WHITO GLOSSARY · MEASURED DEFINITIONS
The share of AI answers on a topic that cite or name you, measured against everyone else. It is spread thin: across 45 UK marketing-buyer answers, three engines cited 209 domains, and 151 were cited exactly once.
The number: Who AI cites for UK marketing advice.
What it means in practice
The mistake is assuming the big names own AI answers the way they own search results. On UK marketing questions, Ahrefs, Moz and HubSpot received no citations at all. The engines mostly pick pages the other engines never touch.
The move is to measure it yourself: fix a set of questions your buyers ask, ask each engine on the same day, count who is cited, and repeat monthly on the same protocol.
Whito stage: Scale. Worth measuring once the basics are fixed and your pages are readable by machines.
The numbers to hold onto
- Only 35 of the 209 domains were cited by more than one engine, and four by all three. Who AI cites for UK marketing advice.
- In 159 Google AI Mode answers across 20 UK towns, the business’s own website was cited in 143 (90%). The Whito AI citation map.
- Checkatrade sat behind 50 of 60 trade answers but 1 of 79 professional-service answers. The Whito AI citation map.
Where to go next
Related: AI citation, AI visibility, Generative engine optimisation