How Absolute Digital Media made the UK’s largest radiator manufacturer the source AI systems cite on radiator questions, taking it to 2,389 citations across 405 pages and a 62% share of voice in Google AI Overviews, ahead of Screwfix, BestHeating and every other retailer in the category.
Absolute Digital Media's GEO campaign for Stelrad delivered 2,389 AI citations across 405 pages (all platforms), 557 Google AI Mode citations (231 pages), 62% AI Overviews share of voice (next retailer 30%) and 19% manufacturer share (ChatGPT, next manufacturer 10%).
Stelrad is the UK’s leading radiator manufacturer, supplying panel, column, vertical, designer, towel rail and electric radiators to homeowners, installers, merchants and housebuilders. Its site already held position one for radiator and radiators in UK search. The next question was whether it would hold the same position when the search happens inside an AI answer.
Absolute Digital Media was appointed to run AI Visibility Management alongside the SEO retainer, the link building programme, the paid search account and the digital PR campaigns, each of which is reported on its own page.
Citations are the number of UK AI responses that reference a stelrad.com page. Share of voice is the proportion of responses to radiator-topic questions that mention each brand, measured against the named competitor set; figures are per brand and do not sum to 100. All figures are from Ahrefs Brand Radar so each can be checked independently.
Integrated Agency of the Year - SilverEuropean Agency Awards 2026
Best Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026
Standout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026
Best Integrated Paid Media CampaignUK Paid Media Awards 2026
Best New Business CampaignUK Agency Awards 2025
Best Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024Integrated Agency of the Year - SilverEuropean Agency Awards 2026Best Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026Standout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026Best Integrated Paid Media CampaignUK Paid Media Awards 2026Best New Business CampaignUK Agency Awards 2025Best Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024 
Measurement came first, so every later change could be judged against a known starting point rather than assumed to have worked. The rejected alternative was to start rebuilding content immediately and report on rankings, which would have left the programme unable to prove whether AI visibility had moved at all.
Guides on column versus panel radiators, heat output, radiator covers and radiator types were rebuilt as answers rather than articles, each giving a direct answer in the first paragraph and structured with FAQ and article schema. Those guides are now the most-cited pages on the site.
Thin, duplicated and legacy pages were merged or removed so the domain’s citation confidence concentrated on the pages that answer questions well. The rejected alternative was to leave the long tail alone: AI systems assess a domain as a whole, and a thousand weak pages lower the confidence the systems place in the fifty strong ones. Consolidation is the part of GEO most agencies skip because it removes pages rather than adding them.
Institutional and editorial links from the link building programme, and coverage from the digital PR campaigns, were directed at the same guides and the same brand claims so the systems found the brand corroborated wherever they looked. The rejected alternative was to treat AI visibility as an on-site exercise: the systems check whether a claim is corroborated before they cite it, and an uncorroborated brand is a product mention, not a source.
Ben set the programme’s central call, treating the advice hub as the citation source, and established the citation and share of voice baseline the whole programme is measured against.
The advice hub was rebuilt around the questions AI systems answer, each guide giving a direct answer in the first paragraph and reinforced by internal links from the category pages.
FAQ and article schema deployment, thin content consolidation in batches, and the technical implementation behind the extraction work.
Citations and share of voice reported per platform every month, from Ahrefs Brand Radar, so every figure can be verified independently.
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Stelrad is referenced 2,389 times across 405 distinct pages in UK AI responses, up 42% from 1,682 at the previous reading: 557 citations in Google AI Mode, 314 in Google AI Overviews, 249 in ChatGPT, 235 in Perplexity, 188 in Gemini and 57 in Copilot.
On radiator questions in Google AI Overviews, the platform that sits on top of the searches the category runs on, Stelrad holds a 62% share of voice against the named retailer set, ahead of Screwfix at 30% and BestHeating at 17%. In Perplexity, Stelrad leads the same set at 36%, ahead of BestHeating at 35% and Screwfix at 26%. Against other manufacturers in ChatGPT, Stelrad holds 19% against Reina at 10% and Myson and Kudox at 3% each.
The clearest proof in the library that citation-first content and entity reinforcement move AI visibility, not rankings alone: a manufacturer is the brand in the answer on the platform where its buyers search, ahead of the retailers that used to own the answer.
| Platform | Citations | Distinct pages cited |
|---|---|---|
| Google AI Mode | 557 | 231 |
| Google AI Overviews | 314 | 133 |
| ChatGPT | 249 | 137 |
| Perplexity | 235 | 119 |
| Gemini | 188 | 76 |
| Copilot | 57 | 45 |
| All platforms | 2,389 | 405 |
Source: Ahrefs Brand Radar, UK. The most-cited pages on the site are the column versus panel radiators guide (100 citing responses), best radiators for heat output (88), do radiator covers block heat (81), P1, K1, P+, K2 and K3 radiators explained (62), the radiators category page (58), the homepage (46) and pros and cons of column radiators (44).
Working with the Absolute Digital team has been a fantastic experience from the start. They've not only delivered exceptional results but have also been proactive in understanding our goals and tailoring their approach to fit our needs. Their efforts have significantly boosted our business.
GEO, which Absolute Digital Media delivers as AI Visibility Management, owns the citation and share of voice metrics: 2,389 AI citations across 405 pages, the per-platform breakdown, and share of voice in Google AI Overviews, Perplexity and ChatGPT. The SEO page owns traffic and rankings, the link building page owns the authority profile, and the digital PR page owns campaign coverage. The entity signals those programmes built are inputs to this one, and this page says so.
Two ways, both third-party. Citations: how many AI responses reference a page on the site, and how many distinct pages are referenced, per platform. Share of voice: how often the brand is mentioned in responses to a defined set of category questions relative to named competitors. Ahrefs Brand Radar supplies both, so a client can verify every figure independently.
Because it sits on top of the search results the category already runs on. Radiator buyers search on Google, and the AI Overview is the first thing they read. A 62% share of voice there, ahead of Screwfix at 30% and BestHeating at 17%, means Stelrad is the brand in the answer on the questions that lead to a purchase.
The advice hub was rebuilt around the questions AI systems answer: column versus panel, heat output, radiator covers, radiator types explained. Each guide gives a direct answer in the first paragraph, is structured with FAQ and article schema, and is reinforced by internal links from the category pages. Those guides are now the most-cited pages on the site, with the column versus panel guide referenced in 100 responses alone.
Not on its own. Stelrad already held position one for radiators before the programme, and citations still rose 42% between readings once the content was restructured for extraction. Ranking gets a page into the candidate set. Being cited depends on whether the page answers the question cleanly and whether the brand is corroborated elsewhere.
On commercial questions as well as informational ones. Stelrad is named in AI responses to what is the best radiator for home heating, what is the best vertical radiator, which vertical radiator gives out the most heat, and how much does it cost to have electric radiators fitted, alongside the high-volume radiator cover and radiator lifespan questions.
Citations move faster than rankings once the groundwork exists. On this account, citations rose from 1,682 to 2,389 between two readings taken weeks apart, because the entity signals from the SEO, link building and digital PR programmes were already in place and the content change was the missing piece.
Yes. Absolute Digital Media runs AI Visibility Management across manufacturing, eCommerce, financial services, iGaming and healthcare. The method is the same: audit and baseline, rebuild the advice content around the questions the systems answer, structure it for extraction, reinforce the entity, and measure citations and share of voice monthly.
If your brand ranks on Google but a retailer is the one in the AI answer, the conversation worth having is about which questions your buyers ask and which of your pages could answer them.
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