- Horizontal: reliability. The brand’s Appearance Rate, how often it appears across repeated runs of your prompts.
- Vertical: dominance. The brand’s share of the answer when it appears (Share of Voice), how much of the brand conversation it owns in the answers it’s part of.
Reading the quadrants
| Position | What it means strategically |
|---|---|
| Top right (reliable and dominant) | The brands AI engines treat as the default answer. If a competitor sits here, they’re your benchmark. If you do, defend the position. |
| Top left (rare but dominant) | When these brands appear, they own the answer. Their bottleneck is presence, not positioning. For your own brand this usually points to content coverage: get into more answers and the dominance carries over. |
| Bottom right (present but diluted) | Reliably named, but as one brand among many. The lever here is differentiation and depth, not more presence. |
| Bottom left (marginal) | Brands at the edge of the conversation. For your own brand, start with Alignment Score and content gaps before worrying about competitive position. |
Inspecting a brand
Click any dot to open the brand’s detail panel:- Appearance with its confidence range, so you can tell a stable position from a volatile one
- Share when present, the brand’s dominance in the answers it appears in
- Change in appearance versus the previous audit, so you can see who’s gaining or losing presence
- Per-engine comparison of you versus that brand, which often reveals that a competitor’s lead comes from a single engine
Filtering by page, prompt, or topic
Above the landscape you can narrow the whole view to a single page, prompt, or topic. The filter applies to the landscape, the appearance distribution, and the selection winners at once, so you can move from “where do we stand overall” to “where do we stand on this exact question or page” without leaving the competitive framing. The headline numbers recompute for whatever you filter to.Appearance distribution
A project’s Appearance Rate is an average across many prompts, and an average hides its own shape. The appearance distribution shows that shape: how your per-prompt appearance is spread out, so a headline like “appears in 91% of runs” reads as “we appear in nearly every run on most prompts, with a weak tail” rather than an opaque number. Group the spread by prompt, page, or topic, and a ranked view surfaces exactly where you are invisible, so you know what to fix first.Movement
Once two audits (snapshots) exist, a Movement tab appears. It shows how brands shifted between audits: who gained presence, who gained dominance, and who faded. Movement is where you validate whether your content changes displaced a competitor, and where you catch a competitor climbing before they reach the top right.The landscape includes every brand the engines mention, not a predefined competitor list. Brands you didn’t consider competitors showing up reliably is itself a finding.