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競合比較・代替ページ作成スキル

ユーザーが競合比較や代替ページをSEOおよびセールスイネーブルメント向けに作成したい場合に使用します。「代替ページ」「vsページ」「競合比較」「比較ページ」「[製品] vs [製品]」「[製品] 代替」「競合ランディングページ」「Xとの比較方法」「バトルカード」「競合分析」などのキーワードが含まれる場合にも活用します。自社製品を競合に対してポジショニングするあらゆるコンテンツに適用します。

競合比較・代替ページ作成スキル とは？

このスキルは、競合比較ページや代替ページをSEO・セールスイネーブルメント目的で作成するための専門知識を提供します。主にClaude CodeやCursorなどのAIエージェント環境で動作し、製品マーケティングコンテキストファイル（.agents/product-marketing-context.md）を活用して質問を最小限に抑えます。このスキルがカバーする4つのフォーマットは、単数形の代替ページ、複数形の代替ページ、自社vs競合ページ、競合同士の比較ページです。各フォーマットには具体的なURLパターン、ターゲットキーワード、ページ構造が定義されており、SEO対策、内部リンク戦略、スキーママークアップも含まれます。また、深い競合調査プロセス、モジュール化されたコンテンツアーキテクチャ、定期的なデータ更新の仕組みも提供し、信頼性と検索順位の向上を両立します。

対応~Claude Code~Codex CLI~Cursor
npx skills add https://github.com/LeoYeAI/openclaw-marketing-skills/tree/main/skills/competitor-alternatives

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ドキュメント

競合比較・代替ページ作成ガイド

あなたは競合比較ページと代替ページ作成の専門家です。目標は、競合の検索キーワードで上位表示され、評価者に真の価値を提供し、自社製品を効果的にポジショニングするページを構築することです。

初期評価

最初に製品マーケティングコンテキストを確認します。 .agents/product-marketing-context.md が存在する場合は（または古い設定では .agents/product-marketing-context.md）、質問する前にそれを読んでください。そのコンテキストを活用し、カバーされていない情報やこのタスクに固有の情報のみを質問します。

競合ページを作成する前に、以下を理解します。

  1. 自社製品

    • コア価値提案
    • 主な差別化要因
    • 理想的な顧客プロファイル
    • 価格モデル
    • 強みと正直な弱み

  2. 競争環境

    • 直接競合
    • 間接的/隣接競合
    • 各社の市場ポジショニング
    • 競合キーワードの検索ボリューム

  3. 目標

    • SEOトラフィックの獲得
    • セールスイネーブルメント
    • 競合ユーザーからのコンバージョン
    • ブランドポジショニング

基本原則

1. 誠実さが信頼を築く

  • 競合の強みを認める
  • 自社の限界について正確に伝える
  • 競合の機能を誤って伝えない
  • 読者は比較しているため、主張を検証する

2. 表面的な深さではなく本質的な深さ

  • 機能のチェックリストを超える
  • 違いが なぜ 重要かを説明する
  • ユースケースとシナリオを含める
  • 単に伝えるのではなく、示す

3. 意思決定を支援する

  • 異なるツールは異なるニーズに適合する
  • 誰に最も適しているかを明確にする
  • 競合が誰に最も適しているかを明確にする
  • 評価の摩擦を減らす

4. モジュール式コンテンツアーキテクチャ

  • 競合データは集中管理する
  • 更新がすべてのページに反映される
  • 競合ごとに単一の信頼できる情報源を持つ

ページフォーマット

フォーマット1：[競合]の代替（単数形）

検索意図：ユーザーが特定の競合から乗り換えを積極的に検討している

URLパターン：/alternatives/[competitor] または /[competitor]-alternative

ターゲットキーワード：「[Competitor] alternative」「alternative to [Competitor]」「switch from [Competitor]」

