Scotts in AI search: where you win, where you lose, who you're really up against.
A deterministic benchmark of how five AI search surfaces describe Scotts versus its peer set. Every number on every page is computed from the captured run; raw CSVs in the appendix.
Leading the peer set at #1 of 7, warmly framed in ambient prompts — and the framing turns critical when buyers probe.
Seven things the benchmark found.
The headline ranking conceals seven findings — each computed directly from the run — that change the strategic picture.
of awareness-stage AI answers name no brand at all — not Scotts, not any of the 6 peers tested. AI gives generic, brand-free answers when buyers start their research. Whoever produces the canonical awareness-stage content first owns the slot.
100 − weighted_avg(mention_rate[stage=awareness]) ≥ 95% for every brand in the setof category searches return a usable AI Overview answer block. Across 90 buyer-intent queries we ran, Google generated an AIO body on 80; the remaining 10 split into 3 where Google chose not to generate an AIO and 7 where SerpAPI's async stub never resolved within the polling window (these may still produce AIOs on a fresh query). Scotts cannot opt out of AI Search — it is now the default first thing buyers read on this category, and the per-brand share inside it (section 07) is the new top-of-funnel battleground.
count(serpapi queries with AIO body) / count(serpapi queries) from results.csvof what AI says about Scotts comes from sources Scotts doesn't own. Brand-controlled domains account for 4%; the other 96% is affiliate, UGC, retailer and publisher content.
100 − ownership_share[brand_owned] from citations.csvbrands AI surfaces named that you did not list as peers — top of that list: Ortho. These are the de-facto competitive set AI sees for this category.
COUNT(DISTINCT brand) from discovered_brands.csv WHERE mentions ≥ 56 of 7 tested brands appear more often in Google's AI Overview than in the page-one organic SERP; 1 appear less often. Top mover up: Espoma (+6 pts). Top mover down: Jonathan Green (-3 pts). Scotts appears 1 pt more often in AIO than in organic top-5.
per-brand appearance rate in ai_overview_share_pct vs organic_serp_share_pct from ai_vs_organic_gap.csv (each rate is independent — not a share-of-voice pie)Every brand in the set sees AI sentiment swing negative when the prompt is negatively framed (downsides, lawsuits, complaints). Mean drop: 55 pts. Scotts drops 64 pts. No brand in this category is sentiment-resilient — content investments must address the negative-zone questions buyers actually ask AI.
mean(adversarial_sentiment_idx − ambient_sentiment_idx) across all brands ≤ −20bbb.org's top-cited page is referenced 10 times across 2 AI surfaces but does not name Scotts. Securing presence on this single page would inject Scotts into the AI source set most often pulled from for this category.
max citation_count from geo_targets.csv WHERE target_in_content = 'N'What we asked AI, and who we compared.
90 prompts total · 41 ambient (the journey buyers travel naturally) · 49 adversarial (probing concerns the operator flagged). Ambient prompts cover 6 stages of the consumer decision journey, run against 4 AI surfaces — for Scotts and 6 peers (Pennington, Spectracide, Milorganite, Espoma, Jonathan Green, Sunday).
Awareness (6)
- lawn care for beginners
- how to take care of a lawn
- when to start lawn care in spring
- basic lawn maintenance schedule
- first time homeowner lawn care
- how often should I fertilize my lawn
Post-purchase (5)
- how to apply lawn fertilizer
- when to put down crabgrass preventer
- how to overseed a lawn
- weed and feed instructions
- how to use a broadcast spreader
Problem identification (6)
- brown spots in lawn
- how to fix a dead lawn
- lawn full of weeds what to do
- crabgrass taking over my yard
- patchy lawn repair
- why is my grass turning yellow
Product research (12)
- best lawn fertilizer 2026
- scotts turf builder vs pennington vanity
- sunday lawn care reviews
- best weed killer for lawns
- best grass seed for shade
- miracle gro vs espoma
- best organic lawn fertilizer
- drought tolerant grass
- lawn care in drought
- water restrictions lawn care
- best grass for hot dry climate
- how to keep lawn green with less water
Comparison (6)
- clover lawn instead of grass
- no mow lawn alternatives
- xeriscaping front yard
- pollinator friendly yard
- how to reduce lawn maintenance
- replace grass with native plants
Safety / health (6)
- is lawn fertilizer safe for dogs
- lawn chemicals safe for kids
- organic vs chemical lawn care
- lawn fertilizer health risks
- pesticide free lawn care
- is roundup safe to use
Adversarial prompts probe specific concerns the operator flagged at intake — controversies, capability gaps, integration risk, lawsuit framing. Grouped below by topic. Excluded from the headline Visibility Index; feed the sentiment-resilience and butterfly charts.
