On workspace creation a multi-pass detector reads your homepage, niche, and audience profile and proposes competitors with a confidence score and short reasoning. You confirm the ones you actually compete with from Settings → General → Competitors; unconfirmed competitors are soft-archived after 30 days if you don’t act on them.
Adding a competitor manually
Click + Add competitor and enter the domain. We pull their homepage, infer brand-name variations, and add them to the tracked list. Once added, every citation run probes for them — unbranded prompts get a D4 “alternatives to <competitor>” variant so you can see whether you’re positioned as a swap-out.
Why competitor brand terms matter
Same logic as your own brand: a competitor named “Ogilvy & Mather” might be cited as “Ogilvy.” Without the alternate term in their brandTerms, the citation parser would miss half their wins. We auto-populate these on add; you can edit them per competitor.
Removing a competitor
Click the trash icon next to the row in Settings → General → Competitors. Historical citation data referencing them stays intact — only future runs stop probing them.