SEO articles
Technical SEO, content and rankings, from real projects.
Google Ads articles
Search, Shopping and Performance Max campaigns that pay for themselves.
Emailing articles
Cold email, deliverability and sequences that get replies.
GEO articles
Generative engine optimization: what is proven, what is not.
-
Top 10 Backlink Analysis Tools Compared in 2026
Read the article: Top 10 Backlink Analysis Tools Compared in 2026Backlinks remain one of the strongest ranking factors for competitive keywords in 2026. A site cannot dominate competitive search results without a network of high-authority external links. Yet measuring and…
-
Top 15 Free SEO Tools Professionals Actually Use in 2026
Read the article: Top 15 Free SEO Tools Professionals Actually Use in 2026SEO professionals in 2026 don’t build strategies on free tools alone, but they absolutely rely on free tools for baseline metrics, validation, and discovery. Paid SEO platforms like Ahrefs or…
-
Top 5 Google Ads Alternatives for Online Advertising in 2026
Read the article: Top 5 Google Ads Alternatives for Online Advertising in 2026Google Ads dominates the search advertising landscape, but relying solely on a single platform exposes your budget to algorithm changes, increased competition, and platform dependency. Smart advertisers in 2026 treat…
-
Top 10 Google Ads Extensions That Improve CTR
Read the article: Top 10 Google Ads Extensions That Improve CTRGoogle Ads extensions, now officially called assets in the platform interface, are additional pieces of information displayed alongside text ads to enhance visibility, give more reasons to click, and increase…
-
Top 7 Google Ads Bidding Strategies Explained
Read the article: Top 7 Google Ads Bidding Strategies ExplainedGoogle Ads bidding strategies determine how the platform adjusts bids automatically across millions of daily auctions to achieve your specified objectives. Choosing the correct strategy directly impacts cost per acquisition,…
-
Top 10 Google Ads Formats and When to Use Each
Read the article: Top 10 Google Ads Formats and When to Use EachGoogle Ads offers diverse campaign formats designed for different marketing objectives, audience behaviors, and stages of the customer journey. Understanding which format aligns with your specific goals, audience, and offer…
-
Top 8 Free Tools to Optimize Google Ads Campaigns
Read the article: Top 8 Free Tools to Optimize Google Ads CampaignsOptimizing Google Ads campaigns requires constant testing, data analysis, and strategic adjustment across multiple channels and audience segments. Many advertisers assume they need expensive third-party software to achieve professional results,…
-
Top 10 Google Ads Mistakes That Burn Your Budget in 2026
Read the article: Top 10 Google Ads Mistakes That Burn Your Budget in 2026Google Ads offers unprecedented reach and targeting capabilities, yet many advertisers waste significant portions of their budgets on preventable mistakes. Industry analyses by WordStream and First Page Sage have consistently…
-
Top 10 WooCommerce Plugins to Boost Sales in 2026
Read the article: Top 10 WooCommerce Plugins to Boost Sales in 2026WooCommerce powers millions of online stores worldwide, but default functionality alone rarely maximizes conversion rates and customer lifetime value. Store owners face a choice: build custom solutions at significant cost…
-
Top 10 WordPress Hosting Providers in 2026
Read the article: Top 10 WordPress Hosting Providers in 2026Choosing the right WordPress hosting provider is one of the most consequential decisions for an online business. Page builders get the creative attention, but hosting infrastructure determines speed, reliability, uptime,…
-
Top 12 WordPress Page Builders Compared in 2026
Read the article: Top 12 WordPress Page Builders Compared in 2026WordPress page builders have become the standard tool for entrepreneurs, freelancers, and agencies who build sites without writing code. With WordPress powering roughly 43 percent of the web (W3Techs CMS…
-
Top 10 WordPress Speed Optimization Plugins: Performance Compared in 2026
Read the article: Top 10 WordPress Speed Optimization Plugins: Performance Compared in 2026Site performance directly impacts user engagement, search rankings, and conversion rates. Slow-loading sites lose visitors to competitors and suffer in Google search results. WordPress powers roughly 43 percent of the…
-
Optimizing Your Merchant Center Product Feed: Titles, Descriptions and Attributes
Read the article: Optimizing Your Merchant Center Product Feed: Titles, Descriptions and AttributesIntroduction: the feed is the campaign In Shopping and Performance Max, the campaign settings barely matter. The bid strategy moves the needle a little. The audience signals nudge the algorithm…
-
Fixing Merchant Center Errors: Diagnosis and Solutions
