Competitors

Track competitor brands, see which content AI answers cite for them and for you, and analyse a competitor’s website.

Competitors overview

Open Competitors in the Analytics group of the sidebar. Category and model filters narrow the comparison. The table shows your brand alongside tracked competitors, with Visibility, Sentiment, Avg position and Δ vs you.

The comparison metrics currently use the past 30 days. The answer and prompt counts beneath a competitor’s name use the latest completed answers to prompts that do not name a brand. Those counts and the comparison columns therefore have different time scopes.

Δ vs you is the difference between a competitor’s visibility and yours, in percentage points, for the same comparison period. For scan-to-scan movement, open AI trends.

Competitive field by category shows who leads each category and where you stand in it.

Visibility by funnel stage has a row per brand and a column per buyer stage. Each cell counts your prompts of that stage whose answers name the brand: the gray bar is every prompt of the stage, the colored part those naming the brand (blue for your brand, red for competitors). The column header gives the stage’s total.

AI citations by content type and format

AI citations by content type counts the citations of the latest scan by page type, for your brand and every tracked competitor. Prompts that name a brand are excluded. Your brand’s cells are blue, competitors’ cells red.

• Own site — pages on the brand’s own websites. Under the number: how many pages of this type the site has.
• External sites — third-party pages that were checked and name the brand.

The page type is the page’s role on its site, whatever its format: blog and media (guides, glossary, reviews, rankings and comparisons — content written to be read), product page, service page, case study, pricing, documentation (docs and help center of the company’s own product), about the company, news or PR, home page, and other and undetermined. Types are detected from the page itself: its URL, markup and title, and, where available, a reading of its main content. Click a cell to see its URLs. A competitor without an analysis has no page counts: its row offers Run competitor analysis instead.

AI citations by content format shows the same citations by how the page’s text is built: article, list or ranking, comparison, how-to, FAQ, fact sheet, landing page, and other and undetermined. Type and format are independent: «Our product vs X» is a product page in comparison format, «Top 10 CRMs» on a blog is blog and media in list format. The format is read from the page content; pages that have not been analyzed yet count as undetermined.

Recommendations use both: the page type tells which page competitors are cited with and you lack, the format of the pages AI cites in a category tells how to write it. If you already have the page but it is written in another format than AI cites, the recommendation is to restructure that page rather than publish a new one.

You can correct the type of a page or of a whole URL section on the Site tab of a competitor or in your own site audit. A manual type is kept by later audits and analyses.

Add a competitor

1. Click Add competitor.
2. Enter a label in Competitor name. This is the name shown in your workspace.
3. Add at least one entry in Aliases. Include the public name and the spellings used in AI answers: aliases are what the platform matches.
4. Optionally add official sites in Websites. The first is the primary site: the competitor analysis crawls it and builds the profile from it. Additional official sites help attribute citations.
5. Click Add.

Owners, admins and members can add or edit competitors; viewers can read their results. Your company’s configured limit applies: the standard limits are 5 competitors per brand on Free, 20 on Starter and 50 on Business. Existing tracked competitors are preserved when these limits are revised.

Adding a competitor or changing aliases can re-match the latest saved answers without making new AI requests. Wait for the recalculation status to finish before comparing results.

The competitor page

Click a competitor’s name to open its page. The header shows its aliases and websites, unconfirmed spellings and sites to add or reject, and the Competitor analysis card. A line under the tabs states which period the data covers.

• Compare (opens first) — the share of answers and the prompts where each brand is named; Dynamics of both brands’ AI visibility from scan to scan; Comparison by funnel stage, Comparison by category and Comparison by prompt by AI model, with the answers themselves; the citation tables by content type and format for the two brands; and recommendations created because of this competitor. The category, model and stage filters at the top apply to every block, the dynamics included.
• Profile — the competitor profile: facts from its own site that content briefs use for comparisons. The analysis builds it; your team can edit it.
• Site — Site summary of both sites, the competitor’s page categories (funnel stage, page type, format, purpose and target action, with AI citations), and the structure of its site by URL section. A cell of the page categories, or the filters above the structure (cited by AI, page type, funnel stage, target action, format, purpose), narrows the structure to the matching pages — the same filters as your own site audit, without the technical ones. The line under the tabs gives the date of the latest competitor analysis and of the scan the citations come from.
• Sources — the third-party pages that name the competitor, by source category and domain.

Competitor analysis

For launch steps, quotas, errors, refreshes and retained data, see Competitor website analysis. Tracking a brand and analysing its website are separate operations.

Review suggested and frozen competitors

Potential competitors brings together candidates found in AI answers and market research. Review the evidence and origin shown on each row before adding a candidate. Research-only candidates can appear without an observed AI mention.

A dismissed candidate can be returned to suggestions from Not considered competitors. Dismissing a suggestion is separate from deleting a tracked competitor.

A competitor marked Frozen is excluded from current metrics, reports and probes after a plan downgrade, and it cannot be analysed. Use Unfreeze when a slot is available, or review your plan. Frozen records remain visible so you can choose which competitors to resume tracking.