Why narrowing your report to real competitors sharpens the comparison
A report typically surfaces dozens of companies and domains: publishers, review sites, reference pages, adjacent brands, and companies that simply happen to appear in the same AI answer. Only a handful are actually your competitors.
Scrolling past the rest to find the three companies you benchmark against is a tax you pay on every view. Marking your competitors and switching the filter on removes that tax in one click and answers the question you actually came for: how do I stack up against the brands that matter to me, on this prompt set, in this period, on this model?
The marked set also powers competitor scoping in the CSV export, so the work you do here pays off in your client reports and spreadsheets too.
What marking competitors and the Competitors only filter do
Two features that work as one workflow.
Marking competitors lets you flag up to 15 companies in your report as your real competitors. Marked companies get a small "Competitor" badge next to their category badge in the Visibility and Brand Mentions share-of-voice tables.
The Competitors only filter then uses that set. It switches any visibility or citation view between "All companies" and "Competitors only", narrowing the view to your marked competitors plus your own brand as the baseline. On domain-facing views the wording changes to "All domains" / "Competitor-owned domains only".
The filter is available on Visibility, Domain Sources, and every Explore page: AI Presence, Recently Discovered, Query Fan-Out, Tags, Answer Density, Co-Mentions, Responses and Pages.
Both are shared across your whole organisation, and both are configured in Report Settings → Competitors.
How to mark competitors and filter your reports
Set up your competitor set:
Open your report in ALLMO and click the gear icon in the top right corner to open Report Settings.
Go to the Competitors tab.
Search for a company detected in your report. Check the domain and category in the result to confirm it is the right one.
Select it to mark it. Repeat for up to 15 companies.
Marked companies appear in a list below the search, each with a remove control.
Or mark one while exploring: open any company's profile page (from Visibility, Co-Mentions or Recently Discovered) and use the competitor toggle there.
Use the filter:
Open Visibility, Domain Sources, or any Explore page.
Switch the filter control between All companies and Competitors only.
Combine it with your usual date, model, language, country and tag filters: they all work together.
Set a default for your team: in Report Settings → Competitors → View defaults, choose the starting state for Visibility and for Domain Sources.
How marking, filtering, and view defaults work together
Marking
Only companies already detected in your report can be marked. The search looks through companies ALLMO has already found in your tracked AI responses. It is not a free-text field or a global company database. Each result shows the favicon, company name, category and domain so you can tell similarly named companies apart.
Marking is purely additive. This is the most important thing to understand: marking a company does not filter anything, does not re-sort any table, and does not change any metric. Your share-of-voice percentages, visibility scores and citation counts stay exactly the same. Marking adds a label; the filter is what acts on it.
The limit is 15 per report. If you find yourself needing more, that is usually a sign the set has drifted from "who we compete with" toward "who appears in the data."
Filtering
Your own brand is always included. Even in "Competitors only" mode, your report's own company stays in the list, otherwise you would have nothing to compare against. You never need to mark yourself.
The maths does not change. Share-of-voice percentages are calculated across all companies detected in the report, and filtering does not recalculate them. Filtering changes which rows you see, not what the numbers mean. A competitor showing 12% share of voice shows 12% whether you are looking at 40 companies or 4, and the visible percentages will not add up to 100%. That is intended: you are still seeing each brand's true share of the whole market, just without the noise.
It composes with your other filters. The competitor filter stacks on top of your existing date range, model, language, country and tag filters, and appears as a chip in the active-filter summary so you always know it is on.
The filter only appears once you have marked a competitor. With nothing marked, the control is hidden entirely, so it can never produce an empty view.
View defaults
Two independent report-level defaults, one for Visibility and one for Domain Sources, let you set how those pages open for everyone in your organisation. Anyone can still switch the filter manually on the page; the default only controls the starting state.
Explore pages always open unfiltered, by design. That way a newly discovered brand or an unexpected citation source can never be hidden from you before you have seen it.
How to turn a competitor-filtered view into action
Start with your commercial reality, not the data. Mark the brands you actually lose deals to first, then add the ones the data keeps surfacing. If a company you have never heard of consistently ranks above you, that is itself the insight, so investigate before you mark it.
Make "Competitors only" your Visibility default if you run weekly check-ins. It turns a noisy table into a scoreboard your team can read in five seconds.
Leave Domain Sources on "All domains" while building a citation strategy. The non-competitor domains are the point here: those are the publishers, directories and communities you can go and influence. Switch to competitor-owned domains only when you specifically want to see which of your rivals' own pages are being cited.
Use the filter on Responses to find gaps. Filter to competitors only, then look for answers where they appear and you do not. Each of those responses is a concrete content or PR brief.
Compare filtered against unfiltered. If your share of voice looks healthy against competitors but small against the whole field, your category is being answered largely by publishers and reference sites. That is a citation problem, not a competitive one, and Domain Sources is where you fix it.