Why Mentioning Competitors Is a Smart SEO Strategy (and How to Do It Right)

“Should We Mention Competitors in Our Content?”

It’s a common worry: “If we talk about competitors, won’t we send traffic to them?”

Short answer? Not if you play it smart.

Mentioning competitors in your SEO content—especially in well-structured comparison posts—isn’t giving away business. It’s positioning your brand as a helpful, trustworthy guide. It builds trust. It drives rankings. And yes—it converts.

Let me break down why this works, and exactly how to do it without hurting your brand.

Why Comparison Content Drives Traffic

When people search for things like:

• Best rugby clubs in Dubai
• Top CRM tools for small businesses
• Best football boots for 2025

They’re not just browsing—they’re comparing.

If you’re not part of that conversation, a competitor or affiliate blog is. You become invisible during the most important phase: the decision-making moment.

Pro Tip: Showing up with helpful, honest comparisons positions you as the expert—not just another option.

Google Loves This Kind of Content

Google’s algorithm rewards content that matches search intent. When users want to compare, generic product pages or “About Us” sections won’t cut it.

But a well-structured guide like:

“Top 5 Football Boots for 2025 (And How to Choose the Right One for You)”

…signals relevance, expertise, and value. It gives Google exactly what it wants. And it gives your audience the clarity they need to choose you.

How to Mention Competitors (Without Losing Leads)

Mentioning others doesn’t mean handing over business. Here’s how to do it tactfully—and effectively:

Name Competitors, Frame Your Edge

Include competitors by name, but position your product for a specific buyer need.

Example:

“Brand X is great for casual users. But for pros who need grip and speed? Brand Y (that’s you) wins.”

Use Buyer Personas

Segment your comparisons:

• “Best for budget shoppers”
• “Best for advanced users”
• “Editor’s Pick” (that’s yours)

Link With Intention

You don’t have to link out. If you do, use nofollow tags to retain SEO equity.

Own the Editorial Voice

Keep your tone objective and helpful. You’re not selling—you’re guiding.

Bonus Tip: Comparison tables, visual charts, and “Top Picks” sections work wonders here.

Real-World Results Across Industries

Comparison content works whether you sell boots, book appointments, or build software. Why? Because users want clarity—and Google rewards transparency.

I’ve seen this strategy help:

• Agencies own mid-funnel keywords like “best marketing tools for SaaS.”
• E-commerce brands steal clicks from review sites.
• Local businesses rank in “best of” city guides.

Case in Point: One client published a “Top Moving Companies” guide and saw a 210% traffic lift in 60 days—ranking above even affiliate blogs.

When Not to Use This Strategy

Comparison content isn’t for everyone.

Consider skipping it if:

• You’re in a hyper-regulated space where mentioning competitors could cause legal headaches.
• Your product is still under development or doesn’t compete well yet.
• You don’t have a clear differentiator (yet).

If any of that’s true, wait until you can frame the comparison from a position of strength.

Remember: Lead the Conversation, Don’t Avoid It

Your competitors are already on those “best of” lists. The question is—why aren’t you the one writing them?

Comparison content lets you:

✅ Join decision-stage search moments
✅ Build buyer trust with transparency
✅ Rank for long-tail, conversion-ready keywords
✅ Show how and why your offer is the right fit

So no—mentioning competitors isn’t risky. It’s the playbook for brands that want to win.

FAQ: Mentioning Competitors in SEO

Q: Should I link to my competitors?
A: Only if it adds value. Use nofollow to avoid passing link equity.

Q: What if a competitor is better in one area?
A: Acknowledge it, then show where you shine. That honesty builds trust—and buyers respect it.