Generative AI is changing the way people are discovering things on the internet. Now that search engines are including AI-driven answers as part of search outcomes, brands are having to relearn how to stay top of mind. It is not merely a matter of being on page one anymore; it is about being within the AI-generated answer itself.
And this is where competitive analysis enters the picture. Knowing how your competitors are showing up in generative AI visibility can give you a competitive advantage. You’re working with an SEO service agency if you’ve heard that you can’t use outdated SEO practices anymore. The game is evolving, and competitive analysis has to evolve, too.
In this article, I’ll walk you through actually conducting a competitive analysis for AI-driven search, step by step, in plain English. No hype, just real techniques you can use.
Why Visibility is Important for Generative AI
Alright, let’s talk about the “why” before we get into the “how.”
Generative AI changes search because:
- AI tools do not just list pages; they generate direct answers.
- Citations (the sources used by AI) are fewer than normal search results.
- Material that is clear, trustworthy, and packed with context has a higher likelihood of being part of AI summaries.
That means if your competitor’s material is getting into AI answers but yours isn’t, they’re getting visibility you’re not. Competitive analysis allows you to notice such gaps and fill them.
Step 1: Identify Who Your Competitors Actually Are
Here’s the twist: your AI visibility competition may not be who you’ve been battling in general SEO.
For example:
In a typical Google search, you are most probably competing with local shops or a blog site.
You can be competing with larger publishers or niche writers, or even with sources of knowledge such as Reddit and Quora, with AI-powered results.
So, the first step is tracking AI rivals. Enter your root keywords into Google’s AI-generated lists (or AI Summaries). See which pages get referenced, what type of content gets referenced, and how often.
Pro Tip: Don’t search just once. Enter the same search from different times and from different devices. AI results occasionally differ depending on context.
