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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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…
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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…
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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…
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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.…
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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…
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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…
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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…
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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)…
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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…
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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…
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Google Ads Keyword Research: Tools, Intent and Strategy
Read the article: Google Ads Keyword Research: Tools, Intent and StrategyKeyword research is the foundation of every profitable Google Ads campaign. Without it, you are flying blind: paying for searches nobody makes, ignoring high-intent queries that convert, and watching competitors…
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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…
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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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Being cited by AI is not being read: nobody clicks your sources
Read the article: Being cited by AI is not being read: nobody clicks your sourcesLinks displayed inside an AI summary are clicked roughly one time in a hundred. What becomes of your content when it is cited but never opened.
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GEO, AEO, LLMO: untangling a vocabulary invented by the people selling it
Read the article: GEO, AEO, LLMO: untangling a vocabulary invented by the people selling itThree acronyms for the same object. Google writes in its own documentation that it is still SEO, and points buyers of GEO services at its page on evaluating third-party advice.
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All 45 GEO studies, sorted: what is proven, what is plausible, what is folklore
Read the article: All 45 GEO studies, sorted: what is proven, what is plausible, what is folkloreA July 2026 survey reviewed 45 GEO studies published since 2023. Verdict: no technique shows a stable causal effect. Here is the sort, column by column.
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The 40 percent study everyone quotes: what it actually says
Read the article: The 40 percent study everyone quotes: what it actually saysThe founding GEO number is real and published. It is also systematically misquoted: the gains assume your source is already inside the model's context.
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The GEO paradox: when everyone optimizes, nobody wins
Read the article: The GEO paradox: when everyone optimizes, nobody winsA June 2026 study measures what happens to GEO once every brand adopts it: the individual gain falls from +0.802 to +0.007. Here are the two levers that survive.
