, unsupported claims like "The #1 Alternative to MailChimp." They can actually make readers more skeptical of everything else on your page. Try to always support claims with specific evidence. ❌ Creating Overwhelming Comparison Tables Long, feature-by-feature comparison tables often do more harm than good. They're hard to parse, easy to question, and rarely help readers. Instead, focus on comparing the things that matter most to your target customers and support your core narrative. ❌ Attacking Competitors Directly Instead of saying "Competitor X is slow," focus on the problem: "Don't lose business due to poor performance." Then show why your product’s performance is unbeatable. Attack the problem, not the competitor. ❌ Trying to Cover Everything A common instinct is to list every single difference between you and your competitor. Resist this urge. Too many comparisons dilute your message and overwhelm readers. Focus on the 3-5 most important differences that support your main narrative. Now that you know what NOT to do, here are a few things you SHOULD be doing: ✅ Mind Your Reader's Awareness Level When someone lands on your comparison page, they're already deep in evaluation mode. They know your space and are actively comparing solutions. Skip the basic education and jump straight to differentiation. Don't waste time explaining what your category is. Focus on telling them exactly how you're different. ✅ Lead with Differentiation in Your Hero Section Too many companies waste their hero section with generic headlines like "Product A vs Product B." That tells visitors nothing about why they should choose you. Instead, make your key differentiator crystal clear immediately. ✅ Structure Your Page Around One Clear Narrative Every element of your page should support your main differentiation story. For ProcessKit, it was "the process-driven Asana alternative." Once you have your narrative, stick to it. Don't try to include every possible difference between you and your competitor. ✅ Let Customers Tell the Transformation Story Rather than making claims yourself, use customer quotes that specifically talk about switching from your competitor to you. All in, one main theme sticks out: create something truly helpful for buyers trying find their best-fit solution. You'll naturally focus on being clear, honest, and specific. It works on comparison pages, but pretty much everything else.

Some people don’t like competitor comparison content. But... ... when they say this, it usually means that they don’t like unfair comparison content that takes potshots at their competitor Reframe this though: Competitor comparison content helps your ideal buyer to place you in relation to your competitor No two companies are the same, and in a worst-case theoretical scenario where you are the exact same company as your competitor, being helpful to your ideal buyer by making that comparison clear will likely tip you ahead of your competitor in their buying choice Good competitor content follows the HDFO framework (which I gave a very unmemorable acronym to!): 1. Helpful: Don't freak out that they'll buy the competitor. Help them make a choice 2. Deep: Don't just do a feature table with all checkmarks for you and X's for them. Buyers immediately lose trust when you do that 3. Fair: Don't neg competitors or be disingenuous. People will pick up on it with their Spidey sense 4. Opinionated: Tell people what you genuinely think. If you're better for this kind of person and the competitor is better for that kind of person, say so. It will buy you more customers in the long run I’ve written competitor comparison content for dozens of SaaS companies and followed this framework One of the hardest things to do is to structure a comparison page effectively. Here is how I think about it (top to bottom): – Hero section: Summarize the core argument you're about to make. State the main differences between your products. Give them a CTA – Key differences: Summarize them in a simple box or truncated table showing only the features that are actually different, not every feature you have. – Long-form sections: Put across arguments about why each product does things differently and how. Not just how, but why. Tell them why you've made the feature choices you have and how that affects them. – Tell them who it's for: Finish by describing the ideal buyer for your product. Finally, some general advice about talking about competitors: Don't be afraid to lose. If you win every point, everyone knows you're being disingenuous. Say "We're more expensive" or "They have a more generous free plan" and explain why Be confident about who you provide value to You should have a competitor comparison page for the most common competitors that come up in buying choices You should also have competitor comparison content for solutions that are not software, such as using a spreadsheet, hiring additional people or doing nothing But if you must prioritise, prioritise your biggest competitors – not only do they have search traffic but they are likely to be the ones that are most front-of-mind for your ideal buyer

It is November 19th. There are 42 days left in 2024. You can still add $20,000/month to your B2C SaaS before the year wraps using SEO. But you have to get to work today. Here is an exact step-by-step breakdown: Most B2C SaaS companies get SEO completely wrong. I know because I used to make the same mistakes. They focus on: Generic keywords Basic blog posts Random content Shallow features pages There's some logic to this. The idea is that more content = more traffic. The problem? It's backwards. You need a systematic approach that follows user psychology. Here's the exact 10-level system that works: Level 1: Solution Keywords Stop targeting generic terms. Start here: "[Problem] solution for [specific user]" "How to [solve problem] easily" "Best [tool] for [specific need]" "[Pain point] fix for beginners" Example 1: Instead of 'social media scheduler' (high competition) Target: 'instagram auto post scheduler free' Or: 'best time to post on instagram scheduler' Example 2: Instead of 'password manager' (impossible to rank) Target: 'password manager for multiple devices free' Or: 'password manager for family sharing' Level 2: Feature Pages Create dedicated pages for each core feature: One feature per page Highlight specific benefits Show use cases Include social proof Structure: Problem it solves How it works Why it's different Success stories Level 3: Comparison Content Build these three page types: Vs. pages (You vs. Competitor) Alternative lists Feature comparisons Formula that works: Fair comparison Clear differentiators Proof points Specific use cases Level 4: Video Integration Use these four video types and strategically place them on feature, comparison, and landing pages: Quick start (60 secs) Feature demo (2 mins) Success story (2-3 mins) Tutorial (3-5 mins) Level 5: Social Proof Everywhere: Include stories, screenshots, metrics, and testimonials that showcase user success and build credibility. Level 6: Schema Markup Enhance search visibility with structured data. (Message me if you need guidance on this.) Level 7: Seasonal Strategy Plan content for annual events, industry trends, and time-based needs. Example: New Year goals in January, back-to-school in September. Level 8: Value-Driven Content Provide how-to guides, expert tips, and industry insights that solve real problems. Structure: Quick win first Detailed steps Visual aids Clear CTA Level 9: User Resources Create simple, actionable guides like: Getting started Feature tutorials Problem solvers Level 10: Retargeting Strategy Nurture visitors based on their behavior: Days 1-3: Educational content, e.g., "5 Password Security Tips for Families." Days 4-7: Ads focused on features they viewed. Days 8-14: Show user results, like “This family saved 3 hours monthly.” Days 15-30: Offer a deal to convert them, such as "50% off Family Plan - This week only." Start now. B2C SaaS SEO potential is massive.