85% traffic and top positions in AI search: How Hafslund took ownership of hydropower in search
Hafslund is a key player in the Norwegian energy sector, with strong expertise in hydropower, district heating, and renewable energy. However, our analysis showed that they were not perceived as a leading knowledge source on Google, neither in traditional search nor in AI-driven surfaces like AIO, where a single source often captures all the attention.
They had the expertise, but not the visibility
Even with strong professional authority and an important role in society, Hafslund was absent from many key searches such as:
- What is hydropower?
- Hydropower in Norway
- How does hydropower work?
The result?Low visibility and competitors capturing the traffic. For Hafslund, it wasn’t about producing more content for the sake of volume, but about building something that truly makes a difference: a structured cluster that covers the entire subject area and builds both credibility and authority. In Google and with users alike.
It’s been both exciting and impressive to see the strong growth in traffic and visibility since we started working with Solid Media. We have received excellent guidance along the way; Solid Media consistently brings strong suggestions and ideas, they are forward-thinking and work systematically and thoroughly to help us achieve the best possible results. They also deliver very high-quality content and succeed in communicating complex topics in a clear and accessible way. Succeeding with our website is a project that requires continuous effort and high-quality content, and we at Hafslund would not have done that job nearly as well without Solid Media
Heidi Palmer Pettersen
Web Editor, Hafslund
A comprehensive and targeted hydropower cluster
We started with a thorough insight phase where we mapped the entire hydropower universe: keywords, competitive landscape, user intent, and the expert topics Hafslund could naturally own. Based on this, we developed a content plan consisting of 10 articles, carefully structured to support each other and strengthen Hafslund’s expert position in search.
Solid Media developed the content with a focus on clear communication and SEO. Hafslund ensured subject-matter quality, and the content was optimized for visibility in both traditional search and new AI-driven surfaces.
The result was a website with clear language and a clean structure, where the content is built on credibility and gives the target audience both clarity and confidence – and strengthens the user experience. Before you can persuade, you need to be understood. Trust-building content often lays the foundation for conversion.
From low visibility to a leading position
Strong growth in Google
In a short time, Hafslund has become one of the most visible sources on hydropower in Norwegian searches. The average position for the cluster improved from 17.0 to 8.1 – and 19 out of 21 keywords achieved first-page rankings.
The collaboration has delivered measurable impact over time. Since the start, Hafslund has seen a 16.5% increase in total visibility. The number of keywords on Google’s first page has grown by 24.1%, and Hafslund now ranks at the very top for many key professional searches.
Top rankings in AI-powered search
The AI optimization has also delivered clear results. Several of the most important keywords now rank in 1st or 2nd position in AIO – including:
- Hydropower in Norway
- Hydropower price per kWh
- How does hydropower work?
- What is water value?
This shows that Hafslund has secured a strong position in a search landscape that is rapidly changing.
As more people use AI-powered assistants and search results, it becomes even more important to be among the first to be mentioned. Not only in traditional Google results, but also in generated answers, voice-based searches, and other AI surfaces where a single source often gets all the attention.
Being visible here is not just about traffic, but about trust. When AI platforms highlight Hafslund as one of the first and clearest answers, it strengthens both the brand and their position as a subject-matter authority within hydropower.
Significant increase in traffic
After the launch in August 2025, click volume increased by 85.7%. At the same time, the average position improved from 13.2 to 7.8. This shows that the content both builds authority and drives traffic from professionally relevant searches.
Content that creates value across channels
The expert content has also become a resource beyond organic search. Several of the articles were used as landing pages in Hafslund’s hydropower campaign, and repurposed in social media and outdoor channels. This confirms the value of high-quality expert content. The results come both through visibility in search and commercial initiatives, and can be leveraged by multiple internal teams.
The work with Hafslund shows how much you can achieve with solid insights, technical SEO and targeted content. The collaboration has been excellent, and the development within the hydropower topic shows what a holistic SEO strategy can actually deliver.
Eirik Vesthovde
Technician | SEO, Solid Media
Alexander Dahlstrøen
Senior Advisor
Are you our next success story?
Get in touch with our Senior Advisor, Alexander Dahlstrøen, on 21 42 42 80, send an email to alexander@solidmedia.no or use the contact form.