Use the procedure on a representative sample, keep the evidence, and record the next action.
Turn the comparison into a content opportunity
- Choose one query and the same audience/location/device conditions. Compare pages that actually rank for that query.
- Record what each page helps the user do, required evidence, examples, freshness, and next step. Do not score by word count.
- Mark gaps that matter: unanswered subquestion, missing comparison, unclear requirement, or unsupported claim. Link each gap to a source.
- Prioritize by user impact, evidence, and effort. Write a unique answer with original examples; do not reproduce competitors’ wording or layout.