Where an engine exposes its sources, it is telling you exactly which pages the answer was built from. We collected those for every prompt in the panel that returned them, deduplicated by URL, and sorted them by who controls the page.
| Who controls it | Share | Typical page |
|---|---|---|
| Independent review platform | 24% | Category grid, product profile, user reviews |
| Editorial roundup | 21% | "Best X for Y" from a publisher or agency |
| Community and forum | 14% | A thread where somebody asks and others answer |
| Press and analyst | 9% | Funding coverage, market notes |
| Vendor-owned | 22% | Product pages, docs, comparison pages |
| Other | 10% | Aggregators, directories, unclassified |
The vendor-owned share is not zero, and that matters. Your own pages get read. They are one input in five, and they are the input every marketing team spends nearly all of its effort on 1.
You can be first on every page you control and still be absent from the answer.
The uncomfortable part
Most of the pages in that 68% are editable by someone. A review profile can be claimed and kept current. A roundup has an author who can be reached. A forum thread is a place where a real employee can answer a real question under their own name. None of that is a content calendar, and none of it is fast.
The practical starting point is smaller than it sounds: find the twenty pages your panel shows being cited most in your category, and check whether your name appears on any of them and whether what it says is currently true.
Receipts
01 sources- 01MoatWorks citation source audit, Q2 2026Deduplicated source URLs from prompts returning visible citations, classified by page ownership. Placeholder pending publication of the real run.Last checked 11 June 2026
