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A plainspoken, detailed page that describes your product vs. your rival's. I've been pushing this play on clients for years because it works. It worked for SEO and it works now for AEO.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},false,"default",{"id":38,"type":27,"content":39},"40132a0f-f8ae-8090-9e92-cfcbfcab0134",{"rich_text":40,"icon":15,"color":36},[41],{"type":31,"text":42,"annotations":44,"plain_text":43,"href":15},{"content":43,"link":15},"But the way it works for AEO is different. In this article, I’ll explain how, and why, it works so well for AI search.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":46,"type":27,"content":47},"40132a0f-f8ae-80a8-abd1-d04ed5804a6b",{"rich_text":48,"icon":15,"color":36},[49],{"type":31,"text":50,"annotations":52,"plain_text":51,"href":15},{"content":51,"link":15},"I’ll also show you the way that we use competitor pages to increase AI search visibility for any brand. It’s a four-tiered content play that uses competitor research and some AI-assisted writing.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":54,"type":55,"content":56},"40132a0f-f8ae-80fb-9f43-d520251884ec","heading_3",{"rich_text":57,"is_toggleable":35,"color":36},[58],{"type":31,"text":59,"annotations":61,"plain_text":60,"href":15},{"content":60,"link":15},"TL;DR – Buyers are asking AI for product comparisons. AI is looking for authoritative answers.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":63,"type":27,"content":64},"40132a0f-f8ae-80f5-a662-e508b73156ac",{"rich_text":65,"icon":15,"color":36},[66],{"type":31,"text":67,"annotations":69,"plain_text":68,"href":15},{"content":68,"link":15},"Buyers have very niche questions. Questions like, “What’s the difference between ZenDesk and Salesforce vs Eloqua?” Questions that probably were not addressed in Claude or ChatGPT's training data.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":71,"type":27,"content":72},"40132a0f-f8ae-80ac-8693-ffffd3be75bb",{"rich_text":73,"icon":15,"color":36},[74,78,83],{"type":31,"text":75,"annotations":77,"plain_text":76,"href":15},{"content":76,"link":15},"When those LLMs don’t have a reliable answer in their training data they then conduct a web search. And what do they find? Ideally, they find ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":79,"annotations":81,"plain_text":80,"href":15},{"content":80,"link":15},"your",{"bold":35,"italic":82,"strikethrough":35,"underline":35,"code":35,"color":36},true,{"type":31,"text":84,"annotations":86,"plain_text":85,"href":15},{"content":85,"link":15}," content, in the form of comparison pages that answer each query in a clear, factual, practical way.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":88,"type":27,"content":89},"40132a0f-f8ae-80c4-96d4-d438ba4e75e4",{"rich_text":90,"icon":15,"color":36},[91],{"type":31,"text":92,"annotations":94,"plain_text":93,"href":15},{"content":93,"link":15},"So the process I’m detailing here has two main 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center of the circle is common knowledge, stuff that everybody knows: gravity keeps us on Earth, or water is wet, or the chemical compound of water is H₂O, stuff like that.