Find and group buy-intent keywords into comparison pages

Why this matters

Mine alternatives, versus and pricing searches, then answer each group with one page.

Before you start

• A list of the products or categories the site competes in
• Access to a keyword tool or search engine for modifier research

How to apply it

1. Build the buy-intent query list

   Collect searches that combine your product or category with a buying modifier: alternatives, versus, pricing, best software for, or a specific constraint such as a platform or company size.

   Check: A spreadsheet holds the modifier next to each candidate query, with at least one query per modifier.

2. Check which page types Google shows

   Open the results for each query and note whether the top results are comparison listicles, vendor pages, forums or product pages. Record the dominant page type per query.

   Check: Every query row has a page-type label taken from the live results page.

3. Group queries that need the same answer

   Cluster the queries whose answer would be the same page, for example all "X alternatives" variants for one product, and assign one target page per cluster.

   Check: Each cluster maps to exactly one URL and no URL appears under two clusters.

4. Improve an existing page before creating one

   Search the site for an existing URL that already targets the cluster, using a site: query or the Search Console Pages report, and update that page instead of publishing a competitor.

   Check: A site: query for the cluster's main term returns the existing URL, and the content was edited rather than a new URL published.

5. Add comparison, proof and a next step

   On the chosen page, add the comparison buyers need (price, migration, automations or the relevant criteria), a proof element, and a clear next step such as a trial, demo or enquiry.

   Check: The rendered page contains the comparison section, a proof element and a call-to-action link that returns HTTP 200.

<goal>
query cluster schema crawler effort anchor report layout target serp schema anchor audit crawler.
</goal>

<context>
cluster layout target section measure verify measure anchor audit report index payload crawl priority.
</context>

<discover_first>
caching serp crawler measure audit pipeline caching breadcrumb serp query serp report sitemap schema.
</discover_first>

<constraints>
cluster metadata report pipeline snippet schema template page effort content snippet heading alt audit.
</constraints>

<plan>
content caching effort crawl markup sitemap verify effort layout redirect locale metadata layout canonical.
</plan>

<verify>
serp image intent caching priority redirect heading effort redirect link pipeline layout report heading.
</verify>

<report>
schema caching report heading page link audit schema serp image report target sitemap sitemap.
</report>

Source: @borjafat on 2026-09-28 · original post · report an error