Yesterday I noticed this X post from SERP Alert showing a new feature that Google is testing in AI Mode! this feature shows comparison checkbox for both products and local business results within AI Mode. When selecting multiple results, you’re then able to quickly compare options as they’re added to the search box.
Here is how it looks for products comparison in AI Mode and this screenshot from SERP Alert shows same for Google Business Profiles (GBPs).
This feature if fully launched can change things for sites which write comparison content and reviews.
If users can compare in AI Mode then why they would visit those sites/pages to get answers!
While for this specific new feature! Some might think of it as Google trying to steal clicks but I’m of different opinion.
I'm of different opinion for this! Most comparison pages that sites been publishing are just attributes of entities which now Google can source from merchants directly via Merchant Center feeds! And these sites haven't added much value to pages.
— Gagan Ghotra (@gaganghotra_) August 31, 2025
This opinion comes from my personal experience of reviewing comparison sites over last time 6 years for SEO auditing. And again and again for sites operating in different countries I have noticed the same patter of pages not being helpful or overall useful for end users.
Like this one!
These sort of comparison was never useful for users? Listing just where a user can get something isn't useful at all. Earlier Google didn't have a choice and had to rank these. But now Google have two choices for comparison related queries one is Reddit and another one is AI… pic.twitter.com/j2CMlRjP9x
— Gagan Ghotra (@gaganghotra_) June 28, 2025
And as I wrote in this X post “These sort of comparison was never useful for users? Listing just where a user can get something isn’t useful at all. Earlier Google didn’t have a choice and had to rank these. But now Google have two choices for comparison related queries one is Reddit and another one is AI Overviews/Mode. Reddit is already being pushed up in the rankings and I think over time AI Overviews/Mode will introduce listings like the one on these pages + show info from Reddit about what real people are thinking of each thing mentioned in the list.”
And the reason I have been saying things along these lines is because of comparison pages publishing sites have too restricted and limited editorial around spectrum of opinion. And that is reflecting on comparison pages these sites been publishing that’s why Redditors with it is what it is? content are winning. And combined that with entities data and presenting info in a dynamic layout using AI Mode is something that is net useful and is way better than anything that sites been publishing.
The real question to ask is – for comparison of product A vs B – who is more likely to share the real experience and say exactly what they experienced or get out of using the products – most likely its anonymous Reddit users rather than it being some comparison site.
And that’s the reason I think its over for comparison aggregators unless they broaden their editorial and move towards sharing the real experiences (just like Redditors) rather than restricting content within the boundaries of a narrow editorial. And this is almost accurate for listicle sites too! only including names in the lists which they are partner with or somehow getting paid to include rather than it being pure research driven approach & building lists per that.
But at the same time! I think Google is doing some overreach and that’s the reason we’re see the great decoupling – impressions up but clicks not that much!
The only way out for comparison sites is first to BUCKLE UP! Then look into 180 pivot to something else!
It's over for these kind of comparison pages! And whatever is left will be gone by end of year. Have to do complete 180 pivot to something else otherwise traffic is just going to decay to nothing for these comparison sites.
— Gagan Ghotra (@gaganghotra_) June 28, 2025
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