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":167,"type":27,"content":168},"40132a0f-f8ae-80ae-809c-d4f277be2617",{"rich_text":169,"icon":15,"color":36},[170],{"type":31,"text":171,"annotations":173,"plain_text":172,"href":15},{"content":172,"link":15},"The further out you go from the center of this circle, the more specialized knowledge gets. At the farthest edge is knowledge that only a very few people have.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":175,"type":55,"content":176},"40132a0f-f8ae-80aa-ba24-d28122c14dd3",{"rich_text":177,"is_toggleable":35,"color":36},[178],{"type":31,"text":179,"annotations":181,"plain_text":180,"href":15},{"content":180,"link":15},"Training data works on a similar principle",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":183,"type":27,"content":184},"40132a0f-f8ae-8019-b5a8-d54f8709efb4",{"rich_text":185,"icon":15,"color":36},[186],{"type":31,"text":187,"annotations":189,"plain_text":188,"href":15},{"content":188,"link":15},"This chart also applies to the questions that people ask of ChatGPT or Claude. 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In that case, the LLM supplements its training data with web search.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":206,"type":55,"content":207},"40132a0f-f8ae-807d-b924-f77b14523952",{"rich_text":208,"is_toggleable":35,"color":36},[209],{"type":31,"text":210,"annotations":212,"plain_text":211,"href":15},{"content":211,"link":15},"Now let’s apply this to AEO strategy",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":214,"type":27,"content":215},"40132a0f-f8ae-807c-ab1b-d261a536cc71",{"rich_text":216,"icon":15,"color":36},[217],{"type":31,"text":218,"annotations":220,"plain_text":219,"href":15},{"content":219,"link":15},"It turns out that product comparison data sits around closer to the outside edge of the circle.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":222,"type":27,"content":223},"40132a0f-f8ae-8048-aef7-c178870fea05",{"rich_text":224,"icon":15,"color":36},[225],{"type":31,"text":226,"annotations":228,"plain_text":227,"href":15},{"content":227,"link":15},"Why is ZenDesk is better than Salesforce, or vice versa? How do those platforms compare and contrast with Oracle’s CRM, or any other variety of competitors?",{"bold":35,"italic":82,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":230,"type":27,"content":231},"40132a0f-f8ae-80ba-8179-d8bcf4ced9e6",{"rich_text":232,"icon":15,"color":36},[233],{"type":31,"text":234,"annotations":236,"plain_text":235,"href":15},{"content":235,"link":15},"This isn’t general knowledge. It’s extremely specific and rarely documented. LLMs are going to turn to a web search for these sorts of queries.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":238,"type":150,"content":239,"localImagePath":243},"40132a0f-f8ae-80ca-adc8-e681a50128d2",{"caption":240,"type":153,"file":241},[],{"url":242,"expiry_time":156},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/b6423557-1c53-4e23-8874-2660b985c5f7/201-salesforce-comparison-red-text.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB46655GAWYVP%2F20261022%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20261022T154002Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEK%2F%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FwEaCXVzLXdlc3QtMiJHMEUCIHqANbD8S8CU74oBbCFOPNtDMZ30x6smBnIW8lOnaNNWAiEA6PZe9CQcpbFMyWwC3yISe67RSpqnfADESzVwasm0NY4q%2FwMIeBAAGgw2Mzc0MjMxODM4MDUiDH44%2B1vMRcq1RLakmCrcA45%2F%2FsJhgBDmIpEPf8Jwl49fpDjAsXOxL%2FM7NnSc0CbMOrIQFyN1uvP3iX7zPkP5zwbnjExR9IzGEg1tN2SHJG%2F%2FhFik0R8ECLwW%2Bqvvo4C8oJTUX4%2B3Cu7TLcWYTS7xP34OxzSyHTQ%2FXAaPnCSSL7xgy43zvOlqgIOKJVScGx6elVv4vKiKp6w3mWgjFC%2F8E11MenW6X%2Bkv9ZqxvF2AilEnWmr%2BbQJ%2B6AfpxGRpWLfdl%2FLleXFg91lvZgdYHkvgITRDwEIYSuRkMRAjEzwOmbslYQLBNDy2VoHTX2M24Akyeg52I5j1RQ7zqUbgCphS%2Bf096CGEISWOZ2j1jFSnuStNYB5BEfF6Xf381ZjsawamiRh%2FJh61YDKb29tRyrO5sPoeqf33wGnn7aYbqAfBW1wLZ1pRMGuPJsiyBqrwsQbjog%2FXPito3JuDalz8tFrqNvcYcgcrEiZjMDGmWOfwJPbQSAddSR4b5IJNOJmpZD4K4MP7C6CmoYDbps9bWJjFwHQLvXRIl8D7AOcP%2BlSy8Tax5h6itHIhZA2rj%2FOTBGNkJai6PGlg4NwYhUgWjEi9ljOOaLPh%2FSBe13KcVCg3oxnsg%2F2HRCH7na0Bk4mitBHpAtdv8HxvykZ3fKHlMOPD6NYGOqUBoArgv3dTbLKHcvXIfSSYAy7yBeoXZ28iUA%2BOLT7xlxSVb1KjlJWgC8ZdGchzq6BA5HK%2B8R1w6ExAYe5vfCK48bagrlCh3gAy1bo39X8YCz9udkZ9GMMB8VMm48Rbn2hk8tlw4IQKS1D0RISxdXfPkT5zYvAm7FAjB3VWIfnK5pMthvbbMHqsp0qiXg52h4bdQmJH%2BJ4%2FNXbRIquXkvkCktt7vyJV&X-Amz-Signature=3ea89e9e5995c3fca07f0e473a08bb8405a0948b1cf099de16627449f6af3e2e&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","201-salesforce-comparison-red-text.png",{"id":245,"type":27,"content":246},"40132a0f-f8ae-8027-893d-c2a5b673b5c7",{"rich_text":247,"icon":15,"color":36},[248],{"type":31,"text":249,"annotations":251,"plain_text":250,"href":15},{"content":250,"link":15},"If you happen to be the one that has the closest match to that query, then odds are you're going to be cited.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":253,"type":27,"content":254},"40132a0f-f8ae-809d-aa50-c4e12da6beb0",{"rich_text":255,"icon":15,"color":36},[256],{"type":31,"text":257,"annotations":259,"plain_text":258,"href":15},{"content":258,"link":15},"And because LLMs are still not great at checking credibility towards the outside edge of the circle, they’re likely to quote whatever you (or your competitor) have published on the topic.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":261,"type":133,"content":262},"40132a0f-f8ae-80db-9086-eef242fe123b",{"rich_text":263,"is_toggleable":35,"color":36},[264],{"type":31,"text":265,"annotations":267,"plain_text":266,"href":15},{"content":266,"link":15},"Example: Yoydyne provides the specialized answers",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":269,"type":27,"content":270},"40132a0f-f8ae-80a5-b36f-ec33c74cb312",{"rich_text":271,"icon":15,"color":36},[272],{"type":31,"text":273,"annotations":275,"plain_text":274,"href":15},{"content":274,"link":15},"Here’s how one of our clients put this theory into action. (We’ll call them Yoydyne.) We saw a comparison query that was up for grabs: “Yoyodyne vs RAMJAC. What’s the difference?”",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":277,"type":27,"content":278},"40132a0f-f8ae-8013-81c6-ebc02c6b602b",{"rich_text":279,"icon":15,"color":36},[280],{"type":31,"text":281,"annotations":283,"plain_text":282,"href":15},{"content":282,"link":15},"No one had documented any information for that comparison. The responses from AI platforms were vague and non-committal. 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It notes that the information is biased and marketing-oriented, as you can see