In July 2025, Anthropic’s Claude captured 32% of enterprise LLM usage market share, ahead of OpenAI (25%). On top of that, overall monthly visits to Claude on desktop and mobile web combined grew by more than 64% between April and September 2025, up to 157 million.
Less visible on the consumer front, Claude goes after businesses by adapting its features to specific industries, as we’ll see further down this article, and by going after enterprises directly.
In October 2025, for example, AI research and development company Anthropic (founded by former OpenAI executives) and Deloitte announced an expanded alliance that would make Claude available to 470,000 people across the Deloitte network, and one month later, Anthropic struck a deal with IT consulting company Cognizant that includes making Claude available to Cognizant’s 350,000 employees.
As Claude is going after your target audience, you should go after Claude.
What Is Claude AI?
Released in March 2023, Claude is an Anthropic-owned Large Language Model (LLM) mostly known for its strong coding capabilities. With it, Anthropic targets business users more than individual consumers, with special attention going to the developer community.
This focus makes Claude an interesting tool to keep an eye on for B2B companies, especially since it got access to the web in March 2025 and became available as a Chrome integration over the course of Q2-Q4, 2025.
Claude differentiates itself from other big LLMs in how it goes after users. Where Google and Microsoft focus on integrating Gemini and Copilot, respectively, across their ecosystems, Anthropic brings Claude to where its users are, through integrations with, among other platforms:
- Google Workspace and Chrome
- GitHub
- Microsoft Foundry and Microsoft 365 Copilot
- Slack
Claude is available through these integrations, as well as through:
- The Claude.ai chat interface
- A desktop app
- Its API
- Claude in Chrome
- Claude Code
- Claude Cowork (macOS only)
- Android and iOS apps
It can help users with:
- Coding
- Automation
- Content creation
- Performing web searches
- Processing audio, video, and text
- Data retrieval, analysis, and manipulation
- Problem-solving and other types of complex reasoning
In this article, we’ll focus on the presence and functionalities of Claude as they impact Search for B2B companies.
Claude Timeline
In March 2023, Anthropic released Claude to the public as an AI assistant accessible through a chat interface and via API. Over the next two years, the company launched new versions of Claude, made it available in more countries, released both Android and iOS apps, and integrated it with GitHub Copilot.
In February 2025, Anthropic rolled out Claude Code, a command-line tool for agentic coding that would become available as a browser integration in October of that same year. In November 2025, Claude Desktop came out, making it possible for users to perform and automate a wide range of tasks without having to switch windows.
The company also continued its integration of Claude into other platforms with Google Workspace (April 2025), Microsoft 365 Copilot (September 2025), Slack (October 2025, with Claude Code integration added in December 2025), and Microsoft Foundry (November 2025).
But the biggest news relevant to SEOs came in March 2025, when Anthropic announced that Claude was now able to search the web.
A month later, Research was launched as a way to have Claude perform “multiple searches that build on each other while determining exactly what to investigate next” across the web and Google Workspace. It’s currently only available on paid plans in the US, Japan, and Brazil.
In September, Claude got memory, and in December 2025, Claude in Chrome became available to all paid subscribers after months of slowly rolling it out to Max plan users first.
Claude in Chrome is able to, among other things, extract information from websites, fill forms for you, organize your Google Drive files, and compare and manipulate information pulled from multiple open tabs, such as product pages.
Claude Models
The latest Claude iteration at the time of writing is the 4.5 family, consisting of three models:
- Claude Haiku 4.5: the fastest and cheapest
- Claude Sonnet 4.5: the default model that balances speed and cost
- Claude Opus 4.5: the highest capability, but also the most expensive model
A downside to Claude in comparison to other LLMs is its pricing. Instead of being purely plan-based, some functionalities (like Claude in Chrome and Claude Code) have their own model and feature restrictions.
For example:
- Claude in Chrome is only available in paid plans.
- Even on paid plans, the model you can use with Claude in Chrome is dependent on your plan (Pro/Max/Team/Enterprise).
- The Free plan does not include Claude Code on the web.
Each plan also comes with its own usage limits, and when you hit those, you can end up paying more according to a pay-as-you-go model (extra usage at standard API rates).
