The Competitors section compares your brand against the competitors you track, broken down by topic. Use it to see where you lead, where competitors are ahead, and which prompts to work on first.
Table of contents
Open the Competitors table
Rows are your topics. Columns are your brand, marked You, and every competitor you track. Each cell shows the chosen metric for that brand on that topic and how it changed compared with the previous period.
Click a column header to sort the topics by that brand's value. The filters at the top of the page, such as the date range and AI engines, apply to the whole table.
Read the colours and #1 badges
Cells get darker as the result gets better, so you can spot strong and weak topics without reading every number.
- #1 badge — marks the brand with the best result in that row. It shows who leads each topic.
- Dash (–) — the brand wasn't mentioned in answers for that topic during the selected period.
- Scan down your own column — pale cells are your weak topics. That is your priority list.
- Scan across a row — if a competitor has the #1 badge, check Sources to see which pages help them win.
Switch between metrics
Four tabs sit above the table. The layout stays the same; only the metric changes.
- Visibility — how often each brand appears in AI answers for the topic.
- Share of Voice — each brand's share of all mentions among the brands you track.
- Average Position — where the brand appears in answers, on average. Lower is better: position 1 means it's mentioned first.
- Net Sentiment — whether AI engines describe the brand positively or negatively.
Check all four before drawing a conclusion. A topic where your Visibility is good but your Average Position is low needs different work from one where you aren't mentioned at all.
Compare prompt by prompt
Click the arrow next to a topic to expand it. You'll see the same comparison for each prompt inside that topic, so you can find the exact questions where a competitor is recommended and you are not.
From there, open the prompt in Prompts to read the AI answers, and check Sources to see which sites those answers were built from.
Add or remove competitors
The table shows only the competitors you track. To change the list, click Manage brands. This opens Settings → Project → Brands, where you can:
- Click Add competitor to track a new brand.
- Click ⋮ next to a competitor to Edit or Delete it.
- Review Suggested competitors — brands SE Visible found in your AI answers, each with its mentions and visibility. Use these numbers to decide which brands are worth tracking.
Export the table
Click Export to download the table. It's the fastest way to add a topic-by-topic competitor comparison to a report or a slide.