Comparison Pages: The Underutilized SEO Goldmine for E‑Commerce

Why Comparison Pages Are the Next Big Opportunity in E‑Commerce SEO

Digital advertising costs are soaring, making it harder for businesses to profit from paid ads alone. Google Ads cost-per-click (CPC) rates have been rising sharply – one report noted a 133% year-over-year jump in 2024 (with retailers seeing ~40–50% higher CPC over five years) – and even average costs increased about 19% in 2024. In short, acquiring customers via ads is more expensive than ever.

IMG: People Also Ask & AI-generated overviews

Meanwhile, Google’s search results are evolving in a way that presents a new organic traffic opportunity. Two features in particular stand out: “People Also Ask” questions and Google’s AI-generated Overviews in search. These features display extra questions, answers, and AI summaries right on the search results page, often linking to source websites for more info . Smart e-commerce brands can leverage these as a free visibility channel – effectively tapping into Google’s own interface to get in front of potential customers without paying for every click.

Comparison pages are emerging as a perfect vehicle to capitalize on this trend. These are pages (often in a blog or landing page format) that compare products, brands, or options side by side. Think “Product A vs Product B,” “Best X for [use case],” or “X vs Y vs Z – which should you choose?”

Such pages directly answer the kinds of questions shoppers are asking. They’re designed to inform and persuade – attracting high-intent visitors and then guiding them toward a purchase.

Businesses that implement comparison pages optimized for these new search features are seeing impressive early results.

For example, our partner Search Engine Results helped generate over 50,000 search impressions per month within just a few months of launching a batch of comparison pages.

Sure, the click-through rate (CTR) on these features isn’t sky-high (more on that below), but even a small CTR on tens of thousands of impressions can translate into a substantial traffic boost. In other words, you can rake in a lot of free traffic by being visible in these panels, at a time when every paid click is getting pricier.

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The Power of “People Also Ask” (PAA) – Free Impressions from Q&A

Google’s “People Also Ask” section appears in a huge number of searches (it shows up in over 85% of queries according to MozCast data ). These are the expandable question boxes in the results. Each question, when clicked, reveals a snippet of an answer and a link to the source webpage . In essence, every PAA question is an opportunity for your site to appear and get an impression (and potentially a click) even if you weren’t in the top 10 traditional results.

From an SEO standpoint, PAA is a goldmine of additional exposure. Google has confirmed that if a searcher expands a PAA question and your page is shown as the answer, it counts as an impression in your Search Console data . In other words, you can occupy valuable SERP real estate through PAA answers, even if your page isn’t ranking #1. This is especially useful for newer or lower-authority sites: by directly answering niche questions, you can “rank” via PAA for competitive keywords that you might not otherwise crack with a normal page . It’s a backdoor onto page one of Google.

How do comparison pages tie in? Shoppers often search with questions when comparing products. Queries like “Is [Product A] better than [Product B]?”, “What’s the best [product] for [need]?”, “[Brand X] vs [Brand Y] – which to choose?” frequently trigger People Also Ask boxes. A well-crafted comparison page can directly answer those questions. By structuring your content with concise Q&A formats, definitions, and lists, you increase the chance Google will feature your snippet in the PAA box . Every answer shown there includes a clickable link to your site  – so even if a small fraction of users click through, you’re still gaining free brand exposure to all the others who see your name.

Equally important, PAA content aligns with the buyer’s journey. Google uses these questions to suggest next steps and related info needs . Often, the questions represent common concerns or sub-decisions a shopper has while researching. By covering those on your site, you not only gain SEO visibility but also better serve your audience. You’re effectively saying: “We anticipate your questions, and we have the answers.” This builds trust and keeps potential customers from wandering off to find answers elsewhere . In fact, adding brief Q&A sections or FAQs addressing PAA questions on e-commerce pages has been shown to engage shoppers and keep them on your site longer . Office Depot, for example, added a Q&A widget on product pages to address PAA questions, and those answers showed up on Google with links back to their site  .

Bottom line: By creating comparison pages (or adding FAQ blocks to pages) that answer People Also Ask queries, you capture more impressions and clicks. It’s an underutilized tactic right now – essentially free traffic that many competitors aren’t even trying to get. Optimizing for PAA “can enable you to rank for more competitive keywords” that would otherwise be out of reach . And unlike paid ads, these clicks cost you nothing.