Uncategorized (49)
- downsides of Scotts vanity
- why are people switching away from Scotts vanity
- is Scotts actually worth it vanity
- common problems with Scotts vanity
- Scotts vs Pennington negative reviews vanity
- is Scotts safe for pets and kids vanity
- Scotts lawsuits or class action vanity
- downsides of Pennington
- why are people switching away from Pennington
- is Pennington actually worth it
- common problems with Pennington
- Pennington vs Pennington negative reviews
- is Pennington safe for pets and kids
- Pennington lawsuits or class action
- downsides of Spectracide
- why are people switching away from Spectracide
- is Spectracide actually worth it
- common problems with Spectracide
- Spectracide vs Pennington negative reviews
- is Spectracide safe for pets and kids
- Spectracide lawsuits or class action
- downsides of Milorganite
- why are people switching away from Milorganite
- is Milorganite actually worth it
- common problems with Milorganite
- Milorganite vs Pennington negative reviews
- is Milorganite safe for pets and kids
- Milorganite lawsuits or class action
- downsides of Espoma
- why are people switching away from Espoma
- is Espoma actually worth it
- common problems with Espoma
- Espoma vs Pennington negative reviews
- is Espoma safe for pets and kids
- Espoma lawsuits or class action
- downsides of Jonathan Green
- why are people switching away from Jonathan Green
- is Jonathan Green actually worth it
- common problems with Jonathan Green
- Jonathan Green vs Pennington negative reviews
- is Jonathan Green safe for pets and kids
- Jonathan Green lawsuits or class action
- downsides of Sunday
- why are people switching away from Sunday
- is Sunday actually worth it
- common problems with Sunday
- Sunday vs Pennington negative reviews
- is Sunday safe for pets and kids
- Sunday lawsuits or class action
Methodology caution: branded prompts detected
8 of 90 prompts explicitly name Scotts. The headline Visibility Index excludes those (raw share including branded: 11).
Scotts ranks #1 of 7, but the absolute score is minor presence.
The Visibility Index is the weighted % of AI answers that mention the brand — averaged across 6 CDJ stages × 4 AI surfaces. 0 = brand never appears; 100 = brand named in every answer (theoretical ceiling).
Where in the buyer journey does AI surface Scotts.
Mention rate by Consumer Decision Journey stage and AI surface. Stage-by-stage divergence reveals where AI's source ecosystem favors different brands.
| Stage | Scotts | Peer avg | Gap |
|---|---|---|---|
| Awareness | 0% | 0% | +0 pts |
| Comparison | 0% | 0% | +0 pts |
| Product research | 30% | 11% | +18 pts |
| Post-purchase | 10% | 0% | +10 pts |
| Problem identification | 0% | 0% | +0 pts |
| Safety / health | 9% | 4% | +4 pts |
Owned content is 4% of what AI cites about Scotts.
Brand-owned domains account for 4% of cited material. The other 96% is third-party — affiliate, UGC, retailer and publisher content. That ratio is the lever, not the constraint.
citations.csv, joined with the scraped quote corpus.-
"In today’s article I’ll compare Scotts vs Pennington lawn care products to help you determine which brand might be best for you in terms of grass seed, fertilizer, and the best weed and feed products."
https://lawnchick.com/scotts-vs-pennington/ -
"We decided to test: * Scott’s EZ Seed * Pennington One Step Seed * Jaguar Tall Fescue Seed * 5 Way Blend Fescue Seed All products were purchased at a local store – we did not contact Scotts or Pennington."
https://greensidelawncare.com/scotts-vs-pennington-review/ -
"The decision to purchase Scotts or Pennington’s grass seeds generally depends on what is it that you need and how knowledgeable and how much experience you have in lawn maintenance."
https://www.freeplants.com/scotts-vs-pennington-grass-seed/ -
"Scotts Turf Builder is one of the most popular and economical fertilizer and weed control combination products available."
