People searching for branded search terms are already market/problem aware, so this gets you access to people who know what your product does. On top of that, branded keywords tend to have low search volumes (i.e. low difficulty)

Traffic can be a vanity metric. The only thing that matters is how many people you can convert from the traffic you get. By targeting bottom-of-the-funnel keywords (i.e. keywords from market/problem aware users) you’re much more likely to convert them into paying customers for your own product.

We optimize for competitor's informational content (i.e. keywords who their current customers are already searching for). The pages cover information existing competitor’s customers search for on Google, getting us traffic already in the market for buying a tool.

We optimize for competitor's brand names, their info/features. These pages cover what each competitor does, their pricing, features, and anything else that’s relevant about their products, and then an in-depth comparison between both. These pages rank for search terms where people searching for them are very problem aware, thus in the market to buying a tool.

We optimize for "alternative" search terms. These pages cover what the competitor does, their pricing, features, and anything else that’s relevant about the products, and then goes over a better alternative (i.e. your product). These pages rank for search terms where people searching for them are very problem aware, thus in the market to buying a tool.

By embedding custom tools into your pages users can interact with, you’re creating a unique experience for them. This uniqueness and ability to dynamically interact with your brand is proven to increase conversion rates.