How to write comparison and alternatives pages for AI search
By Ben Frampton · · 4 min read
Short answer: write comparison pages that a fair-minded buyer would trust: say plainly who each option is best for, include a factual table of prices and features with a date, admit where the competitor is stronger, and answer the follow-up questions buyers ask. Honest, specific comparisons are easier for AI assistants to use, because they contain clear, quotable statements, and more convincing to the people who read them.
Why comparison questions matter
"X vs Y", "is X better than Y?" and "alternatives to X" are among the most common questions people ask assistants just before buying. They're also questions where the assistant has to choose and explain, which is exactly where you want to be named, and described accurately.
If no clear, current comparison including you exists, the assistant has to piece one together from scattered pages or out-of-date training data. It may leave you out or get the details wrong.
The two page types
| Page | Answers | Example title |
|---|---|---|
| Comparison ("X vs Y") | Which of two specific options suits me? | "Acme vs Rival: which is better for small agencies?" |
| Alternatives | What else should I consider instead of X? | "Rival alternatives for small agencies" |
You'll usually want both: comparisons against your two or three most common rivals, and an alternatives page for the market leader people are trying to move away from.
What makes a comparison page trustworthy?
- A direct verdict at the top. "Acme suits agencies under 50 people that bill by the hour. Rival suits larger firms that need resource planning." Say who should choose the competitor.
- Facts, with a date. Prices, plan limits, integrations and key features in a table, with "Checked October 2026" and links to the sources where possible.
- Admitted trade-offs. If the competitor has a feature you lack, say so. Readers notice when a comparison is one-sided, and so do the people who write the reviews assistants cite.
- The questions buyers actually ask: migration, contract terms, support, data export, hidden costs.
- No attacks. Describe the competitor accurately and respectfully. Claims you can't support are both unpersuasive and a legal risk.
A structure you can copy
# [You] vs [Competitor]: which is better for [audience]?
[2–3 sentence verdict: who should pick each, and the main difference.]
## At a glance
| | [You] | [Competitor] |
|---|---|---|
| Best for | ... | ... |
| Starting price | ... | ... |
| Key integrations | ... | ... |
| Free plan or trial | ... | ... |
Checked [month year]. Prices exclude VAT.
## Where [Competitor] is stronger
[Honest, specific.]
## Where [You] is stronger
[Specific, with evidence.]
## Pricing compared
[Worked example for a typical customer.]
## Switching from [Competitor]
[What moves over, how long it takes.]
## Frequently asked questions
Writing an alternatives page
An alternatives page lists several options for people leaving a well-known product, including yours. To make it useful:
- Include real alternatives, not just you. Three to six options, each with who it's for.
- Say why people look for alternatives (price, complexity, a missing feature), and which option solves which reason.
- Be clear that the page is yours. Readers and assistants both weigh independent sources more, so earned mentions in independent roundups matter too. See the sources AI assistants cite.
Keep them current
Comparison pages go stale fast: competitors change prices, add features and rename plans. An outdated comparison is worse than none, because assistants may repeat it.
- Review each comparison at least every quarter.
- Update the "checked" date only when you've actually rechecked.
- Note what changed if it matters to buyers.
How do you know it's working?
Track the comparison and alternatives questions as intents in their own right, on each assistant. Look at:
- whether you're mentioned in answers to "alternatives to [competitor]",
- whether answers to "[you] vs [competitor]" describe both products accurately,
- whether your comparison page, or an independent one that includes you, is cited.
How to measure AI search visibility explains how to count these properly, with a margin of error.
Frequently asked questions
Is it legal to name competitors on my site?
Comparative advertising is generally allowed in the UK and EU if it's accurate, verifiable, compares like with like and doesn't denigrate the competitor or misuse their trade mark. Check with a lawyer if you're unsure, especially for regulated products.
Should I say a competitor is better at something?
Yes, where it's true. It makes the rest of the page credible, and it helps assistants recommend you for the questions you're genuinely best at, instead of ones where you'd disappoint.
Will assistants trust my comparison page if I'm one of the products?
They may cite it, especially for factual details like pricing. For "which is better?" verdicts, independent comparisons usually carry more weight, which is why earned mentions matter as well.
How many comparison pages should I create?
Start with the competitors buyers most often mention in sales calls and in assistant answers to your category questions. Two or three well-maintained pages beat twenty stale ones.