How to Stop AI From Hallucinating About Your Brand

Facts & Claims in QueryBurst Site Intelligence extracts every claim, fact, opinion, and statement from all crawled pages — the raw material AI models will repeat in generated answers. Each claim is categorised by type, searchable by full-text and semantic query, and scored for evidence strength based on supporting content elsewhere on the site. Use it to find the outdated statistics, unverified assertions, and contradictory statements that become AI hallucinations when they're the best available source..

How to Access

  1. Open a site in QueryBurst
  2. Click Site Intelligence in the sidebar
  3. Select the Facts & Claims subtab

Understanding the Facts & Claims Interface

Stat Cards

Clickable stat cards at the top filter the list by claim type:

CardDescription
TotalAll extracted claims (click to reset filters)
ClaimsAssertions that could be verified as true or false
FactsEstablished factual statements
OpinionsSubjective or evaluative statements
StatementsGeneral declarations that don't fit other categories
InternalClaims about the site's own brand or organization
CheckedClaims that have been verified

Claims Table

Each row shows:

ColumnDescription
ClaimThe extracted claim text
TypeClaim, Fact, Opinion, or Statement
EntityThe entity this claim relates to — click to filter by entity
PagesNumber of pages where this claim appears
StatusVerification status (if verified)
FlagsInternal badge, conflict warning icon

Click any row to expand and see:

  • Variants — Different wordings of the same claim across pages
  • Source pages — Every page where this claim was found
  • Verify button — Trigger verification against your site's own content
  • View result — See detailed verification results

Full-text search supports advanced syntax:

  • term — Match claims containing this term
  • "exact phrase" — Match exact phrase
  • -exclude — Exclude claims with this term
  • Multiple terms are combined with AND logic

Active search terms appear as a removable pill below the search bar.

Entity Filter

Click any entity name in the table to filter claims by that entity. A pill badge shows the active filter.

Enter a natural language query to find claims by meaning rather than exact text:

  1. Type a topic or question in the search bar
  2. Press Enter or click Search
  3. Results are ranked by semantic similarity with a match score

Semantic search results show:

  • Messaging donut — Distribution of claim types in the results
  • Entity cloud — Most referenced entities across matching claims
  • Embedding scatter — Visual clustering of matched claims
  • Ranked table — Claims sorted by relevance score

Claim Verification

Click Verify on any claim to check it against your site's content:

  1. The system searches your site for evidence
  2. An LLM assesses whether the evidence supports or contradicts the claim
  3. Results show a verification status:
StatusMeaning
ConsistentEvidence across pages supports the claim
InconsistentConflicting evidence found on different pages
InsufficientNot enough evidence to verify
UnverifiedNot yet checked

Verification results include the evidence pages and the LLM's assessment reasoning.

Interpreting Results

Healthy Signs

  • Consistent key claims — Your most important claims are verified as consistent
  • Few internal conflicts — Claims about your brand don't contradict each other
  • Good coverage — Key entities have multiple supporting claims

Warning Signs

  • Inconsistent claims — Different pages say contradictory things
  • High opinion-to-fact ratio — Too many subjective claims relative to verifiable facts
  • Conflicting internal claims — Your site contradicts itself about your own brand

Tips

  1. Verify internal claims first — These represent what AI learns about your brand
  2. Check for conflicts — Look for the conflict icon on claim rows
  3. Filter by entity — Review all claims about your key entities for consistency
  4. Use semantic search — Ask questions like "what does the site say about pricing" to audit messaging