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. The top bar holds the period and "Filters" by prompt group and provider — everything below recomputes for the selected slice, and the button on the right exports the data. Below it sit the active prompt counter against your plan limit, the "Explain visibility" button (the AI agent compares the current period with the previous one and explains what moved coverage and share of voice), and a one-line summary of the latest weekly GEO report.
- 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, articles, homepages, product pages, how-to guides, reviews, comparisons, news. 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
- Every page carries a check of whether the brand is on the page itself: "Mentioned" — the name was found in the page text (the tooltip shows which name variant and in which snippet), "Not mentioned" — the page was read in full and the brand isn't there, "Unreadable" — the page couldn't be read. "Check again" reruns the check. A page AI cites that doesn't mention your brand is the first candidate to work on
- "Winners & Losers" — pages with the biggest citation gains and drops versus the previous period, with the same brand-on-page check. 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 presence quality" — the distribution of answers mentioning the brand across five levels: mention, secondary option, with arguments, primary pick, and benchmark. Each level shows its share, answer count, and change in p.p. vs the previous period. "Details" leads to Brand perception
- "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, and the "Find gaps" button hands the job to the AI agent: it collects the prompts where competitors appear and your brand doesn't, and shows which sources AI relies on in those answers.
- "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 7 of 7" 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
- The toggle in each row turns tracking of a competitor on and off: a disabled competitor takes no part in comparisons. Tick several rows with the checkboxes to enable or disable them in one go
- Clicking a name opens the competitor card with a head-to-head comparison. The "⋮" menu holds "View details", "Merge duplicates" (fold variants of one brand into a single competitor), and "This is my brand" (if the engines used that name for your own brand, it moves into your brand's name variants together with its mentions). Duplicates are also merged automatically in the background; "Merge history" at the top shows what was merged and when, and lets you undo a merge
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 "Review this competitor" button hands the same job to the AI agent: it compares the competitor with your brand and shows where and why they win.
- 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; remove a wrong name variant with the cross
- "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)
- "Presence quality" — how AI presents each of the two brands: a bar split by level (benchmark, primary pick, with arguments, secondary option, mention) and the share of strong levels. Brand and competitor are scored by the same rules; the "Brand perception" link leads to the full breakdown
- 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 this competitor" — the pages AI pulls facts about them from: page title and address, providers, the brands mentioned (the mark on your logo shows whether your brand is on the page itself), and the citation count. The "On the page" column shows whether the competitor is actually named there, with the first snippet found; hovering reveals every snippet with highlights. Pages where the competitor is present and you aren't are a ready-made list of places to work on
- "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: prompt groups × providers
The analytics top bar has two filters: the period and "Filters" — the "Coverage by group and provider" matrix that replaced the separate provider and prompt dropdowns. A selection applies 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.
- Rows are prompt groups (the number on the right is how many prompts the group holds), columns are providers, and each cell is your brand's coverage in that group on that provider. The "All" column and row give the totals, the header shows the average coverage. The deeper the cell color, the higher the coverage: weak spots show up before you filter anything
- One click narrows the slice: a group name — only its prompts, a provider icon — only that provider, a cell — that group on that provider. Clicking again clears the choice, and "Reset" brings back every group and provider
- "Select multiple" switches to checkbox mode: build any combination of groups and providers and press "Save". When there are many groups, a group search appears; providers not included in your plan are marked with a lock
- Filters apply globally: once you choose, every KPI, chart, competitor ranking, gap, and source shows data for that slice only, and the "Filters" button shows what's selected. Plus the period filter ("Last 30 days" by default)
Use the matrix as a diagnostic tool before you even filter. Average coverage may look acceptable, while the rows show at a glance that one group sags on every provider and another is strong everywhere. Click a pale cell and the whole dashboard shows who takes that spot instead of you, and on the strength of which sources.