/competitor-pages

name: competitor-pages
description: "Build competitor comparison pages: X-vs-Y, alternatives and roundups, with schema. \"create a vs page\""
argument-hint: "[URL or generate] [competitor]"
user-invocable: true

/digital-marketing-pro:competitor-pages

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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, or ItemList JSON-LD depending on page type (via `schema-generator.py --type <Type>` — `AggregateRating` is not a standalone `--type`; it is a nested field inside `Product`, as shown in the Product template below) 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`

Con