Documentation
Visibility analytics and competitive intelligence
How to read the dashboard, mention trends, and competitor comparisons — from the big picture to precise growth zones
Contents
1.Home dashboard: all your visibility in one view
The GEO Scout home page brings together the full picture of your AI visibility: KPI cards, dynamics and a benchmark against competitors, a visibility funnel, placed-content effectiveness, and a snapshot of what the AI engines say about your brand. Filters at the top — by period, providers, and prompts — recompute everything below for the selected slice.
- Four KPI cards: Answer coverage — in how many AI answers your brand is mentioned at all; Share of Voice — your share of mentions among competitors; Domain citations — the % of answers linking to your site; Citation Share — your domain's share of all cited domains. Each shows the change vs the previous period
- "Share of Voice dynamics" — a chart of daily values with a metric switcher (Share of Voice, coverage, sentiment). You can see who's eating into your share, whose is shrinking, and the exact day the turn happened
- "AI visibility benchmark" — a radar pitting your brand against top competitors across five metrics at once (mentions, position, recommendations, citations, sentiment). You instantly see where you lead and where competitors hold a clear advantage
- "Brand visibility funnel" — the path from question to recommendation: user asked a question → brand mentioned → mentioned positively → recommended as the best. A dropping step shows exactly where visibility leaks and what to strengthen first
- "Placed-content effectiveness" — how your placed materials (campaign URLs) actually make it into AI answers: citation count and their share of all. A direct link between external publications and AI visibility
- "What AI says about your brand" — facts extracted from answers, broken down by provider, plus the most frequent topics (pricing, integrations, payment methods, etc.). A quick read on what the AI engines "know" about your brand and what they focus on
- The filters at the top (period, providers, prompts) apply to the entire dashboard — view the picture over 7/30/90 days, for a single provider, or for a specific prompt cluster, and export the data with the export button
Start your analysis with dynamics, not absolute values. A 13% SoV is excellent if it was 5% a month ago and alarming if it was 25%. Always look at the change indicator vs the previous period.
2.Competitive intelligence: market KPIs, trends, and gaps
The Overview tab of the Competitive intelligence page shows the whole competitive field. Two key blocks — competitor mention trends and competitive gaps — answer "who's overtaking you and when" and "where exactly you drop out of the AI answer." Higher up the page sit the market KPIs and the Share of Voice split between brands.
- Competitor mention trends — a line chart per brand. Hover the legend to highlight a competitor, click to jump to its card. The tooltip on any date shows the exact mention count per brand (e.g. on Jun 10: YooKassa 21, Robokassa 18, CloudPayments 13). That maps spikes and dips to releases, publications, and model updates
- Competitive gaps — prompts where AI mentions competitors but not your brand (the count of gaps found is shown at the top of the block). For each one: in how many answers you're absent, how many mentions competitors got, and exactly who's on top. Precise growth zones, not vague "we're losing"
- Above the charts — market KPIs: total competitors, average mentions per competitor, your Share of Voice, and the total mention count of your brand; each shows the change vs the previous period
- Right there too — "Share of Voice dynamics": a stacked area chart of how every brand's SoV is distributed and shifts over time. You see at a glance who's eating your slice and whose share is shrinking in your favor
Don't try to close every gap at once. Sort by prompt frequency and intent priority (commercial "buy / order" beats informational), and start with the top three. Each closed gap is +N mentions to your Share of Voice.
3.Competitor detail: direct 1-on-1 comparison
Clicking a competitor (in the ranking or in the gaps) opens its card — a detailed 1-on-1 comparison with your brand: positions, citations, sentiment, trends, and gaps. A decision-making screen: where exactly the competitor is ahead and how.
- The card header has an "Active" toggle (whether the competitor takes part in comparisons) and "Also known as" and "Known domains" fields: manually add the competitor's aliases and domains so its mentions and citations are counted as accurately as your own brand's
- Brand comparison — two columns, your brand vs the competitor: Share of Voice, mention count and average position, "Recommended as best", and "Domain cited" (how often AI links to their site)
- Mention sentiment — positive, neutral, and negative as percentages for both brands. Critical when SoVs are close: AI mentions one positively and the other neutrally or critically, and the customer picks the first
- The "Gap" block — a summary indicator "Your brand is ahead by X%" or "behind by X%", and on the right, mention trends for the two brands only: yours vs the selected competitor, with points of acceleration and slowdown
- "Competitive gaps" — prompts where this competitor makes it into the AI answer but your brand doesn't: in how many answers you're absent and how many mentions the competitor has. The exact spots to win visibility back from them
Sentiment is often underrated. With 20% SoV but 40% negative mentions, AI is mentioning you in a negative tone and the customer picks a competitor with lower SoV but a positive image. Working with negative sentiment is as much a part of GEO as growing the mention count.
4.Full competitor ranking
The "Top competitors" tab on the Competitive intelligence page holds the full ranking of every player AI mentions across your prompts, sorted by mention count. A detailed table for spotting specific targets: who to track, who to overtake, who's growing faster than you.
