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Competitors lists the brands that appear in your tracked answers, with the same metrics you are measured on. Pinning is how you tell Surfaced which of them are genuine rivals.

What is on the page

One table. Your own brand is always a row, highlighted and labelled “Your brand”, even in periods where it was never mentioned. Clicking a row opens that brand: every prompt that mentions it, so you can see which questions you are losing to whom.

Detected, added, pinned

Brands get into this table on their own: the analysis of each answer is asked which other companies it named, and those arrive as unverified detections. Add competitor creates or confirms a brand by hand, in a preview-then-confirm step. It is uncapped, because adding only puts a name in the table. Pinning is the one your plan caps. A pinned competitor gets a rival share figure, appears on the dashboard, and is what you have declared to be a real rival. Pinning does not change share of voice on Analytics, which is measured against every detected brand regardless. It changes rival share, the comparison against your pinned set alone. Adding, pinning and unpinning need the editor role or above; anyone can read the table.

These are detections, not verified rivals

Everything in this table was found in your answers. Nothing has been checked for competing with you. A consultancy’s table will hold publishers, research firms and tool vendors alongside real competitors; a retailer’s will hold marketplaces. Leave it there rather than cleaning it away. Knowing that a trade publication is named more often than any vendor is a finding in itself. It does mean the unpinned rows are raw input, and pinning is the editorial step.

A dash is not a zero

— means the window measured nothing for that row. 0.0% means it was measured and the answer was zero. Rival share is — on every unpinned row because the comparison does not apply, not because the brand scored nothing.

Empty states

  • No competitors detected yet. They appear as tracking runs complete.
  • No pinned competitors yet. Shown when the pinned-only switch is on and nothing is pinned.
  • Your brand alone in the table. An extra line explains it, because a single all-dashes row with no explanation reads like a bug.