Tom Rayner

Head of Content, SEO & AEO at Animalz

Helping companies get found, cited,
and picked.

Dossier / 02

Prompt To Pipeline

Selected proof from the work that gets companies found, cited, and picked.

01 Live case

Case file / AEO

AEO visibility, BOFU content, and pipeline measurement

Citations 1,890+ 1,890+ citations across ChatGPT, Perplexity, Google AI Mode, and Claude.
LLM traffic 4,000+ 0 -> 4,000+ BOFU LLM visits in less than three months.
MQLs 7% Click-to-MQL The measurement checkpoint between BOFU visits and pipeline.
Pipeline ~$400k ~$400k influenced pipeline from AEO deals.

Case file / SEO

SEO visibility, site architecture, and revenue measurement

Opportunity Opportunity analysis Information architecture, content guidance, and offsite strategy.
Architecture 3 sites launched The Ascent, Millionacres, and The Blueprint launched for Motley Fool.
Visibility 1.8M+ clicks per month Monthly traffic exceeded 1.8 million non-brand organic clicks.
Revenue $3M+ in revenue Incremental monthly revenue exceeded $3 million across the three websites.

I work on the messy bit where search, content, AI answers, commercial reality, and internal workflows all crash into each other.

Usually, that means turning vague visibility problems into pages, systems, experiments, and proof people can inspect.

“One of the smartest SEOs I know. I can’t think of a bad thing to say about the guy.”

Jared McKiernan SEO Consultant at Madlib

End of transmission / London / 2026

Source-backed proof / No fake dashboards / Yes, the mullet is real