Comparison pages that get cited: a B2B template
BY DZAN VOLODER, FOUNDERLAST UPDATED 8 MIN READ
A comparison page gets cited when it gives a clear verdict up front, compares on criteria buyers care about, and is fair about trade-offs. Lead with who each option is best for, follow with a table, then explain the differences.
Open with a verdict
State in two sentences who should choose which option. Buyers skim, and assistants extract the first clear statement. Google's own guidance for comparison and review content asks for exactly this: help the reader decide, and explain what sets each option apart.
Use a criteria table
Compare on 6 to 10 criteria: pricing model, best fit company size, key integrations, support and setup time. Keep cells short and factual.
Be fair about trade-offs
Say where a competitor is stronger. Honest pages earn more trust from buyers and more links from others. Google rewards pages that cover pros and cons with evidence, and in the US, the FTC supports truthful comparative claims while expecting them to be substantiated.
Keep it current
Add a visible last updated date and review the page every quarter. Show the date clearly on the page and in your structured data so search engines read it correctly. Outdated pricing is the fastest way to lose trust.