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Competitor benchmarking is at the heart of what Mentioned does. Knowing your own brand’s AI visibility score is useful, but it becomes genuinely actionable when you can see how that score compares to the brands competing for the same audience. A strong result in isolation might look very different once you see that your closest competitors are outperforming you — or vice versa.

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Adding competitors

1

Go to project settings

From your project dashboard, click the Settings tab to open your project configuration.
2

Click 'Add Competitor'

Under the Competitors section, select Add Competitor.
3

Enter the competitor's details

Enter the competitor’s brand name and website domain (for example, acme.com.au). These details help Mentioned identify mentions of that brand across AI engine responses.
4

Save

Click Save. The competitor will now be included in all future scans for this project.

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How many competitors to add

For most projects, 3–5 direct competitors is the right number. That range gives you enough context to spot meaningful patterns without spreading your analysis too thin.
  • Too few competitors (one or two) limits the context you have — it’s hard to know if your position is genuinely strong or just better than one outlier.
  • Too many competitors (more than eight or ten) can make reports harder to read and dilutes the focus of your benchmarking. It also increases scan time.
Start with a tight list of your most relevant rivals, and add or remove competitors as your competitive landscape evolves.

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Choosing the right competitors

Not all competitors are created equal, and the brands you benchmark against will shape how useful your Mentioned data is. When building your competitor list, consider:
  • Audience overlap — choose brands that target the same customers and use similar keywords. If they’re not competing for the same searches, the comparison won’t be relevant.
  • Same-size competitors — include brands at roughly your current scale. These are the ones you’re most directly competing with right now.
  • Aspirational competitors — include one or two larger or more established brands in your space. Their visibility scores give you a north star to work towards.
A quick way to build your initial competitor list is to look at your top organic search competitors in Google Search Console or your SEO platform of choice. If they’re ranking for the same keywords on traditional search, there’s a good chance they’re appearing in AI engine responses for those topics too.

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Managing competitors

You can edit or remove competitors at any time from the Competitors section in project settings:
  • To edit — click the pencil icon next to a competitor’s name to update their brand name or domain.
  • To remove — click the trash icon next to the competitor and confirm the deletion.
Removing or replacing a competitor mid-project will affect your historical comparison data. Past scans will no longer show a comparison for that brand, which can create gaps in your trend charts. If you’re making significant changes to your competitor list, consider creating a new project to start with a clean baseline while keeping the old project as an archive.

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Competitor data in scans

Every time you run a scan, Mentioned captures visibility data for your brand and all listed competitors simultaneously — using the same keywords and the same AI engines. This means every scan gives you a direct, like-for-like comparison: you can see exactly which competitors are being recommended more or less often than your brand, and on which AI engines the gap is largest.