https://www.bobvila.com/reviews/best-weed-and-feed-2026/ -
"Scotts My Lawn app : The My Lawn app from Scotts allows you to enter information about your grass type, lawn size, and your location, and then you will get recommendations on what you need and when to apply it."
https://todayshomeowner.com/lawn-garden/guides/trugeen-vs-scotts/
citations.csv, joined with the scraped quote corpus.-
"Save Share Reply Quote Like D dicko1 581 posts · Joined 2019 #3 · Sep 22, 2022 I dont know about their starter fertilizer but Scotts Turf Builder has all the nutrients in one granule."
https://www.thelawnforum.com/threads/name-brand-vs-store-brand-fert.41531/ -
"What’s better grass seed Pennington or Scott’s? (In SW Ohio)."
https://www.reddit.com/r/lawncare/comments/1mn20qq/whats_better_grass_seed_penni… -
"I am curious as to what guys would recommend that works better than Scotts."
https://www.lawnsite.com/threads/the-current-truth-about-scotts.354089/
citations.csv, joined with the scraped quote corpus.-
"Another problem with Scotts 4 Step Lawn Care is that one application is probably not enough to prevent a weed that is as persistent and unceasing as crabgrass."
https://www.oasisturf.com/blog/4-big-problems-with-the-scotts-4-step-lawn-care-a… -
"Scotts Turf builder weed and feed is a terrific spring fertilizer application to promote grass growth and weed control,” says Manfredini."
https://www.mensjournal.com/home-living/best-lawn-fertilizers -
"The plaintiffs allege they and class members would not have purchased, or would have paid less money for, Scotts organic products had they known the products contained PFAS."
https://topclassactions.com/lawsuit-settlements/lawsuit-news/miracle-gro-class-a… -
"October 18, 2018 According to a proposed class action, mulch-grass seed product Scotts Turf Builder EZ Seed fails to live up to claims that it can grow “50% thicker with half the water” compared to “ordinary seed."
https://www.classaction.org/news/category/the-scotts-miracle-gro-company-inc -
"Scotts tried to dodge the bird seed class action lawsuit several times, arguing that consumers would not have considered bird seed laced with toxic chemicals, a factor in deciding to purchase the product."
https://topclassactions.com/lawsuit-settlements/consumer-products/scotts-agrees-…
citations.csv, joined with the scraped quote corpus.- homedepot.com/p/reviews/Pennington-Smart-Seed-Sun-and-Shade-North-20-lb-6-660-sq-ft-Grass-Seed-and-Lawn-Fertilizer-100543720/314933319/1
- lowes.com
- homedepot.com
- amazon.com/Best-Sellers-Weed-Killers/zgbs/lawn-garden/3480709011
- homedepot.com/p/reviews/Scotts-Turf-Builder-12-5-lbs-5-000-sq-ft-Dry-Lawn-Fertilizer-for-All-Grass-Types-22305/203120096/2
- homedepot.com/p/Scotts-Natural-29-5lb-4M-Natural-Lawn-Food-46304A/202052153
-
"Applied about 3 or 4 weeks ago but didn't see much difference in clover reduction can I do a second application A Scotts Turf Builder Weed and Feed 3 does state on the product label it can be reapplied after 30…"
https://www.domyown.com/scotts-turf-builder-weed-and-feed-questions-pq-16112.htm… -
"We tried Scotts Weed and Feed and it has does the job - but we read and followed the directions carefully so we wouldn't unknowingly kill the entire rest of our yard either."
https://www.homedepot.com/p/reviews/Scotts-Turf-Builder-7-5-lb-2-500-sq-ft-Weed-… -
"asked on April 11, 2021 Showing 1-2 of 2 answers Pets and children should be removed from the area prior to an application of Scotts Turf Builder Triple Action."
https://www.amazon.com/ask/questions/Tx1DH4WAUVM4SDE/ -
"Answer: Scotts Turf Builder Weed and Feed 3 is safe for pets when it is used according to the product label."
