Ruler Analytics is a leading marketing attribution and marketing mix modelling platform used by brands and agencies to unify their data and understand the true impact of their marketing activity. Ruler helps businesses connect revenue to the channels, campaigns, and keywords that create it, giving marketers the insight needed to optimise performance and drive predictable growth.
In 2020, Ruler Analytics became an official Google Technology Partner, solidifying its position as one of the most trusted tools in the attribution space. Despite strong product-market fit and an ambitious roadmap, Ruler faced a common hurdle shared by fast-growing SaaS companies: they needed a scalable, reliable, and cost-efficient demand generation engine.
Challenge
Ruler Analytics wanted to build a repeatable and predictable enquiry-generation channel to support long-term growth. Paid media was working, but acquisition costs were rising, and the brand needed an organic growth strategy that could compound over time.
The challenge was significant:- Low existing organic visibility in a competitive market dominated by established attribution platforms.
- High-intent keywords such as marketing attribution software, call attribution, and were difficult to compete for without a well-structured content and SEO foundation.
- Complex subject matter, requiring educational content that not only ranked but also demonstrated deep expertise and trustworthiness.
- A need for both awareness and bottom-of-funnel content, to turn unknown searchers into educated, sales-ready prospects.
Starting from virtually zero organic presence, Ruler needed a strategy that wouldn’t just increase traffic, but attract qualified traffic that would convert into demo requests and customer enquiries.
Solution
To build a sustainable inbound engine, we developed and executed a comprehensive SEO and content strategy built around three pillars:
1. Building a best-in-class knowledge hub
We created a large, authoritative library of content designed to answer the core questions marketers have around attribution. This included:
- Educational guides on attribution modelling, tracking, data accuracy, and measurement.
- Product-aligned content explaining how attribution works, why it matters, and how Ruler solves the problem.
- Comparison content to compete effectively with alternative solutions.
- High-intent landing pages built around software-related keywords.
This knowledge hub positioned Ruler Analytics as one of the most credible sources in the attribution space, increasing both visibility and trust.
2. Strengthening domain authority via strategic backlink acquisition
To compete against larger, well-funded SaaS competitors, Ruler needed a stronger backlink profile. We delivered this by:
- Executing a sustained blogger outreach and link-building programme.
- Creating high-value, data-driven content assets that naturally attracted links.
- Accelerating authority through targeted placements on reputable industry sites.
- This combination significantly boosted the domain’s authority and search competitiveness.
3. Continuous on-page optimisation and technical improvements
To maximise performance, we implemented:
- Robust on-page optimisation across priority pages.
- Improved internal linking to strengthen thematic clusters.
- Ongoing technical enhancements to improve crawlability, speed, and UX.
These ensured that all newly created content had the strongest possible chance of ranking.
Results
The results of this long-term SEO and content strategy were transformational:
- Consistent year-on-year traffic growth of 70% from Organic Search, sustained over multiple years.
- More than 600 keywords ranking in the top 3 positions on Google, including highly competitive attribution-related terms.
- 40,000+ unique organic visitors per month, up from virtually zero in 2016.
- 50+ qualified leads every month from organic alone, establishing SEO as Ruler’s most scalable and profitable enquiry-generation channel.
Organic Search evolved into the company’s primary inbound engine – delivering predictable, compounding results and significantly reducing reliance on paid channels.