Comparative advertising as an SEO strategy
Posted: Wed Feb 19, 2025 8:40 am
Comparative advertising consists of comparing two products objectively to inform about the advantages of one product compared to another. The comparison must always be objective, on equal terms and provide data to help a consumer in their choice. In marketing terms it is known as war advertising or counter-advertising and, despite these qualifiers and the fact that in Spain the use of comparative advertising is very limited, it is perfectly legal. We leave you an advertisement for the Don Simón brand that used this strategy to become very popular in the 90s. If you watch the video you will understand it perfectly.
And what does comparative advertising have to do with SEO?
As an SEO and digital marketing agency, we must analyze offline marketing to find opportunities and strategies that we can apply online. Comparative advertising is a great opportunity for SEO and especially for those little-known brands that don't even know where to start to communicate their existence.
Imagine that as an SEO agency we have a company that wants to launch a SAAS -software as a service- for digital marketing agencies that want to allocate hours to their web and digital marketing projects. Let's imagine that the company australia telegram data has few economic resources and, instead of investing in SEM campaigns, wants to attack the market via SEO but its brand is completely unknown. The solution is easy, we are going to take advantage of the reputation of a brand that already exists in the market and compare ourselves with it.
Let's see it with a real success story, let's imagine that we are Everhour , a small company that launched a few years ago its time recording tool that nobody knew about, what this company did was:
Finding the right competitor
It is essential that you are well-known and that there are many searches for your brand in search engines. Fact: we found harvestapp, a SASS from 2006 with a high reputation, brand and customers. If we analyze the searches in Semrush we see that today it still has a high number of searches in the United States - many more than Everhour - and, in addition, that searches for this service, e.g. " time tracker ", are very expensive ($7.4 per click).
We created an article comparing both products
We will generally do this on our website's blog. This way we will always make an objective comparison between Everhour and Harvest . I insist, it should always be an objective comparison and by providing data, we can put more emphasis on comparing what we are best at and consequently inducing our potential client to buy our service.
And what does comparative advertising have to do with SEO?
As an SEO and digital marketing agency, we must analyze offline marketing to find opportunities and strategies that we can apply online. Comparative advertising is a great opportunity for SEO and especially for those little-known brands that don't even know where to start to communicate their existence.
Imagine that as an SEO agency we have a company that wants to launch a SAAS -software as a service- for digital marketing agencies that want to allocate hours to their web and digital marketing projects. Let's imagine that the company australia telegram data has few economic resources and, instead of investing in SEM campaigns, wants to attack the market via SEO but its brand is completely unknown. The solution is easy, we are going to take advantage of the reputation of a brand that already exists in the market and compare ourselves with it.
Let's see it with a real success story, let's imagine that we are Everhour , a small company that launched a few years ago its time recording tool that nobody knew about, what this company did was:
Finding the right competitor
It is essential that you are well-known and that there are many searches for your brand in search engines. Fact: we found harvestapp, a SASS from 2006 with a high reputation, brand and customers. If we analyze the searches in Semrush we see that today it still has a high number of searches in the United States - many more than Everhour - and, in addition, that searches for this service, e.g. " time tracker ", are very expensive ($7.4 per click).
We created an article comparing both products
We will generally do this on our website's blog. This way we will always make an objective comparison between Everhour and Harvest . I insist, it should always be an objective comparison and by providing data, we can put more emphasis on comparing what we are best at and consequently inducing our potential client to buy our service.