As an agency, we’ve long championed the tangible value of awards, seeing firsthand how independent validation from respected industry bodies provides unrivalled credibility. Endorsement form recognised and well-respected sources speak louder and carry more weight than any brand message could.
It’s a no-brainer: we’re much more likely to trust a brand via a third-party endorsement versus the brand telling us how great it is. That’s just how we’re programmed.
Our targeted approach of entering client products and services into the most relevant award programmes has consistently yielded a strong return on investment. In some instances, it could be hundreds of products, but the positive results that come with award wins and accreditations are more powerful than ever before.
Aside from the obvious satisfaction of winning, there is the supporting marketing that comes with it from on pack visuals and signage, usage of ‘award winning’ in comms and advertising to now harnessing the power of endorsements in an increasingly AI dependent landscape.
The rise of AI-generated search results and the growing influence of authoritative online sources mean that the strategic pursuit of awards is no longer just a PR tactic; it’s a critical, high-impact GEO (Generative Engine Optimisation) imperative.
Read more about Generative Engine Optimization and Clarion’s GEO Navigator here
In the age of AI, internet search relies heavily on advanced algorithms and artificial intelligence trained on huge amounts of online data, making authority, expertise, and trust more important than ever. Award wins provide these signals by the boatload:
High-quality backlinks & domain authority
Award websites are often highly trusted, well-established, and niche-specific. They frequently boast high Domain Authority (DA) scores thanks to their longevity, specialised content, and the number of authoritative sites that reference them. When an award website links to a brand’s website as a winner, or even just a nominee, it’s not just a referral; it’s a powerful vote of confidence in the eyes of generative search. These backlinks boost a brands own DA, improve their organic rankings, and validate their online presence.
Long-tail opportunities
Award results naturally incorporate long-tail or highly specific multi-word search terms like ‘Best budget X award’, or ‘Most innovative X of 2026’ etc. These long-tail keywords tend to have lower competition but high intent, driving qualified organic traffic. These phrases often directly respond to a user’s search (‘What is the best/cheapest/most innovative X’), and provide regular, fresh content for search engines, demonstrating an active and authoritative online presence.
In short, generative AI models don’t just present links; they synthesise information and provide direct answers to a user’s search. AI models are trained on vast datasets of web content and are designed to prioritise trustworthy, authoritative sources.
When an AI is asked, either directly or through Google search, about ‘the best [product/service]’, it will prioritise information found on reputable award sites, industry publications, and established news outlets that have reported on awards.
How to integrate awards into GEO:
To fully leverage this evolving landscape, a strategic approach to awards should be integrated into any comms plan and understanding which awards provide the best potential commercial outcome is key. Do they align with business priorities, will they help differentiate what are the public are actually searching for, and will they provide multiple leverage opportunities if successful?
While a targeted awards programme will require planning and investment, the opportunities that come with it are invaluable, especially as the growth and role of AI in consumer discovery and decision making evolves at pa
Want to get optimised for the AI? Reach out to [email protected] now.
*Pew Research
