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How to Write a Product Comparison

Ever wonder how to write a product comparison? 

If you have, youve probably gone online and read a few generic blogs on how to do it.

The problem with these blogs is that they simply run you through a regurgitated process of writing a comparison.

I wont do that. 

In this blog, Ill give you my own step-by-step blueprint for writing a product comparison…

…plus, a tear down of an awesome one that got all the components right. 

Ill show you:

  • The exact process I follow when creating my own product comparisons 
  • A detailed tear down of a great product comparison blog (with images) 
  • How to ensure your comparison will show up on the SERPs
  • Tips on writing product comparisons that stand out on Google
  • And more!

Ready to get started?

Lets go! 

2 Big Reasons to Write a Product Comparison 

Before you dive into writing your product comparison, you have to remember this:

Product comparisons take a lot of work. 

Theyre a skillful combination of knowledge, tact, balance, and a ton of research. 

So, why write one in the first place?

Here are two big reasons. 

  1. Product Comparisons Tie Back to Your #1 Goal as an Affiliate Marketer

Ive mentioned this in my other blogs, and Ill mention it again. 

Your #1 goal as an affiliate marketer isnt to make a ton of cash.

Its to build a legacy helping people make the right decisions. 

Now, if you write product comparisons, youre making it super easy for your readers to make great decisions. 

Instead of hopping online to do research, getting in touch with different brands to ask questions, and puzzling over the results of their investigations themselves

…all they have to do is spend 10 minutes reading your blog.

Youll save them a ton of time, energy, and resources. 

This means youll be fulfilling your goal as an affiliate marketer.

Cool, right?

  1. Product Comparisons Set You Up as an Authority in Your Niche

Ok, I know that I said your #1 goal as an affiliate marketer is to help people make the right decisions.

But I didnt say you cant have a secondary goal.

And if youre like me, its to make a ton of money.

Heres the thing, though. 

Your audience wont buy from you if they dont trust you.

To build trust, you need to set yourself up as an authority in your industry. You need to prove that youre the best person to talk about a product.

The best way to do it in todays fast-paced, digitized world?

By writing stellar content. 

When I say stellar, I mean the best on Google for that topic. 

You need to write content that showcases your knowledge and expertise in your niche. 

And what better way to do that than in a detailed, stand-out product comparison blog? 

A Step-by-Step to Writing a Product Comparison 

Ok, now its time for the fun part!

Im going to guide you as you create your very own product comparison from scratch. Plus, Ill show you awesome examples you can ground your work on.

Lets go!

  1. Pick Your Keywords with Care

As an affiliate marketer, you must target the right keywords. (Unless you want to go around in circles for the next 10 years).

Dont worry, though.

Picking great keywords to target is super easy with a keyword research tool like  KWFinder. (You can sign up for their 7-day FREE trial, then enjoy plans for as low as $29.90.)

All you need to do is type your keyword idea into the search field and click enter.

For instance, lets say youre thinking of writing a blog around the keyword Mac vs. PC.

Jump into the tool to check whether its possible to rank for that keyword (or whether you should leave it alone for now).

Heres what that will look like.

How to Write a Product Comparison - Step-by-Step Guide for 2021

Source:  KWFinder

As you can see, this keyword is a little difficult.

Which means, if you have a DA (domain authority) score of below 40, you should skip it for now.

Dont cry over your lost keyword for too long, though.

If you really want to write a comparison of Mac and PC, you can scroll down on your list of keywords and find a variation of your first keyword. 

Like this.


Source:  KWFinder

As the data shows, this keyword has a difficult score of 38 (still possible) and a search volume of 770 (good enough).

See how affiliate marketers cant live without a keyword research tool? 

  1. Go Down Rabbit Holes of Research 

Some say writing is the most important part of affiliate marketing, but I dont think so. 

To me, nothing is as important as good ol research.


Well, because your readers arent on your blog to savor your Dickensian prose. Theyre not there to laugh or be entertained either (although a good slice of humor can help as a side thing). 

