Giving you the strategy to amplify your organisation’s positive impact.
We analysed 86 UK energy companies to see how ready they are for AI search. The average AI Readiness score was just 36 out of 100, and only one company cleared our benchmark of 70. The biggest issue wasn’t technical performance. Most websites could be accessed by AI platforms, but far fewer gave them enough clarity, evidence, and confidence to recommend the business.
A good service page needs to do more than rank in Google. It needs to give AI search tools enough information to understand what you offer, who it is for, and why you should be recommended over someone else. Our research into 86 UK energy organisations points to four things to get right when it comes to AI search optimisation.
Our research into AI visibility in the energy sector found that LinkedIn was the most cited third-party source in AI search answers, appearing in 15.3% of responses. However, organisations with stronger third-party authority were no more likely to appear in AI answers. External coverage helps AI search tools validate your story, but it can’t compensate for a website that doesn’t clearly explain who you are, what you do, and why you should be recommended.
AI search tools build their understanding of your organisation from your website, LinkedIn, press coverage, industry publications, government websites, reviews, and other credible sources. Our research into 86 UK energy organisations suggests that clear owned content and consistent third-party evidence give AI search tools a stronger information base from which to understand and represent an organisation.
We analysed 86 UK energy organisations to understand how prepared they are for AI-driven search. Looking at the ten highest-scoring companies, five trends stand out: they describe their services clearly, give important offers dedicated space, define who those offers are for, connect them to tangible outcomes, and provide evidence to support their claims.
The energy sector includes a broad range of organisations, from renewable energy developers and energy infrastructure providers to technology businesses, utilities and consumer-facing suppliers. Each operates in a complex market, often with multiple audiences, long buying journeys and products that can be difficult to explain. Effective energy marketing therefore requires more than promoting individual products […]
Ask ChatGPT, Gemini, or Google’s AI Overviews to explain your organisation, and yes, you’ll get an answer. But ask again, you’ll get a different one. That’s the number one challenge when measuring any organisation’s visibility in AI search. Your organisation’s presence in AI answers can be observed, but it’s not necessarily consistent. AI doesn’t behave […]
On the Monday evening of London Climate Action Week, with London cooking under a record-breaking heatwave, the most sensible place in the city was underground. We brought a room full of marketers together from across climate tech, clean energy, and sustainability, in an 18th century port cellar, for an eco wine tasting. The wine was […]
The search landscape is shifting quickly, with features, user behaviour and industry commentary updating almost every day. Google is obviously central to that shift towards AI search, as it continues encouraging users towards generative AI experiences through features like AI Overviews and AI Mode. That makes its “Guide to Optimising for Generative AI Features on […]
In my previous article – Become your own benchmark: why B2B marketing needs better measures of success – we looked at why B2B digital marketing benchmarks can be useful, but limiting. They help senior marketers within organisations – or B2B digital marketing agencies like exceptional™ – to understand the landscape, defend performance and create context. […]
After more than four years at Aldgate Tower, exceptional™ is relocating to a brand new home… next door! It’s only a hop, skip and a jump away, but it reflects a bigger step for our agency. Over the past year, we’ve launched exceptional™, sharpened our focus on AI driven discovery, and continued to work with […]
Will AI search mean people stop visiting your website? The honest answer is… yes, in some cases. AI-generated answers are already changing how people use search. Pew Research Center found that users clicked a traditional Google result on 8% of visits where an AI summary appeared, compared with 15% of visits where there was no […]
