Adding competitors

Competitors are the other brands Surfais looks for alongside yours when it scans your prompts. Every mention of a tracked competitor is recorded the same way your own brand’s mentions are, so you can see not just whether you show up in an AI answer, but who else does and how you rank against them.

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Adding a competitor

Go to Competitors and click Add Competitor, or accept one of the AI-suggested competitors Surfais surfaces based on your brand’s domain. You can also accept a suggestion directly from the AI-suggested competitors panel further down the page — Surfais scans your domain and proposes competitors it thinks are relevant, biased towards your brand’s geography where that’s set. Click Regenerate for a fresh set of suggestions at any time.

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What counts as a match

A mention counts against a competitor when the AI platform’s response includes their tracked name — matched the same way your own brand’s mentions are detected. Adding the right domain matters even though it isn’t matched directly in response text: it’s what keeps two similarly-named brands from being conflated, and it’s what suggestion and disambiguation logic uses behind the scenes. If a competitor goes by more than one name (a rebrand, a regional variant), track it as a separate competitor entry rather than expecting one entry to catch multiple names — alias-style matching for competitors isn’t currently supported the way it is for your own brand.

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Editing and removing competitors

Use the edit and delete icons on each competitor’s row in the leaderboard table. Editing updates the name or domain used for matching going forward. Removing a competitor stops it being tracked in future scans — historical mention and citation data tied to it may be retained but becomes orphaned from the leaderboard.

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Share of voice

The Competitors page is also your share-of-voice leaderboard: a ranked table of every tracked brand (yours plus your competitors) by mention share, average position, average sentiment, and head-to-head record against you, computed from the last 30 days of scans across your active prompts. Head-to-head (H2H) is a per-prompt comparison: you win a prompt when you rank above that competitor, or when you appear and they don’t. A competitor with zero mentions still shows a full head-to-head record — every prompt where you appeared and they didn’t counts as a win by walkover. Read Share of voice for how the underlying metric is calculated, and Competitor share of voice for how to read the leaderboard and head-to-head detail in depth.

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Per-tier competitor caps

Every plan has a maximum number of tracked competitors: Adding a competitor beyond your plan’s cap is blocked with a message pointing you to upgrade. If you’re on a trial and add competitors before choosing a plan, anything beyond your future plan’s cap won’t carry over automatically — check your list against the table above after upgrading. For full plan details, see Plans & limits or surfais.com/pricing.

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Agencies: competitors per brand

If you manage multiple client brands under one agency account, competitors are tracked per brand, not shared across your whole account. Each client brand has its own competitor list, its own share-of-voice leaderboard, and its own cap usage — adding a competitor to one client brand has no effect on any other brand in your account. Switch the active brand from the brand picker before adding or reviewing competitors to make sure you’re editing the right client’s list. See Managing brands for how brand switching works.