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: from the four headline metrics and day-by-day dynamics down to the exact domains and pages the AI engines cite in their answers. At the top sit a one-line summary of the latest weekly GEO report and filters by period, providers, and prompts — everything below recomputes for the selected slice, and the button on the right exports the data.
- Four KPI cards: Answer coverage — in what share of AI answers your brand is mentioned at all; Share of Voice — your share of mentions among competitors; Domain citations — the percentage of answers linking to your site; Citation Share — your domain's share of all cited domains. Each value shows the change vs the previous period
- "Reach trend" — a daily chart with a metric switcher: coverage, Share of Voice, average position, sentiment, and Citation Share. It shows not the period average but the exact day the turn happened
- "Competitor ranking" — a compact table next to the chart: rank, rank change (Δ), coverage, SoV, average position, and a sentiment distribution bar. Your brand carries a "Your brand" badge and is always shown alongside the top competitors, so your real place in the niche is obvious
- "URL types" — which kinds of pages the AI engines link to: listicles and rankings, product pages, directories, homepages, articles, reviews, guides, discussions. It tells you which content format AI is willing to cite in your niche at all
- "Top domains" and "Top URLs" — the specific sites and pages the answers link to, with citation counts, share, and icons of the providers they surfaced on. A ready-made list of places your brand needs to be present on
- "Winners & Losers" — pages with the biggest citation gains and drops versus the previous period. The "new" badge marks URLs that weren't in the answers before, "dropped" marks the ones that disappeared
- "Published content performance" — how your placed materials (campaign URLs) actually make it into AI answers: citation count, share of all citations, and how many prompts they surface on. A direct link between external publications and AI visibility
- "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
- "Recent responses" — the latest AI answers to your prompts: which brands were mentioned, which sources were cited, and when the answer came in. Clicking a row opens the full answer text with mentions highlighted
Start your analysis with dynamics, not absolute values. A 16% SoV is excellent if it was 5% a month ago and alarming if it was 25%. Always look at the change vs the previous period and at the "Winners & Losers" block: it shows which sources started shaping the answers and which stopped. Your page under "Dropped" often means not a drop in quality but that a competitor's fresh material displaced it — and then the work is with that material, not with your page.
2.Competitive intelligence: the market overview
The Competitive intelligence page opens on the Overview tab — the full picture of your market inside AI answers: who overtakes you and when, how share of voice is split between brands, and which queries drop you out of the answer entirely. The switch in the top right leads to the second tab, Top competitors, with the full ranking.
- "Competitor mention trends" — a line per brand with a "Show top 5 / 10 / 15 / 20" switch. The tooltip on any date gives the exact mention count for every brand that day, so spikes and dips are easy to line up with releases, publications, and model updates
- The legend below the chart is interactive: hovering highlights a brand's line, clicking opens that competitor's card. Handy for isolating one player when the chart is crowded
- "Share of Voice over time" — a stacked chart of how every brand's share is split and shifts over time, including a combined "Others" group. You see who is eating into your slice and whose share is shrinking in your favour
- "AI visibility benchmark" — a radar pitting your brand against the top competitors across five metrics at once: mentions, position, recommendations, citations, and sentiment. The shape reveals the imbalance — plenty of mentions but a domain that's barely cited, for example
- "Competitive gaps" — prompts where AI mentions competitors but not your brand; the header shows how many gaps were found. Each row gives the gap size in percent, "Absent in 14 of 16" answers, the number of answers and competitor mentions, the providers, and the top competitors for that specific query
- Gaps are sorted by size: the higher the percentage, the more often competitors land in the answer instead of you. Clicking a row opens the whole prompt — with the AI answers and the sources they were built from
Don't try to close every gap at once. Sort them by size and by query type — a commercial "where to buy / order" beats an informational one — and start with the top 3. Every closed gap adds to your Share of Voice instead of a vague "we're losing".
3.Top competitors: the full ranking of your niche
The second tab of Competitive intelligence is the full list of every player the AI engines mention on your prompts — in an active niche that easily runs past a hundred. The ranking shows who is most visible, who is growing, and where your brand stands among them.
- The header shows how many competitors were found in total. Columns: rank, trend ("New" / moved up / moved down versus the previous period), name with domain and a link to the site, mentions, share of voice (bar and %), and average position in the answer. Your brand carries a "Your brand" badge
- The table answers different questions: mentions — who is most visible; trend — who is new or growing fast; average position — who consistently lands in the opening lines; share of voice — each player's weight in the market
- Search by name and domain plus pagination at the bottom: a fast way to find a specific player — a newcomer from a report or a brand from a case study
- Clicking a row opens the competitor card with a head-to-head comparison. Duplicates — the same brand the engines call by different names — are merged automatically in the background; the "Merge history" button at the top shows what was merged and when
Review the whole ranking every few weeks — the AI engines keep finding new players on your queries. A new name near the top usually means a competitor just entered your niche or started publishing heavily: an early signal worth checking in their card.
4.Competitor card: the head-to-head view
Clicking a competitor — in the ranking, in a chart legend, or in a gap — opens their card. It's one rival taken apart: a direct comparison with your brand, shared trends, the gaps specific to them, the pages they're cited from, and the ads they run on your prompts.
- The header carries the "Active" toggle (whether the competitor takes part in comparisons), an origin label ("Automatic" or "Manual"), and the "Also known as" and "Known domains" fields. Add alternative names and domains there so the competitor's mentions and citations are counted as accurately as your own brand's
- "Brand comparison" — two columns, you versus 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 percentages for both brands. It matters most when Share of Voice is close: AI mentions one positively and the other neutrally or critically, and the customer picks the first
- At the bottom of the block sits "Gap": a summary reading "Your brand is ahead by X%" or "Competitor is ahead by X%". On the right — mention trends for the two brands only, yours versus the selected one, with the points where things sped up or slowed down
- "Competitive gaps", now narrowed to this competitor: prompts where they land in the answer and you don't, with the gap size and providers. The exact places worth winning visibility back from them
- "Sources citing the competitor" — the pages AI pulls facts about them from, grouped by URL: page title and address, providers, which brands are mentioned there, and how many citations. A ready-made list of places where the competitor is already present and you aren't yet
- "Competitor ads" — ad creatives caught on your monitored prompts: the ad copy, the prompt, and the impression count. Clicking one opens the full AI answer — with its sources, the "cited" / "brand" / "competitor" labels, and the ad block in context
Sentiment is routinely underrated. If your Share of Voice is 20% but a sizeable slice of the mentions is negative, the AI engines are talking about you in a bad light, and the customer will pick the competitor with the smaller share but the better image. Handling negativity is as much a part of GEO as growing mention counts.
5.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.