Alternatives Pages
Build a 'best alternatives to [competitor]' page where your product is one entry among several. High commercial intent, captures switchers, and the implicit framing positions you in the consideration set without bashing competitors.
- 1
Identify the target keyword cluster and dominant search intent (informational, navigational, transactional).
- 2
Audit the top 10 ranking pages — note their word count, headings, internal links, and content gaps.
- 3
Draft a piece that's measurably better: 1.5× depth, original data, clearer structure, FAQ schema baked in.
- 4
Optimize on-page basics: descriptive H1, semantic H2s, internal links to 3-5 supporting pages.
- 5
Push 5 outreach emails to sites linking to the original — the upgrade is the pitch.
- 6
Republish quarterly with a fresh date, refreshed stats, and one new section to keep rankings climbing.
A CRM tool builds a 'best Salesforce alternatives' page listing five tools including itself with honest pros and cons, and converts switchers at 4x the rate of homepage traffic.
Linear ranks #1-3 on Google for "Jira alternative" with a single dedicated comparison page, despite Atlassian's content team being orders of magnitude larger. The page outranks alternatives with 10× the backlinks because it directly matches user intent. Loom built the same wedge against Vidyard, Notion against Evernote.
- CPL (cost per lead)
- CAC
- Signups / day
- Pipeline created
- Audience match rate
List yourself second or third, not first — readers smell ranking bias when the publisher's own product sits at #1.
- ✗Optimizing the top of the funnel before the bottom — fixing CVR while leaks remain is wasted lift.
- ✗Running variants sequentially instead of simultaneously — seasonality contaminates the comparison.
- ✗Watch-out from the playbook: List yourself second or third, not first — readers smell ranking bias when the publisher's own product sits at #1.
B2B SaaS, productized services, established categories