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Google’s AI Overviews: Massive Impressions from Source Citations

Google’s search is in the midst of an AI revolution. The new Search Generative Experience (SGE) – essentially Google’s AI-produced overview at the top of search results – is changing how users interact with search. Instead of just the classic 10 blue links, many searches now show an AI-generated summary answer at the top of the page, complete with citations linking to sources . This AI overview is like a quick synthesized answer to the query, pulling information from various websites.

If you haven’t encountered it yet, you likely will soon. SGE (or “AI overviews”) are rolling out broadly – studies early in 2025 found AI overviews appearing for roughly 47% of search queries tested , especially for informational questions. (Some analyses peg it even higher as Google expands this feature .) The key here is that Google cites websites in these AI answers. Those citations are hyperlinks, usually appearing as clickable source names or a “Learn more” section, which users can click if they want the full details from the source.

For SEO, being one of those cited sources in an AI overview is a huge opportunity for visibility. Even if you’re not ranking #1, your content might be referenced by the AI if it helped answer the question. In fact, early data showed that many AI citations weren’t just from the top result – a large share of sources came from lower on page one (positions 2–12) or even beyond . Google initially leaned on high-ranking pages for AI answers, but it has been broadening its source pool. After a core update in March 2025, one analysis found a 400% increase in citations from pages ranked 21–30, and even sources outside the top 100 results started getting pulled into AI overviews . In other words, if your content thoroughly addresses a niche query or subtopic, Google’s AI might surface it regardless of your traditional rank. This levels the playing field and rewards deep, specific content – like comparison pages that answer detailed product questions.

The trade-off: Users can get their answers without clicking. It’s a classic “zero-click search” scenario. Google’s AI will often satisfy the query at a glance, so naturally click-through rates drop when an overview is present. BrightEdge data shows that since SGE launched, total search impressions have skyrocketed ~49%, but CTR on those results fell by nearly 30% . Essentially, far more people see your content referenced, but fewer click through, compared to a normal SERP.

This is why impression volume is so important. If 100,000 people see your brand mentioned in an AI blurb but only, say, 5% click through, that’s 5,000 visitors – which is still significant traffic you wouldn’t have otherwise. And the other 95,000 who didn’t click? They still saw your brand name, product, or URL. That’s a branding win (and potentially they might seek you out later). As one writer put it, it’s like “throwing a massive party where everyone shows up but nobody comes inside”  – lots of people hanging out on Google’s lawn, so to speak. Our job is to at least get them to notice us there, and invite them in if we can.

Comparison pages are ideal for capturing AI overview slots. Why? Because many AI summaries appear for research-heavy queries where users are comparing or asking nuanced questions (Google’s AI is most prevalent for informational searches – about 59% of those trigger AI ).

A query like “best budget laptop for video editing” might prompt an AI answer listing a few options with pros/cons, citing sources. If your comparison page “Top 5 Budget Laptops for Video Editing – A Detailed Comparison” exists, Google’s AI could pull info from it, citing your site as a source. Even more direct “X vs Y” queries might get an AI answer that quotes each product’s key specs (with citations to the pages where those specs came from – possibly your page). In short, by producing comprehensive comparison content, you increase your chances of being one of the trusted sources the AI overview pulls in.

It’s also worth noting that currently Google is somewhat cautious about using AI for pure product recommendation queries (likely to avoid bad advice or hurting ad revenue). AI overviews show up for only about 19% of commercial-intent searches like “buy [product]” . So your product pages may not get an AI summary, but informational comparison queries are fair game. This is perfect for e-commerce sites: you can intercept the customer before they search “buy X” – when they’re still deciding what to buy. By being present in that AI-powered answer, you’ve essentially become part of the customer’s decision process early on.

The takeaway is not to panic that “Google’s AI is stealing my clicks,” but rather to lean into the new paradigm. Focus on being included in the AI overview and PAA sections, even if it means accepting a lower CTR. The impression counts and visibility can far outweigh the lost clicks. It’s a shift in mindset: success in SEO now includes metrics like “how often does my content get cited in AI answers or shown in PAAs?”, not just your rank and CTR . Those who adapt can siphon off a ton of organic exposure while competitors are still just chasing the old blue links.

High Impressions, Low CTR? Do the Math – It Still Wins

At this point you might wonder: If these features have low CTR, why invest in them? The simple answer: volume. The sheer volume of impressions available via PAA and AI overviews makes even a modest click rate valuable. It’s a numbers game.

