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Case Study

50+ Qualified Leads Per Month: A Go-To-Market Engine Built for Search, AI and Outbound

Client
Ruler Analytics

Sector
SaaS

Services
SEO, GEO, Content Marketing & Outbound Email

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 way to generate demand and reach the right buyers, consistently.

The Challenge

Ruler needed more than rankings. They needed a complete go-to-market engine: a way to get discovered across search and AI, a way to build the authority that earns trust, and a way to reach in-market decision-makers directly rather than waiting to be found.

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.

A reliance on inbound alone, which meant Ruler could only convert demand once buyers had already started looking. Reaching decision-makers earlier required a proactive channel.

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.
  • Data-driven and thought-leadership assets that established Ruler’s point of view, earned attention, and gave buyers a reason to engage.
  • 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.

4. Reaching in-market buyers directly through targeted outbound

Search and AI capture demand once buyers start looking. To reach decision-makers before they’d started that journey:

  • We built targeted outbound lists of senior marketers across Ruler’s priority sectors.
  • Ran newsletter-style email campaigns designed to educate rather than hard-sell. Rather than cold pitches, these positioned Ruler as a genuine authority on attribution, warming prospects and drawing them into the same content ecosystem built for search and AI. 

This gave Ruler a proactive demand channel that complemented the inbound engine, shortening the path from awareness to qualified conversation and ensuring the brand stayed front of mind with the buyers most likely to convert

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.
  • 50+ qualified leads every month from organic and AI search, establishing inbound as Ruler’s most scalable and profitable demand generation channel.
  • A proactive outbound channel that put Ruler directly in front of high-value decision-makers, complementing inbound demand and giving the brand a reliable way to reach buyers before competitors did.

Together, these channels evolved into the company’s primary go-to-market engine, delivering predictable, compounding results and significantly reducing reliance on paid media. By building the kind of content authority that both traditional algorithms and AI models reward, and pairing it with direct outreach to in-market buyers, Ruler Analytics secured a competitive advantage that will only strengthen as AI search adoption grows.