/dm:competitor-pages

Purpose

Create high-converting competitor comparison and alternatives pages that target competitive intent keywords with accurate, structured content and appropriate schema markup.

Input Required

The user must provide (or will be prompted for):

Page type: "X vs Y", "alternatives to X", "best tools roundup", or "comparison table"
Your product/service: The product being positioned
Competitors: 1-5 competitor products to compare against
Comparison criteria: Features, pricing, use cases to compare (or auto-detected)
Target audience: Who is making this purchase decision

Page Types

1. "X vs Y" Comparison Pages

Direct head-to-head comparison between two products/services
Balanced feature-by-feature analysis
Clear verdict or recommendation with justification
Target keyword: [Product A] vs [Product B]

2. "Alternatives to X" Pages

List of alternatives to a specific product/service
Each alternative with brief summary, pros/cons, best-for use case
Target keyword: [Product] alternatives, best alternatives to [Product]

3. "Best [Category] Tools" Roundup Pages

Curated list of top tools/services in a category
Ranking criteria clearly stated
Target keyword: best [category] tools [year], top [category] software

4. Comparison Table Pages

Feature matrix with multiple products in columns
Sortable/filterable layout recommendations
Target keyword: [category] comparison, [category] comparison chart

Process

Load brand context: Read ~/.claude-marketing/brands/_active-brand.json for the active slug, then load ~/.claude-marketing/brands/{slug}/profile.json. Apply brand voice and compliance rules. Check for brand guidelines — especially restrictions on competitor mentions.
Research competitors: Gather feature data, pricing, positioning from public sources. Verify all claims.
Generate comparison structure: Feature matrix, content outline, section order
Apply schema markup: Product, SoftwareApplication, AggregateRating, or ItemList JSON-LD depending on page type
Optimize for conversion: CTA placement strategy, social proof sections, pricing highlights
Apply fairness guidelines: Accuracy verification, source citations, affiliation disclosure
Keyword optimization: Primary and secondary keyword targeting, title tag formulas, H1 patterns
Internal linking strategy: Cross-link between related comparison pages, feature pages, case studies

Comparison Table Template

| Feature          | Your Product | Competitor A | Competitor B |
|------------------|:------------:|:------------:|:------------:|
| Feature 1        | ✅           | ✅           | ❌           |
| Feature 2        | ✅           | ⚠️ Partial   | ✅           |
| Feature 3        | ✅           | ❌           | ❌           |
| Pricing (from)   | $X/mo        | $Y/mo        | $Z/mo        |
| Free Tier        | ✅           | ❌           | ✅           |

Data Accuracy Requirements

All feature claims must be verifiable from public sources
Pricing must be current (include "as of [date]" note)
Update frequency: review quarterly or when competitors ship major changes
Link to source for each competitor data point where possible

Schema Markup Templates

Product with AggregateRating (for X vs Y pages)

{
  "@context": "https://schema.org",
  "@type": "Product",
  "name": "[Product Name]",
  "description": "[Product Description]",
  "brand": { "@type": "Brand", "name": "[Brand Name]" },
  "aggregateRating": {
    "@type": "AggregateRating",
    "ratingValue": "[Rating]",
    "reviewCount": "[Count]",
    "bestRating": "5",
    "worstRating": "1"
  }
}

SoftwareApplication (for software comparisons)

{
  "@context": "https://schema.org",
  "@type": "SoftwareApplication",
  "name": "[Software Name]",
  "applicationCategory": "[Category]",
  "operatingSystem": "[OS]",
  "offers": { "@type": "Offer", "price": "[Price]", "priceCurrency": "USD" }
}

ItemList (for roundup pages)

{
  "@context": "https://schema.org",
  "@type": "ItemList",
  "name": "Best [Category] Tools [Year]",
  "itemListOrder": "https://schema.org/ItemListOrderDescending",
  "numberOfItems": "[Count]",
  "itemListElement": [
    { "@type": "ListItem", "position": 1, "name": "[Product Name]", "url": "[Product URL]" }
  ]
}

Keyword Targeting

Comparison Intent Patterns

Pattern	Example	Volume Signal
`[A] vs [B]`	"Slack vs Teams"	High
`[A] alternative`	"Figma alternatives"	High
`[A] alternatives [year]`	"Notion alternatives 2026"	High
`best [category] tools`	"best project management tools"	High
`[A] vs [B] for [use case]`	"AWS vs Azure for startups"	Medium
`[A] vs [B] pricing`	"HubSpot vs Salesforce pricing"	Medium
`is [A] better than [B]`	"is Notion better than Confluence"	Medium

Title Tag Formulas

X vs Y: [A] vs [B]: [Key Differentiator] ([Year])
Alternatives: [N] Best [A] Alternatives in [Year] (Free & Paid)
Roundup: [N] Best [Category] Tools in [Year], Compared & Ranked

Conversion-Optimized Layouts

CTA Placement

Above fold: Brief comparison summary with primary CTA
After comparison table: "Try [Your Product] free" CTA
Bottom of page: Final recommendation with CTA
Avoid aggressive CTAs in competitor description sections (reduces trust)

Social Proof Sections

Customer testimonials relevant to comparison criteria
G2/Capterra/TrustPilot ratings (with source links)
Case studies showing migration from competitor
"Switched from [Competitor]" stories

Trust Signals

"Last updated [date]" timestamp
Author with relevant expertise
Methodology disclosure
Disclosure of own product affiliation
Balanced presentation — acknowledge competitor strengths honestly

Fairness Guidelines

Accuracy: All competitor information must be verifiable from public sources
No defamation: Never make false or misleading claims about competitors
Cite sources: Link to competitor websites, review sites, or documentation
Timely updates: Review and update when competitors release major changes
Disclose affiliation: Clearly state which product is yours
Balanced presentation: Acknowledge competitor strengths honestly
Pricing accuracy: Include "as of [date]" disclaimers on all pricing data

Output

A structured competitor comparison page package containing:

Page content template (minimum 1,500 words) with all sections
Feature matrix table
Schema markup (JSON-LD) appropriate to page type
Primary and secondary keywords with title tag and H1 recommendations
Internal linking plan (cross-link to related comparisons, feature pages, case studies)
Conversion optimization recommendations
Content gap analysis vs existing competitor pages

Agents Used

seo-specialist — Keyword targeting, schema markup, on-page optimization
content-creator — Comparison content writing, brand voice application
competitive-intel — Competitor feature and pricing research
brand-guardian — Ensure compliance with brand guidelines on competitor mentions

Scripts Used

schema-generator.py — Generate Product, SoftwareApplication, or ItemList JSON-LD
competitor-scraper.py — Extract competitor page data for comparison
content-scorer.py — Score comparison page quality

competitor-pages