Consider a scenario: A normal #1 ranking result might have a CTR of ~27% on desktop . But maybe that query only gets 1,000 searches, yielding ~270 visits. Now imagine a broader question that appears in AI overviews and PAA across many related searches, racking up 100,000 impressions where your site is mentioned. Even a 5% CTR there brings 5,000 visitors – over 18× more traffic, despite the lower CTR. We’ve observed exactly this kind of dynamic with comparison pages. One of our projects generated on the order of 50,000+ impressions per month from AI citations and PAA entries, with CTRs in the low single digits – resulting in hundreds of extra clicks each month essentially for free.

Moreover, not every benefit is captured in the click count. Visibility in these SERP features has branding and trust advantages. If a user keeps seeing your site referenced as an authority (even if they don’t click immediately), it plants a seed. The next time they encounter your brand – perhaps via another search or even a word-of-mouth mention – they’re more likely to recognize and trust it. It’s akin to display advertising impressions: the user may not click the banner, but they register the brand impression. Here, Google is effectively endorsing you by featuring your content as the answer or source to a question.

Of course, we ultimately want the clicks and conversions. So our strategy is twofold: maximize impressions (to get in front of as many eyeballs as possible), and then optimize the content and design so that a healthy percentage of those eyeballs convert into actual site visitors and customers. That’s where the next part comes in – ensuring that when someone sees or clicks on your comparison page, it actually drives them to buy from you.

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Designing Comparison Pages that Convert Visitors into Customers

Getting a flood of traffic is great, but it means little if those visitors don’t eventually become customers. This is where the “Yes, BUT…” comes into play: Yes, comparison pages can attract lots of traffic, BUT you must design them strategically so that people who land there will click through to your product pages (and ultimately make a purchase). The goal isn’t just traffic – it’s qualified traffic that converts.

So, what makes a well-designed comparison page? Here are some best practices and design elements that we incorporate to ensure these pages both rank and drive sales:

• Clear comparison tables and visuals: Shoppers should be able to easily scan the differences between products or options. A side-by-side comparison table of features, specs, or benefits is a great way to achieve this. It provides a quick overview that helps users decide which product suits them, and it keeps them engaged on your page. For example, a comparison page might show two or three products with their key specs (price, features, ratings, etc.) in columns for quick scanning . Visual cues like checkmarks, icons, or highlighted “best choice” badges can guide the reader’s attention. Comparison tables not only inform the user – they also signal to Google that your page is a comprehensive answer resource. (It’s no coincidence that many featured snippets and PAAs are pulled from well-structured lists or tables.) Below is an example of a product comparison table layout that makes it easy to evaluate options at a glance.
• Prominent calls-to-action (CTAs) linking to product pages: Every comparison point should have a next step. We ensure that each product mentioned has a “View Product”, “Learn More”, or “Buy Now” button or link nearby. If a reader decides Product A looks better than Product B, one click should take them from the comparison page right to Product A’s page to continue their journey. These CTAs should be visually distinct (e.g. a contrasting button color) and repeated at logical points – e.g. below the comparison table or after each section summarizing a product. The idea is to funnel the high-intent visitor toward a purchase as smoothly as possible . Remember, someone reading a “X vs Y” page is likely closer to a decision; make it easy for them to act on that decision.
• Engaging, informative content that addresses common questions: A truly effective comparison page does more than just list specs. It should read like a helpful buying guide. We often include short paragraphs or bullet sections on “Who is Product A best for? Who is Product B best for?”, pros and cons, or key differences explained in plain language. This addresses the qualitative questions a buyer might have (“Is the upgrade worth it?”, “Will this work for my specific need?”). Additionally, including a FAQ section on the page can tackle any remaining doubts (and as mentioned, help target People Also Ask queries). For instance, if you compare two cameras, an FAQ might answer “Does Camera A support 4K video?” or “Is Camera B compatible with lens X?”, etc. This reduces bounce rates by giving readers fewer reasons to leave for answers elsewhere . It keeps them on your page and builds confidence in their choice. Plus, FAQ content with structured data can even generate rich snippets on Google, further enhancing your search presence .
• Social proof and real-world validation: Where appropriate, we integrate elements like customer reviews, star ratings, or testimonials on comparison pages . For example, showing that “Product A (⭐ 4.5/5 from 120 reviews) vs Product B (⭐ 4.0/5 from 98 reviews)” can tip the scales for many shoppers. If one option clearly has better reviews, your comparison page can highlight that (and the CTA can encourage them to “Read reviews on the product page”). Social proof builds trust – it’s not just you claiming one is better; it’s the voice of other customers. Comparison pages can even include brief quoted reviews or awards (“Product A voted Best Value 2025 by TechSite”) if available. All of this reassures the visitor that they’re making an informed choice, increasing the likelihood they’ll proceed to the product page and convert.
• Fast, user-friendly design: On the technical side, we ensure these pages load quickly and look great on all devices (many shoppers will be on mobile when researching). A comparison page should be easy to navigate – using jump links or a sticky table of contents if it’s long, so users can hop to the sections they care about. Clear headings and maybe an at-a-glance summary at the top help impatient readers. Remember, Google’s AI is summarizing quickly; human readers also appreciate a quick summary (and you might even format your opening summary to potentially be captured as a featured snippet). Good UX design isn’t just nice-to-have – it directly impacts SEO (through engagement signals) and conversion (through ease of use).

