Managing Competitors
Track how your competitors appear in AI responses alongside your brand. Set up competitor tracking to measure share of voice and benchmark your AI visibility.
Overview
The Competitors section lets you define which brands you want to track alongside your own. Once competitors are added, every prompt run also checks whether those brands are mentioned — giving you a comparative view of AI share of voice.
Adding a Competitor
- Go to your project and click Competitors in the sidebar
- Click Add Competitor
- Fill in the competitor details:
- Name — the brand name as it commonly appears (e.g. "Acme Corp")
- Domain — their primary website domain (e.g. "acme.com")
- Synonyms (optional) — alternative names or abbreviations the competitor is known by
- Click Save
Repeat for each competitor you want to track. Most projects track between 3 and 10 competitors.
Editing or Removing Competitors
- Click the edit icon next to a competitor to update their name, domain, or synonyms
- Click delete to remove a competitor from tracking
Note: Removing a competitor does not delete historical data — past runs that mentioned them will still show in historical records.
How Competitor Detection Works
Each time a prompt is run, the AI response text is scanned for:
- Exact brand name matches — case-insensitive match of the competitor's name
- Domain mentions — mentions of their website domain
- Synonym matches — any alternative names you've added
A mention is counted when any of these are found in the response. The raw count per prompt is then aggregated to calculate share of voice — your brand's mentions as a proportion of total mentions across you and all competitors.
Understanding Share of Voice
Share of Voice (SoV) measures how prominent your brand is in AI conversations relative to your competitive landscape.
| Scenario | What it means |
|---|---|
| Your SoV = 60% | AI mentions you 60% of the time when it mentions anyone in your category |
| Your SoV = 10% | Competitors dominate; you are rarely mentioned alongside them |
| SoV is rising | AI is increasingly associating you with the category |
| SoV is flat | Your relative position is stable |
SoV is visible in both:
- The Analytics page (Competitor Summary table with progress bars)
- The Trends page (SoV change over time)
Choosing the Right Competitors
Include your direct competitors
Add brands that AI engines are likely to compare you against. If someone asks "what are the best tools for X?", who else gets mentioned?
Run a few test prompts manually in ChatGPT or Perplexity to see which brands appear — those are your most relevant competitors for tracking.
Use synonyms for accuracy
Competitors with well-known abbreviations or alternative spellings should have synonyms added:
- A company called "International Business Machines" should have the synonym "IBM"
- A brand written inconsistently (e.g. "Shopify" vs "shopify") benefits from synonyms covering both cases
Avoid tracking too many
More competitors = more noise. Start with 5–8 direct competitors and expand as needed. The Share of Voice chart is easier to read when there are fewer players.
Competitor Data in Results
On each individual prompt result page, competitor mentions are surfaced in the analysis:
- Which competitors were mentioned in this specific response
- Whether they were mentioned more or less prominently than your brand
- The context in which they appeared (if stance analysis covers the mention)
Use this to understand not just whether competitors appear, but how they appear — are they described more positively? More specifically? In a context that favours their strengths over yours?