How to Add Your Competitors

Why competitors matter

Axy uses competitor context to understand:

• Who your buyers compare you against
• Which brands are visible in your category
• What narratives competitors are using
• What content they publish
• Which competitors show up in AI search
• Which prompts or topics your brand is missing from
• Which comparison pages or content gaps may be worth creating
• Where you have positioning opportunities

The goal is not to track every company in your space. The goal is to select the competitors that matter most to your buyers, market, and growth strategy.

Step 1: Review Axy’s suggested competitors

After Axy analyzes your website, company profile, social presence, and market category, it will suggest competitors. These suggestions may be based on:

• Your category
• Your product description
• Your target audience
• Your website content
• Your positioning
• Search and market context
• AI search visibility patterns
• Similar companies in your space

Review each suggested competitor carefully.

Step 2: Select the most relevant competitors

Choose competitors that your customers are most likely to compare you against. Good competitors usually include:

• Companies with a similar product or service
• Companies targeting the same audience
• Companies showing up in search for your category
• Companies mentioned in AI answers for your market
• Companies your sales team hears about often
• Companies your prospects ask about
• Companies you want to compete with in positioning or visibility

Avoid selecting competitors just because they are well-known if they are not relevant to your buyer journey. A focused competitor list will usually produce better market intelligence than a broad, unfocused one. No need to remove irrelevant competitors.

Step 3: Add missing competitors manually

If Axy misses an important competitor, add it manually. You may want to add:

• Direct product competitors
• Category leaders
• Regional competitors
• Emerging startups
• Companies your customers mention
• Companies you want to displace in AI search
• Companies ranking for your target topics
• Companies you plan to compare against in future content

For each competitor, add the company name and website URL if available.

Step 4: Approve your competitor list

Once your competitor list looks accurate, approve it. Axy will use this competitor context across the engine, including:

• Market intelligence dashboards
• Competitor content monitoring
• AI visibility analytics
• Prompt-level competitor comparison
• GEO content opportunities
• LinkedIn campaign ideas
• X content angles
• Positioning recommendations
• Comparison page opportunities
• Internal linking suggestions for relevant content

Competitor context helps Axy understand not just what your company says, but how your market is framed by others.

Step 5: Use competitors to inform content architecture

Axy can use your competitor list to identify topics, prompts, and pages that may be worth creating. For example, competitor context can help reveal opportunities for:

• Comparison pages
• Alternative pages
• Category pages
• Use-case pages
• GEO articles
• AI visibility campaigns
• LinkedIn positioning posts
• X commentary

Because Axy also indexes your website pages, it can later suggest internal links between new competitor-related content and your existing product, use-case, tutorial, and case study pages. For example, if Axy generates a comparison campaign, it may suggest internal links to:

• A relevant product page
• A related use-case page
• A tutorial explaining the workflow
• A case study that supports the claim
• Another comparison page in the same category

This helps competitor content become part of a connected website system.

Step 6: Update competitors over time

Your competitor list is not fixed. As your company evolves, you may want to add or remove competitors. For example, update your competitor list when:

• You enter a new market
• Your ICP changes
• A new competitor launches
• Your sales team starts hearing a new name
• You expand into a new region
• Your positioning changes
• You want to track a new category
• AI search starts recommending a new company in your space

Updating competitors helps Axy keep your market intelligence and campaigns relevant.

FAQ

How many competitors should I add?

Start with a focused list. For most teams, 5–10 strong competitors is a good starting point. You can add more later, but the first list should prioritize relevance over quantity.

Should I include aspirational competitors?

Yes, but only if they are useful. Aspirational competitors can help Axy understand the category you want to be associated with. But your list should still include the companies your buyers actually compare you against today. A good competitor mix may include direct competitors, category leaders, regional competitors, emerging competitors, and aspirational competitors.

Do competitors affect internal linking?

Indirectly, yes. Your competitor list helps Axy understand which comparison topics, category narratives, and positioning gaps matter. Your website index helps Axy understand which existing pages should be linked when those campaigns are created. Together, competitor context and website indexing help Axy generate campaigns that are more strategically connected.

Best practices

Choose buyer-relevant competitors

Ask: “Would my customer compare us to this company?” If yes, include it.

Keep the list focused

Too many irrelevant competitors can weaken the signal quality.

Include competitors that show up in AI search

If AI tools are recommending a company for your category, it may be worth tracking.

Include competitors your sales team hears about

Sales conversations are often one of the best indicators of real buyer comparison behavior.

Review your list regularly

Competitors change as your category evolves. Update your list when the market changes.

Once your competitors are approved, Axy can use them to generate stronger AI visibility analytics, market intelligence, and campaigns.