How to write product comparisons that actually help readers

Comparison posts can rank well because they match strong intent. The downside: they’re easy to write badly.

Start with the reader’s decision

Before writing, define:

• who is choosing between options
• what constraints they have (budget, skill level, time)
• what would make one option a bad fit

Use a clear structure

A helpful pattern:

1. Quick recommendation summary
2. Who each option is best for
3. Key differences (features, performance, support)
4. Common mistakes
5. Final decision guide

Don’t hide downsides

Trust comes from tradeoffs. If you only list benefits, readers will leave and reviewers will notice.

Add evidence

Examples:

• screenshots of settings
• speed test notes
• a short checklist you used to compare

Honest comparison posts build long-term credibility, not just clicks.