here:",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":309,"type":150,"content":310,"localImagePath":314},"40132a0f-f8ae-806b-9baa-e6248aa01209",{"caption":311,"type":153,"file":312},[],{"url":313,"expiry_time":290},"https://prod-files-secure.s3.us-west-2.amazonaws.com/2bc34696-14ae-4d27-8123-f11ed6b61985/e80571b9-8629-4d1e-89a5-e1cb773426af/201-claude-bias-disclaimer-blur-ramjac-yoydyne.png?X-Amz-Algorithm=AWS4-HMAC-SHA256&X-Amz-Content-Sha256=UNSIGNED-PAYLOAD&X-Amz-Credential=ASIAZI2LB46655GAWYVP%2F20261022%2Fus-west-2%2Fs3%2Faws4_request&X-Amz-Date=20261022T154002Z&X-Amz-Expires=3600&X-Amz-Security-Token=IQoJb3JpZ2luX2VjEK%2F%2F%2F%2F%2F%2F%2F%2F%2F%2F%2FwEaCXVzLXdlc3QtMiJHMEUCIHqANbD8S8CU74oBbCFOPNtDMZ30x6smBnIW8lOnaNNWAiEA6PZe9CQcpbFMyWwC3yISe67RSpqnfADESzVwasm0NY4q%2FwMIeBAAGgw2Mzc0MjMxODM4MDUiDH44%2B1vMRcq1RLakmCrcA45%2F%2FsJhgBDmIpEPf8Jwl49fpDjAsXOxL%2FM7NnSc0CbMOrIQFyN1uvP3iX7zPkP5zwbnjExR9IzGEg1tN2SHJG%2F%2FhFik0R8ECLwW%2Bqvvo4C8oJTUX4%2B3Cu7TLcWYTS7xP34OxzSyHTQ%2FXAaPnCSSL7xgy43zvOlqgIOKJVScGx6elVv4vKiKp6w3mWgjFC%2F8E11MenW6X%2Bkv9ZqxvF2AilEnWmr%2BbQJ%2B6AfpxGRpWLfdl%2FLleXFg91lvZgdYHkvgITRDwEIYSuRkMRAjEzwOmbslYQLBNDy2VoHTX2M24Akyeg52I5j1RQ7zqUbgCphS%2Bf096CGEISWOZ2j1jFSnuStNYB5BEfF6Xf381ZjsawamiRh%2FJh61YDKb29tRyrO5sPoeqf33wGnn7aYbqAfBW1wLZ1pRMGuPJsiyBqrwsQbjog%2FXPito3JuDalz8tFrqNvcYcgcrEiZjMDGmWOfwJPbQSAddSR4b5IJNOJmpZD4K4MP7C6CmoYDbps9bWJjFwHQLvXRIl8D7AOcP%2BlSy8Tax5h6itHIhZA2rj%2FOTBGNkJai6PGlg4NwYhUgWjEi9ljOOaLPh%2FSBe13KcVCg3oxnsg%2F2HRCH7na0Bk4mitBHpAtdv8HxvykZ3fKHlMOPD6NYGOqUBoArgv3dTbLKHcvXIfSSYAy7yBeoXZ28iUA%2BOLT7xlxSVb1KjlJWgC8ZdGchzq6BA5HK%2B8R1w6ExAYe5vfCK48bagrlCh3gAy1bo39X8YCz9udkZ9GMMB8VMm48Rbn2hk8tlw4IQKS1D0RISxdXfPkT5zYvAm7FAjB3VWIfnK5pMthvbbMHqsp0qiXg52h4bdQmJH%2BJ4%2FNXbRIquXkvkCktt7vyJV&X-Amz-Signature=4c22cf1032802b91ff02830e4d48c91efa48454b3100e7d2c3623c02f4ec503e&X-Amz-SignedHeaders=host&x-amz-checksum-mode=ENABLED&x-id=GetObject","201-claude-bias-disclaimer-blur-ramjac-yoydyne.png",{"id":316,"type":27,"content":317},"40132a0f-f8ae-803d-8c59-fef206ce781a",{"rich_text":318,"icon":15,"color":36},[319],{"type":31,"text":320,"annotations":322,"plain_text":321,"href":15},{"content":321,"link":15},"Still, it’s presenting the branded opinions here as answers to the question.\n",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":324,"type":55,"content":325},"40132a0f-f8ae-8090-a44c-f64b681cf39d",{"rich_text":326,"is_toggleable":35,"color":36},[327],{"type":31,"text":328,"annotations":330,"plain_text":329,"href":15},{"content":329,"link":15},"If this tactic makes you feel icky",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":332,"type":27,"content":333},"40132a0f-f8ae-8040-9b37-ddce83c348d9",{"rich_text":334,"icon":15,"color":36},[335],{"type":31,"text":336,"annotations":338,"plain_text":337,"href":15},{"content":337,"link":15},"Let’s address a few of these icky concerns…",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":340,"children":341},"bulleted_list",[342,355,367],{"id":343,"type":344,"content":345,"bulleted_list_start":82},"40132a0f-f8ae-8086-936d-ed53fbfd3eaa","bulleted_list_item",{"rich_text":346,"color":36},[347,351],{"type":31,"text":348,"annotations":350,"plain_text":349,"href":15},{"content":349,"link":15},"It’s craven!",{"bold":82,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":352,"annotations":354,"plain_text":353,"href":15},{"content":353,"link":15}," It’s an aggressive marketing move, no doubt. Also, it’s already a pretty standard AEO/GEO practice. As marketers, our content always has a slant to it. This kind of content just makes the slant more overt.