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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Topic Clusters & Pillar Pages: Build Topical Authority
Read the article: Topic Clusters & Pillar Pages: Build Topical AuthorityMost websites treat content as isolated islands. One post about keywords here, another about backlinks there, no connection, no strategy. Google sees that fragmentation and does not reward it. The…
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301 Redirects and Site Migration: How to Move Your Website Without Losing Your Rankings
Read the article: 301 Redirects and Site Migration: How to Move Your Website Without Losing Your RankingsWhat Redirects Actually Are and Why They Matter A redirect is an instruction that tells a browser and search engines to go to a different URL when someone tries to…
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Canonical Tags & Duplicate Content: How to Avoid SEO Disasters
Read the article: Canonical Tags & Duplicate Content: How to Avoid SEO DisastersDuplicate content is one of the most persistent and misunderstood problems in technical SEO. Google Webmaster Trends Analyst Gary Illyes has stated that roughly 60 percent of the internet is…
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Schema Markup for Beginners: How to Add Structured Data to Your Website
Read the article: Schema Markup for Beginners: How to Add Structured Data to Your WebsiteEvery day, Google processes billions of web pages. For each one, it must figure out what the page is about, what entities it mentions, and how those entities relate to…
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Backlinks Explained: What They Are, Why They Matter, and How They Work
Read the article: Backlinks Explained: What They Are, Why They Matter, and How They WorkBacklinks (also called inbound links or external links) remain one of Google’s top three ranking signals in 2026. Yet most marketers and even some SEOs misunderstand what makes them valuable.…
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Crawl Budget: What It Is, Why It Matters, and How to Stop Wasting It
Read the article: Crawl Budget: What It Is, Why It Matters, and How to Stop Wasting ItCrawl budget is one of those SEO concepts that generates an enormous amount of discussion, most of it unnecessary for most websites. John Mueller from Google has been direct about…
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Site Speed Optimization: A Complete Guide to Making Your Website Fast
Read the article: Site Speed Optimization: A Complete Guide to Making Your Website FastEvery millisecond counts. Deloitte Digital’s “Milliseconds Make Millions” study, published in 2020 and still the reference cited by Google’s web.dev team, found that a 0.1-second improvement in mobile load time…
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Core Web Vitals: What They Are, Why They Matter, and How to Fix Them
Read the article: Core Web Vitals: What They Are, Why They Matter, and How to Fix ThemYour website might have the best content in your industry, but if it takes four seconds to load, shifts around while users try to read it, and freezes for half…
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Header Tags (H1-H6): What Google Says, What Matters, and What Doesn’t
Read the article: Header Tags (H1-H6): What Google Says, What Matters, and What Doesn’tFew SEO topics generate as much outdated advice as header tags. Use exactly one H1 per page. Your H1 must contain your primary keyword. H2s are more important than H3s.…
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Image SEO: How to Optimize Images So Google (and Users) Can Actually Find Them
Read the article: Image SEO: How to Optimize Images So Google (and Users) Can Actually Find ThemMost websites treat images as decoration. A stock photo here, a screenshot there, maybe a logo in the header. The images get uploaded with default camera file names like IMG_4823.jpg,…
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URL Structure for SEO: What Google Actually Cares About (and What It Doesn’t)
Read the article: URL Structure for SEO: What Google Actually Cares About (and What It Doesn’t)SEO tools love flagging URL issues. Too long. Too many slashes. Missing keyword. No hyphens. Every audit seems to surface dozens of URL “problems” highlighted in urgent red. The result…
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Internal Linking: How to Build a Link Structure That Google Loves
Read the article: Internal Linking: How to Build a Link Structure That Google LovesIf you ask most website owners about link building, they immediately think about getting other sites to link to them. External backlinks get all the attention, all the budget, and…
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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…
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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…
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Query Sculpting: Advanced Shopping Architecture with Priorities and Negatives
Read the article: Query Sculpting: Advanced Shopping Architecture with Priorities and NegativesIntroduction: 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: you…
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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…
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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…
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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…
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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…
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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…
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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…
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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 CyclesGoogle 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 must…
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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…
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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 TestingAttribution and Offline Conversions: Data Manager API, CRM and Incrementality Testing Modern digital marketing operates across an increasingly fragmented landscape. Customers engage with your brand across multiple devices, channels, and…
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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 Ad Policies and Account Bans: Avoid and Recover
Read the article: Meta Ad Policies and Account Bans: Avoid and RecoverMeta Ad Policies and Account Bans: How to Avoid and Recover Few emails ruin a morning faster than «Your ad account has been disabled». One moment your campaigns are spending,…
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Meta Lead Generation for B2B: The Honest Guide
Read the article: Meta Lead Generation for B2B: The Honest GuideMeta Lead Generation for B2B: The Honest Guide There is a persistent story in B2B marketing that Facebook and Instagram are where you sell shoes and supplements, not enterprise software…
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Advantage+ Shopping (ASC): The E-commerce Guide
Read the article: Advantage+ Shopping (ASC): The E-commerce GuideAdvantage+ Shopping (ASC): The E-commerce Guide Advantage+ Shopping Campaigns, ASC for short, stopped being an experiment a long time ago. On Meta s Q4 2024 earnings call, CFO Susan Li…
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Meta Learning Phase: How It Really Works
Read the article: Meta Learning Phase: How It Really WorksMeta Learning Phase: How It Really Works The learning phase is the most misunderstood mechanic in Meta advertising, and that misunderstanding costs real money. Half of what circulates about it…
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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 ROASMeta Bid Strategies, Demystified Most 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…
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CBO vs ABO on Meta: Which Budget Wins
Read the article: CBO vs ABO on Meta: Which Budget WinsCBO vs ABO on Meta: Which Budget Strategy Wins Open any Meta ads forum and you will read the same verdict, repeated like a law of physics: CBO is better,…
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Meta Ad Copywriting: What Actually Converts
Read the article: Meta Ad Copywriting: What Actually ConvertsMeta Ad Copywriting: What Actually Converts Most advice about Meta ad copy is recycled folklore. People repeat that short copy always wins, that nobody reads, that the algorithm now writes…
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Meta Creative Testing: Find Winning Ads
Read the article: Meta Creative Testing: Find Winning AdsMeta Creative Testing: Find Winning Ads Creative is now the lever that decides whether you win or lose on Meta. The targeting moved into the machine, the auction sorts itself…
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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 ItUGC for Meta Ads: Why It Works and How to Produce It User-generated content has become the default creative format for performance advertisers on Meta, and for good reason. Ads…
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Meta Ad Formats: Which One, When, and Why
Read the article: Meta Ad Formats: Which One, When, and WhyMeta Ad Formats: Which One, When, and Why Most advertisers pick a Meta ad format out of habit, not strategy. They run single images because they always have, or they…
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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…
