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<\/figure><\/div>\n\n\nAt their core, Claude and ChatGPT work in similar ways. Both are AI assistants trained on large amounts of information, and both can search the web when a question needs current or extra details.<\/p>\n\n\n\n
When someone asks Claude for a product recommendation, a service provider, or a comparison, it may search the web before it answers. According to Anthropic\u2019s own documentation<\/a>, Claude can review multiple sources and include direct citations in its response.<\/p>\n\n\n\n ChatGPT does something similar. But just because they can answer the same question doesn\u2019t mean they\u2019ll land on the same answer, because the search systems behind them aren\u2019t the same.<\/p>\n\n\n\n Neither company shares exactly how its search works, and it changes often. But there are clues. OpenAI partners with Bing, along with other sources it hasn\u2019t named. Claude appears to lean on Brave Search. In March 2025, TechCrunch reported<\/a> that Anthropic added Brave Search to its list of data partners, and a developer found that Claude and Brave returned the same citations for at least one search.<\/p>\n\n\n\n That means Claude may be pulling from a different set of websites than ChatGPT, and recommending different companies as a result.<\/p>\n\n\n\n So if your website performs well on Google, or regularly shows up in ChatGPT citations, that\u2019s a great starting point. It just isn\u2019t a guarantee that Claude will find or recommend you.<\/p>\n\n\n\n Think about the last time you researched a product or service you weren\u2019t familiar with. Chances are, you didn\u2019t just read the company\u2019s website and immediately pull out your credit card. You probably checked reviews, looked at a few competitors, and maybe headed over to Reddit to see what real customers were saying.<\/p>\n\n\n\n Those same sources can come into play when Claude searches for information to answer a question.<\/p>\n\n\n\n A company may have a beautifully optimized website, but if its competitors are appearing in industry publications, comparison articles, business directories, and relevant online discussions, those competitors have more opportunities to be discovered.<\/p>\n\n\n\n This doesn\u2019t mean Claude automatically considers a Reddit discussion more credible than your website, or that getting mentioned in a bunch of roundup articles guarantees you\u2019ll be recommended. Anthropic hasn\u2019t published a formula explaining exactly how it selects citations. What it does mean is that your website is only one<\/em> potential source of information about your business, and depending exclusively on it can limit your reach.<\/p>\n\n\n\n There\u2019s no secret formula for getting Claude to recommend your business. If someone promises they can guarantee a citation with a few website changes, I\u2019d be skeptical. <\/p>\n\n\n\n What you can<\/em> do is make it easier for Claude to find accurate information about your business across the websites and conversations relevant to your industry so that there\u2019s a higher chance that Claude will find it and recommend it. <\/p>\n\n\n\n Before you worry about content strategies or third party mentions, there\u2019s one technical issue worth checking: whether Claude can access your website.<\/p>\n\n\n\n Websites can restrict which automated systems are allowed to visit their content, and some businesses have blocked AI search tools by accident while trying to protect their sites from unwanted bots.<\/p>\n\n\n\n Anthropic runs three crawlers, and its documentation<\/a> explains what each one does:<\/p>\n\n\n\n If you don\u2019t want your content used for AI training, you can block ClaudeBot and still allow the other two, so Claude can find and cite you in search.<\/p>\n\n\n\n You don\u2019t need to be a developer to check this. Type your website address followed by \/robots.txt into your browser and look for \u201cClaude-SearchBot\u201d or \u201cClaude-User\u201d with \u201cDisallow\u201d under them. It\u2019s also good to check your website builder or security tools (like Cloudflare), since many now have a setting that blocks AI bots automatically.<\/p>\n\n\n\n If you find a block, the fix is usually simple. If you see those lines in your robots.txt file, most website builders and SEO plugins let you edit the file, so you can delete them or change \u201cDisallow\u201d to \u201cAllow.\u201d If your website builder or Cloudflare has an \u201cAI bot blocking\u201d switch turned on, turn it off, or look for an option that blocks AI training bots but still allows AI search. If you\u2019re not sure where to find any of this, your website builder or hosting company\u2019s support team can point you in the right direction.<\/p>\n\n\n\n There\u2019s a difference between writing content that describes your business and writing content that answers the questions someone has \u00e0 propos de <\/em>your business. <\/p>\n\n\n\n Let\u2019s say you run a company that sells home security systems. Your website explains that your products offer reliable protection, innovative technology, and peace of mind. Great. But what happens when someone asks Claude whether they need a professionally monitored security system or if a self monitored setup is enough? If your website doesn\u2019t address that question, there\u2019s not much there for Claude to reference. A competitor that explains the differences, breaks down the costs, and discusses the advantages and limitations of each option provides considerably more useful information.