Documentation Index
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Quick Answer: Competitors in FAII are the brands you want to compare yourself against. Add your direct competitors to see share of voice, head-to-head comparisons, and displacement events.
What You’ll Learn
- How to add and manage competitors
- How competitor data is used across FAII
- Strategies for choosing the right competitors
- Managing competitor limits
How Competitors Work in FAII
Competitors are tracked across all your keywords:| Feature | How Competitors Are Used |
|---|---|
| Share of Voice | Your mention % vs. theirs |
| Head-to-Head | Direct comparison on every keyword |
| Displacement | When positions change between you |
| Competitive Gaps | Keywords where they appear but you don’t |
| AI Authority Rank | Your competitive position component |
Adding Competitors
Manual addition
- Go to Campaign > Settings > Competitors
- Click Add Competitor
- Enter the competitor’s brand name and website URL
- Click Save
Auto-discovery
FAII can automatically find competitors:- Go to Campaign > Settings > Competitors
- Click Discover Competitors
- FAII analyzes AI responses to find brands appearing alongside yours
- Review suggested competitors
- Click Add for the ones you want to track
From monitoring data
As monitoring sessions run, FAII identifies brands that appear for your keywords. These are surfaced as competitor suggestions in your dashboard.Competitor Information
For each competitor, provide (or let FAII discover):| Field | Required | Purpose |
|---|---|---|
| Brand name | Yes | How FAII identifies them in AI responses |
| Website URL | Recommended | Used for SERP comparison |
| Alternate names | Optional | Other names AI might use for them |
| Industry | Auto-detected | Confirms competitive relevance |
Alternate names
Sometimes AI refers to brands by different names:- Abbreviations (“HubSpot” vs “HS”)
- Full legal names (“HubSpot, Inc.”)
- Common misspellings
- Previous brand names
Competitor Limits
| Plan | Competitors | Across Campaigns |
|---|---|---|
| Starter | 3 | 3 total |
| Professional | 10 | 10 total |
| Enterprise | Unlimited | Unlimited |
Choosing the Right Competitors
Direct competitors
Brands offering the same services to the same market:- Same industry and location
- Same target customer
- Same price range
- Compete for the same keywords
Aspirational competitors
Brands you want to compete with (larger, more established):- May dominate your keywords currently
- Serve as benchmarks for your growth
- Show what “great” looks like in your space
Emerging competitors
New or growing brands that may become threats:- Recently appeared in AI responses
- Growing mention frequency
- Targeting your keywords
Managing Competitors
Removing competitors
- Go to Campaign > Settings > Competitors
- Click the × next to the competitor
- Confirm removal
Replacing competitors
If a competitor becomes irrelevant:- Remove the old competitor
- Add the new one
- New data starts from the next session
Competitor profiles
Click any competitor to see their profile:- Overall mention rate across your keywords
- Platform-by-platform breakdown
- Sentiment when mentioned
- Keywords where they appear most
- Trend over time
Competitor Data Sources
FAII tracks competitors through:| Source | What It Captures |
|---|---|
| Chat Intelligence | When competitors are mentioned in AI responses |
| SERP Intelligence | When competitors rank for your keywords |
| AI Overviews | When competitors are cited in Google AI summaries |
| Bot Visits | When AI bots visit competitor pages (if you have access) |
Tips
- Don’t add too many - 5-8 competitors gives clear data; 20+ creates noise
- Review quarterly - Competitors change; update your list regularly
- Watch auto-discovery - FAII may find competitors you hadn’t considered
- Include indirect competitors - Sometimes non-obvious brands compete for your keywords
- Remove irrelevant ones - If a competitor consistently doesn’t appear for your keywords, they may not be a true competitor in AI visibility
Related Articles
Adding Competitors
Beginner’s guide to competitor selection
Head-to-Head Analysis
Detailed competitor comparisons