X versus Y comparison questions are queries in which the user pits two or more options against each other and looks for which to choose. They are close to a decision and therefore have high value, yet most companies do not cover them, because they are afraid to mention the competition or an alternative solution. The consequence is that someone else puts together the answer and sets the frame of the comparison. A usable comparison page has the same criteria for all options, states the date the data is valid, acknowledges situations where the other option is more suitable, and includes a summary of who each option suits. It does not have to be about competitors only – a comparison of two approaches, two types of solution, or a company's own variants of a service works equally well. When naming competitors, follow the rules on comparative advertising.
See also: Comparison content for AI, Negative definition in content, Comparative advertising.
