Comparison is where buying happens
“X versus Y” and “alternatives to X” are asked by people who have decided to buy something and are choosing. Whoever supplies the honest comparison gets cited in those answers, and the citation arrives at the moment of decision.
A rigged comparison is worthless
A page where you win every row convinces nobody and is easily contradicted by other sources, which makes it a liability rather than an asset. Models corroborate across sources; a claim that disagrees with everything else reduces trust in the rest of your site.
A comparison where you win every category is an advertisement. Buyers and models discount both.
Name what they’re better at
Concede the categories where a competitor genuinely wins. It costs you the buyers who needed that thing — who were never going to be happy customers — and it makes every other claim on the page credible. This is the same mechanism that makes admitting what went wrong strengthen a case study.
Compare on the buyer’s criteria
Pick the dimensions buyers actually weigh, not the ones you happen to lead on. A comparison built from your feature list reads as self-serving; one built from the questions buyers ask reads as useful and gets quoted.
Say who should choose them
An explicit “choose them if…” paragraph is the most quotable thing on a comparison page, and it qualifies your inbound as effectively as publishing a price range does.
Keep it current or take it down
Competitor facts go stale fast, and a comparison citing a limitation they fixed a year ago damages you more than having no page. Put it in the quarterly review of things that must still be true — the discipline behind reviewing pages when the facts change.