# From invisible to a $100k ChatGPT deal

**URL:** https://www.perrill.com/work/wind-river-environmental/
**Author:** scribe
**Published:** October 28, 2026

> ALL WORK Environmental Services GEO SEO A category leader almost entirely missing from AI answers. With a full SEO and GEO strategy, they are now named more than any other competitor, with a $100k ChatGPT deal to prove it. $100k...

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![wind_river_cover](https://www.perrill.com/wp-content/uploads/2026/10/error.2406141542598.webp)

[ALL WORK](https://www.perrill.com/work/)

Environmental Services
GEO
SEO

A category leader almost entirely missing from AI answers. With a full SEO and GEO strategy, they are now named more than any other competitor, with a $100k ChatGPT deal to prove it.

$100k

Closed-won deal sourced from ChatGPT

Scroll to learn more

An invisible category leader

## Wind River was doing the work, but search results didn't reflect that

Wind River is one of the largest liquid waste companies in the eastern United States, servicing septic, grease traps, and lift stations for homes, businesses, and towns across 15 states.

The tension

## Missing where buyers were searching

When buyers asked AI who to call for septic service, national plumbing brands like Roto-Rooter showed up. Wind River, a septic specialist, often wasn’t mentioned at all. And the Wind River team didn’t have a good way of measuring that visibility gap.

![wind-river-tension](https://www.perrill.com/wp-content/uploads/2026/10/01-tension-chatgpt-miss-2.png)

The turn

## Win Google and AI search at the same time

Our team ran SEO and GEO in tandem, building on one technical foundation for crawlers and LLMs alike with a single goal: get Wind River in front of buyers wherever they search.

## Make the site machine-readable

The site had duplicate titles, redirect loops, broken internal links, and zero schema. We fixed those issues and added structured data so crawlers and LLMs could see what Wind River actually does.

![wind-river-move-1](https://www.perrill.com/wp-content/uploads/2026/10/02-move1-site-audit-1.png)

## Give every state its own answer

Wind River serves a number of states along the East Coast, so our team made sure each state had residential, commercial, and municipal pages covering service areas, local regulations, and real customer questions. They’re specific enough to rank and concrete enough for AI to cite.

![wind-river-move-2](https://www.perrill.com/wp-content/uploads/2026/10/03-move2-state-page-1.png)

## Measure the channel that wasn't getting tracked

To solve for the lack of AI visibility measurement, we tracked 117+ prompts across six AI platforms in PAVE, our AI visibility intelligence engine. PAVE showed us that the gap wasn’t on the page—Wind River just wasn’t being mentioned often enough. So we went after the third-party sources AI already trusts. Insights from PAVE helped guide the strategy that contributed to the program’s biggest win: a $100k closed-won deal sourced from ChatGPT.

![wind-river-move-3](https://www.perrill.com/wp-content/uploads/2026/10/04-move3-pave-prompts-1.png)

The payoff

## Found in search, chosen in ChatGPT

Named in nearly a third of AI answers, which is 5x more than the nearest competitor. And a $100k deal straight from ChatGPT.

-
Closed-won from ChatGPT

$100k

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AI-sourced leads in 90 days

31

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AI visibility vs. nearest competitor

5.2x

## Want a story that ends like this?

Tell us about your business.

We’ll tell you how we’d grow it.

[LET'S GET STARTED](https://www.perrill.com/contact/)

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