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 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…
-
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.…
-
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…
-
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…
-
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,…
-
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…
-
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…
-
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…
-
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…
-
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.…
-
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…
-
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…
-
The Most Expensive Google Ads Mistakes: Diagnosis and Real Cases
Read the article: The Most Expensive Google Ads Mistakes: Diagnosis and Real CasesYour Google Ads budget evaporates without measurable returns? You’re not alone. Studies show that 20 to 50% of Google Ads spending is wasted on most accounts. Worse: the errors causing…
-
Google Ads Policy and Suspensions: Sensitive Categories and Appeal Process
Read the article: Google Ads Policy and Suspensions: Sensitive Categories and Appeal ProcessGoogle Ads Policy and Suspensions: Navigating Sensitive Categories and the Appeal Process Getting your Google Ads account suspended is one of the most painful experiences for any digital marketer or…
-
Query Sculpting: Advanced Shopping Architecture with Priorities and Negatives
Read the article: Query Sculpting: Advanced Shopping Architecture with Priorities and Negatives## Introduction: Why Query Sculpting Changes the Game Most Google Shopping advertisers manage their campaigns in an overly simplistic way: a single campaign, one set of bids, zero granularity. Result:…
-
Connected TV Advertising: CTV Campaigns via YouTube and Demand Gen
Read the article: Connected TV Advertising: CTV Campaigns via YouTube and Demand GenConnected TV Advertising: Master CTV Campaigns via YouTube and Demand Gen in 2026 Connected TV (CTV) advertising has evolved from experimental territory to a proven powerhouse in the modern marketing…
-
Google Ads Scripts and Automation: Essential Scripts for 2026
Read the article: Google Ads Scripts and Automation: Essential Scripts for 2026Google Ads Scripts and Automation: Essential Scripts for 2026 Google Ads Scripts represent one of the most powerful yet underutilized features available to PPC professionals managing large-scale advertising operations. In…
-
Google Ads A/B Testing: Variations, Experiments and Campaign Mix
Read the article: Google Ads A/B Testing: Variations, Experiments and Campaign MixGetting decisions right in paid search doesn’t rely on intuition. It relies on controlled experiments. Google Ads’ native experimentation framework has evolved significantly through 2025 and into 2026, offering multiple…
-
Call Tracking and Migration to Call Assets: 2026 Guide
Read the article: Call Tracking and Migration to Call Assets: 2026 GuideGoogle Ads is fundamentally reshaping how businesses track phone calls. If you’re still using call-only ads, your days are numbered: by February 2027, Google will stop delivering impressions to call-only…
-
Advanced Google Ads Reporting: Custom Columns, Dashboards and Looker Studio
Read the article: Advanced Google Ads Reporting: Custom Columns, Dashboards and Looker StudioAdvanced Google Ads Reporting: Custom Columns, Dashboards and Looker Studio Google Ads reporting has evolved dramatically. Where marketers once relied on basic metrics and manual spreadsheet exports, today’s platform offers…
-
Google Ads for E-commerce: Full Funnel Strategy
Read the article: Google Ads for E-commerce: Full Funnel StrategyThe context has shifted in 2025. E-commerce no longer functions in silos: each stage of the customer journey interacts with others, amplifying or sabotaging your results. Advertisers continuing to treat…
-
Google Ads for B2B and Lead Generation: Forms, CRM and Long Sales Cycles
Read the article: Google Ads for B2B and Lead Generation: Forms, CRM and Long Sales Cycles## Google Ads for B2B and Lead Generation: Forms, CRM and Long Sales Cycles B2B companies face a unique challenge: their sales cycles stretch over months, sometimes years. A decision-maker…