In essence, our approach to design is to marry SEO and CRO (conversion rate optimization). A well-designed comparison page will not only rank or get featured in SERP enhancements, but also effectively guide the visitor to the next step. By addressing the visitor’s research needs and then prompting them with a next action, these pages serve as a powerful mid-funnel conduit – taking someone from consideration to decision.

It’s worth highlighting that comparison pages often attract a “ready-to-buy” audience.

Users searching for comparisons or alternatives usually have high intent – they’re trying to decide which product to purchase, not whether to purchase at all.

That’s why these pages tend to convert better than generic blog posts. In fact, industry experts note that targeting “X vs Y” queries captures high-intent organic traffic that is more likely to convert than other informational keywords .

One study found that 92% of first-time visitors to a brand’s site aren’t ready to buy on the spot – they’re researching and comparing.

By providing the comparison content they seek, you’re actively nurturing those users toward a purchase decision . And because your comparison page links directly to your products with compelling CTAs, you make it easy for them to move from research to purchase on your site . This is exactly how you turn that influx of SEO traffic into actual revenue.

Implementing This Strategy at Scale (And How We Can Help)

By now, the opportunity should be clear: Comparison pages optimized for People Also Ask and AI Overviews can drive a significant surge in organic impressions and a steady stream of high-intent traffic – all without the escalating costs of PPC.

The next question is implementation:
‍How do you churn out enough of these pages (with quality content and good design) to make a real impact?

‍After all, there could be dozens or even hundreds of comparison queries relevant to your products and industry.

This is where our team comes in. We specialize in building scalable comparison page solutions for e-commerce brands. On the design side, we create a custom page template (or templates) tailored to your brand and conversion goals.

This includes all the elements discussed: mobile-friendly comparison tables, sections for pros/cons, FAQ schema integration, review snippets, and clear CTAs to your product pages. The design is done in a way that’s consistent with your brand’s look and feel, yet optimized to answer searchers’ questions and drive them down the funnel.

Essentially, we craft a reusable blueprint for high-converting comparison content.

On the content and scale side, we work closely with our SEO partner (the team at Search Engine Results) who are experts in programmatic SEO and content automation.

What does that mean? It means using smart tools and data to generate large volumes of content pages efficiently – without sacrificing quality.

For example, say you want to target 50 different “X vs Y” keyword combinations (covering various competing brands or models in your niche). Rather than writing each page from scratch, programmatic methods can pull in structured data (like specs, pricing, feature descriptions) from your product database or APIs, and then use well-crafted templates (and even AI assistance) to fill in comparison narratives.

The result is that we can spin up many pages that are all on-topic, SEO-optimized (with unique titles, meta tags, and content addressing each specific query), and aligned with the design template we created. This volume approach is how you achieve those tens of thousands of impressions: by casting a wide net of pages to capture a wide array of long-tail queries.

Importantly, quality control is baked into the process. Automated does not mean low quality. Our team reviews and fine-tunes the content so that it genuinely provides value (Google’s algorithms for AI overviews will favor content that is authoritative and accurate  ). We ensure that each comparison page answers the intended question directly and helpfully – increasing the odds Google chooses it for a PAA snippet or cites it in an AI summary.

We also continuously monitor performance (via Search Console impressions, CTR, engagement metrics) and iterate. If certain pages aren’t getting the traction we expected, we analyze why and improve them. If others are driving lots of traffic, we look at how to funnel those visitors even more effectively to your product pages.

The beauty of this approach is that it’s data-driven and iterative. We’re not guessing which comparison topics matter – we use real search data (via keyword research, examining People Also Ask suggestions, etc.) to decide what to create. We already know that including related questions and answers on a page helps , and that long-tail, specific queries are becoming more common (searches of 8+ words are much more frequent now as users essentially “talk” to search engines) .