https://www.domyown.com/will-scotts-turf-builder-weed-and-feed-harm-my-dog-qa-56…
citations.csv, joined with the scraped quote corpus.- bovees.com/scotts-vs-pennington/
- greentractortalk.com/threads/scotts-turf-builder-weed-feed-whats-your-experience-been-with-it.236197/
- rosenlegal.com/case/the-scotts-miracle-gro-company/
- rgrdlaw.com/news-item-85-Million-Settlement-in-Scotts-Miracle-Gro-Case.html
- tipranks.com/news/class-action/scotts-miracle-gro-smg-lawsuit-advances-after-court-keeps-key-investor-fraud-claims-alive
- guidespot.com/best-lawn-fertilizer/
-
"Scotts® Natural Lawn Food | ScottsMiracle-Gro US Skip to main content Skip to footer content Free Shipping on Orders Over $99!\* 💐 Spend $20 on AeroGarden or Miracle-Gro + Get a FREE Grow Light\* * Recent searches…"
https://scottsmiraclegro.com/en-us/brands/scotts/products/fertilizer/47503.html -
"Date published: 2024-07-10 Rated 5 out of 5 by Dave0708 from Learn how to properly take care of your lawn I've been using Scotts products for the past 40 years and swear by them."
https://scottsmiraclegro.com/en-us/brands/scotts/products/fertilizer/scotts-turf… -
"Keep it Fed: To keep that awesome new lawn looking its best, give it a good meal every 8 weeks with a Scotts Lawn Food product."
https://scottsmiraclegro.com/en-us/brands/scotts/products/grass-seed/scotts-turf… -
"Our friends at Scotts have plenty of options to help you repair your lawn."
https://scottsmiraclegro.com/en-us/learn/home-patio/how-to-kill-grassy-weeds.htm… -
"Scotts Turf Builder Weed & Feed₅ | ScottsMiracle-Gro US Skip to main content Skip to footer content Free Shipping on Orders Over $99!\* 💐 Spend $20 on AeroGarden or Miracle-Gro + Get a FREE Grow Light\* * Recent…"
https://scottsmiraclegro.com/en-us/brands/scotts/products/fertilizer/scotts-turf… -
"Scotts® Turf Builder® Rapid Grass Sun & Shade Mix® is a great option with both seed and fertilizer to help grow new grass while feeding any areas that have some green left."
https://scotts.com/en-us/scotts-lawn-care-plan-northern/scotts-lawn-care-plan-no…
SEO is the 4%. Generative-engine reach is the other 96%.
SEO budgets target the slice Scotts owns directly. Generative engines pull most of their substance from affiliate review, UGC, publisher and retailer ecosystems. Each percentage point of UGC or affiliate citation share is leverage on AI visibility that classical SEO does not buy.
Source breadth · How evenly AI's sources are spread across the 6 ownership classes
Range 0–100. High = AI sees the brand across the whole web; Low = AI knows it from one corner. Narrow source bases collapse when a single publisher reframes the brand.
| Brand | Source breadth |
|---|---|
| Spectracide | 95 |
| Pennington | 95 |
| Milorganite | 94 |
| Espoma | 93 |
| Jonathan Green | 92 |
| Scotts | 92 |
| Sunday | 81 |
How it's computed: normalized Shannon entropy of cited URLs across the 6 ownership classes — −Σ pi·log2(pi) / log2(6) × 100, where pi is the share of each class. 100 = perfectly even (16.7% in each class); 0 = every citation from a single class. From brand_scores.csv.
GEO priority grid · sentiment × cited
Cross-cut of the audited GEO target pages by (a) whether Scotts is on the page and (b) page-level sentiment toward whoever IS named. Click a cell to expand the top 5 URLs in that quadrant. From 212 audited pages. Sentiment via Haiku, page bodies via Bright Data.
Defense priority · Scotts cited with negative sentiment
Pages where AI is pulling negative framing about your brand. Highest leverage to correct — invest in alternative content that ranks for the same queries, or directly engage the page (response, correction).
Cited but flat · Scotts mentioned without favorable framing
Pages that name your brand but describe it in neutral / matter-of-fact terms. The narrative is open — invest in editorial relationships, sharper positioning copy, or supporting evidence (case studies, analyst notes) that pull the framing positive.
