Sites and profiles
How are competitors chosen, and can I change them?
Comparable sites are found automatically from what ranks for your topics, filtered so that giant publishers are not treated as peers. The Competitors tab shows which were compared and why not the others, lets you add, switch off or remove them, and pulls a new competitor's keywords for 10 credits.
Last updated Oct 12, 2026, 12:00 AM
The competitor gap part of the research finds keywords comparable sites rank for and you do not. Which sites count as comparable matters: a marketplace or a national publisher ranks for everything and would flood the plan with keywords you cannot use.
How they are picked
During the first run the research looks at which domains rank for your topics, filters out the giants by size and by a judgment on whether a customer would consider them instead of you, and keeps the rest. It compares up to five: the ones you added first, then the sites it found and judged comparable. For a planned site, the competitors you named are used first.
Seeing which were compared
The site's Competitors tab lists every competitor with one line saying what the latest research did with it: compared, or not compared and why (a general platform, a much bigger site or too few searches in common, judged not comparable, switched off, or beyond the five). The domains it found but did not keep are listed below with the same line. Open any competitor to see the keywords it ranks for that you do not. See What is the competitor gap?.
Changing them
On the Competitors tab, or on the Settings tab under Competitors:
- Switch off a competitor to keep it in the list but leave it out of the next run.
- Remove it entirely (one you added).
- Add a competitor by domain, for a site you know you compete with that the research did not pick. On the Competitors tab, adding one also pulls its keywords (10 credits, about two minutes); on Settings it is added without a pull.
Changes to the list apply to the next run.
Pulling a competitor's keywords now
Pull Its Keywords on the Competitors tab reads the keywords one competitor ranks for in the top 20, keeps the ones on your subject and judges each against your confirmed profile, for 10 credits, without running the research again. The pulled competitor becomes one you named, so the next research compares it first.
Turning the gap off
Untick Competitor gap under Options when starting research to skip this source altogether.
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