- The header shows how many competitors were found (e.g. 50). Table columns: rank, trend ("New" / rising / falling), name with domain and a link to the site, mentions, Share of Voice (bar + %), and average answer position. Your brand is marked with a "Your brand" badge
- The table answers different questions: mentions — who's most visible; trend — who's new or rising fast; average position — who consistently lands in the top lines of the answer; Share of Voice — each player's weight on the market
- Search by name or domain. In active niches AI surfaces dozens or hundreds of competitors — search helps you quickly find a specific one: a new entrant from a report or a brand from a case study
- The row toggle adds or removes a competitor from your main comparisons: the enabled ones show up in dashboards, the radar benchmark, and KPIs. Disable irrelevant ones (adjacent markets, junk domains), and clicking a row opens the competitor's card with the detailed 1-on-1 comparison
Review the ranking in full every few weeks — AI keeps surfacing new competitors on your queries. Enable the ones truly in your market and strip out the noise. A cleaner list means sharper analytics and less noise in your KPIs.
5.Working a competitive gap
When competitive intelligence surfaces a gap — a prompt where AI praises competitors but skips you — click it to open the prompt page. It's a workbench for a single query: its metrics, sources, a competitor comparison, the AI answers themselves, and Fan-Out sub-queries. Here you see why you drop out and where you need to land to close the gap.
- At the top — the prompt status and three KPIs for this prompt specifically: Answer coverage (% of AI answers mentioning your brand), Domain citations (% of answers linking to your site), and Average rank (your brand's position when mentioned, lower is better), plus the sentiment distribution
- Four tabs break the prompt down from different angles: "Sources" (who AI cites), "Competitor comparison", "Answers" (the actual AI response texts), and "Fan-Out" (sub-queries)
- The "Sources" tab → "Top cited domains" by category: Competitors, Other, Media, Catalogs, Communities, Official. On a gap, "Competitors" usually dominate — you immediately see who's taking the citations instead of you
- The domain table shows the specific sites: how many times each was cited, the trend, the % of all citations, and by which provider. That's your list of venues to appear on to make it into the answer for this query
- The "Fan-Out" tab → "Sub-queries for this prompt": the sub-queries the AI broke your prompt into while searching (e.g. "online payments for a site, connect in 1 day"). Knowing the sub-queries tells you which phrasings to prepare content for
- The arrow to the left of a domain expands its unique URLs — the exact pages being cited. It's the entry point: where to pitch, where to earn a mention, which competitor pages to outdo with your own content
Closing a gap is a concrete target list, not "make the site better". Open the gap, look at whose domains are cited (usually competitors plus catalogs and media) and the Fan-Out sub-queries — and you get a precise plan: which venues to appear on and which phrasings to write for.
6.Working with sources: where you need to land
The Sources section is a map of every domain AI cites in answers to your prompts, grouped by category. It answers "where do the AI engines get their facts, and where does your brand need to be". Your priority placement venues are Communities and Media — those are the ones you can actually get into with a publication or a mention.
- Categories at the top: Competitors, Other, Media, Communities, Catalogs, Official — each with its domain count and citation share. You instantly see the niche structure: which type of venue the AI engines cite most often
- Priority for placement — Communities (forums, Q&A, blogs, social, video — vc.ru, Habr, etc.) and Media (news, business and tech press). You can't influence competitors' own sites, but communities and media are venues you can realistically enter with a publication, a guest piece, or a mention
- The domain table is sorted by citation share: the domain with its category tag, the number of unique URLs, citations, trend, % of all, and the providers that link to it. At the top — the most influential sources in your niche
- Expand a domain with the arrow on the left to see its unique URLs — the exact competitor pages being cited. That's a ready-made brief: which materials to outdo with your own content and which venues to enter to make it into the answer
- A "Cited / All sources" toggle plus period and provider filters: view only the domains actually cited or the full candidate pool, and narrow the slice to a specific period or a single AI engine
Don't try to "be everywhere". Start with the media and communities at the top of the list — venues you can actually influence and that AI already cites for your queries. The expanded competitor URLs tell you the exact content formats that make it into answers.
7.Filters by provider and prompt group
The analytics top bar has three filters: period, AI providers, and prompt groups. They apply to the whole dashboard and every analytics section at once, letting you look at a specific slice of the data rather than just the aggregate.
- The "Providers" filter — pick any subset of the AI engines (the counter shows how many are selected, e.g. 4/4). Each provider shows your coverage in it (ChatGPT 78%, Google AI Overview 100%, GigaChat 67%, DeepSeek 100%): instantly clear where you're strong and where you drop out of answers. There's search and "Select all"
- The "Prompts" filter — pick the prompt groups (clusters) you need; each shows its coverage, and the colored dot matches the cluster's color. Metrics recompute for the selected subset
- Filters apply globally: once you pick providers or groups, every KPI, chart, competitor ranking, gap, and source shows data for that slice only. Plus the period filter ("Last 30 days" by default)
- Quick focus switch: one screen for the big picture, a couple of clicks for a narrow slice ("DeepSeek only", "commercial cluster only") without reloads and without losing context
Use filters as a diagnostic tool. An aggregate SoV may look average, but isolate a single cluster or provider and a drop or spike becomes obvious. It produces far sharper decisions than working off pool-wide averages.