Why it matters.
Google’s guidance on writing reviews asks writers to “discuss the benefits and drawbacks of something, based on your own original research”, to “explain what sets something apart from its competitors” and to “cover comparable things to consider, or explain which might be best for certain uses or circumstances.” That is a usable template for a B2B comparison page.
A one-sided page that declares itself the winner gives an engine nothing balanced to quote, and gives a buyer a reason to distrust the rest of your site.
The 10-minute self-check.
Ask ChatGPT: “Compare [you] with [your main competitor] for [your buyer].” Then check:
- Does the answer use any page from your site?
- Does it state your strengths correctly?
- Does it state a weakness you could answer with evidence?
- Do you have any page that compares options in your category?
Steps.
- Pick the two or three comparisons buyers actually ask about, from sales calls.
- Agree the criteria a buyer uses: scope, cost model, time to first result, support, proof.
- Fill the table honestly, with sources for every claim about a competitor. Leave out what you cannot source.
- Add a section on who each option suits best, including when the other firm is the better choice.
- Date the page and review it every six months, or when either side changes.
We plan comparison pages as part of SEO for B2B companies, with one owner page per question.
What we saw on prolinkage.com.
How to measure it.
- Engine read-back: run your comparison questions monthly; record whether your page is cited.
- Search Console: impressions for “[you] vs [them]” and “alternatives to” queries. Monthly.
- Sales feedback: do prospects quote the page on calls? Quarterly.
Sources.
- Google Search Central, Write high quality reviews, read 8 November 2026.
- Prolinkage change log: 14 Insights articles published (article-route-pack-1), 7 November 2026.