Comparison content is powerful for AEO.
But here's a question that's probably not asked enough:
Are readers getting anything out of it?
If you're up for a challenge, head to your nearest comparison article and actually try to read the thing.
You usually get zero personality, no E-E-A-T, a rehashed feature list pulled from secondhand sources, and dense paragraphs that put readers to sleep.
My name is Ryan Kane. I've written 125+ SaaS comparison articles over the last few years. And I'm convinced most brands are doing it wrong.
Comparison content is widely misunderstood.
Brands love to churn out "Tool X versus Tool Y" and "Alternatives to X" content. It works for traditional SEO, and it's increasingly important for AEO.
But I think it needs to be done with more care, more personality, and more originality.
Because inevitably, some of your ideal customers will actually land on your article rather than just reading AI summaries of it. And in that moment, they'll either see a brand that's going through the motions, or a riveting subject-matter expert that understands them and their problems.
Doing it right takes time, and there's no shortcut.
That means:
• Hands-on testing
• Sourcing real user feedback
• Updated product screenshots
• Reviewing changelogs and triple-fact-checking
• Building an argument around your ICP's pain points
• Integrating your brand in a way that's not overly promotional
• Sprinkling personality throughout to keep readers engaged
That's exactly what I've done for brands like Zapier, Softr, and Jotform.
If you're a content leader at a B2B SaaS or fintech company and you want comparison content people actually read, get in touch via LinkedIn or by using the contact form below.
"I’d hire Ryan again for any writing task without thinking twice. He quickly grasped our product positioning and wrote for a higher-level leadership audience that most writers can never reach. He just gets it."
Eric Doty
Head of Marketing, Dock
"Hey Ryan, this is absolutely awesome. I love the examples you sourced, and your writing is so clear, engaging, and personal—exactly what we're going for. Thanks for the amazing work!"
Deb Tennen
Managing Editor, Zapier Blog
"Hey Ryan, my other editor recently edited your piece that was just published and said it was a really fabulous job with minimal edits so just wanted to say thanks so much—appreciate all you do!"
Elena Alston
Senior Content Writer, Softr
"Thank you so much for writing this article, and for providing so much value within it! I love it when I'm reading an article and a question pops into my head, and then the next sentence answers it. I continuously find myself nodding along to everything you write."
Stephanie Hood
Editor, The CMO
"Ryan was recommended to our organization by a mutual colleague and I'm so glad he was! Not only does Ryan produce high-quality work to spec, but working with him has also been a seamless experience with clear communication and respect for deadlines."
Hannah Clark
Editor, The CX Lead