Theyre there to learn which products are best for them.

And honestly, the best way to help them is by knowing each product like the back of your hand. 

Of course, youll know enough by just using the products.

But dont stop there.

Do extensive research. Dive down every rabbit hole you see. Then, dive into other chambers within that rabbit hole. 

For example, lets say youre writing a product comparison on dog food. 

Now, its easy to go ahead and list down the ingredients of each brand of dog food. 

However, thats not being very helpful to dog owners.

What you can do instead is list each ingredient, plus what that means for a dog. 

Heres a great example.



I know, I know.

This sounds like a huge amount of work.

But like all things in life, theres no quick, painless road to success.

Plus, you dont have to visit a huge library and spend hours poring over texts to come up with some basic facts.

Most of the time, a quick Google search will give you all the information you need.

Like this.


  1. Choose Your Format and Create Your Outline

There are several ways you can outline your product comparison blog, but two stand out as noteworthy. 

  • You can set aside a section for each product, and talk about each separately. 
  • You can talk about both products side by side, using subheads to compare their features. 

Lets dive into examples of each format.

Format #1: 

pros and cons


dog food pros and cons


Notice: the blog dives fully into Victor dog food before going into another section, this one dedicated entirely to Taste of the Wild. 

But theres another way to arrange a blog.

Format #2: 

backlink analysis


In this format, you pick a feature of the products youre reviewing, then compare how well each brand performs on it. 

For instance, if we were writing the dog food blog in this format, we would have headers such as:

  • Ingredients
  • Flavors
  • Varieties 

Then, wed dive into each section and talk about how both Victor and Taste of the Wild did in each category. 

Now, maybe youre wondering, which format is better?

In my opinion, both are great. The key is to choose which one will work for the specific blog youre writing.

For instance, if youre comparing two different brands with widely varying features, sticking to format #1 is a good idea. 

If youre comparing two different brands with features that are mostly the same, using format #2 could help you turn your piece into an interesting, even entertaining showdown. 

Once youve chosen the format thats right for you, go on to outline your blog. 

To help you with your outline, heres some inspiration from a popular product comparison blog on dog food.

It begins with a strong headline:


Then, it goes into a TL;DR section, where it gives readers a sneak peek at the winner of the dog food showdown. 



Two sections follow, one dedicated to Victor and one dedicated to Taste of the Wild. Each section goes into ingredients, dry and canned varieties, and most popular recipes. 

The blog then ends with a strong conclusion.


Remember, your conclusion doesnt have to state which brand is better.

A best practice is to leave the decision up to your reader, keeping in mind that youll have a ton of different readers with different needs. 

For instance, if youre doing a comparison between KWFinder and Ahrefs, tell your reader that KWFinder is the best tool for beginners, while more advanced SEOs will do better subscribing to Ahrefs. 

  1. Make Your Blog Pop with Awesome Images

If youve read enough product comparison blogs, youll have noticed one thing they have in common.

They never run on and on with huge walls of text. 

Instead, theyre littered with images. There are screenshots. There are tables. There are product photos. 

All these images help readers visualize what theyre reading and organize their thoughts so they can make great decisions.

Now, if you dont want people to ignore your product comparison blogs, you should do the same. 

Dont worry, though.

You dont have to be a Photoshop guru to create stunning, eye-catching images.

At times, a simple screenshot will do. This is especially great if youre comparing digital products and want to give your followers a sneak peek into a paid subscription, book, or course. 

For instance, lets say youre comparing two photography courses. 

To help your readers decide which one to buy, you can show them screenshots of the table of contents inside each course.

Like this.

Source: Udemy

And this.

Source: Domestika

But screenshots arent the only types of images that can make your blog pop and help your reader reach a decision. 

You can also add tables. 

Like this.



And this.



If you dont consider yourself an artistic whiz, dont worry.

There are simple, FREE tools like Canva that can come to your rescue. (I personally use this tool, and consider it the savior of the less-than-artistic population.) 

