How Dun & Bradstreet Improved AI Search Visibility and Achieved 57x Growth in LLM Traffic Using Infigrowth

Client

Dun & Bradstreet

Industry

B2B Business Data & Analytics

About

Dun & Bradstreet is a globally trusted provider of business decisioning data and analytics, enabling organizations to assess credibility, manage risk, and uncover growth opportunities. With over 100,000 businesses relying on its insights worldwide, maintaining authority and discoverability across modern search platforms is critical to its growth strategy.

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1,500+
Keywords featured in Google AI Overviews
57x
Increase in traffic from LLM platforms
2.7% to 4.1%
AI Overview share improved

Vipul Oberoi
Director - Marketing Dun & Bradstreet
Infidigit’s AI workshop connected critical dots between AI’s influence on Google SERPs and our adaptive SEO strategies. The Infigrowth insights on AI Overviews proved invaluable, positioning us to make confident, data-driven decisions in this rapidly evolving landscape.

Challenge: Measuring Visibility in an AI-First Search Era

As search evolved beyond traditional blue links, Dun & Bradstreet faced a new visibility challenge.

While the website had a strong SEO foundation, there was limited clarity on how the brand appeared across:

• Google AI Overviews
• LLM-powered discovery platforms such as ChatGPT, Gemini, and Perplexity

Key questions remained unanswered:

• Which keywords triggered AI Overviews?
• Was Dun & Bradstreet being cited in AI-generated answers?
• How much traffic was actually coming from LLM platforms?
• How could AI visibility be validated with confidence?

Traditional SEO tools were not designed to answer these AI-specific questions.

Objective: Expand tracking beyond rankings to measure AI discoverability.

Key Objectives

• Increase keyword presence and share within Google AI Overviews
• Measure and grow traffic originating from LLM platforms
• Improve brand mention frequency inside AI-generated responses
• Gain reliable, verifiable insights into AI search performance

Why Infigrowth Was Chosen?

Infigrowth was implemented to provide dedicated visibility into AI-driven search, something traditional SEO tools could not offer.

With native support for:

• AI Overview tracking
• LLM traffic and visibility measurement
• SERP snapshots and comparisons
• AI keyword opportunity analysis

Infigrowth became the central platform for monitoring, validating, and scaling AI search performance.

Strategy & Implementation Using Infigrowth

1. AI Overview Keyword Opportunity Identification

Using Infigrowth’s AI Overview Tracking module, the team analyzed large keyword sets in the B2B data and analytics space to identify:

• Queries triggering Google AI Overviews

• Keywords where competitors were cited, but Dun & Bradstreet was not

This allowed focused optimization on keywords most likely to drive AI visibility.

2. Entity & Semantic Optimization Guided by Competitor Insights

Insights from Infigrowth highlighted gaps in semantic and entity alignment. Key landing pages were optimized to:

• Strengthen entity relationships around business intelligence and decisioning data
• Improve contextual relevance for AI interpretation
• Increase factual authority and summarization readiness for AI systems

3. LLM Traffic & Visibility Tracking

Using Infigrowth’s LLM Traffic reports, the team gained visibility into:

• Traffic originating from ChatGPT, Gemini, and Perplexity and more
• Pages and topics surfaced by LLMs
• Location-based LLM traffic

These insights informed the creation of conversational content, structured FAQs, and context-rich definitions aligned with LLM consumption patterns.

4. SERP Snapshot & Comparison for Validation

To ensure data accuracy and reporting confidence, SERP Snapshots and SERP Comparison were used to:

• Validate keyword rankings against live SERPs
• Compare AI Overview presence across different dates
• Monitor SERP volatility and competitive movement

This removed ambiguity from reporting and ensured decisions were backed by real SERP evidence.

Result: Significant Growth Across AI & LLM Platforms

Within three months of implementing the Infigrowth-driven AI visibility strategy, Dun & Bradstreet achieved:

1,500+

keywords featured in Google AI Overviews

57x

increase in traffic from LLM platforms

2.73% to 4.16%

AI Overview share improved

Ready to Track Your AI Search Visibility?

See how your brand appears across Google AI Overviews and LLM platforms with Infigrowth.