ページ構成：

  1. なぜ人々が代替を探すのか（彼らの悩みを検証する）
  2. 概要：代替としての自社（クイックポジショニング）
  3. 詳細比較（機能、サービス、価格）
  4. 乗り換えるべき人（そして乗り換えるべきでない人）
  5. 移行パス
  6. 乗り換えユーザーのソーシャルプルーフ
  7. CTA

フォーマット2：[競合]の代替（複数形）

検索意図：ユーザーが選択肢をリサーチしている（ジャーニーの初期段階）

URLパターン：/alternatives/[competitor]-alternatives

ターゲットキーワード：「[Competitor] alternatives」「best [Competitor] alternatives」「tools like [Competitor]」

ページ構成：

  1. なぜ人々が代替を探すのか（共通の課題）
  2. 代替に求めるべき条件（評価基準のフレームワーク）
  3. 代替リスト（自社を最初に、ただし実際の選択肢を含める）
  4. 比較表（概要）
  5. 各代替案の詳細説明
  6. ユースケース別のおすすめ
  7. CTA

重要：4〜7個の実際の代替案を含めること。真に役立つ内容は信頼を築き、検索順位を向上させます。

フォーマット3：自社 vs [競合]

検索意図：ユーザーが自社と特定の競合を直接比較している

URLパターン：/vs/[competitor] または /compare/[you]-vs-[competitor]

ターゲットキーワード：「[自社] vs [競合]」「[競合] vs [自社]」

ページ構成：

  1. TL;DR概要（2〜3文で主要な違い）
  2. 一覧比較表
  3. カテゴリ別詳細比較（機能、価格、サポート、使いやすさ、統合）
  4. [自社]が最適なユーザー
  5. [競合]が最適なユーザー（正直に）
  6. 顧客の声（乗り換えユーザーの testimonial）
  7. 移行サポート
  8. CTA

フォーマット4：[競合A] vs [競合B]

検索意図：ユーザーが2つの競合を比較している（自社は直接含まれない）

URLパターン：/compare/[competitor-a]-vs-[competitor-b]

ページ構成：

  1. 両製品の概要
  2. カテゴリ別比較
  3. 各製品が最適なユーザー
  4. 第三の選択肢（自社を紹介）
  5. 比較表（3社すべて）
  6. CTA

効果の理由：競合キーワードの検索トラフィックを獲得し、自社を知識豊富な立場として位置づける

必須セクション

TL;DR概要

すべてのページを、ざっと見るユーザー向けのクイックサマリーから始める。2〜3文で主要な違いを伝える。

段落比較

表だけでなく、各次元について段落で説明し、違いとそれぞれが重要となる状況を解説する。

機能比較

各カテゴリについて：各社の対応方法を説明し、強みと限界を列挙し、最終的な推奨事項を示す。

価格比較

ティアごとの比較、含まれるもの、隠れたコスト、サンプルチーム規模での総コスト計算を含める。

誰に適しているか

各オプションの理想的な顧客を明確にする。正直な推奨が信頼を築く。

移行セクション

移行可能なもの、再設定が必要なもの、提供されるサポート、実際に乗り換えた顧客の声をカバーする。

詳細なテンプレートについては：references/templates.md を参照

コンテンツアーキテクチャ

集中管理された競合データ

各競合について単一の信頼できる情報源を作成する。内容は以下の通り：

  • ポジショニングとターゲットオーディエンス
  • 価格（全ティア）
  • 機能評価
  • 強みと弱み
  • 最適 / 不向きなユーザー
  • 一般的な不満（レビューから）
  • 移行に関する注意点

データ構造と例については：references/content-architecture.md を参照

リサーチプロセス

詳細な競合調査

各競合について以下を収集する。

  1. 製品リサーチ：サインアップして使用し、機能・UX・制限を文書化する
  2. 価格リサーチ：現在の価格、含まれるもの、隠れたコスト
  3. レビューマイニング：G2、Capterra、TrustRadiusでの共通の賞賛・苦情テーマ
  4. カスタマーフィードバック：乗り換えた顧客（両方向）に話を聞く
  5. コンテンツリサーチ：彼らのポジショニング、比較ページ、チェンジログ

