Building a Comparison Site: Why Google, Not AI, Is Your Biggest Hurdle

The emergence of powerful AI tools has many entrepreneurs questioning the viability of traditional online business models, including niche comparison websites. If a user can simply ask an AI to compare services and prices, is there any reason to build a dedicated site? While this is a valid concern, the more immediate and significant challenge lies not with AI, but with the long-standing gatekeeper of the internet: Google.

The AI Threat vs. The Google Reality

The initial fear is that for services with relatively static data—where pricing and offerings don't change often—an AI can easily scrape and present the necessary information, making a comparison site redundant. The AI's conversational interface could even be preferable to a complex filtering UI.

However, the more pressing obstacle is user acquisition. The vast majority of users for a comparison service will come from search engines. This is where the true battle lies. Google's search results are a highly competitive and controlled environment. The company has a history of prioritizing its own services or favoring large, established brands for high-value comparison queries. It's common to see major publications like Forbes dominate these search results, often with generic, affiliate-driven content, making it incredibly difficult for a new, independent site to gain a foothold.

Strategizing for Viability

If you're still considering building a comparison site, a solid strategy is essential. Rather than focusing solely on features, start with the business fundamentals.

1. Define Your Goal: Know what you want to achieve. A clear revenue target, such as $50,000 in annual recurring revenue (ARR), provides a concrete goal to work towards.
2. Do the Math: Based on your monetization model (e.g., affiliate commissions, advertising revenue), calculate the amount of traffic and the conversion rate you will need to reach your goal. This exercise will quickly reveal the scale of the marketing and SEO challenge ahead.
3. Identify Your Niche: Since competing on broad terms is nearly impossible, focus on a very specific niche where you can provide unique value that neither a generic AI query nor a major publication can match.

Redefining Success: The Project as a Portfolio

It's important to consider that a project's value isn't always measured in dollars. Even if a comparison site fails to meet its ambitious financial goals, the project itself can be a resounding success in other ways.

Building, launching, and maintaining a live web application is a powerful demonstration of your skills. It can serve as a standout piece in a professional portfolio that looks like it "fell off a UFO" to recruiters. One developer shared that a network of sites earning a modest $1,000 per month was instrumental in landing them the highest-paying job of their career. In this light, the project becomes an investment in your skills and career trajectory, with the potential for direct revenue as a bonus.