A latent comparison is a hidden comparison that reveals deeper layers of search intent. Think of them as "micro comparisons". When someone searches for "Notion vs Google Docs", they likely want to compare those services on specific use cases like project management, collaboration, and pricing.
Addressing latent comparisons gets to the heart of the search intent. For the most powerful content, make sure you address the comparisons that are most relevant to your target persona or intended audience.
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