Business Intelligence Group: 3x AI Visibility & a new growth channel with OptimizeGEO
About Business Intelligence Group
Business Intelligence Group (BIG) runs global awards and advisory programs that recognize companies, teams and products for innovation and leadership. As a marketing-led organization, they've always invested in building awareness across web, social and email.
The job of a marketer is to find new ways to build awareness - now we're ramming it down to LLMs. That's where the knowledge is. It's a very interesting change.
Challenge
What is my AI traffic?
No easy way to see AI traffic in GA4
What is my AI traffic? It's not easy to find when you're using Google Analytics or other analytics tools.
No baseline for AI visibility
- •How often LLMs mentioned BIG?
- •How they described BIG?
- •How BIG compared to competitors inside AI answers?
No structured way to act on it
There was no "report card" tying AI visibility to:
- •Site fixes
- •Content changes
- •Actual revenue outcomes
LLM/GEO search on how to see AI traffic in GA4 - and that's when OptimizeGEO started to become the operating system for his GEO strategy.
Objective
BIG partnered with OptimizeGEO to
- •Measure AI visibility with a clear Visibility Score baseline
- •Prove that AI traffic is real, growing and high quality
- •Fix the surfaces LLMs were reading (site, profiles, structured text)
- •Track impact on traffic & conversions on an ongoing basis
- •Content - Send the right content based on what consumers are searching for and what the LLMs can crawl (content tool helped)
Understand how LLMs see BIG
(and its competitors)
Next, Russ leaned on OptimizeGEO's Visibility Score and prompt intelligence features.
Initial Visibility Score: ~25%
"When I first looked for my business it was 25%, and I was not happy."
The platform showed
- •Which LLMs were mentioning BIG (and where it was missing)
- •What prompts people were using that led to BIG
- •Where competitors were being recommended instead
Using OptimizeGEO, I realized I wasn't even thinking about the prompts people were searching. The platform was grabbing those prompts and refining them in such a smart way. It's incredibly helpful for our user-research team; they get a sense and a better sense of competitor dynamics.
This turned OptimizeGEO into a live user-research feed and a competitive radar for AI discovery.
Fix what LLMs were reading
With the visibility gaps and bad surfaces identified, Russ used OptimizeGEO's Site Audit and content tools to fix the fundamentals.
The site audit tool is my favourite because I'm all about action and getting the number up. It's like a little report card you check every week.
OptimizeGEO surfaced
- •Profile engines and auto-generated pages that were creating bad, low-quality pages
- •Content that was confusing LLMs or diluting BIG's authority
- •Structural issues that made it hard for AI to summarize the brand cleanly
Actions BIG took
- •Cleaned up or removed degrading profile-generated pages
- •Updated key pages and LLMs.txt to match what the engines needed to see
- •Used OptimizeGEO's content guidance to create clearer, more authoritative surfaces
Result
The Visibility Score started climbing steadily , week after week.
Why OptimizeGEO Worked for BIG
3x Visibility Score uplift
- •Visibility Score moved from 25% to 75%
- •BIG now shows up in far more prompts, across more LLMs and categories
"Visibility Score is magical."
AI traffic as a proven, revenue-generating channel
- •AI traffic has a clear upward trend and high engagement
- •Award nominations and revenue events can now be directly tied back to AI-referred sessions
Global AI discovery
BIG's AI-driven visitors now come from across the world.
BIG is a global business. Most of our market is from the US, but we have winners from all over the globe. AI traffic isn't limited to the US, it's coming from everywhere.
Better research, strategy and creative direction
Russ's team now understands:
- •How real people ask LLMs about awards and advisory
- •Where competitors show up
- •How BIG needs to show up to win those recommendations