Our strategy is built for this new reality of search.

Why Act Now?

If you’re thinking “this sounds great, maybe we’ll try it next quarter,” consider that SEO opportunities are often about timing. Right now, leveraging PAA and AI overview citations is still relatively new. That means many of your competitors haven’t caught on yet. There’s a first-mover advantage to be grabbed. Early adopters can secure those top-of-page AI citations and question snippet spots and establish themselves as the go-to sources for common industry questions.

Also, as Google’s AI continues to evolve, having a wealth of relevant comparison content puts you in a strong position to be continually referenced by the algorithms. The landscape is shifting from “10 blue links” to a richer, AI-driven results page – and this shift is happening now. Brands that adapt their content strategy to this shift stand to gain a significant edge in organic visibility.

Additionally, consider the compounded value: every impression you gain through these features is one less opportunity for a competitor to grab that searcher’s attention. It’s defensive as much as offensive, you’re filling the SERP with your content and pushing others out of those coveted answer spots.

We aim to make it easy for busy e-commerce businesses to capitalize on this. By partnering with us, you don’t have to assemble a cross-functional team of designers, writers, and SEO analysts to figure this out – we’ve already got that covered.

We bring the playbook, the execution, and the ongoing optimization.
You’ll be able to see the results in your own analytics: watch your impression graphs shoot up, see new keywords and queries appearing where your site is now visible, and of course track the incoming visitors who are landing on these comparison pages and then converting on your site.

Turn Google’s New SERP Features into your Traffic Stream

In summary, comparison pages optimized for People Also Ask and Google’s AI overviews represent an exciting new opportunity for e-commerce brands to gain visibility and customers. With paid media getting more expensive and less efficient, investing in this kind of SEO content is a smart move to diversify your traffic sources. You’re essentially piggybacking on Google’s own push for more informative search results. Rather than fighting the changes (zero-click searches, AI answers, etc.), you’re using them to your advantage – making sure it’s your site that gets referenced when potential customers ask questions about products.

Let’s quickly recap the benefits:

• Massive reach at low cost: Appear in high-visibility SERP features that get tens of thousands of views, for free. Even with modest CTR, the raw traffic can be substantial .
• High-intent audience: Capture shoppers who are in comparison/research mode – often a step away from purchase – and guide them to your product pages  .
• Competitive edge: Outrank bigger competitors by answering niche questions (e.g., get featured in PAA even if your main site’s authority is lower) . Also, dominate queries where competitors might not even have dedicated content.
• Brand authority and trust: Being the cited source in Google’s AI summary or the answer in a PAA box implicitly labels you as an authority. Customers see your brand solving their problems before they’ve even visited your site.
• Better conversion support: Well-crafted comparison pages don’t just bring in traffic – they pre-sell the visitor by addressing their concerns and then funneling them to the best product for their needs . This shortens the sales cycle and improves conversion rates.
• Future-proofing SEO: As search becomes more conversational and AI-driven, having a content base that is AI-friendly (clear, structured, comprehensive answers) will keep you relevant. You’re essentially feeding Google’s AI the content it needs, which in turn keeps you visible as algorithms evolve  .

We hope you’re as excited as we are about this opportunity. It’s not often that a relatively untapped strategy can yield such big gains in a short time. But we’re seeing it happen now with comparison pages and the new SERP landscape – the impressions and clicks don’t lie.

This is a chance to leap ahead of the curve and grab market share organically, at a time when many are struggling with ad costs or scratching their heads at why their organic traffic dipped.

Ready to implement this for your business?‍

We’re here to help make it happen. At BTNG.studio, we’ll design comparison page templates that are not only SEO-optimized but also conversion-optimized, tailored to your brand’s style. We’ll collaborate with the Search Engine Results team to populate those pages at scale, using data-driven content that speaks to your audience’s questions. From strategy to design to execution, we’ve got you covered.

Don’t let this underutilized opportunity pass by. Let’s turn those questions people are asking on Google into your new traffic and sales channel. Get in touch with us today, and let’s start building comparison pages that put your products in the spotlight – and your revenue on an upward trajectory.

The future of e-commerce search belongs to those who answer the questions customers are asking. Let’s make sure that’s you.

 Sources: Data and insights backed by Search Engine Journal, Search Engine Land, Practical Ecommerce, BrightEdge, and more.