Alternatives page
An alternatives page lists the options people consider instead of a product, such as "alternatives to Kestrel", often written by a rival.
An alternatives page is a page that answers "what can I use instead of X?" X might be a competitor, and you list yourself as one of the options. Or X might be you, and you lay out the other choices honestly, with where each one fits.
People ask these questions when they're close to buying. They've found something, it's not quite right, and they want to see what else is out there. That makes alternatives pages some of the most useful pages you can have.
Why AI platforms use them
When someone asks an AI platform for alternatives to a brand, the platform searches the web and reads pages that answer exactly that. An alternatives page written for that question is a strong match. If you don't have one, the platform reads somebody else's, and that page decides which brands get named.
For example, someone asks ChatGPT: "What are some alternatives to Kestrel Roasters' subscription?" If Fernhill Coffee has a clear page comparing Kestrel, Fernhill and two others on price, delivery and roast options, ChatGPT may read it and name Fernhill. If not, it might rely on a review site's list that leaves Fernhill out.
How to write a good one
- Name the brand in the title and the first heading, the way people ask
- Be fair about the competitors. Say what each one does well
- Compare on the things buyers care about, like price, delivery and features
- Say who each option suits, including when it isn't you
- Keep prices and features up to date, and show when you last checked
A page that only praises you reads like an ad, and both people and platforms trust it less.
In AnswerOrbit
Track a few competitor prompts like the example above. Then look at the Pages tab in Sources, which shows each page's type, such as a list article or a comparison, so you can see which alternatives pages the platforms read today. The Gaps tab shows the ones that name your competitors and not you.