AGL is one of Australia's leading energy companies with electricity, gas, solar and renewable energy services, plus nbn and mobile plans.
💡 Adam Hanczuk | Senior Optimisation and SEO Lead
“Working with Gudu has been an absolute pleasure. They’re true professionals, consistently courteous and possessing exceptional stakeholder management skills. They haven’t just consulted for us, they’ve perfectly integrated into our ways of working, feeling like a natural, extended member of the team. Their deep knowledge and proactive approach make them invaluable. I couldn’t recommend them more highly for anyone seeking top-tier expertise.”
Challenge
As a leader in the energy sector, AGL found itself at a complex digital crossroads. Despite investing in high-end, enterprise-grade SEO software, they faced a common hurdle; the tools were vastly under-utilised.
A gap in internal staffing and specialised expertise meant that their technology was sitting idle, preventing the brand from achieving the online visibility its market position deserved.
But the stakes were raised further by a rapidly shifting search landscape (that still continues to shake things up every month). By late 2024, competitors were gaining traction in organic search, and the emergence of Generative Engine Optimisation (GEO) and AI-driven search started to reshape how users find information.
With traditional search volumes beginning to fluctuate, AGL faced pressure to make sure their digital presence didn’t just survive the move towards an AI-environment, but thrived in it.
The challenge was twofold; AGL needed to continue capturing organic traffic within an increasingly zero-click environment (where users get answers directly on the search page), while also securing their spot in the ever-changing world of AI search within Large Language Models (LLMs).
Solution
Recognising that the primary hurdle was a lack of dedicated resources, we embedded our own SEO team directly into AGL’s internal digital optimisation team. This approach allowed us to provide AGL with immediate access to high-level expertise at a fraction of the cost of a full-scale internal hire, while also ensuring their enterprise-grade tools were being leveraged to their full potential.
Our approach with AGL’s search strategy was bucketted into 3 areas:
- Technical foundations: We conducted ongoing on-page and technical audits to make sure the site’s architecture was optimised for both traditional crawlers and the emerging requirements of AI-driven search engines.
- Content and on-page excellence: We focused on high-impact optimisations that addressed user intent, making sure AGL remained the authoritative voice in an increasingly competitive energy market.
- Future-proofing for AI: We pivoted our SEO strategy to also focus on the GEO landscape (as we truly believe they work hand-in-hand). We made sure AGL’s brand wasn’t just visible on Google, but that it was actively, and appropriately, cited and mentioned by LLMs.
Result
Within the first 6-months of our partnership with AGL, we saw a powerful shift in their digital performance because it allowed us to move fast; turning data into actionable tasks and transparent reporting.
By focusing on high-intent organic growth, we were able to transform how AGL appeared to its customers within the search environment. The strategy didn’t just improve rankings; it created a more cost-effective ecosystem where organic authority reduced the need for heavy bidding on competitive generic terms, significantly lowering the overall cost of customer acquisition.
This also allowed us to see sustained growth in a highly competitive sector:
- Increased digital market share: We achieved a 58% increase in average search position, which directly fuelled a 22% increase in clicks and a 6% rise in total impressions (H1 vs H2).
- AI and feature dominance: AGL secured 14.5k features in Google’s AI Overviews (AIOs), ensuring the brand remained a primary source of truth in the zero-click environment.
- Keyword authority: We saw a 40% increase in keywords sitting in the top 3 positions, alongside a 24% growth in the total number of keywords AGL ranks for.
By successfully bridging the gap between traditional search and the AI-driven landscape, AGL has solidified its digital leadership. The project proved that when enterprise-grade tools are matched with specialised human expertise, the result is a massive leap in both visibility and commercial efficiency.