Citations and sources
Which domains shape the answers in a category, and which of them you can influence.
Every captured answer's citations are extracted, normalised to a domain, and classified as owned by the brand, owned by a declared competitor, or third-party.
What the source table shows
- Domain and how many times it was cited across the period.
- Ownership — yours, a competitor's, or neither.
- Which prompts it appeared on, so a source can be traced to the questions it influences.
- Click-through to the raw answer that cited it.
The uncomfortable finding
Across the field, roughly 84% of AI citations are earned or third-party media rather than the brand's own site. Directory listings, comparison sites, review platforms, trade press and forums do most of the work. A client who reads their citation table and concludes “we need more blog posts” has read it backwards.
Source churn is normal
Day-to-day overlap of cited sources for identical prompts runs around 34–42%. A source that appears once and vanishes is not a signal. A source that appears in a majority of runs across a fortnight is.
See it against your own client list
A working demo runs your prompts, in your market, on live engines — not a sandbox with seeded data. Bring one client brand and three competitors.