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npx skills add kostja94/marketing-skills --skill alternatives-page-generator
When the user wants to create, optimize, or audit alternatives or comparison content (page or blog article). Also use when the user mentions "alternatives page," "alternatives listicle," "X alternatives," "competitor comparison," "vs page," "compare page," "best alternatives to X," "switch from X," "competitor brand traffic," "brand keyword ads," or "intercept competitor search." For competitor research, use competitor-research.
npx skills add kostja94/marketing-skills --skill alternatives-page-generator
Guides alternatives and comparison content that target "X alternatives" and "X vs Y" search intent. Purpose: Intercept competitor brand traffic—organic (SEO) and paid (brand keyword ads). High-intent, bottom-of-funnel; users searching alternatives are ready to switch. Content format: Standalone page (/alternatives, /alternatives-to-notion) or blog article (/blog/notion-alternatives). Same structure; blog builds topical authority.
When invoking: On first use, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On subsequent use or when the user asks to skip, go directly to the main output.
| Goal | Use |
|---|---|
| SEO | Rank for "[Competitor] alternatives," "alternatives to [Competitor]," "[Competitor] vs [You]" |
| PPC | Bid on competitor brand + "alternative"/"vs"; send to alternatives landing page |
| Intent | High-intent; short sales cycle; users already understand the category |
Keyword patterns: alternatives, alternative, vs, comparison, compare, "best [X] alternatives." Include name variants (e.g., "SuccessBox" and "Success Box") in metadata.
| Type | Description | Example |
|---|---|---|
| Direct | Obvious rivals | FreshBooks vs QuickBooks |
| Bundlers | Large platforms; users want lighter/cheaper | Salesforce, HubSpot → "cheaper Salesforce for SMB" |
| Indirect | Same problem, different solution | "Spreadsheet alternative" for accounting software |
Target all three for long-tail growth; don't only target the biggest competitor.
| Format | Path | Use |
|---|---|---|
| Standalone page | /alternatives, /alternatives-to-[competitor] | Dedicated hub; strong for your own product as alternative; preferred for paid ads (competitor brand keyword ads) |
| Blog article | /blog/[product]-alternatives, /blog/best-[x]-alternatives | Listicle format; common for affiliate, challenger brands; builds topical authority; SEO/organic only |
Both formats use the same structure (quick verdict, comparison table, individual reviews, FAQ). For competitor brand keyword ads (Google Ads, etc.): use a dedicated landing page, not a blog. Users searching competitor brands expect direct alternatives; a blog increases bounce; a comparison page matches intent and converts better. Blog is for organic traffic and topical authority.
Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read it for product, competitors, and differentiators.
Identify:
| Section | Purpose |
|---|---|
| Headline | "Best [Product Category] Alternatives in [Year]" or "[Product] vs [Competitor]"; plain promise, avoid cute titles |
| Problem-focused intro | Empathy for pain; validate why they're searching; tease the payoff |
| Quick verdict | 5–8 lines above the fold: who it's for, top picks, decision shortcut |
| Pros/cons of original | Build trust; acknowledge why someone might leave; who should still keep it |
| Comparison table | Place early, not hidden; 4–6 columns (best for, price, ease, key limit); HTML table (not image)—required for AEO/GEO; scannable; section-level criteria and markup → comparison-table-generator |
| Alternatives list | 6–10 picks; each with "best for" label, proof, tradeoff, pricing snapshot |
| Migration | Link to migration-page if applicable |
| FAQ | "Is X better than Y?"; "Can I migrate from X?"; pricing, trials |
| CTA | Try free, start trial, book demo; one CTA above fold, one near end |
| Metric | Purpose |
|---|---|
| Assisted conversions | User may convert later; attribution |
| Bounce + pricing click | Bounce to pricing = intent signal |
| GEO share of voice | Search "[Competitor] alternative" on Perplexity; are you cited? |
| CTA clicks | "Switch Now" button performance |