How do I know if a competitor is gaining?

How the two windows are compared

Pick a window, say the last 30 days, and the card takes the 30 days before that as the baseline. For every tracked competitor it computes share of voice in each window and ranks the list by the difference in share points, largest gain at the top. Because share of voice is zero-sum, a competitor's gain is coming out of someone's share, and the card makes it plain whose.

The four labels each have a fixed meaning. Grew and shrank are a share that went up or down between the windows. New is a brand with no mentions in the previous window and some in this one. Dropped is a brand with mentions before and none now.

Reading the card carefully

Rows that barely moved are left out, so the card is not a full league table, only the brands whose position changed. Rows with too few observations are dimmed by the low sample rule, which keeps a brand with a handful of mentions from looking like the biggest mover in the window. Your own brand is pinned above the list rather than ranked inside it, so you read your movement against the field rather than as one row in it.

• Filter by engine to see whether a gain is happening everywhere or on one engine only.
• Filter by prompt or tag to see which questions the competitor is winning.

What we do with a mover

In Managed GEO a competitor gaining share on a prompt moves that prompt up the queue, and the content routines' competitor gap strategy briefs the writer with the top brands named there. In GEO Consulting and Trends the same movement is what the trend briefing reports to your teams.