<\/p>\n\n\n\n That\u2019s the kind of gap worth looking for in your existing content. Not because Claude has a published preference for a particular article format, but because clear, specific information is more useful when an AI assistant is trying to answer a question.<\/p>\n\n\n\n The same applies to pricing, product features, customer concerns, and comparisons. You don\u2019t need to write an encyclopedia to know about your industry, but you should be addressing the things potential customers would want to know.<\/p>\n\n\n\n If there\u2019s one thing worth remembering about AI visibility, it\u2019s that you don\u2019t control every source Claude might encounter when someone asks about your business.<\/p>\n\n\n\n And frankly, you shouldn\u2019t want to.<\/p>\n\n\n\n Independent reviews, industry publications, and real customer experiences offer perspectives that your company website can\u2019t provide. They\u2019re also places where your competitors may already have a significant presence.<\/p>\n\n\n\n Rather than try to get your company mentioned on every website you can find, start by researching where the conversations in your industry are already happening. Look at the publications reviewing your competitors, the questions being asked in relevant subreddits, and the comparison articles that repeatedly show up when you test Claude. You might discover that your competitors are receiving coverage in publications you\u2019ve overlooked. Or that people are discussing a problem your product solves, but nobody seems to know your company exists. Those are useful gaps to identify because they give you a reason to develop relevant content, contribute legitimate expertise, or pursue editorial coverage. <\/p>\n\n\n\n And yes, Reddit can absolutely be a part of that strategy. But participating in a community and pretending to be a satisfied customer are two very different things. If you\u2019re going to engage, do it transparently and make sure you\u2019re contributing something useful rather than manufacturing recommendations.<\/p>\n\n\n\n A mistake a lot of businesses make with AI visibility is focusing exclusively on the most obvious recommendation prompts.<\/p>\n\n\n\n For example, an accounting firm might want to appear when someone asks Claude, \u201cWhat are the best accounting firms for small businesses?\u201d And that\u2019s a valuable question, but it probably isn\u2019t the only one their potential clients are asking. Someone else might ask, \u201cShould I hire an accountant or handle my bookkeeping myself?\u201d And another person might want to know what accounting services they need in place before expanding their business.<\/p>\n\n\n\n These questions represent different points in the customer\u2019s decision making process, and they may lead Claude to different sources. So instead of creating content around one ideal recommendation prompt, think about the broader conversations happening in your industry:<\/p>\n\n\n\n Use those questions to plan your website content and to find conversations where your business can be helpful.<\/p>\n\n\n\n If you aren\u2019t sure where to start, look at customer support questions, industry forums, Reddit discussions, and the types of searches bringing people to your website. The goal is to be a helpful source throughout the research process, not just show up when someone asks for a list of recommended companies.<\/p>\n\n\n\n Here\u2019s something worth doing before publishing another ten blog posts: ask Claude questions about your industry and look at the sources it uses.<\/p>\n\n\n\n And not just which<\/em> competitors it recommends, but where<\/em> it\u2019s getting the information.<\/p>\n\n\n\n Is Claude repeatedly citing a particular industry publication? Are competitors appearing in comparison articles you\u2019ve never considered? Do certain directories or review websites keep showing up? Those patterns can tell you quite a bit about where your brand might be missing.<\/p>\n\n\n\n For example, if Claude regularly cites an industry-specific website when discussing products like yours, that\u2019s a publication worth investigating. If your competitors are being discussed in relevant Reddit communities but your company is absent, that might point to another gap. This doesn\u2019t mean you should immediately try to get your business mentioned everywhere a competitor appears. Some sources may not be relevant to your audience, and not every mention is worth pursuing.<\/p>\n\n\n\n Instead, look for credible opportunities to contribute useful information, earn legitimate coverage, and expand your presence in the places customers already use for research. It\u2019s a more targeted approach than assuming more content automatically equals more AI visibility.<\/p>\n\n\n\n If you\u2019ve been monitoring ChatGPT recommendations, you\u2019re already familiar with how useful it can be to see where your brand appears and which sources are being cited.<\/p>\n\n\n\n Now you need to do the same thing for Claude.<\/p>\n\n\n\n Start by taking a handful of relevant customer questions and asking them on both platforms. Compare the recommendations, citations, and websites each platform references. You may find that both platforms recommend similar companies but cite completely different articles. Or you might discover that Claude regularly recommends competitors that barely appear in your ChatGPT results.<\/p>\n\n\n\n When you spot a difference, look at what Claude is citing. That\u2019s often where your next opportunity is.<\/p>\n\n\n\nWhere is Claude finding information about your business?<\/h2>\n\n\n
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<\/figure><\/div>\n\n\nHow to improve your chances of getting sourced in Claude<\/h2>\n\n\n
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