Case Study

50+ Qualified Leads Per Month from Organic Search and AI Search

Client
Ruler Analytics

Services
SEO and GEO

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.

The Challenge

Ruler Analytics needed to become the brand that both search engines and AI platforms consistently referenced when marketers asked questions about attribution.

Paid media was delivering results, but acquisition costs were rising. Meanwhile, the way buyers research software was shifting. Alongside traditional Google searches, marketers were increasingly turning to AI-powered tools, like ChatGPT, Perplexity and Google AI Overviews, to find, compare, and shortlist solutions. For Ruler, being absent from those AI-generated responses meant being invisible to a growing segment of their target audience.

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 that required genuinely expert content – the kind of depth and clarity that AI models favour when selecting sources to cite.
A need to be the answer, not just a result. In AI search, there are no page-two rankings. Either you’re the source the model references, or you don’t exist.

Starting from virtually zero organic presence, Ruler needed a strategy that would build the kind of topical authority, content depth, and entity credibility that would make them visible across both traditional and generative search.

The Solution

We developed and executed an integrated GEO and SEO strategy designed to make Ruler Analytics the most authoritative, most citable source in the attribution space. The approach was built around three pillars:

1. Building a best-in-class knowledge hub

AI models pull from sources that demonstrate clear expertise, structured information, and comprehensive topic coverage. We built a content library specifically designed to be the kind of resource that both search engines and AI models would draw from:

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 targeting software-related keywords with clear, factual, well-structured copy that serves both human readers and AI crawlers.

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

For AI search, authority isn’t just about backlinks, it’s about the breadth and consistency of signals that tell a model “this brand is a trusted source on this topic.” We strengthened Ruler’s entity profile through:

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 ensure content performed across both search environments, we implemented:

On-page optimisation across priority pages, including clear question-and-answer formatting, structured headings, and concise definitions – all patterns that improve AI citability.
Internal linking architecture to build strong thematic clusters, signalling topical depth to both search engines and AI retrieval systems.
Technical improvements to crawlability, speed, and user experience, ensuring Ruler’s content was fully accessible to both traditional crawlers and the retrieval mechanisms AI platforms use to source information.

These ensured that all newly created content had the strongest possible chance of ranking.

Results

The results of this long-term GEO and SEO 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 and AI search, establishing inbound as Ruler’s most scalable and profitable demand generation channel.

Organic and AI search evolved into the company’s primary inbound engine – delivering predictable, compounding results and significantly reducing reliance on paid channels. By building the kind of content authority that both traditional algorithms and AI models reward, Ruler Analytics secured a competitive advantage that will only strengthen as AI search adoption grows.