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":356,"type":344,"content":357},"40132a0f-f8ae-80b8-9cdb-d4d2d5c089ba",{"rich_text":358,"color":36},[359,363],{"type":31,"text":360,"annotations":362,"plain_text":361,"href":15},{"content":361,"link":15},"It’s a hit job!",{"bold":82,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":364,"annotations":366,"plain_text":365,"href":15},{"content":365,"link":15}," Not necessarily. You can create comparison pages that are persuasive and also fair-minded. Ideally, every page you publish will have citations to back up its assertions.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":368,"type":344,"content":369,"bulleted_list_end":82},"40132a0f-f8ae-80f2-9e09-eb41497a3557",{"rich_text":370,"color":36},[371,375],{"type":31,"text":372,"annotations":374,"plain_text":373,"href":15},{"content":373,"link":15},"It’s AI slop marketing! ",{"bold":82,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":376,"annotations":378,"plain_text":377,"href":15},{"content":377,"link":15},"Again, this is a question of execution. Any marketing campaign can be sloppy, with or without AI. The quality of the content published on your site is entirely within your control.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":380,"type":27,"content":381},"40132a0f-f8ae-806a-a702-e987fe839b13",{"rich_text":382,"icon":15,"color":36},[383],{"type":31,"text":384,"annotations":386,"plain_text":385,"href":15},{"content":385,"link":15},"At the end of the day, it’s all about being part of the conversation with buyers. They’re asking questions about you via AI.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":388,"type":133,"content":389},"40132a0f-f8ae-8010-928f-dcf538ff0cb3",{"rich_text":390,"is_toggleable":35,"color":36},[391],{"type":31,"text":392,"annotations":394,"plain_text":393,"href":15},{"content":393,"link":15},"The process begins with a perfectly dumpy document",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":396,"type":27,"content":397},"40132a0f-f8ae-8032-84e1-fe7122fafae8",{"rich_text":398,"icon":15,"color":36},[399,403],{"type":31,"text":400,"annotations":402,"plain_text":401,"href":15},{"content":401,"link":15},"I’m talking about a competitor matrix. After all these years, our basic competitor matrix remains plain and simple. ",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":404,"annotations":408,"plain_text":405,"href":407},{"content":405,"link":406},"Go ahead and make a copy for yourself.",{"url":407},"https://docs.google.com/spreadsheets/d/1GpfgG7v8oz951RWjkhFjmNoyX2XobvcxUyeXGBnrEnQ/edit?usp=sharing",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":410,"type":27,"content":411},"40132a0f-f8ae-8002-a21a-c8a4ee8f5fa5",{"rich_text":412,"icon":15,"color":36},[413],{"type":31,"text":414,"annotations":416,"plain_text":415,"href":15},{"content":415,"link":15},"The data here is all meat-and-potatoes: use cases, product features, pricing structure. 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Simple titles like: Your Brand vs. Brand A. Your Brand vs. Brand B. Your Brand vs. Brand C.",{"bold":35,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"id":678,"type":344,"content":679},"40132a0f-f8ae-80aa-b362-f20647d31efb",{"rich_text":680,"color":36},[681,685],{"type":31,"text":682,"annotations":684,"plain_text":683,"href":15},{"content":683,"link":15},"All relevant “versus” queries.",{"bold":82,"italic":35,"strikethrough":35,"underline":35,"code":35,"color":36},{"type":31,"text":686,"annotations":688,"plain_text":687,"href":15},{"content":687,"link":15}," Brand A vs Brand B. 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