What sources are
Sources are websites that AI platforms reference, cite, or appear to rely on when answering prompts. They can include:- your website
- competitor websites
- directories
- review sites
- comparison pages
- industry publications
- partner websites
- community websites
Why sources matter
AI visibility is not only about your website. Sometimes AI platforms rely on third-party websites to decide which brands to mention, compare, or recommend. If the same sources appear often, they may be important in your category. Being listed or mentioned on those sources can help improve how your brand is represented.What to look for
When reviewing sources, look for:- which websites appear most often
- whether your website appears
- whether competitor websites appear
- which third-party websites are cited repeatedly
- whether your brand is listed on those sources
- whether those sources describe your brand accurately
- which brands are mentioned on important sources, even if they do not appear in the AI answer
Brands found on sources
Some sources mention brands that do not appear directly in the AI answer. This is useful because it shows which brands are present on the websites AI platforms may be using, even if those brands were not mentioned in the final response. For example, an AI answer may cite a “best agencies” list. That list may include several brands, but the AI answer may only mention two or three of them. Serpy helps you see the brands found on those sources so you can understand:- which brands are present on important source pages
- whether your brand is included on those pages
- which competitors may have stronger third-party coverage
- whether a source could become a listing opportunity
- why certain competitors may be more likely to appear over time
Third-party sources
Third-party sources are websites you do not own. Examples include directories, review sites, listicles, publications, marketplaces, and partner pages. If a third-party source appears often, check whether your brand is included there. If your brand is missing, that source may be a listing or outreach opportunity.Competitor sources
Competitor sources are competitor websites or pages that appear in AI answers. If competitors are cited or referenced often, review the pages being used. Look at what they include that your website may be missing. This can help you improve your own content and positioning.Owned sources
Owned sources are pages from your own website. If your own website appears as a source, review which pages are being used. This can help you understand which pages are already supporting your visibility. If your website rarely appears, you may need stronger content around the prompts you are tracking.Source opportunities
A source opportunity is a place where your brand may need to be listed, mentioned, reviewed, or better represented. For example, if AI answers often cite a “best agencies” article and your brand is not included, that may be a useful source opportunity. Source opportunities can help you improve visibility beyond your own website.Recommended workflow
When reviewing sources:- Check the most common sources.
- Look for your own website.
- Review competitor sources.
- Check which brands are found on important sources.
- Identify third-party sources that appear often.
- Check whether your brand is included.
- Add important sources to your outreach or listing plan.