a single source, nothing corroborates it

Take the alternatives query for your own name

Someone will rank for your brand plus the word alternative, and it may as well be you. Publish that page yourself so no competitor takes the slot unopposed, and defend it with something entertaining rather than a dry table, because the joke earns the links that hold the position. Only chase a head-to-head comparison including your own name once people are actually searching it.

The method

1. 01

   Publish an alternatives page about your own product too, so you own the top result for that query and no competitor can take it unopposed to poach your customers.

2. 02

   Occupy the search phrase pairing your brand name with the word alternative by publishing something on that term yourself, so competitors cannot rank for your name.

3. 03

   Defend a brand-name keyword with something entertaining rather than a dry comparison page, because the joke earns the links that hold the ranking.

4. 04

   Only bother optimizing a head-to-head comparison keyword that includes your own name if you are already well known enough for people to search it.

What it returned

• Zendesk created a satirical five-piece band whose name is its own brand plus the word alternative

Sources

• My favourite indie rock bandHarry Dry · Marketing Examples · My favourite indie rock band · undated
• Podia's hub of competitor comparison pagesHarry Dry · Marketing Examples · Defend Territory · undated
• How to Take Customers from Competitors with Alternative SEO PagesGreg Kogan · gkogan.co · More Examples of Alternative Pages · 2015-02-25