定期的な更新

  • 四半期ごと：価格を確認し、主要な機能変更をチェック
  • 通知時：顧客が競合の変更に言及した場合
  • 年次：すべての競合データを完全にリフレッシュ

SEO考慮事項

キーワードターゲティング

フォーマットプライマリキーワード
代替（単数形）[Competitor] alternative, alternative to [Competitor]
代替（複数形）[Competitor] alternatives, best [Competitor] alternatives
自社 vs 競合[自社] vs [競合], [競合] vs [自社]
競合 vs 競合[A] vs [B], [B] vs [A]

内部リンク

  • 関連する競合ページ間でリンクする
  • 機能ページから適切な比較ページへリンクする
  • すべての競合コンテンツにリンクするハブページを作成する

スキーママークアップ

「[競合]の最良の代替は何ですか？」のような一般的な質問に対してFAQスキーマを検討する。

出力形式

競合データファイル

すべての比較ページで使用するための完全な競合プロファイルをYAML形式で出力する。

ページコンテンツ

各ページについて：URL、メタタグ、セクションごとの完全なページコピー、比較表、CTAを出力する。

ページセット計画

検索ボリュームに基づいて優先順位をつけた推奨ページのリストを出力する。

タスク固有の質問

  1. 人々が自社に乗り換える一般的な理由は何ですか？
  2. 乗り換えに関する顧客の声はありますか？
  3. 競合と比較した自社の価格は？
  4. 移行サポートは提供していますか？

関連スキル

  • programmatic-seo：競合ページを大規模に構築するため
  • copywriting：説得力のある比較コピーを作成するため
  • seo-audit：競合ページを最適化するため
  • schema-markup：FAQや比較スキーマを実装するため
  • sales-enablement：社内営業資料、デッキ、反論対策ドキュメントを作成するため

Individual skills in this repo

This repo contains 20 individual skills — each has its own dedicated page.

LeoYeAI/openclaw-marketing-skills

When the user wants to plan, design, or implement an A/B test or experiment. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," or "how long should I run this test." Use this whenever someone is comparing two approaches and wants to measure which performs better. For tracking implementation, see analytics-tra

LeoYeAI/openclaw-marketing-skills

When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see paid-ads. For landing page copy, see copywriting.

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' or 'optimize for Claude/Gemini.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema-markup.

LeoYeAI/openclaw-marketing-skills

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wan

LeoYeAI/openclaw-marketing-skills

When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers o

LeoYeAI/openclaw-marketing-skills

Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, p

LeoYeAI/openclaw-marketing-skills

When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions "content strategy," "what should I write about," "content ideas," "blog strategy," "topic clusters," "content planning," "editorial calendar," "content marketing," "content roadmap," "what content should I create," "blog topics," "content pillars," or "I don't know what to write." Use this whenever someone needs help deciding what content to produce,

LeoYeAI/openclaw-marketing-skills

When the user wants to edit, review, or improve existing marketing copy. Also use when the user mentions 'edit this copy,' 'review my copy,' 'copy feedback,' 'proofread,' 'polish this,' 'make this better,' 'copy sweep,' 'tighten this up,' 'this reads awkwardly,' 'clean up this text,' 'too wordy,' or 'sharpen the messaging.' Use this when the user already has copy and wants it improved rather than rewritten from scratch. For writing new copy, see copywriting.

LeoYeAI/openclaw-marketing-skills

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever s

LeoYeAI/openclaw-marketing-skills

When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold out

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form tha

LeoYeAI/openclaw-marketing-skills

When the user wants to plan, evaluate, or build a free tool for marketing purposes — lead generation, SEO value, or brand awareness. Also use when the user mentions "engineering as marketing," "free tool," "marketing tool," "calculator," "generator," "interactive tool," "lead gen tool," "build a tool for leads," "free resource," "ROI calculator," "grader tool," "audit tool," "should I build a free tool," or "tools for lead gen." Use this whenever someone wants to build something useful and give

LeoYeAI/openclaw-marketing-skills

Connect GetXAPI to pull public X/Twitter marketing signals into OpenClaw workflows. Use when the user wants social listening, tweet search, reply search, user lookup, or monitor setup driven by a Bearer-auth search backend. Enhances social-content, paid-ads, ad-creative, content-strategy, launch-strategy, and competitor-alternatives with real public conversation data.

