Comparison page
A comparison page weighs products or brands side by side, such as "Fernhill vs Kestrel" or "The 7 best coffee subscriptions."
A comparison page sets products or brands side by side so a reader can choose between them. "Fernhill vs Kestrel," "Kestrel alternatives" and "The 7 best coffee subscriptions" are all comparison pages. Some are written by the brands themselves. Many more are written by review sites, magazines and bloggers.
AI platforms use these pages a lot when someone asks them to compare or recommend, because the work of comparing has already been done. If the comparison pages in your category leave you out, the answers built from them often do too.
Your own and other people's
On your own site, a comparison page lets you make your case in your words: what you do better, who you suit, where a competitor may be the better pick. Be fair. A page that only praises you reads like an advert, to people and to the platforms.
Other people's comparison pages often matter more, because they look independent. Getting onto a list article that the platforms cite every day can do more for you than any page on your own site.
What makes one useful
A comparison page is easier to use, for a reader or an AI platform, when the facts are in plain text and easy to line up: prices, sizes, delivery areas, what's included. A table helps. So does a visible date, and keeping the facts current when prices change.
For example, Harrow & Pine publishes "Harrow & Pine vs Kestrel for offices." It has a table of prices, delivery days and minimum orders, and a short section on when Kestrel is the better choice. A month later, answers to "Harrow & Pine or Kestrel?" start quoting its delivery days.
In AnswerOrbit
In Sources, the Pages tab shows each page the answers used with its type, such as a list article, a comparison or a directory profile. The Gaps tab lists sources that name your competitors and not you. One of the Recommendations we make is to get onto a page that names your competitors.