Competitors

Competitors helps you understand performance in context. AI answers are often list-based, and you rarely “win” in isolation; you win relative to the brands that appear in the same responses.

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Why Competitors matters

Competitor insights are most useful when you’re trying to answer questions like:

• “Who is taking the top slots for our most important prompts?”
• “Are we losing visibility overall, or are we losing to one specific competitor?”
• “Which competitor spikes correlate with our declines?”
• “Which topics should we invest in next (content, off-page, website fixes)?”

Competitors is best used as a prioritization surface. Once you identify who is winning and where, you typically jump to:

• Analytics → Prompts (to inspect the exact runs),
• Analytics → Citations (to see which sources support the winners),
• and Off-page / Website / Content to execute.

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What you see on the Competitors tab

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1) Competitor Visibility chart

The chart shows competitor visibility over time for the selected date range. It is designed to help you spot trends and spikes.

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How to interpret the chart

• If one competitor steadily rises while you drop, they are likely capturing more “recommendation space” for your prompt set.
• If a competitor spikes on specific days, it’s worth checking what changed (new citations, new content, platform changes).
• If all lines move together, that often indicates platform behavior or sourcing changes rather than a single competitor action.

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2) Competitor table

The table summarizes each competitor’s performance and where they tend to appear. You’ll typically see:

• Competitor (brand)
• Top prompt (the prompt where they show up most)
• Top topic (the topic where they show up most)
• Visibility (how often they appear)
• Prominence (their average rank; lower is better)

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Filters (focus your competitive comparison)

Everything in Competitors respects your filters. Use the controls at the top of the page to focus the comparison. For example:

• specific topics or prompt groups,
• a specific AI platform/model,
• a specific date range (and Prev. Period),
• or other segments you’ve set up.

Filtering is the fastest way to answer questions like “Which competitors beat us on ChatGPT?” or “Who is winning in this one topic?”

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Adding competitors

Click Add competitor to add brands you want to track against.

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Best practices for competitor selection

• Add 3–8 true substitutes (brands customers would realistically choose instead of you).
• Avoid adding non-competitors “just to monitor them.” Too many competitors can make trends noisy.
• If you manage multiple categories, include competitors relevant to each category.

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Removing competitors

If you want to remove a competitor, use the delete action in the table (or the competitor row actions, depending on your UI). You’ll see a confirmation modal. Removing a competitor:

• stops tracking them in competitor charts and tables,
• and updates downstream filters that depend on competitor set (for example, Outreach filtering).

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How to turn competitor insights into actions

Competitor wins usually come from one (or more) of these drivers:

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1) Source advantage (they are cited more often)

If competitors are supported by strong editorial or social sources, they will often outrank you even if your owned content is good. What to do:

• Go to Analytics → Citations and see which domains/URLs are driving answers for your prompts.
• Use Off-page → Outreach to pursue inclusion in the same high-impact editorial sources.
• Use Off-page → Engage if social sources are a meaningful driver in your category.

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2) Format advantage (their content matches the prompt better)

If your prompts are “best X” or “X vs Y” and competitors have better comparison structure, they often win. What to do:

• Use Opportunities to generate the right content format (listicle, comparison, guide).
• Use Content to produce and publish a piece that matches the prompt intent (criteria, “best for,” trade-offs).

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3) Positioning advantage (their narrative matches criteria)

If AI answers emphasize criteria like fees, trust, reliability, or customer support, competitors win when they have clearer proof and better narrative coverage. What to do:

• Use Analytics → Sentiment to see which dimensions are driving narrative.
• Improve “source pages” on your site (Website → Pages) so your differentiators are easy to cite.