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The Citations page shows which web pages AI references when answering your prompts. Understanding which sites build your authority — and which build a competitor’s — is the most direct lever you have over AI visibility.

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What counts as a citation

A citation is a URL the model used as a source for its answer — whether or not your brand was named in the answer itself. Brand mentions and citations are independent: you can be mentioned without being cited, and cited without being mentioned.

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What the page shows

  • Top cited sources — the domains and pages AI relies on most for your prompts, with per-source frequency
  • Owned vs. earned split — how much of the citation pool you control directly
  • Which prompts each source influences — so you can weigh a source’s commercial importance

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Owned vs. Earned

Each citation is classified by who controls the page: This distinction drives your whole improvement strategy — it gets its own page: Owned vs. Earned citations.

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How to use it

1

Find the sources that matter

Sort by frequency and filter to Must-Win prompts. The handful of sources cited again and again are the gatekeepers of your category.
2

Check who they favor

Open the top earned sources. If they feature competitors and not you — that’s an Outreach target with a known payoff.
3

Grow your owned share

If your own pages rarely appear, your content either doesn’t exist for these prompts or isn’t extractable. See Content and Crawlability.