People want the best product that is available in the market to satisfy their needs. To research the products, they'll frequently search for the comparison posts of the products on Google. If you are a blogger or have a product in a specific domain, you can put forward a comparison post on some of the products you've used before and attract the prospect buyers.
The product comparison posts are making a buzz in the case of content marketing and as well as blogging. If you ask me for a company that's making good use of product comparison posts for stealing the prospects of their competitors, it is Thrive Themes.
With these posts, the Thrive Themes is ranking for almost all the product comparison posts in its niche. Whenever a person Googles to check whether to buy Thrive product or others, they are likely to land on the above pages by Thrive Themes themselves.
Implementing the same strategy in case of affiliate products also works like a charm. If you are comparing two are more products, you'll get paid even any one of the product is purchased through your link.
In one of my previous blog posts, I explained how to write product reviews. In this post, I'll explain you how to write winning product comparison posts.
Find products to compare via keyword research
It's no secret that organic traffic is the most targeted traffic you can ever get. The product comparison keywords have a "vs" word in it.
The keywords can be found just by entering the "product vs" in the search bar and get search suggestions. On the other hand, you can also use UberSuggest to brainstorm the keywords.
For example, I noticed that Grammarly and Whitesmoke have an affiliate program. So I searched for it on Google.
To target more related keywords, I also added one additional competitor called "Ginger". As I've used all of these products, I researched the keywords and wrote the comparison post on the same.
If you wonder how I'm getting the search volume and other data underneath the search bar, thanks to KeywordsEverywhere Extension. It integrated with every major keyword tool and with SERPs.
Craft a spellbinding title
A great title is essential for a blog post to get noticed in the crowd. I've emphasized this again and again in my previous blog posts. If you take a look at my blog title screenshot below, you may have noticed that the title of the blog post is attractive. The title is the main reason, why this post is ranking on top.
Added to that, I'm comparing 3 similar products in one blog post. This has also contributed to the boost of CTR in SERPs. As it'll be a kind of review post, you can also consider including schema star rating in the blog post.
Write the post understanding the target audience
Before writing a comparison post, you need to define the audience who would like to read your comparison post. What will be the questions that they may have? What problems they may be facing? What information they may be seeking in your blog post? Without knowing the psychographics of your readers, you will have a hard time to convert your readers into customers.
You need to write the introduction of your blog post, considering the audience you are writing for. When the visitors land on your page persuaded by the catchy blog title, the first thing they read is the introduction. If the introduction won't promise the reader authentically that the post would solve their problem, readers won't bother reading further. Let's forget about converting them.
The blog post title and the introduction should demand attention and interest of the readers. In the introduction, address the main problem of your users and promise them that you would solve it.
Two types of content formats
When writing product comparison posts, you can compare the products by using either one of these two content strategies.
- Product-centric comparison
- Feature-centric comparison
In case of product-centric comparison, you review the products one below the other as if it is a review post of multiple products. If you are willing to see a comparison post of this type in action, here it is - Thrive Themes vs Genesis Themes – Which is the Winner? [Result]. In this blog post, I've reviewed the individual products one-by-one. After that, I've picked up the winner and presented the reason for picking the winner clearly. Analyze the blog post carefully.
In case of feature-centric format, instead of reviewing the products one below the other, you review how the two/three products satisfy a need or how they perform in some areas. You're not gonna review the products one-by-one. For example, if you are comparing two or more web hosting solutions, you're going to compare the features of web hosting solutions like speed, support, features, and pricing, etc. You also present the reason why one product excels over the other in each of the areas.
You need to backup your claim with a proof. Rather than blatantly praising or discrediting a product, you need to have a proper reason for your claim and present it in a balanced way.
Before writing a comparison post, you need to decide which of these formats would suit your target audience and topic.
What if there are more than three products
In some cases, you may want to compare more than three products in your blog post. In those cases, it'll be great for you to include a comparison table with the features of the product.
You can make use of plugins like TablePress or the Thrive Content Builder to create this type of product comparison posts. Make sure you also include a call to action button below each of the product column in the table. This increases the conversion rate in your blog post.
In case of product comparison of three or more products, the blog post will be lengthier. So, readers would not bother to read your blog post fully. In these scenarios, presenting a comparison table makes your readers comfortably make a buying decision and likely conversions increase.
Added to that, this kind of data-rich tables also increases the chances of your blog post getting featured in Google Knowledge Graph.
Deciding the winner
Your comparison post should also determine the clear winner among the products you are reviewing (if there is any).
If there are no absolute winners, you need to mention the winners that excel in some of the key areas and tie up the final winner. With this, considering the benefits and requirements that the users want they can go for the product they want to purchase.
After deciding the winner, make sure you include the call to action button for both/all of the products you're reviewing. It's a common mistake that many people include the call to action button to only the winner product. By this, they are missing out the commissions they may get. If you are comparing your product with your competitor, there's no reason to include the call to action button to your competitor product.
If you are comparing your product with your competitor, there's no reason to include the call to action button to your competitor product.
If you start keyword research for some of the product comparison keywords, you can easily find some of the high volume keywords that you can create a blog post on. Before writing this kind of post, make sure you prepare an outline of the post and also determine the aspects that you need to cover in your blog post.
Include the call to action buttons at strategic positions of your content analyzing the psychological 'flow' phenomenon, so that audience convert greatly.
Hope you found the post helpful.