- https://lawnchick.com/scotts-vs-pennington/
- https://www.trustpilot.com/review/scotts.com
- https://greensidelawncare.com/scotts-vs-pennington-review/
- https://www.diychatroom.com/threads/scotts-grass-seed-vs-pennington-grass-seed.431841/
- https://www.mensjournal.com/home-living/best-lawn-fertilizers
- https://www.freeplants.com/scotts-vs-pennington-grass-seed/
Already winning · Scotts cited positively
Sources where AI describes your brand favorably. Maintain the relationship; don't over-invest where you're already winning.
Peers winning · Scotts absent, peers positively framed
Pages where competitors get favorable framing and your brand isn't named at all. Highest-risk cell — these are pages buyers are reading and your brand isn't in the conversation. Plant content, earn placement, or build the comparable page yourself.
- https://www.thelawnforum.com/threads/milorganite-what-do-you-guys-think-of-it.12336/
- https://www.houzz.com/discussions/5369018/espoma-and-miracle-grow-fertilizer
- https://www.milorganite.com/blog/garden-landscape/dog-friendly-landscape-ideas
- https://www.indeed.com/cmp/The-Pennington-School/reviews
- https://www.jonathangreen.com/product/organic-lawn-food/
Offense priority · peers present, narrative open
Pages where peers appear but no brand owns the narrative — neutral comparisons, listicles, category overviews. Most actionable cell for new GEO investment: get on the page before a peer locks in the positioning.
- https://www.bbb.org/us/ga/madison/profile/fertilizer-plant-equipment/pennington-seed-0443-27271234/c…
- https://garden.org/thread/view/105525/Espoma-vs-Miracle-Gro-vs-Shultz/
- https://www.milorganite.com/what-is-milorganite/safety
- https://www.milorganite.com/faq
- https://www.espoma.com/learn-grow/faq/
- https://www.whygoodnature.com/blog/espoma-lawn-fertilizer-review
Skip · competitor takedowns
Pages where peers are described negatively and you're not on them. Trying to plant your brand here would associate it with the takedown — leave alone.
- https://jimmylewismows.com/blog/no-more-milo
- https://www.sitejabber.com/reviews/penningtons.com
- https://www.domyown.com/is-spectracide-triazicide-insect-killer-for-lawns-and-landscapes-safe-for-do…
- https://www.thcfarmer.com/threads/has-anyone-tried-this-product.74380/
- https://www.jonathangreen.com/shop/
Full ranked list of every cited URL — class, surfaces, cite count, audit verdict — is in geo_targets.csv in the data folder.
Visibility without favorable framing erodes consideration.
How AI surfaces frame each brand when they mention it. Index ranges from −100 (consistently critical) to +100 (consistently favorable). When the adversarial-prompt zone is run, the resilience column shows how sentiment shifts when AI is asked downside / lawsuit / complaint questions.
| Brand | Ambient | Adversarial | Resilience |
|---|---|---|---|
| Spectracide | 100 | 20 | -80 |
| Milorganite | 100 | 30 | -70 |
| Espoma | 100 | 42 | -58 |
| Scotts | 91 | 27 | -64 |
| Jonathan Green | 88 | 50 | -37 |
| Sunday | 75 | 40 | -35 |
| Pennington | 58 | 20 | -39 |
How often AI Overview names each brand vs. classical top-5 organic.
Per-brand appearance rate — % of category queries the brand is named in. Each rate is independent (not a share-of-voice pie), so all brands can rise or fall together. The comparison surfaces who AIO mentions more readily than the page-one ranked SERP does.
89% of category searches return a usable AI Overview.
Google generated an AI answer block with body content on 80 of 90 queries we ran. The remaining 11% splits into two failure modes: 3 (3%) were explicitly suppressed by Google, and 7 (8%) were silently suppressed — Google returned an AI Overview wrapper but never produced an answer (every one of these is an adversarial / lawsuit-framed query). Both gaps are signal: AI Overview is the new default top-of-page for buyer-intent queries, but goes quiet on negative-framed questions — meaning brand defense in this category is fought in classical organic, Reddit, and YouTube, not in the AI answer.
