How AIs choose what to recommend: the algorithm behind ChatGPT, Gemini and Claude

"What is the best dermatology clinic in [your city]?" When a patient asks ChatGPT, Gemini or Claude this question, the answer looks like magic, but it is not. AIs choose what to recommend based on patterns learned from the web: clear, specific content, mentions in independent sources, consistency of information and reputation. Whoever understands these patterns can get chosen.

At Bincoo, we monitor daily what models answer about thousands of clinics, and the criteria below explain almost all the results we see.

More than 10,000 companies already use Bincoo to be recommended by ChatGPT, Gemini and other platforms.

What happens inside the model, in plain language

When you ask a question to an AI, four steps take place:

1. Understanding: the model interprets the intent of the question, the person asking wants clinic names, not an article about dermatology;
2. Retrieval: with web access (in models with search), it collects relevant pages and sources;
3. Generation: the model composes an answer prioritizing clear, specific and consistent sources;
4. Final selection: among the possible names, whoever has more and better signals of authority and local relevance wins.

None of these steps involve payment, registration or favoritism. They involve public signals that you control.

The five signals that weigh on the recommendation

In practice, when analyzing clinics that appear and those that do not, five factors explain the difference:

Signal	What it means	How to build it
Specificity	Content that answers concrete questions	Pages per service with prices, steps and FAQ
Structure	Text the model can easily extract	Lists, tables, questions in headings, structured data
Consistency	Same information across all channels	Standardized name, address and specialties
External proof	Independent sources confirm	Reviews, portals, directories, local press
Freshness	Living, updated content	Ongoing weekly publishing

Notice the pattern: none of these items depends on luck or a millionaire budget. They all depend on process.

Why does the competitor appear and you do not?

This is the question we hear most from clinic owners. When comparing real cases, the explanation almost always comes down to three scenarios:

• The competitor answers and you do not: they have an implant page with price and steps, you have a generic sentence;
• The competitor has external proof and you do not: they have 300 reviews and a mention on a city portal, you only have the website;
• The model found more text about them: volume and clarity of content win when your side is empty.

The good news: since the model continuously reads the web, changing the source changes the answer.

What the model does not do (and no one can sell)

It is important to debunk myths circulating in the market:

• There is no 'ChatGPT registration' for clinics;
• There is no paid advertising inside model answers;
• There is no button to force a citation;
• No one can guarantee first position in every question.

Anyone who promises any of these items is selling an illusion. The real work is building the signals above, consistently.

How to turn this into a competitive advantage

Understanding the algorithm is the first step, executing is the challenge. Bincoo was born exactly for that: we monitor what each model answers about your specialty and city, we measure your share of the answers and we weekly produce the structured content that models prefer to cite.

In the Essential plan, at R$ 39.00/month, your clinic gets monitoring of key terms, the visibility report and optimized articles, all ready to publish.

Conclusion

• AIs recommend based on public signals on the web: specificity, structure, consistency, external proof and freshness;
• There is no registration or payment that buys a recommendation, only process;
• Whoever builds the signals first occupies the space the model delivers in the answer.

Want to know what ChatGPT and Gemini answer today about your clinic? access Bincoo and see your AI visibility diagnosis.