Website Optimizer automatically finds your closest online competitors based on overlapping keywords and industry visibility.
This means if you are overlapping 100 keywords with another company and your website typically rankings above them for the majority of the phrases, then you will be leading them in the competitor table.
This data cannot be overridden as it is pulling data points from millions of indexed domain names. By increasing your overall website rank by completing audit tasks you will climb the competition table over time.
Once you are on top it is important to create more landing destinations within your website, to increase your scope of visibility.