Half of B2B buyers start their research in an AI chat rather than on Google. That figure was 29% a year ago. They aren’t asking about you. They’re asking about criteria, risks, and which suppliers they should consider.
In the energy and cleantech sectors, that response forms the basis of a shortlist long before anyone fills out a form with you. One out of three buyers ended up choosing a supplier they first heard about in that response.
Here, the impact is greater than in most industries. The decision involves many people—both internally and among consultants and engineers—and everyone uses the same shortcut when they need to get a quick overview.
In GA4, it all looks like nothing. That’s why it’s dangerous. You’re measuring clicks and form submissions—in other words, the part of the decision-making process that’s still at play when the buyer finally reaches out.
In this webinar, we'll show you how the answer is derived, what sources it's based on, and what you can measure when the click is no longer there.
For CMOs, marketing directors, and commercial leaders at energy and cleantech companies.
The decision is made before anyone clicks
68% of all Google searches will end without a click in 2026. The buyer gets their answer without visiting any sites. Low AI traffic is therefore not a sign of low effectiveness, but rather that the metrics are being measured in the wrong place.
And an AI response is not a ranking. It’s a summary of the sources the model can find and trust. That’s why reviews, trade publications, and independent coverage often carry more weight than your own pages. That’s the unpleasant part, because it’s also the part you have the least control over.
It’s not enough just to be mentioned, either. If you’re placed in the wrong category or grouped with the wrong competitors, that exposure can cost almost as much as no exposure at all.
In this webinar, we'll go over
We use examples from the energy and cleantech industries.
CMOs, marketing managers, and commercial leaders at energy and cleantech companies.This applies if you:
You don't need technical knowledge of SEO. We don't deal with schema markup or crawl budgets.
After the webinar, you'll know
If there's anything specific you'd like us to cover, please let us know in advance. We'll include as much as possible.The recording will be sent to everyone who has registered, so be sure to sign up even if you can't attend live.
Hosts:
Henning Madsen, Founder and CEO. He has been working with SEO since 1997 (that is, before Google) and has advised over 700 companies.
Keld Bøg, Senior AI-SEO Specialist and full-stack developer. 25 years of experience in SEO, 35 in programming, and 10 in AI.
Do you have questions about the webinar? Contact Henning for a dialog about the webinar and SEO.
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