There are 2 possible reasons why the score is not moving or why the guidelines are not generated.
1. Your competitors are dominated by one or two domain(s). We need at least 3 different domains within the top 10 ranking spots to do the calculations.
Make sure to select at least 3 competitors from the top 10 ranking spots!
But also, if you are running a query for a branded keyword, your competitors' list will most likely be dominated by one domain, like in the example below:
In that case, you may need to reconsider the targeted keyword, as selecting 3 pages belonging to the same competitor is not equal to selecting 3 different competitors required to calculate the score and generate the guidelines.
2. SERPs are dominated by the pages we can't crawl. The most common example is when all results are PDF files.