Claude vs Other Popular LLM Tools
| Tool | LLM (Latest Model) | Owned by | Fresh date via real-time browsing* | Training data cut-off date | Cites sources |
| Claude | Claude 4.5 (Sonnet, Haiku, and Opus) | Anthropic | Yes, most probably via Brave** | July 2025 for Sonnet 4.5 and Haiku 4.5, August 2025 for Opus 4.5 | Yes |
| Copilot | GPT-5*** | Microsoft | Yes, via Bing | August 2025 for GPT-5.2 | Yes, but not always |
| Gemini interface | Gemini 3 Pro | Yes, via Google | Jan 2025 | Yes | |
| AI Mode | Gemini 3 Pro | Yes, via Google | Jan 2025 | Yes | |
| ChatGPT | GPT-5 | OpenAI | Yes, via BingMight occasionally scrape Google results through third-party tools, e.g. SERPAPI | August 2025 for GPT-5.2 | Yes, but not always |
| Perplexity | Uses multiple models | Perplexity AI | Yes, via PerplexityBot + Google API + Bing API | Depends on the model | Yes |
*Search needs to be enabled in tools where it isn’t automatically so, while it’s a deeply integrated part of Copilot. Grounded through Bing, Copilot cross-references its answers with web pages by default.
**Claude’s web search has been reported to be Brave Search-powered, but Anthropic hasn’t emphasized its search index provider in the same explicit way as, for example, Microsoft has done by officially documenting how Copilot uses Bing for grounding.
***Microsoft 365 Copilot enterprise users can now also use Anthropic’s Claude models as an alternative to OpenAI’s models. Anthropic’s models are also available in Microsoft Foundry. They are not available in Copilot web functionalities (the interface, the Bing integration, and the Edge integration), Copilot Windows, and Copilot mobile apps. (Source)
External Influences
| Tool | Major investors | Major publisher partnerships |
| Claude | Amazon, Google, Fidelity, Lightspeed Venture Partners, ICONIQ. | Wiley |
| Copilot | Funded internally by Microsoft. | Axel Springer, Reuters, Hearst Magazines, USA Today Network, The Financial Times, The Associated Press. |
| Gemini | Funded internally by Google/Alphabet | Reddit (content/data licensing), News Corp, Associated Press (AP), Australia Associated Press (AAP), Stack Overflow |
| ChatGPT | Microsoft, Thrive Capital, SoftBank, T. Rowe Price, MGX, Dragoneer Investment Group, and others. | Associated Press (AP) (licensing), Axel Springer (POLITICO, Business Insider), Le Monde & Prisa Media, Financial Times, News Corp, AP News, Reddit (data/API) OpenAI, The Atlantic & Vox Media |
| Perplexity | Nat Friedman, IVP, Nvidia, Jeff Bezos (Bezos Expeditions Fund), Databricks, Naval Ravikant, and others. | TIME, Der Spiegel, Fortune, Entrepreneur, Texas Tribune, WordPress.com, LA Times, The Independent, Le Monde, Adweek, Mexico News Daily, CNN, Condé Nast, The Washington Post, Le Figaro, RTL Germany (NTV, Stern) |
More than striking deals with publishers, Anthropic is going after whole industries with Claude. So far, the company has already introduced specific features for
- Life sciences and healthcare
- Regulated industries
- Financial services
- Governments
- Nonprofits
- Education
It even appointed a higher education advisory board to “help guide how Claude serves teaching, learning, and research in higher education.”
Moreover, Anthropic is closing deals to help individual companies, such as Lyft, improve their processes with Claude and to co-create custom solutions, like it’s doing with Deloitte.
This approach directly affects how Anthropic further develops Claude, especially when it comes to integrations with industry-specific software.
Interestingly, the company also has a partnership with Google, from which it gets custom AI chips and cloud services. Google has also invested a total of $3 billion in Anthropic and is said to be in talks with the company to invest even more. While its current 14% stake in Anthropic doesn’t grant it a board seat or voting rights, it’ll be interesting to see where this partnership will lead.
The Influence of Claude on Search
Brands can surface through Claude’s web search, available across all the LLM’s functionalities, in both mentions and citations.
Important to note is that thanks to Claude’s API web search tool, third-party products built with this tool can also surface your brand.
While Claude-driven sessions are still very low in comparison to ChatGPT‘s, they’ve grown 12.8x from November 2024 to November 2025. It’s a fair assumption that this is due to business users increasingly turning to Claude for search, something B2B companies should pay attention to.
At Flow Agency, we’ve also seen Claude appear as a traffic source for clients since it got access to the web in March 2025. Even though the volume it sends is still very small, we are monitoring its evolution so we can help B2B businesses capitalize on this traffic as it grows.
