How to Use Competitor Visibility to Find Content Opportunities

What competitor visibility includes

Axy tracks competitor visibility across your AI Visibility Report and Market Intelligence Dashboard.

This may include:

• Competitors mentioned in AI answers
• Competitors cited as sources
• Competitor rank across prompts
• Competitor pages that appear in citations
• Third-party sources mentioning competitors
• Competitor updates and content movement
• Prompts where competitors appear and you do not

This helps you understand how AI systems frame your category.

Step 1: Find prompts competitors are winning

Start with prompts where competitors rank above you.

These may include:

• Category prompts
• Use-case prompts
• Comparison prompts
• Alternative prompts
• Industry-specific prompts
• Buying-intent prompts

Ask:

• Why are they visible?
• Are they cited directly?
• Are third-party sources citing them?
• Do they have stronger pages?
• Are they using clearer category language?
• Is your brand missing because you lack content?

Step 2: Review competitor citations

Look at the sources AI systems cite when competitors appear.

These may include:

• Competitor websites
• Directories
• Media articles
• Review sites
• Comparison pages
• Research reports
• Partner pages

If competitor pages are cited, study what type of page is being retrieved.

If third-party pages are cited, see whether your brand could be added or whether you should create better first-party content.

Step 3: Identify missing content types

Competitor visibility often reveals missing content.

You may need:

• Comparison pages
• Alternative pages
• Use-case pages
• Industry pages
• FAQ pages
• Product explainers
• Tutorials
• Case studies
• Category guides
• Pricing or buying guides

Axy can turn these gaps into proposed briefs.

Step 4: Look for positioning gaps

Competitors may be winning prompts because they are associated with clearer language.

For example, they may repeatedly appear for:

• “AI visibility platform”
• “GEO tool”
• “LinkedIn automation tool”
• “AI marketing engine”
• “B2B SaaS marketing platform”

If your brand wants to own one of those associations, you need content that reinforces it consistently.

Step 5: Turn competitor gaps into campaigns

Once you identify an opportunity, Axy can generate campaigns such as:

• GEO articles
• Comparison pages
• LinkedIn posts
• X threads
• Use-case pages
• Case study campaigns
• Product education content

Generated content should directly address the prompt or gap instead of vaguely responding to the competitor.

Step 6: Track changes monthly

Competitor visibility changes over time.

Track whether:

• Your brand starts appearing for competitor-owned prompts
• Your citation rate improves
• Competitor visibility declines
• New competitors appear
• Third-party sources begin mentioning your brand
• Your rank improves across key prompts

AI visibility is measured monthly, so treat this as a compounding process.

Best practices

Do not copy competitor content

Use competitor visibility to understand gaps, not to imitate.

Focus on buyer-relevant competitors

Track the competitors your customers actually compare you against.

Use third-party citations for outreach

Sources that cite competitors may be useful backlink or PR targets.

Build better first-party pages

If competitors are cited directly, create stronger content for the same intent.