Peer benchmarking: you vs your category

A score of 62 means little on its own. A 62 when your category averages 48 is a lead; a 62 when they average 78 is a gap. Benchmarking is how you read your Echo in context: save a set of competitors, scan them on the same four lenses, and see exactly where you rank. It's part of Brand Echo Pro.

Build a benchmark

On the Benchmarks page, create a benchmark: name the category, add your own site, and list up to six competitors. That's your peer set.

Each brand in the set gets a full Brand Echo scan, the same rubric applied the same way, so the comparison is fair. Scan the ones that aren't scored yet right from the benchmark; a brand you scanned recently is reused so you don't burn a scan re-reading it.

Read the scoreboard

The comparison view lays every brand side by side with a bar per lens: Fidelity, Content Quality, Reach, Return. Your brand is highlighted so you can find yourself fast. Above it, a rank per lens tells you the standing that matters: "Fidelity: you're 2nd of 5."

Read the gaps, not just your own row. Leading on Fidelity but trailing on Reach means your message is tight but isn't traveling as far as theirs. Trailing on Content Quality is usually the most fixable gap of all.

Auto-discover competitors (Scale)

Not sure who to list? On the Scale plan, Suggest competitors proposes a peer set for you. We search the ways people look for alternatives to your brand and in your category, filter out review sites and listicles, and hand you the domains that recur most. You edit the list before you save it; the suggestions are a starting point, not a verdict.

Same honesty rules apply

Benchmark scores follow the same rules as any scan: every finding is cited, thin evidence is flagged as directional, and we never invent a number to make a ranking cleaner. A competitor's score is only as strong as the public evidence behind it, and we say so when it's thin.

Run your own scan first, then build a benchmark around it.