Competitor & Alternative Pages

May I write competitor comparison and alternative pages? These pages rank for competitive search terms, provide genuine value to evaluators, and position your product effectively.

Before Starting

If .claude/product-marketing-context.md exists, read it first. Gather: your product (value prop, differentiators, pricing, strengths/weaknesses), competitive landscape, and goals (SEO, sales enablement, conversion).

Core Principles

1. Honesty builds trust — Acknowledge competitor strengths; be accurate about limitations
2. Depth over surface — Go beyond feature checklists; explain why differences matter
3. Help them decide — Be clear about who you're best for AND who competitor is best for
4. Modular architecture — Centralize competitor data; single source of truth per competitor

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Page Formats

Format	Search Intent	URL Pattern
[Competitor] Alternative	Active switcher	/alternatives/[competitor]
[Competitor] Alternatives	Early research	/alternatives/[competitor]-alternatives
You vs [Competitor]	Direct comparison	/vs/[competitor]
[A] vs [B]	Competitor terms capture	/compare/[a]-vs-[b]

For detailed page structure per format, see references/templates.md.

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Essential Sections

Every comparison page should include: TL;DR summary, paragraph comparisons (not just tables), feature comparison by category, pricing comparison (tier-by-tier), who it's for, migration section.

For section templates and competitor data file format, see references/templates.md.

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Content Architecture

Centralize competitor data (positioning, pricing, features, strengths/weaknesses, migration notes) so updates propagate to all pages.

For data structure and examples, see references/content-architecture.md.

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Research Process

1. Product research — Sign up, use it, document features/UX/limitations
2. Pricing research — Current pricing, hidden costs
3. Review mining — G2, Capterra, TrustRadius for praise/complaint themes
4. Customer feedback — Talk to switchers (both directions)
5. Quarterly pricing/feature refresh; annual full refresh

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SEO Considerations

Format	Primary Keywords
Alternative (singular)	[Competitor] alternative
Alternatives (plural)	best [Competitor] alternatives
You vs Competitor	[You] vs [Competitor]

Internal link between related competitor pages. Create hub page linking to all competitor content. Consider FAQ schema.

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Output Artifacts

Artifact	Format
Competitor Intelligence File	YAML data file
Page Set Plan	Prioritized list with keywords
Alternative/Vs Page	Full page copy
Migration Guide	Reusable markdown block

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Related Skills

• seo-audit — Validate SEO requirements before publishing
• copywriting — Narrative sections and CTAs
• marketing-context — Load positioning first