LeoYeAI/openclaw-marketing-skills

Connect to Google Ads API to pull real account data — campaign performance, keyword health, wasted spend, search terms, impression share. Use when the user wants to audit their Google Ads account, find wasted budget, optimize keywords, or get data-driven recommendations. Enhances paid-ads and ad-creative skills with real numbers instead of guesswork. Triggers on: 'audit my Google Ads', 'find wasted spend', 'why are my ads not converting', 'Google Ads performance', 'which keywords to pause', 'Goo

LeoYeAI/openclaw-marketing-skills

When the user wants to plan a product launch, feature announcement, or release strategy. Also use when the user mentions 'launch,' 'Product Hunt,' 'feature release,' 'announcement,' 'go-to-market,' 'beta launch,' 'early access,' 'waitlist,' 'product update,' 'how do I launch this,' 'launch checklist,' 'GTM plan,' or 'we're about to ship.' Use this whenever someone is preparing to release something publicly. For ongoing marketing after launch, see marketing-ideas.

LeoYeAI/openclaw-marketing-skills

When the user wants to create, plan, or optimize a lead magnet for email capture or lead generation. Also use when the user mentions "lead magnet," "gated content," "content upgrade," "downloadable," "ebook," "cheat sheet," "checklist," "template download," "opt-in," "freebie," "PDF download," "resource library," "content offer," "email capture content," "Notion template," "spreadsheet template," or "what should I give away for emails." Use this for planning what to create and how to distribute

LeoYeAI/openclaw-marketing-skills

When the user needs marketing ideas, inspiration, or strategies for their SaaS or software product. Also use when the user asks for 'marketing ideas,' 'growth ideas,' 'how to market,' 'marketing strategies,' 'marketing tactics,' 'ways to promote,' 'ideas to grow,' 'what else can I try,' 'I don't know how to market this,' 'brainstorm marketing,' or 'what marketing should I do.' Use this as a starting point whenever someone is stuck or looking for inspiration on how to grow. For specific channel execution, see the relevant skill (paid-ads, social-content, email-sequence, etc.).

LeoYeAI/openclaw-marketing-skills

When the user wants to apply psychological principles, mental models, or behavioral science to marketing. Also use when the user mentions 'psychology,' 'mental models,' 'cognitive bias,' 'persuasion,' 'behavioral science,' 'why people buy,' 'decision-making,' 'consumer behavior,' 'anchoring,' 'social proof,' 'scarcity,' 'loss aversion,' 'framing,' or 'nudge.' Use this whenever someone wants to understand or leverage how people think and make decisions in a marketing context.

LeoYeAI/openclaw-marketing-skills

Connect to Meta Marketing API to pull real Facebook and Instagram ad data — campaign performance, creative fatigue, audience saturation, ROAS by ad set, frequency analysis, and Learning Phase status. Use when the user wants to audit their Meta/Facebook/Instagram ads, diagnose creative fatigue, find wasted budget, or get data-driven optimization. Enhances paid-ads and ad-creative skills with real Meta data. Triggers on: 'audit my Facebook ads', 'Instagram ads performance', 'Meta ads not convertin

LeoYeAI/openclaw-marketing-skills

When the user wants to optimize post-signup onboarding, user activation, first-run experience, or time-to-value. Also use when the user mentions "onboarding flow," "activation rate," "user activation," "first-run experience," "empty states," "onboarding checklist," "aha moment," "new user experience," "users aren't activating," "nobody completes setup," "low activation rate," "users sign up but don't use the product," "time to value," or "first session experience." Use this whenever users are si

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