How to Do SEO for Claude
Because Claude has long been an off-the-web LLM, there’s not yet much we know about optimizing content to increase visibility in its answers. There are, however, a few things you can already take action on.
1. Optimize for Brave Search… sort of
As Brave Search is likely Claude’s search index provider, optimizing for it could give you an advantage in appearing in Claude’s answers. The Brave Search engine is still a small player, with 1.6+ billion queries each month in comparison to Google’s estimated 417 billion searches per month.
The problem is that much less has been researched and tested around doing SEO for Brave Search versus for bigger players like Google and Bing, making the advice that’s out there quite generic:
- Create original, high-quality content.
- Avoid using heavy tracking scripts, as Brave is all about privacy.
- Implement Structured Data.
- Optimize for speed and mobile use.
On top of that, Rerank gives users control over the search results they see in Brave by allowing them to thumbs up (raise) or thumbs down (discard) domains that appear in the SERPs. It’s powered by Goggles, a technology that lets users “create, apply and share custom filters that change the way results are ranked.”
2. Implement Proven LLM SEO Best Practices
As Claude is relatively new to the web-based AI search game and doesn’t get as much attention as more popular tools, little is known about how to increase visibility in Claude specifically.
However, it’s safe to assume LLM SEO best practices apply here too:
- Build a widespread and consistent brand presence across your own channels and other relevant web properties.
- Optimize your entities across channels.
- Create clearly-structured content.
- Implement schema markup, but only if you’re certain you’ll do it correctly.
- Craft factual content snippets.
- Write in a conversational tone.
- Publish original content.
- Follow modern SEO best practices
- Make sure your site isn’t blocking Anthropic’s web robots so it can get included in Claude’s answers.
| As you evaluate Claude’s place in the evolving AI search landscape, it helps to understand how optimization differs across platforms—because being visible in one doesn’t guarantee visibility in another. For example, SEO for Perplexity focuses on maximizing citations and structured source visibility in a citation-first answer engine, while SEO for ChatGPT emphasizes aligning with conversational prompt patterns and Bing-powered data. On the other hand, SEO for Copilot centers on Bing-grounded, enterprise-integrated discovery, and SEO for Gemini extends optimization into Google’s AI Overview and AI Mode surfaces driven by Google’s own ecosystem dynamics. Understanding these differences will help you build a more resilient AI visibility strategy that captures traffic across all major models, including Claude. |
Tracking Claude SEO Performance
Only tracking traffic doesn’t give you the full picture of how your brand is performing in Search anymore. As organic clicks drop and LLM usage grows, it becomes increasingly important to track your visibility across LLM search tools too.
Tracking Traffic
There is currently no way to track traffic from the various Claude functionalities separately, and traffic from other functionalities than Claude.ai (desktop app, mobile apps, API, and third-party Claude-powered apps) often shows as Direct traffic or having (none) as the traffic source.
This is because outside of Claude.ai, citation clicks are often stripped from referrers.
What you can do is set up a report in GA4 in Looker Studio to track referral traffic that does get passed as such. This will be mostly limited to traffic coming from the Claude web interface. You’ll have to use a filter for Page Referrer and add this regex (that also includes other LLMs):
| ^https:\/\/(www\.meta\.ai|www\.perplexity\.ai|chat\.openai\.com|claude\.ai|chat\.mistral\.ai|gemini\.google\.com|bard\.google\.com|chatgpt\.com|copilot\.microsoft\.com|edgeservices\.bing\.com)(\/.*)?$ |
To make it easier for you, we created a free LLM dashboard you can instantly plug your data into. It lets you track referral traffic from LLMs like Claude and ChatGPT, shows you which pages this traffic lands on, and allows you to track conversions from LLMs.
Tracking Mentions and Citations
If you’re already using a tool to track your traditional SEO performance, check whether it also has the option to track LLM mentions and citations. If not, check out the following tools:
- XSeek
- Alclicks
- Peec AI
- Profound
- SE Visible
These focus specifically on tracking mentions and citations in LLM tools like Claude and often even provide more in-depth information than general SEO software like Ahrefs does.
Reach More Businesses With SEO for Claude
Claude has a significant market share when it comes to enterprise LLM usage and continues to go after businesses as its primary target group. That, in combination with its web search capabilities, makes it an LLM worthy of your attention.
B2B companies that start optimizing for Claude today get a head start on their competition and increase their chances of getting in front of their target audiences.
If you work with us, you’ll always have an LLM strategy backed by the latest findings and tracked according to the most relevant metrics. Get in touch to find out exactly how we can help you.
