Gap analysis

The Gap Analysis page (Pro and above) shows you the prompts where your competitors appear in AI answers and your brand doesn't. These are your highest-leverage opportunities — the prompts where buyers are getting recommendations and you're invisible.

What you see

Gap analysis is a table with one row per prompt, sorted by the size of the visibility gap. Columns include:

• Prompt — the question being asked.
• Your visibility — % of times your brand was mentioned for this prompt.
• Competitor visibility — % of times each tracked competitor was mentioned.
• The gap — how much higher (or lower) competitor visibility is.
• AI models — which engines this gap shows up on (sometimes a gap is one-engine-only).

The biggest gaps go to the top. Start there.

How to read it

For each prompt with a meaningful gap, ask three questions:

1. Why is the competitor showing up?

Click into the prompt to see the actual AI responses. Read what AI says about the competitor. Common reasons:

• They have stronger citations (G2, Trustpilot, news).
• They have specific landing pages matching the prompt's language.
• They're cited in third-party comparison content.

2. Is this a prompt I should be in?

Not every gap is worth closing. Some are:

• Prompts that don't fit your offering. If you don't sell to that segment, AI is right to leave you out.
• Prompts about features you don't have. "What's the best CRM with built-in calling?" — if you don't have calling, that's not a gap to fix.

Skip these and focus on prompts where you genuinely should appear.

3. What's the smallest change that could close it?

Closing a gap usually requires one of:

• Earning a citation — getting added to a comparison post, refreshed in a directory, or mentioned in a review.
• Publishing matching content — a landing page, blog post, or comparison guide that AI can pull from.
• Improving your existing content — making your messaging on a relevant page more specific to the prompt.

Not all gaps close fast. AI updates its picture of the world over weeks and months. But cumulatively, closing a few gaps a quarter compounds.

Filtering

You can filter the gap analysis by:

• AI model — sometimes a gap only exists on one engine.
• Category — narrow to one part of your prompt set.
• Competitor — focus on gaps vs. one specific rival.

What gap analysis doesn't tell you

• Why specifically AI chose the competitor over you. AI doesn't explain its reasoning. Gap analysis tells you what — the why you have to investigate by reading the responses.
• Whether closing the gap will move sales. AI visibility is a leading indicator. Closing gaps often correlates with pipeline lift, but it's not a direct revenue line.

Plan availability

On Starter Lite and Starter, you can still see gap-like patterns by sorting the prompts table on the Dashboard by visibility ascending, but the dedicated Gap Analysis page with side-by-side competitor data is Pro+.

What's next

• The visibility playbook
• Citations dashboard
• Recommendations