| Brand | AI Overview share | Organic SERP share | Gap (AI Overview − Organic) |
|---|---|---|---|
| Espoma | 11% | 6% | +6 pts |
| Sunday | 13% | 8% | +5 pts |
| Milorganite | 11% | 7% | +5 pts |
| Pennington | 16% | 14% | +2 pts |
| Spectracide | 9% | 8% | +1 pt |
| Scotts | 16% | 16% | +1 pt |
| Jonathan Green | 6% | 9% | -3 pts |
Publishers absorbing each surface · top 6 in AIO vs organic top-5
Top AI Overview publishers (AIO citation count)
- youtube.com218× cited
- reddit.com93× cited
- homedepot.com39× cited
- facebook.com36× cited
- scottsmiraclegro.com24× cited
- lawnstarter.com14× cited
Top organic top-5 publishers (per-query rank ≤ 5)
- reddit.com73× ranked
- facebook.com35× ranked
- youtube.com22× ranked
- scottsmiraclegro.com16× ranked
- trugreen.com11× ranked
- homedepot.com10× ranked
Differences between the two columns explain the brand-level gap above: a publisher that dominates one surface and not the other is where AI Overview and classical SERP diverge in this category. Use it to read who the share is really flowing to.
Discovered brands AI surfaces unprompted — promoted to the methodology page (02), inside the peer-set warning callout.
What buyers are actually asking, in their own words.
Questions Google's "People Also Ask" surfaced for prompts in this scope, plus related-search queries. Tagged with which user-input brand each query names — branded queries are the highest-leverage SEO/GEO targets.
- Which is better, Scotts or Pennington? 2 prompts
- Is Pennington owned by Scotts? 2 prompts
- Is Sunday lawn care better than Scotts? 2 prompts
- Is Scotts or TruGreen better? 2 prompts
- What happens if it rains a couple hours after putting Scotts fertilizer down? 2 prompts
- Is Pennington better than Scotts for sun and shade? 2 prompts
- Is Jonathan Green or Scotts better? 2 prompts
- Is Scotts lawn fertilizer safe for dogs? 1 prompt
- What Scotts fertilizer to use in October? 1 prompt
- Why did Scotts turf builder burn my lawn? 1 prompt
- Is Jonathan Green fertilizer safe? 5 prompts
- How long does Milorganite last on a lawn? 4 prompts
- Is Pennington fertilizer good? 3 prompts
- What's better than Sunday lawn care? 3 prompts
- Is Spectracide as bad as Roundup? 3 prompts
- Is Pennington a good brand of grass seed? 3 prompts
- Is Espoma fertilizer toxic? 3 prompts
- Will Espoma burn plants? 3 prompts
- Is Espoma really organic? 3 prompts
- Does Pennington Smart Patch work? 2 prompts
- Is October too late to fertilize a lawn? 6 prompts
- What is poor man's grass? 5 prompts
- What is the absolute best lawn fertilizer? 5 prompts
- Is October too late to put down grass seed? 5 prompts
- What is the 150 rule for lawns? 4 prompts
- What does Dawn dish soap do for your lawn? 3 prompts
- What is the 150 rule for grass? 3 prompts
- What is the 1/3 rule for lawn? 3 prompts
- What does Dawn dish soap do to your lawn? 3 prompts
- What is the safest lawn fertilizer for pets? 3 prompts
- Scotts lawn care schedule
- Scotts spring lawn care
- Scotts Natural Lawn Food
- Is Scotts fertilizer safe for dogs
- Scotts Lawn fertilizer
- Scotts turf builder vs pennington reviews
- Scotts turf builder vs pennington reddit
- Scotts turf builder vs pennington price
- Pennington vs Scotts Bermuda grass seed
- Scotts EZ Seed
- Sunday lawn care
- Pennington grass seed
- Pennington Smart Seed
- Pennington One Step
- Sunday lawn care reviews reddit
- Sunday lawn care reviews complaints
- Sunday lawn care reviews consumer reports
- Sunday lawn care Costco reviews
- Sunday lawn care google Reviews
- Sunday lawn care vs TruGreen
- Do it yourself lawn care schedule
- Lawn care for Dummies PDF
- Lawn care for beginners pdf
- Lawn care for beginners cost
- Best lawn care for beginners
- Month-by-month lawn care calendar
- Best DIY lawn care program
- How to take care of a lawn for beginners
- Do it yourself lawn treatment
- Month by month lawn care calendar PDF
Caveats
Snapshot. LLMs retrain quarterly; re-run before each pitch.
8 of 90 prompts named "Scotts" directly — branded prompts are excluded from the headline Visibility Index. Stripped variant in brand_scores.csv.