Read the article: Fixing Merchant Center Errors: Diagnosis and SolutionsFixing Merchant Center errors: diagnosis and solutions A Google Ads account can be perfectly architected, well-funded, and aimed at the right audience, and still produce zero impressions on Shopping or…
-
Product Studio: AI-Powered Image, Video and 3D Creation in Google Merchant Center
Read the article: Product Studio: AI-Powered Image, Video and 3D Creation in Google Merchant CenterIntroduction: when the catalogue becomes the bottleneck Every Performance Max account hits the same wall after a few weeks of operation. The bids are fine, the feed is clean, the…
-
Schema.org Product Structured Data: Rich Results and AI Overviews
Read the article: Schema.org Product Structured Data: Rich Results and AI OverviewsLede: structured data is the only language Google reads without ambiguity A product page that does not emit clean schema.org Product markup is a page that asks Google to guess.…
-
Multi-Country Merchant Center: Currencies, Shipping, Taxes and Returns
Read the article: Multi-Country Merchant Center: Currencies, Shipping, Taxes and ReturnsMulti-country Merchant Center: currencies, shipping, taxes and returns Going from one country to two in Google Merchant Center is the moment most catalogs break. Domestic feeds with rounded prices, a…
-
Free Listings, Promotions and Automated Discounts in Merchant Center
Read the article: Free Listings, Promotions and Automated Discounts in Merchant CenterFree listings, promotions, and automated discounts: the part of Merchant Center that does not bill you per click Most merchants treat Google Merchant Center as the silent plumbing behind Shopping…
-
Google Ads Keyword Match Types: Broad, Phrase, Exact and 2026 AI-Powered Strategy
Read the article: Google Ads Keyword Match Types: Broad, Phrase, Exact and 2026 AI-Powered StrategyThe keyword match type debate looks settled from the outside. Google’s product marketing tells a clean story: broad match plus Smart Bidding wins, exact match is for brand defense, phrase…
-
Google Ads Negative Keywords: Lists, Levels, Scripts and Account Hygiene
Read the article: Google Ads Negative Keywords: Lists, Levels, Scripts and Account HygieneIntroduction: negatives are the highest-ROI hygiene work in any account Most Google Ads accounts leak budget through the same hole: search queries that should never have triggered an ad. WordStream’s…
-
Writing High-Performing Search Ads: RSA, Pinning, Ad Strength and Testing
Read the article: Writing High-Performing Search Ads: RSA, Pinning, Ad Strength and TestingWriting high-performing Search Ads: RSA, pinning, Ad Strength and testing Responsive Search Ads are the only Search format Google Ads accepts in 2026. Expanded Text Ads were sunset on June…
-
Dynamic Search Ads: Setup, Page Indexing and Use Cases
Read the article: Dynamic Search Ads: Setup, Page Indexing and Use CasesDynamic Search Ads (DSA) sit in an awkward place in the 2026 Google Ads stack. Performance Max is the campaign Google promotes on every onboarding screen. Responsive Search Ads (RSA)…
-
AI Max for Search: Keywordless Search, Text Customization and URL Expansion
Read the article: AI Max for Search: Keywordless Search, Text Customization and URL ExpansionAI Max for Search is the feature Google has been pushing to almost every Search advertiser since the global rollout finished in late 2025. The pitch is simple: turn it…
-
Google Ads Assets: Sitelinks, Callouts, Images, Lead Forms, Price and Promotions
Read the article: Google Ads Assets: Sitelinks, Callouts, Images, Lead Forms, Price and PromotionsIntroduction: the cheapest CTR lift in Google Ads Most paid search audits begin with the same finding. The headlines are decent, the keyword list is acceptable, the landing page does…
-
You do not hunt spam traps
Read the article: You do not hunt spam trapsOne day your messages stop arriving. You investigate, and you find your IP address listed by Spamhaus. The reason is two words: spam trap. The immediate reaction is always the…
-
What M3AAWG condemns exactly in cold email
Read the article: What M3AAWG condemns exactly in cold emailIn November 2025, M3AAWG published a position on cold email. The body brings together mailbox operators, internet service providers and anti-abuse professionals: these are the people who decide whether your…
-
One hundred and fifty-four messages, 871,660 dollars
Read the article: One hundred and fifty-four messages, 871,660 dollarsAn Australian company paid 871,660 Australian dollars for one hundred and fifty-four messages. One hundred and fifty-four. Not one hundred and fifty-four thousand. It is the highest amount per message…
-
In the United States it is legal, and it costs $53,088 a message
