WHITO GLOSSARY · MEASURED DEFINITIONS
A mention of your site as a source inside an AI answer. Citations outnumber visits heavily: Microsoft Copilot cited whito.co.uk 17,400 times in three months while Bing sent 167 clicks, 104 citations per click.
The number: Do AI Citations Drive Traffic.
What it means in practice
Citations are the new impressions: enormous numbers, tiny clicks. The mistake is treating them as traffic. They are reputation delivered inside someone else’s answer.
Publish original figures with dates and sources, because that is what engines quote, and make sure the name they quote leads somewhere that converts.
Whito stage: Scale. This matters once the basics are already converting.
The numbers to hold onto
- Microsoft Copilot cited whito.co.uk 17,400 times in three months while Bing sent 167 clicks, 104 citations per click. Do AI Citations Drive Traffic.
- Only about 232 clicks reach the open web per 1,000 UK searches. UK Search Engine Statistics.
Where to go next
Related: AI visibility, Google AI Mode, Zero-click search