Peer set warning: Pennington, Spectracide, Jonathan Green, Sunday below 5% share. Re-running with AI-discovered competitors would produce a different headline.
Coverage
360 queries · 4 surfaces · 90 prompts · 2640 citations classified.
Surfaces: Claude · ChatGPT · Gemini · AI Overview.
Generated 2026-05-07. Auditable per row — every chart links to its source CSV.
Every score in this brief is a deterministic function of these CSVs.
Open in Excel, Sheets, or pandas to drill in, build new charts, or cite verbatim from responses.csv.
| File | Rows | Contents |
|---|---|---|
mentions.csv |
263 | Every brand mention captured. One row per (brand, prompt, surface) where the brand was named at least once. |
discovered_brands.csv |
86 | Brands AI surfaces named in responses that you did NOT enter as peers. The de-facto competitive set in AI search. |
discovered_brands_summary.csv |
25 | Co-mentioned brands aggregated by total mention count, ranked. `confidence`: high (≥5 mentions, real competitor), medium (2-4, worth noting), weak (1, possible noise). |
prompt_matrix.csv |
360 | Wide pivot: one row per (prompt × surface), columns for each brand's mention count and sentiment. Best for pivoting in Excel/Sheets. |
citations.csv |
2,640 | Every URL cited by an AI surface, with classified domain class and the brands that were mentioned in the same response. |
brand_scores.csv |
7 | Per-brand KPI table: overall visibility, share of answers, ambient + adversarial sentiment, citation frequency, plus per-stage shares with response-count denominators, per-surface breakdowns, and adversarial-zone share. |
organic_serp.csv |
448 | Top 5 Google classical organic results per SerpAPI prompt, with brand mentions detected in the title. |
paa.csv |
269 | Google People-Also-Ask questions surfaced for prompts in the scope, deduped across prompts. `confidence`: high (≥3 prompts surfaced this question — strong category-intent signal), medium (2), weak (1, possibly long-tail). |
related_searches.csv |
547 | Google related-search queries surfaced in the SerpAPI runs. |
ai_vs_organic_gap.csv |
7 | Per-brand share in Google AI Overview vs. classical top-5 organic SERP. Negative gap = AI underweights vs. classical SERP. |
prompts.csv |
90 | The prompt set that was run. |
_meta.csv |
11 | Run-level metadata: target brand, peer set, surfaces queried (with response counts), prompt count, methodology one-liner. Open this first to understand the scope of any other CSV in the folder. |
citation_audits.csv |
481 | Bright Data audit of Reddit, YouTube, TikTok, and top GEO-target URLs cited by AI surfaces. Verifies the source exists, captures actual title/score/views/transcript or page body, and flags which user-supplied brands appear in the cited content. |
reddit_audits.csv |
79 | Reddit threads cited by AI surfaces — subreddit, score, comment count, post date, top-comment count, body length, brands mentioned. One row per unique cited Reddit URL. |
youtube_audits.csv |
30 | YouTube videos cited by AI surfaces — channel, views, likes, comments, publish date, transcript length, description length, brands mentioned in transcript. One row per unique cited YouTube URL. |
tiktok_audits.csv |
4 | TikTok videos cited by AI surfaces — account, views, likes, shares, post date, transcript length, brands mentioned. One row per unique cited TikTok URL. |
instagram_audits.csv |
4 | Instagram posts/reels cited by AI surfaces — account, post type, views, likes, comments, shares, post date, brands mentioned. One row per unique cited Instagram URL. |
geo_targets.csv |
100 | Top 100 cited URLs across all AI surfaces, ranked by total citations + multi-surface spread. The GEO investment list — pages where AI is sourcing answers. The `quadrant` column maps each audited row to the 2×2 priority grid: defense_priority (target cited + negative sentiment), offense_priority (target absent + peer positive), already_winning (target cited + positive), skip_takedown (target absent + peer negative), neutral (mixed/neutral data). Bare-domain citations and target's own domains are excluded. |
top_quotes.csv |
36 | Verbatim excerpts from the top-cited URLs in each ownership class. Reuses Reddit/YouTube audit data when present; direct fetch otherwise. Boilerplate / chrome / timestamp-leak excerpts are filtered. |
responses.csv |
360 | Full text of every AI response with metadata. Use for audit / direct-quote evidence in proposals. |