Intro
Capture alternative-intent demand around named competitors so you can see how often your site appears for replacement-style searches.
Use this regex to isolate replacement-intent searches that explicitly look for an alternative to a named competitor.
The Regex
How This Regex Works (Explained Simply)
()
Parentheses group terms together so GSC treats them as one unit. That is what lets one regex cover several query variants in a single filter.
|
The pipe means OR. GSC will match any term on either side of the pipe, which is useful for variants, modifiers, or alternative phrases.
.*
Dot-star means any characters can appear here. In GSC it is commonly used when you want to allow extra words before or after a core phrase.
^
The caret anchors the regex to the start of the query. Use it when you want to match terms only if they appear first in GSC.
+
The plus sign means one or more of the previous token. It helps when a term can repeat but still needs to be present at least once.
\s
Backslash-s matches a whitespace character. It is useful when spacing can vary between query formats.
\b
Backslash-b marks a word boundary. It helps stop short terms from matching inside longer words in GSC queries.
GSC regex is case-insensitive by default, so capital letters do not need separate variants. GSC also uses partial matching by default, so the regex can match part of a longer query unless you anchor it with ^ or $.
What This Regex Does
- Matches replacement-led query patterns such as alternative to or replacement for.
- Keeps the segment tightly focused on competitive switching intent.
- Supports SEO reporting for some of the highest-intent competitor-led searches.
What it does not match
- semrush vs spicy metrics - This is a comparison query, not an alternative-intent query.
- best seo software - Commercial demand is present, but no alternative phrase or grouped competitor appears.
Edge Cases
- This segment only catches the competitor names you explicitly list.
- Some alternative-intent demand may be phrased without a named competitor and will need a broader workflow.
Example Matches Table
| Query | Match | Why |
|---|---|---|
| alternative to semrush | Match | Starts with a grouped replacement phrase and a named competitor. |
| replacement for ahrefs | Match | Uses another included alternative phrase. |
| semrush vs spicy metrics | No | This is a comparison query, not an alternative-intent query. |
| best seo software | No | Commercial demand is present, but no alternative phrase or grouped competitor appears. |
How to Use This in Google Search Console
- Open Performance and go to Search results.
- Click Add filter and choose Query.
- Select Custom (regex).
- Paste the regex and click Apply.
When to Use This
- Track switching-intent demand around named rivals.
- Measure whether your comparison pages capture replacement searches.
- Prioritise landing pages around competitor substitution themes.
Pro Tips
- Alternative-intent demand is often lower-volume but higher-intent than broader competitor demand.
- Compare click-through rate and landing pages against your general competitor segment.
- Add extra replacement verbs if your market uses different switching language.
Variations
Add swap-from phrasing
Catches another switching phrase that some markets use.
Alternative phrasing only
Useful when you want a tighter segment focused on the clearest alternative wording.
Related Regex Recipes
Regex for Competitor Keywords
Use this regex to isolate competitor keywords in Search Console and see where your content earns visibility around rival tools.
Regex for Competitor Comparisons (vs)
Use this regex to isolate explicit comparison searches in GSC when users are evaluating your brand against a named competitor.
Regex for Competitor + Brand Queries
Use this regex to isolate queries where users mention both your brand and a competitor, regardless of whether they say vs explicitly.
CTA
Regex is powerful in GSC, but manual filtering still leaves you exporting, comparing, and rebuilding the same views. Spicy Metrics turns those segments into reporting your team can reuse.
Turn regex into repeatable reporting