Comparison keywords: Why B2B companies like this SEO trend

Intro

Let’s face it — B2B companies are more likely to be saturated with competitors than B2C ones.

That’s why you need to have a strong bottom-of-the-funnel (BoFu) keyword strategy. This includes articles based on comparison keywords or even product comparison pages. Such content will help with visibility and traffic from organic searches, which can help you grow your business.

In this blog, we will look at the B2B comparison keywords trend and how businesses can leverage it.

What are comparison keywords in content marketing?

Comparison keywords are a great way to capture a share of the market. These keywords are related to the product and your major competitors. They often play a major role in B2B digital strategies for ranking in search engines.

By including comparison keywords in your content, you can increase conversions while cutting down on costs, since the audience is at the bottom of the funnel. So, add comparison keywords to your content marketing strategy for sales support.

_How does it work? _These keywords funnel your potential customers toward your product. By clicking on your content, audiences may realize what you’re selling is better than what they’re currently using.

RANT POST

Comparison keywords are tricky to write around, but a goldmine for high purchase intent

The user already knows the solution and is nearly ready to buy.

They’re looking for an alternative or comparing similar choices before making a decision.

— Chima Mmeje🏳️‍🌈 (@chimammeje) April 13, 2021

These are keywords that are important for SEO but also to let the customer know point blank how your product fares against others in the market.

There are 3 ways you can implement the current comparison keywords trend in your content marketing strategy:

1. Alternatives to

To target popular businesses in your niche, providing alternatives to a competitor’s product is the way to go. Creating a blog listicle with the comparison keywords trend can be a way to highlight your product.

By providing a list of alternative options, you can help address a common search query that people may have when looking for information on a particular topic. For example, you could write a blog post titled _“5 Alternatives to Adobe Photoshop” _or _“10 Alternatives to Microsoft Excel.” _

To execute this strategy effectively, be sure to share your product’s USP, features, and positive reviews to convince customers.

This strategy is super effective to gain traffic and eventually bring in customers. In the example above, you will notice how ClickUp shows up as the first result of a search query intended to help its competitors. Like them, you need to devise a powerful strategy for B2B storytelling to boost SEO.

_Wondering how you can do this? _With blogs that focus on comparison keywords, try to list the pros and cons. Ideally, avoid writing cons for your product. But wherever you mention the cons for other products, support it with how a particular feature of your product can combat the other product’s limitation.

2. Versus

Another effective way to use comparison keywords for SEO is by writing blog posts that compare two or more products or services using the keyword “versus.” This can be a great way to provide detailed information on the differences between the two options and help users make an informed decision.

For example, you could write a blog post titled “MailChimp vs Zoho Campaigns,” or “Zoom versus Google Meet: Which is the Better Video Conferencing Tool?”

3. Best Tools

One way to use comparison keywords trend for SEO is by writing blog posts that focus on the “best tools” for a particular task or industry.

By providing a list of the top options, you can help users quickly find the information they are looking for and provide valuable information that they can use to make a decision.

Examples of what blog titles of this type could look like are — “The Best Marketing Automation Tools for Small Businesses,” or “The Top 10 Project Management Tools for Agile Teams.”

Why comparison keywords help SEO rankings

Looking to target keywords that directly impacts B2B content marketing ROI?

🎯Use transactional intent keywords
🎯 Use comparison intent keywords
🎯 Use long-tail keywords

✅Add a compelling CTA at the end!

— Sanketee Kher (@sanketeekher) November 15, 2022

Using comparison keywords in your website’s content can be beneficial for search engine optimization (SEO) for several reasons.

First, comparison keywords, such as “vs,” “versus,” or “compared to,” allow you to target the keywords that people are using in their search queries. By including these keywords in your content, you can improve your chances of appearing in the search results for those specific terms.

Second, comparison keywords can help to improve the relevance of your content to the user’s search query. When someone is searching for information on a particular topic, they often use comparison keywords to get a better understanding of the differences between two or more options. By including these keywords in your content, you can clarify that your website provides the information the user needs.

Third, using comparison keywords can help to improve the readability and structure of your content. When you use these keywords, you are essentially creating a “hook” that helps to grab the reader’s attention and keep them engaged with your content. This can help to improve the overall user experience on your website, which can have a positive effect on your search engine rankings.

By targeting specific keywords, improving the relevance of your content, and improving the readability of your content, you can help to improve your search engine rankings and drive more traffic to your website.

How many keywords per page for SEO

The optimal number of keywords can vary depending on a variety of factors.

However, it is important to include a mix of both primary and secondary keywords on your page, with a focus on providing valuable and informative content for your audience.

Using too many keywords can harm your SEO, as search engines may view it as keyword stuffing and penalize your page. It is ‌best to focus on creating high-quality, engaging content that naturally incorporates your keywords.

Primary keywords: One main keyword

Secondary keywords: You can divide these into latent semantic indexing (LSI) keywords and related keywords. Aim for two to five keywords.

How to find comparison keywords

Now that you know why keywords are important for SEO, you need to know how to find the right comparison keywords. Here’s how you can do it:

1. Google’s autocomplete

Google’s autocomplete function is a quick and easy way to uncover valuable comparison keywords that can help improve your SEO.

To use it, type a keyword or phrase into the Google search bar and look at the suggestions that appear in the drop-down menu below. These suggestions are based on the most common search queries related to your original keyword and can provide valuable insight into how people are searching for information online.

For example, if you have a task management tool and want to compare the popularity of different tools, you could type in a keyword like “best task management” and see what other keywords appear in the autocomplete suggestions.

Some keyword comparisons might include suggestions for apps, software, and tools. By using these comparison keywords in your content, you can help your page rank higher in Google’s search results for these specific search queries and attract more relevant traffic to your site.

If you are looking to create a library of comparisons, you can take inspiration from the comparison keywords shown on Google’s drop-down list. Here’s an example:

2. Keyword comparison tools

Identifying comparison keywords is no easy feat. Using keyword comparison tools can be a valuable way to find comparison keywords that can help improve your website’s search engine rankings. Many keyword comparison tools, such as keyword research tools and competitor analysis tools, include features that can help you identify and compare keywords that apply to your business or website.

You will need to embrace SEO tools like Ranktracker to help you simplify the process.

How to target comparison keywords

There are two fundamental ways to target keywords for comparison pages: dynamically and manually.

• Dynamic targeting uses a dataset to target keywords in bulk, giving you the option to optimize the content as they grow.
• Manual targeting means writing out the content for each page individually.

Both approaches have their own advantages, but if you are targeting more than a few comparison keywords at a time, a dynamic solution may be best.

Regardless of the SEO strategy you use, your comparison pages should include a simple table or chart comparing the features and specifications of each product, as well as a summary of each product’s strengths and weaknesses.

This is the stripped-down requirement for effective comparison pages. You can take care of the rest with SEO optimization.

Summing up

Comparison keywords are extremely useful for pointing your content to the right audience.

Even though you may have a limited audience, businesses can still achieve considerable ROI by using the comparison keywords trend since the readers will be high-intent buyers.