Read the article: In the United States it is legal, and it costs $53,088 a messageIn Europe, writing to someone who asked for nothing is prohibited except by exception. In the United States, it is permitted until they tell you to stop. That difference in…
-
The cumulation of sanctions is struck down, the ban is not
Read the article: The cumulation of sanctions is struck down, the ban is notOn 25 June 2026, the French Constitutional Council declared three paragraphs of Article L.34-5 of the postal and electronic communications code unconstitutional, the very article prohibiting email marketing without prior…
-
Three years, and opening an email does not count
Read the article: Three years, and opening an email does not countA prospecting database is not an asset. It is perishable stock, and the expiry date is published. Three years. The French authority’s reference framework on managing commercial activities, adopted by…
-
Buying a list obliges you to write to people who don’t know you
Read the article: Buying a list obliges you to write to people who don’t know youYou buy a prospect list. Thirty thousand business addresses, presented as collected on an opt-in basis, delivered as a CSV, invoiced at a few thousand euros. The GDPR then imposes…
-
The customer exception does not cover account creation
Read the article: The customer exception does not cover account creationIt is the most used provision in French marketing law, and the most badly read. It is called the customer exception, or soft opt-in: an existing customer may be contacted…
-
The ePrivacy Regulation died on 6 October 2025
Read the article: The ePrivacy Regulation died on 6 October 2025Since January 2017, every European marketing manager has heard the same sentence in meetings: “anyway, the ePrivacy Regulation is going to change everything”. It will change nothing. The European Commission…
-
What the CNIL says about B2B, and what it no longer says
Read the article: What the CNIL says about B2B, and what it no longer saysA rule has circulated for twenty years in every B2B marketing course: a named address of the form firstname.lastname@company.com falls under an objection regime, a generic address of the form…
-
No email benchmark has a primary source
Read the article: No email benchmark has a primary sourceYou have seen the sentence, in a deck, an article or a sales proposal: “the industry average open rate is 21.5 percent”. Take five minutes and walk back up the…
-
The open rate died in June 2021
Read the article: The open rate died in June 2021On 7 June 2021, Apple announced Mail Privacy Protection for iOS 15, iPadOS 15, macOS Monterey and watchOS 8. The wording of the press release is unambiguous: “Mail Privacy Protection…
-
Meta Ads Not Performing? A Real Diagnostic Method
Read the article: Meta Ads Not Performing? A Real Diagnostic MethodYour Meta ads are not performing and you have no idea why. So you do what everyone does. You change the audience. Then you change the budget. Then you pause…
-
Meta Ad Policies and Account Bans: Avoid and Recover
Read the article: Meta Ad Policies and Account Bans: Avoid and RecoverFew emails ruin a morning faster than «Your ad account has been disabled». One moment your campaigns are spending, the next your access is gone and the dashboard shows a…
-
Meta Lead Generation for B2B: The Honest Guide
Read the article: Meta Lead Generation for B2B: The Honest GuideThere is a persistent story in B2B marketing that Facebook and Instagram are where you sell shoes and supplements, not enterprise software or industrial equipment. The story is wrong, and…
-
Advantage+ Shopping (ASC): The E-commerce Guide
Read the article: Advantage+ Shopping (ASC): The E-commerce GuideAdvantage+ Shopping Campaigns, ASC for short, stopped being an experiment a long time ago. On Meta s Q4 2024 earnings call, CFO Susan Li said the product had passed a…
-
Scaling Meta Ads Without Breaking Performance
Read the article: Scaling Meta Ads Without Breaking PerformanceYou found a campaign that works. The cost per result is where you want it, the return holds, and the obvious next move is to pour more money in. Then…
-
Meta Learning Phase: How It Really Works
Read the article: Meta Learning Phase: How It Really WorksThe learning phase is the most misunderstood mechanic in Meta advertising, and that misunderstanding costs real money. Half of what circulates about it on forums and agency blogs is folklore:…
-
Meta Bid Strategies: Lowest Cost vs Cost Cap vs ROAS
Read the article: Meta Bid Strategies: Lowest Cost vs Cost Cap vs ROASMost advertisers pick a bid strategy the way they pick a Netflix show: by guessing, then second guessing. The folklore around Meta bidding is thick and mostly wrong. Bid cap…
-
CBO vs ABO on Meta: Which Budget Wins
Read the article: CBO vs ABO on Meta: Which Budget WinsOpen any Meta ads forum and you will read the same verdict, repeated like a law of physics: CBO is better, ABO is dead, let the algorithm decide. That verdict…
