🔍 Why Comparison Pages Matter
Shoppers searching terms like "zellige vs ceramic" or "terrazzo vs marble" are close to making a purchase decision. If your site does not have a page targeting those queries, a competitor will capture that traffic instead. Comparison pages and a dedicated Compare hub in your main navigation help you rank for these high-intent keywords and guide visitors toward conversion.
🗂️ What Is a Compare Hub?
A Compare hub is a single, centrally linked page — usually added to your main menu — that organises all of your comparison content in one place. It acts as an internal linking anchor, distributes page authority across your comparison pages, and gives visitors an easy entry point when they want to evaluate options side by side.
- Hub page: An overview page listing all available comparisons with short descriptions and links.
- Spoke pages: Individual comparison pages (e.g. "Zellige vs Ceramic Tile") that go deep on a single pairing.
- Supporting tools: Optional resources like a tile and grout calculator that add utility and increase time on site.
📋 How to Plan Your Comparison Pages
- Identify relevant pairings. Focus only on materials or products you actually sell. Use Search Atlas keyword data to find pairings with measurable search volume and buyer intent.
- Audit competitor content. Check what comparison posts competitors have published. Look for gaps — pairings they cover that do not mention your products, or pairings they have missed entirely.
- Prioritise by search volume and conversion potential. Start with the five to ten pairings that combine high monthly searches with strong purchase intent signals.
- Map each page to a target keyword. Each comparison page should target one primary keyword (e.g. "zellige tile vs ceramic tile") and a small cluster of related terms.
- Plan supporting content. Identify tools or guides — such as a calculator or a care guide — that complement your comparison pages and can be linked from the hub.
🛠️ How to Structure Each Comparison Page
A well-structured comparison page answers the shopper's core question quickly and builds trust. Use the following structure as a starting point:
- Introduction: Briefly explain both materials and who each suits best.
- Side-by-side comparison table: Cover key attributes such as durability, cost, maintenance, and aesthetics.
- Detailed sections: Expand on each attribute with practical guidance.
- Use-case recommendations: Tell the reader which option is better for kitchens, bathrooms, outdoor areas, and so on.
- Internal links: Link back to the Compare hub and to relevant product or category pages.
- Call to action: Direct visitors to shop, request samples, or contact your team.
🧭 How to Set Up the Compare Hub in Your Main Menu
- Create the hub page on your site and publish it with a clean URL such as /compare/ or /tile-comparisons/.
- Add links to all published comparison spoke pages on the hub.
- Add the hub page to your main navigation menu so it is accessible from every page of your site.
- Submit the hub URL for indexing and include it in your XML sitemap.
- Monitor performance in Search Atlas under Left sidebar → Site Metrics → Keywords to track ranking progress for each comparison keyword.
📊 Tracking Performance in Search Atlas
Once your comparison pages and hub are live, use Search Atlas to measure results:
- Go to Left sidebar → Site Metrics → Keywords to monitor ranking positions for your target comparison queries.
- Go to Left sidebar → Site Metrics → Pages to review organic traffic and engagement for each comparison page individually.
- Go to Left sidebar → Site Metrics → Overview for a high-level view of how the new content is affecting your overall site performance.
✅ Content Review Checklist Before Publishing
- Each page targets one primary comparison keyword.
- The comparison table is accurate and covers the attributes shoppers care about most.
- Every spoke page links back to the Compare hub.
- The hub is linked from the main navigation menu.
- Supporting tools (e.g. calculators) are linked from relevant pages.
- All internal links point to live, correctly indexed URLs.
- Pages are submitted to your sitemap and GSC for indexing.
💬 Need Help?
If you need further assistance, open the chat widget in the bottom-right corner of the platform and type human teammate to be connected with a member of our team.