The Content Type Nobody Thinks to Build Links With
"Tool A vs. Tool B" posts. "Best [Product Type] Compared." "X vs. Y: Which Is Better?"
This comparison content gets tons of search traffic. But it also earns backlinks — and almost nobody talks about this.
Why Comparison Content Gets Linked
When someone writes about a topic and mentions multiple solutions, they want a definitive comparison to reference.
"For a detailed comparison of X vs. Y, see [link]."
If your comparison is the most thorough, objective, and current one available, you become the default citation.
The Key: Be Genuinely Objective
This is where most companies fail. They write "comparisons" that are thinly veiled advertisements for their own product.
Nobody links to a biased comparison. Writers link to trustworthy, objective ones. Understanding search intent helps you structure comparisons that match what users actually want.
Even if you include your own product, present the pros AND cons. Acknowledge where competitors are better. This builds credibility — and credibility gets links.
The Format
The Link Building Angle
Once published:
Objective comparison content has a long shelf life and compounds in link value over time. For SaaS companies, this ties directly into a solid SaaS link building strategy. Moz's domain analysis tool can help you track how comparison pages build authority over time.
Track your content strategy at SEO Checkup. 113 tasks. Free. 30 seconds.