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.
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Top 8 WordPress Security Plugins Compared: 2026 Edition
Read the article: Top 8 WordPress Security Plugins Compared: 2026 EditionWordPress security is non-negotiable for site owners and developers. The platform's ubiquity means it receives constant scrutiny from malicious actors, and any site can become a target regardless of traffic…
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Top 10 Divi 5 Modules You Are Not Using (And Should)
Read the article: Top 10 Divi 5 Modules You Are Not Using (And Should)Divi 5 marks a turning point in WordPress page-builder technology. The complete rebuild brought substantial performance improvements, a restructured module system, and native composable settings that eliminate most custom-CSS workarounds.…
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Top 10 WordPress Themes for Professional Websites in 2026
Read the article: Top 10 WordPress Themes for Professional Websites in 2026Choosing the right WordPress theme is one of the most consequential decisions for building a professional website. The theme provides the foundation for performance, aesthetics, and user experience — and…
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Top 15 Essential WordPress Plugins in 2026: The Only List You Actually Need
Read the article: Top 15 Essential WordPress Plugins in 2026: The Only List You Actually NeedWordPress powers more than 40 percent of the web according to W3Techs’s CMS surveys, yet the official plugin directory contains over 60,000 options. For a business owner or a developer…
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How to Run a Technical SEO Audit with Screaming Frog
Read the article: How to Run a Technical SEO Audit with Screaming FrogTechnical SEO — the health of your site’s infrastructure, crawlability, and indexation — is the foundation everything else rests on. You can have great content and a clean backlink profile,…
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Ahrefs vs Semrush vs Moz: Which Paid SEO Tool Is Worth Your Money?
Read the article: Ahrefs vs Semrush vs Moz: Which Paid SEO Tool Is Worth Your Money?If you are past the point where free SEO tools cover your needs, you are looking at one of three dominant paid platforms: Ahrefs, Semrush, or Moz. They are not…
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Content Freshness: How Google Rewards Updated Content (and How to Do It Right)
Read the article: Content Freshness: How Google Rewards Updated Content (and How to Do It Right)Your article was ranking position 12 six months ago. You did not touch it. It has now drifted to position 47. The content is technically still accurate, but Google has…
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Featured Snippets: How to Get Your Content in Position Zero
Read the article: Featured Snippets: How to Get Your Content in Position ZeroPosition zero is not a myth and not dead. Featured snippets, those answer boxes at the top of Google results, are still worth fighting for in 2026, even as AI…
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Cornerstone Content: How to Create Definitive Articles for SEO
Read the article: Cornerstone Content: How to Create Definitive Articles for SEOEvery SEO strategy has a foundation. Most websites build theirs on sand. They publish dozens of shallow blog posts, scatter internal links at random, and wonder why they cannot break…
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Content Audit: Evaluate, Improve, or Remove Pages
Read the article: Content Audit: Evaluate, Improve, or Remove PagesA content audit is the foundation of sustainable SEO growth. Most websites accumulate dead weight over time: outdated guides, thin pages that never ranked, posts losing ground to newer competitors.…
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Mobile-First Indexing: What It Means and How to Make Sure Google Sees Your Best Version
Read the article: Mobile-First Indexing: What It Means and How to Make Sure Google Sees Your Best VersionMobile-first indexing is no longer a transition Google is rolling out — it is the default. As of July 2024, Google indexes every site through the lens of its mobile…
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XML Sitemaps and Robots.txt: The Complete Guide to Telling Google What to Crawl
Read the article: XML Sitemaps and Robots.txt: The Complete Guide to Telling Google What to CrawlIf you’ve ever wondered why Google sometimes misses pages on your website or crawls pages you don’t want indexed, the answer often lies in two critical files: your XML sitemap…
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Google Ads Conversion Tracking: Tags, Micro/Macro and Enhanced Conversions
Read the article: Google Ads Conversion Tracking: Tags, Micro/Macro and Enhanced ConversionsConversion tracking remains the central pivot of any high-performing Google Ads strategy. Without reliable measurement of user actions that generate value, you operate blind. Google’s intelligent bidding algorithms, Data-Driven Bidding…
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Google Tag Manager for Google Ads: Complete Setup and Server-Side Tagging
Read the article: Google Tag Manager for Google Ads: Complete Setup and Server-Side TaggingConversion tracking is the foundation of profitable Google Ads campaigns. Without accurate data on which clicks convert into sales or leads, your optimization efforts become blind guesses. Yet most businesses…
