Which product is presented as your claim?A claim measures well when that question has a clear answer in real AI responses. The guidelines below all follow from that.
Write the quality, not the sentence
Write only the phrase that completes “which product is presented as ___?”.
Leave out product names, including your own. A claim that names a product answers its own question, so every competitor would score zero by construction. Leave out reasons, too (“because”, “thanks to”). An answer can agree with the quality without repeating your reason.
One quality per claim
“The fastest and cheapest” is two claims. An answer that calls one product fastest and another cheapest can’t credit either claim cleanly. Split it, and you’ll see which half you own.Use your buyers’ words
Claims are matched against how AI answers describe products, and those answers echo how buyers ask. “Easiest to embed” measures better than “lowest-friction integration surface”. If you’re unsure, open a few answers on the Prompts tab and borrow their wording.Keep it comparative
A positioning claim is something several products could plausibly win. Yes-or-no facts, such as “has a free plan” or “is open source”, aren’t positioning claims. Every product that has the feature would qualify equally, so answers rarely single one out.Choose the intents it applies to
Each claim applies to the prompt intents you select. Leave them all unchecked to include every intent.- Comparison and evaluation suits most claims, because these are the prompts where answers rank products.
- Pricing suits value and cost claims (“the best value for small teams”).
- Implementation suits developer-experience claims (“the easiest to set up”).
- Trust and compliance suits security and reliability claims.
Aim for a clear winner in the answers
After a claim has run for a week, check the Several and Nobody columns in the claims matrix:- Mostly Nobody: answers don’t discuss this quality at all. Rephrase the claim in the words answers do use, or narrow its intents.
- Mostly Several: answers treat the quality as shared. Make it more specific, for example “the easiest to embed in React apps” rather than “easy to use”.
Editing and limits
Editing a claim that already has history starts a new claim and archives the old one with its history, so a trend never mixes two different questions. Get the wording right before you rely on a trend, and archive claims you no longer need to free a slot. Pro plans can have 10 active claims per project, and Agency and Enterprise plans 20.Starting from suggestions
Suggest claims on the Manage claims page drafts up to ten claims from your saved company profile, following these same rules. Review each one, then approve, edit or dismiss it. Nothing is scored until you approve it.Next Steps
- Positioning - Read the chart, table and matrix
- Knowledge - Keep the company profile that suggestions draw on up to date