  1. Write Away (3 Tips that Actually Make Your Affiliate Content Stand Out) 

A ton of people consider writing the fun part, but I get it that its not that easy if youre a beginner. 

Dont worry too much, though.

Consider these three tips as you work towards filling in the space under each of your subheads:

  1. Imagine Your Readers Are Your Friends 

Keep in mind that affiliate marketing content shouldnt be like the dry, jargon-packed writing on your car loan contract you never really understood.

Write like that, and your readers will be running for the hills. 

Instead, a great rule of thumb is to write the way youd speak to a friend.

Keep things light without sacrificing the facts. Cut out all the heavy jargon. Shorten your sentences. Please readers eyes with a ton of white space. Inject your unique personality into your words.

Heres an example of personal tone. 

Source: SmartBlogger 

  1. Stick to a Clean, Consistent Format

As you write, keep in mind that your readers will view your content like a map.

Theyll want to know exactly where they are at any given moment, and how long it will take them to reach the finish line.

This means youll want to keep your sections even and consistent. For instance, you wouldnt want to pack 1,000 words under one subhead, then lightly finish off the next subheads with 50 words each.

Also, do your best to stick to parallel structure in your writing. If your first section of content begins with two paragraphs of advice and an example at the end, try to do the same with the rest of your paragraphs. 

Of course, you wont always be able to stick to these rules perfectly. At times, your rebel artistic flare will ignite, and thats OK.

Just remember that your reader is probably in a hurry, impatient, and anxious to get on with his life. Writing your piece to read like a clean map from start to finish will keep his attention and prevent him from bailing on you. 

  1. Say as Much as You Can in as Few Words as Possible

This ties in with the point above and your reader being impatient and pressed for time.

Seriously, if you have only one takeaway from this whole blog, let it be this: your reader isnt here to enjoy your prose.

So, dont take his time.

Cut down on your paragraphs viciously. Say what you need to say, and then stop. 

Heres an example of clear but concise writing:


Source: BackLinko

  1. Spend Some Time Mulling Over Your Subheaders 

Your subheads may seem insignificant to you, but they actually play a huge role in whether or not you rank well on Google.

Knowing this, you need to tweak and optimize your subheads for both your readers and the robots.

Here are four great tips to get you started with awesome, SEO-friendly subheads:

  • Dont write subheads that are simply placeholders to divide up your content. Instead, pour in a dash of emotion, personality, or surprise into them. Make them interesting to your readers.
  • Set your subheads to pose a question to your readers. Make them encourage your readers to dive into the separate sections of your blog. 
  • Use your primary keyword at least once as a subhead.
  • As much as you can, use secondary keywords as subheads.

Of course, your subheads dont always have to be super fancy.

Check out this example of a concise, curiosity-inducing, SEO-friendly subhead.

Source: SmartBlogger

  1. Sweep through Your Content with SEO in Mind

Now, its time to edit your content.

Of course, youll want to look out for spelling and grammar issues, as well as hunt down awkward sentences and places where your words dont flow naturally.

But aside from these, youll want to do your best to optimize your post for SEO.

Here are three things you can do to achieve this goal:

  • Tweak your introduction to include your primary keyword in the first 100 words.
  • Add your primary keyword into your H1 and as many H2s and H3s as you can (without being annoying).
  • Add your primary keyword to your conclusion.
  • Sprinkle your post with as many secondary keywords as you can.

Always remember, though, that readability trumps SEO every single time. 

If your keyword is dangling in an awkward position your audience will hate, cut it out without a second thought. 

How to Write a Product Comparison (Its Not As Hard As You Think!)

If youre wondering exactly how to write a product comparison

…I hear you.

They can seem tough to write, plus the free advice out there is spotty at best.

The truth is, though, that writing a product comparison is just like helping a friend choose over two brands youve already tried.

So, go ahead. Dive into your research. Create a comprehensive outline thatll truly help your one reader. Help people make faster, smarter decisions.

Remember, the more you practice, the better youll get at writing product comparisons. 

Image credits:

All screenshots taken by the author, August 2021. 

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