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Consent Mode v2 and GDPR Compliance: Post-Cookie Tracking in 2026
Read the article: Consent Mode v2 and GDPR Compliance: Post-Cookie Tracking in 2026The digital advertising landscape undergoes a seismic transformation. Privacy regulations intensify, cookie-based tracking faces unprecedented scrutiny, and businesses must navigate complex consent frameworks while maintaining marketing effectiveness. Google’s Consent Mode…
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Attribution and Offline Conversions: Data Manager API, CRM and Incrementality Testing
Read the article: Attribution and Offline Conversions: Data Manager API, CRM and Incrementality TestingModern digital marketing operates across an increasingly fragmented landscape. Customers engage with your brand across multiple devices, channels, and touchpoints before making a purchase decision. Yet many businesses still rely…
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Cookieless and Privacy Sandbox: What Remains After Topics API’s Demise
Read the article: Cookieless and Privacy Sandbox: What Remains After Topics API’s DemiseThe Unexpected Turn: Privacy Sandbox is Dead On October 17, 2025, Google dropped a bombshell that shook the advertising industry to its core. The search giant announced it was shutting…
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Landing Pages for Google Ads: Quality Score, CRO and Message Match
Read the article: Landing Pages for Google Ads: Quality Score, CRO and Message MatchThe journey from search query to conversion begins with one critical moment: when a user clicks your Google Ads advertisement. Everything changes in that instant. If your landing page fails…
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Google Ads Audit: Complete 50+ Point Checklist Methodology
Read the article: Google Ads Audit: Complete 50+ Point Checklist MethodologyA Google Ads audit is the systematic review of every element within your account that directly impacts campaign performance and return on investment. Without regular audits, accounts accumulate inefficiencies that…
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Geographic, Schedule and Device Targeting: Adjustments and Exclusions
Read the article: Geographic, Schedule and Device Targeting: Adjustments and ExclusionsUnderstanding Geographic Targeting: The Foundation of Precision Marketing Geographic targeting remains one of the most powerful levers in Google Ads optimization. In 2026, the platform offers sophisticated location-based tools that…
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Google Ads Remarketing: RLSA, Display, Dynamic and Cross-Channel Sequencing
Read the article: Google Ads Remarketing: RLSA, Display, Dynamic and Cross-Channel SequencingIntroduction: Why Remarketing Matters in 2025-2026 Remarketing has evolved from a simple retargeting tactic to a sophisticated, multi-channel strategy that addresses one of digital marketing’s core challenges: converting qualified prospects…
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Brand Campaigns and Competitor Targeting: Protecting Your Brand and Attacking
Read the article: Brand Campaigns and Competitor Targeting: Protecting Your Brand and AttackingYour brand is under siege, whether you realize it or not. Every second, competitors are bidding on your brand keywords, hijacking your traffic, and intercepting customers who already know who…
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Google Ads Bidding Strategies: From Manual CPC to Smart Bidding
Read the article: Google Ads Bidding Strategies: From Manual CPC to Smart BiddingChoosing the right bidding strategy in Google Ads is one of the most critical decisions you’ll make. Yet most advertisers either follow Google’s aggressive automation push without questioning it, or…
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Smart Bidding Exploration and Flexible ROAS: Bidding in 2026
Read the article: Smart Bidding Exploration and Flexible ROAS: Bidding in 2026Google announced one of the most significant bidding updates in over a decade at Google Marketing Live 2025: Smart Bidding Exploration. This feature represents a fundamental shift in how machine…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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:…
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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…
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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…
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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…
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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…
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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…
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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…
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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…
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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.
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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…
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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.
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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…
