/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

1. 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.
2. Research competitors: Gather feature data, pricing, positioning from public sources. Verify all claims.
3. Generate comparison structure: Feature matrix, content outline, section order
4. Apply schema markup: Product, SoftwareApplication, AggregateRating, or ItemList JSON-LD depending on page type
5. Optimize for conversion: CTA placement strategy, social proof sections, pricing highlights
6. Apply fairness guidelines: Accuracy verification, source citations, affiliation disclosure
7. Keyword optimization: Primary and secondary keyword targeting, title tag formulas, H1 patterns
8. 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