01 — Approach
SEO as part of the performance stack
We have been doing search engine optimization since 2006, long enough to have watched Panda, Penguin and a dozen core updates up close. Even so, SEO at rulers is not an isolated ranking project. It is a channel that plays by the same rules as every other one on our performance overview: clear goals, honest measurement, priorities set by contribution margin. A keyword that brings lots of traffic but never buys sits further down our list than one with a hundred searches a month and real purchase intent.
The second difference: we run SEO and paid together. Search terms that convert at a high cost in Google Ads are the best candidates for organic content. And organic rankings show where ad budget can be saved.
02 — Current
What is changing in the SERPs right now
AI Overviews now appear on roughly a quarter of all US search queries, and where they appear, the click rate of the first organic result drops from about 28 to 11 percent. That sounds like bad news, but it has a second side: over 90 percent of the sources AI Overviews cite already rank in the top 10 anyway. If you are well positioned in classic search, you hold the best cards for showing up in the AI answer too.
Add the core updates from March and May 2026, which rolled out in the middle of Google's biggest AI rebuild of search. The recognizable pattern: Google increasingly rates the whole site instead of individual pages and rewards content with its own data, its own experience and a clear point of view. Generic roundup content that a language model could write just as well is losing visibility.
Our take: panicking at every update is not a strategy. If you match search intent, keep the tech clean and publish things that exist nowhere else, you usually come out of core updates on the winning side.
03 — Discipline
Technical SEO: the foundation
Before we talk about content, the tech has to stand. We check Core Web Vitals, crawling and indexing, renderability of JavaScript content, canonicals, redirect chains and structured data. Schema.org markup in particular keeps gaining importance, because it enables rich results and helps machines of every kind understand your content correctly.
We do not stop at a list of recommendations in a PDF. If you want, we implement the fixes directly in the code, together with our team for Web Tech & WebOps. That saves the usual translation loop between SEO consulting and development. If you want to know where your site stands technically: the first technical check is free, just drop us a line.
Core Web Vitals
Indexing
Schema.org
Crawl Budget
hreflang
Log Analysis
04 — Discipline
Content that matches search intent
We do not start with a keyword list. We start with the question: what does the person searching actually want to achieve? Buy, compare, understand, solve a problem? From that comes a content plan in which every page serves exactly one intent. Guides that try to sell and product pages that try to lecture both rank badly.
The writing draws on expertise from inside your company: interviews with your people, real numbers, real cases. That is the part no competitor and no language model can copy.
05 — Discipline
Internal linking with architecture
Internal links are the most underrated tool in SEO. They steer which pages Google understands as important and lead visitors from the guide to the product page. We build a topic architecture with clear hubs and subpages in which every link has a job. No footer link graveyards, no hundred identical anchor texts.
A good site structure answers in three clicks what you offer and why anyone should believe you.
06 — Outlook
The bridge to GEO
SEO and GEO are growing together. The same clean structure, the same structured data and the same quotable statements that rank in Google search also make ChatGPT, Perplexity and Gemini mention your brand. We think both together from the start instead of setting up a second project later. What GEO means in practice and how we run it is on our page about GEO.