-
Google Ad Grants: $10,000/Month in Free Advertising for Nonprofits
Read the article: Google Ad Grants: $10,000/Month in Free Advertising for NonprofitsWhat Is Google Ad Grants? Understanding the Program Google Ad Grants provides up to $10,000 USD per month in free search advertising to qualifying nonprofit organizations. Since 2003, Google has…
-
Google Ads Audit: Complete 50+ Point Checklist Methodology
Read the article: Google Ads Audit: Complete 50+ Point Checklist MethodologyGoogle Ads Audit: Complete 50+ Point Checklist Methodology A Google Ads audit is the systematic review of every element within your account that directly impacts campaign performance and return on…
-
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 Ad Hooks: Win the First 3 Seconds
Read the article: Meta Ad Hooks: Win the First 3 SecondsMeta Ad Hooks: Win the First 3 Seconds The hook is the most expensive part of your ad to get wrong. Not the offer, not the call to action, the…
-
Creative Is the New Targeting on Meta
Read the article: Creative Is the New Targeting on MetaCreative Is the New Targeting on Meta For ten years, the lever you pulled on Meta was the audience. You stacked interests, sliced demographics, built lookalikes, and lived inside the…
-
Facebook Targeting Myths: What Meta Really Does
Read the article: Facebook Targeting Myths: What Meta Really DoesFacebook Targeting Myths: What Meta Really Does Almost everything advertisers repeat about Facebook targeting is wrong, outdated, or both. The myths survive because they sound logical and because forums recycle…
-
Meta Audience Exclusions After 2025
Read the article: Meta Audience Exclusions After 2025Meta Audience Exclusions After 2025 On June 23, 2025, Meta finished dismantling something advertisers had relied on for a decade: detailed targeting exclusions. You can no longer tell Meta to…
-
Meta Retargeting in 2026: What Still Works
Read the article: Meta Retargeting in 2026: What Still WorksMeta Retargeting in 2026: What Still Works Retargeting is the campaign every advertiser trusts and almost nobody questions. The logic feels airtight: someone visited, they left, you remind them, they…
-
Meta Lookalike Audiences in 2026
Read the article: Meta Lookalike Audiences in 2026Meta Lookalike Audiences in 2026 Open any Meta forum and you will read the same funeral notice: lookalike audiences are dead, Advantage+ killed them, just upload a list and let…
-
Meta Advantage+ Audience: How It Really Works
Read the article: Meta Advantage+ Audience: How It Really WorksMeta Advantage+ Audience: How It Really Works Advantage+ Audience is the most misunderstood setting in Meta Ads. Half the advertisers think it ignores everything they type. The other half think…
-
Broad vs Detailed Targeting on Meta in 2026
Read the article: Broad vs Detailed Targeting on Meta in 2026Broad vs Detailed Targeting on Meta in 2026 There is a fight that splits every Meta advertiser into two camps. One side swears by precise interest stacks: layer three behaviors,…
-
Meta Incrementality and GeoLift Testing
Read the article: Meta Incrementality and GeoLift TestingMeta Incrementality and GeoLift Testing Your ROAS says 4.0. Your boss is happy. But here is the uncomfortable question: how many of those sales would have happened anyway, without a…
-
ROAS vs MER vs Incrementality: The Real Metric
Read the article: ROAS vs MER vs Incrementality: The Real MetricROAS vs MER vs Incrementality: The Real Metric Open Ads Manager and you see one number bigger than the rest: ROAS. It feels like the verdict on your whole account.…
-
Meta Attribution: Windows, Models, Real ROAS
Read the article: Meta Attribution: Windows, Models, Real ROASMeta Attribution: Windows, Models, Real ROAS Attribution is how Meta decides which ad gets credit for a sale. It sounds simple. It is not. Behind a single ROAS number sit…
-
Meta Event Match Quality: The Hidden KPI
Read the article: Meta Event Match Quality: The Hidden KPIMeta Event Match Quality: The Hidden KPI Most advertisers obsess over ROAS, CPA and creative. Almost nobody opens Events Manager to check a number that quietly shapes all three: Event…
-
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…
