Rough Country grows revenue with 3X higher AI visibility than competitors
The Challenge
Rough Country, a leader in off-road parts and accessories, found success prioritizing traditional SEO. However, AI-powered search was making their content less visible, they couldn’t measure their AI presence, and their ROI was less clear than ever. They came to Tinuiti for a new strategy that could put them back at the top of search and give them more data to pull from.
Rough Country needed to adapt to the AI search revolution while maintaining their competitive edge. But the emerging AI landscape presented significant obstacles.
- Zero visibility into AI performance: Rough Country had no way to track or measure presence across ChatGPT, Perplexity, and other AI platforms.
- Declining discoverability: Traditional SEO content wasn’t optimized for language learning models (LLMs).
- Missing revenue attribution: The off-road leader couldn’t connect AI-driven traffic to business outcomes.
- Competitor advantage at risk: Rough Country risked falling behind in the race to own AI-powered search results.
Results
22%
visibility score from 180+ high-intent prompts across 7 AI models
$22.7K
revenue from AI sessions year-to-date
+3X
visibility score than nearest competitor
+71%
increase AI referral traffic (vs. previous 90 days)
How We Did It
Leveraging Profound for LLM tracking, prompt and sentiment analysis, Tinuiti successfully built a data-driven strategy across three core pillars:
1. Establish AI Visibility Benchmarking
- Measured Share of Voice across 7 major language learning models
- Created baseline visibility scores from 180+ high-intent prompts
- Enabled competitive tracking to identify gaps and opportunities
2. Capture & Attribute AI-Driven Traffic
- Implemented “.ai” traffic reporting in Looker Studio and Google Analytics
- Built tracking infrastructure to capture referrals from ChatGPT and Perplexity
- Connected AI sessions directly to revenue outcomes
3. Optimize Content for AI Discoverability
- Deployed LLMs.txt files to improve model crawlability
- Created AI-specific FAQ content targeting common voice queries
- Enriched product detail pages (PDPs) with structured, AI-friendly content that language models could easily parse and reference
Conclusion
Tinuiti’s AI SEO strategy didn’t just solve Rough Country’s visibility problem — it turned AI search into a competitive advantage and a measurable revenue driver. By leveraging Profound to benchmark, track, and optimize for AI platforms, Rough Country now leads their category in AI Share of Voice while generating quantifiable ROI.
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