-
Meta Ad Copywriting: What Actually Converts
Read the article: Meta Ad Copywriting: What Actually ConvertsMost advice about Meta ad copy is recycled folklore. People repeat that short copy always wins, that nobody reads, that the algorithm now writes everything for you. None of it…
-
Meta Creative Testing: Find Winning Ads
Read the article: Meta Creative Testing: Find Winning AdsCreative is now the lever that decides whether you win or lose on Meta. The targeting moved into the machine, the auction sorts itself out, and what is left in…
-
UGC for Meta Ads: Why It Works and How to Produce It
Read the article: UGC for Meta Ads: Why It Works and How to Produce ItUser-generated content has become the default creative format for performance advertisers on Meta, and for good reason. Ads that look like a real person filmed them on a phone consistently…
-
Meta Ad Formats: Which One, When, and Why
Read the article: Meta Ad Formats: Which One, When, and WhyMost advertisers pick a Meta ad format out of habit, not strategy. They run single images because they always have, or they chase Reels because someone said video is the…
-
GEO: the five studies that could prove us wrong
Read the article: GEO: the five studies that could prove us wrongWe argue that most of what the market calls GEO is unproven. Here are the five strongest published works that say the opposite, and the conditions that would change our…
-
Test GEO on your own site in 30 days: our protocol
Read the article: Test GEO on your own site in 30 days: our protocolNobody can tell you whether GEO works in the abstract. You can measure it on your own site, in thirty days, with a control group and repeated measurements.
-
What GEO really costs, and what we refuse to sell
Read the article: What GEO really costs, and what we refuse to sell55 percent of marketers now have a GEO budget line. Not one practitioner surveyed disclosed an amount. Here are our prices, and the list of what we refuse to bill…
-
Are the publisher apocalypse numbers honest?
Read the article: Are the publisher apocalypse numbers honest?Minus 58 percent, minus 70 percent, or minus 10 percent? Each camp measures a different thing and uses the same word. How to read the numbers on traffic decline.
-
Sixteen percent of the sources AI cites are themselves written by AI
Read the article: Sixteen percent of the sources AI cites are themselves written by AIAn audit of 712 real queries across four engines measures that roughly one cited source in six is generated content. GEO mechanically rewards what degrades the corpus.
-
Manipulating AI answers: what works in the lab, what holds up in production
Read the article: Manipulating AI answers: what works in the lab, what holds up in productionInjection attacks work on isolated systems. In production, a testbed of 1,000 black-hat sites measures 99.78 percent neutralization. The real weakness is somewhere else entirely.
-
The sources AI prefers are not yours
Read the article: The sources AI prefers are not yoursGenerative engines systematically favor third-party sources over the content you publish on your own site. Your GEO budget is therefore aimed at the wrong place.
-
Global brands 73 percent, niche brands 11 percent: GEO democratizes nothing
Read the article: Global brands 73 percent, niche brands 11 percent: GEO democratizes nothingAcross 100,000 answers and 100 brands, three visibility tiers appear from the very first query. A small player does not start at zero. It starts at 11 percent.
-
Position bias: your content is not losing on substance, it is losing in the middle
Read the article: Position bias: your content is not losing on substance, it is losing in the middleA model's performance on a piece of information follows a U-shaped curve depending on where it sits in the context. Part of generative visibility is a placement artifact.
-
Your GEO tracking tool is measuring noise
Read the article: Your GEO tracking tool is measuring noiseVisibility in generative search is a distribution, not a point. A single measurement, which is exactly what your monthly report contains, demonstrates nothing.
-
30.6 percent of AI citations misrepresent their source: the real risk is not absence, it is error
Read the article: 30.6 percent of AI citations misrepresent their source: the real risk is not absence, it is error761,495 citation pairs analyzed: close to a third misrepresent the source they point at. What that means when the misrepresented source is you.
-
The GEO market is booming, usage is flat: the gap nobody looks at
Read the article: The GEO market is booming, usage is flat: the gap nobody looks atThe Reuters Institute measures zero growth in chatbot use for news across the United States, the United Kingdom, France and Germany, while 55 percent of marketers open a GEO budget…
