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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Semantic SEO: How to Write for Meaning, Not Just Keywords
Read the article: Semantic SEO: How to Write for Meaning, Not Just KeywordsFor years, SEO followed a simple formula: find a keyword, repeat it enough times on a page, and Google would rank you. That formula stopped working a long time ago,…
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Title Tags and Meta Descriptions: How to Write Them for Clicks and Rankings
Read the article: Title Tags and Meta Descriptions: How to Write Them for Clicks and RankingsYour website might have the best content in your industry, but if nobody clicks on it in search results, it might as well not exist. Title tags and meta descriptions…
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Competitive Keyword Analysis: How to Find What Your Competitors Rank For (and Steal Their Best Ideas)
Read the article: Competitive Keyword Analysis: How to Find What Your Competitors Rank For (and Steal Their Best Ideas)There is a shortcut in SEO that is not actually a shortcut at all, but a proven methodology used by every serious agency and in-house team. Instead of starting your…
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Keyword Cannibalization: The SEO Myth That Sells Audits (and What Google Actually Says)
Read the article: Keyword Cannibalization: The SEO Myth That Sells Audits (and What Google Actually Says)Search any SEO blog for “keyword cannibalization” and you will find article after article painting a terrifying picture: your pages are fighting each other, your rankings are collapsing, you need…
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Updating Old Content: The Highest-ROI SEO Activity Nobody Does
Read the article: Updating Old Content: The Highest-ROI SEO Activity Nobody DoesThere is a paradox at the heart of content marketing. Most businesses pour nearly all their content budget into creating new articles, new pages, new blog posts. They treat content…
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How Often Should You Publish Blog Posts? The Data-Driven Answer for 2026
Read the article: How Often Should You Publish Blog Posts? The Data-Driven Answer for 2026Every business owner who starts a blog eventually asks the same question: how often should I publish? The internet is full of contradictory advice. Some experts say you need to…
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E-E-A-T in 2026: What Google Expects From Your Website and How to Deliver It
Read the article: E-E-A-T in 2026: What Google Expects From Your Website and How to Deliver ItE-E-A-T is arguably the most important concept in SEO that is not technically a ranking factor. Google has confirmed explicitly that there is no “E-E-A-T score” and that its ranking…
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How to Write Content That Google Loves and Humans Actually Read
Read the article: How to Write Content That Google Loves and Humans Actually ReadThere is a paradox at the heart of modern SEO content. Google tells you to write for humans first, not for search engines. Yet the entire reason you are writing…
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Technical SEO Demystified: What Business Owners Need to Know Without the Jargon
Read the article: Technical SEO Demystified: What Business Owners Need to Know Without the JargonTechnical SEO is the part of search engine optimization that makes most business owners’ eyes glaze over. It sounds complicated, it involves code and server configurations, and the terminology alone…
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On-Page SEO: The Complete Checklist for Every Page on Your Website
Read the article: On-Page SEO: The Complete Checklist for Every Page on Your WebsiteOn-page SEO is everything you control directly on your web pages to help search engines understand, index, and rank your content. Unlike off-page SEO (backlinks and brand mentions) or technical…
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Long-Tail Keywords: How to Find Low-Competition Terms That Actually Convert
Read the article: Long-Tail Keywords: How to Find Low-Competition Terms That Actually ConvertYou want your website to rank on Google. So you target the obvious keywords, the short, high-volume terms that seem like the biggest prize. “SEO.” “Web design.” “Project management software.”…
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Search Intent Explained: Why Choosing the Right Keywords Is Not Enough
Read the article: Search Intent Explained: Why Choosing the Right Keywords Is Not EnoughTwo websites target the exact same keyword. One ranks on the first page; the other is buried on page five. Both have good content. Both have decent backlinks. Both are…
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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 ProcessGetting your Google Ads account suspended is one of the most painful experiences for any digital marketer or business owner. Your campaigns vanish overnight, your budget stops spending, and worst…
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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 (CTV) advertising has evolved from experimental territory to a proven powerhouse in the modern marketing stack. Streaming now accounts for nearly half of all television viewing time in…
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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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Google Ads Scripts and Automation: Essential Scripts for 2026
Read the article: Google Ads Scripts and Automation: Essential Scripts for 2026Google Ads Scripts represent one of the most powerful yet underutilized features available to PPC professionals managing large-scale advertising operations. In 2026, as competition intensifies and campaign complexity grows, mastering…
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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 StudioGoogle Ads reporting has evolved dramatically. Where marketers once relied on basic metrics and manual spreadsheet exports, today’s platform offers sophisticated tools for building custom dashboards, automating data flows, and…
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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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Performance Planner and Scenario Planner: Forecasting and Code-Free MMM
Read the article: Performance Planner and Scenario Planner: Forecasting and Code-Free MMMDigital advertising budgets represent significant investments for most businesses. Without accurate forecasting, you risk either spending too conservatively and leaving money on the table, or overspending without understanding potential returns.…
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One-click unsubscribe is a protocol, not a button
Read the article: One-click unsubscribe is a protocol, not a buttonGoogle requires it of bulk senders. So does Yahoo. Everyone calls it “one-click unsubscribe”, and almost everyone believes it means a link to put in the message. It is a…
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Your DKIM key may be fifteen years old
Read the article: Your DKIM key may be fifteen years oldDKIM signs your messages. It is the only one of the three authentications that survives a forward, the only one Yahoo requires before telling you who complained, and the only…
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SPF: ten DNS lookups, not eleven
Read the article: SPF: ten DNS lookups, not elevenYour SPF record fits on one line. It declares who is allowed to send mail in your name, and it looks like this: v=spf1 include:_spf.google.com include:sendgrid.net include:servers.mcsv.net include:_spf.salesforce.com ~all Four…
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DMARC changed status in May 2026
Read the article: DMARC changed status in May 2026For eleven years DMARC was an informational document. Published in March 2015 as RFC 7489, it had not even gone through the IETF’s standards process: it arrived through the independent…
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Microsoft backed down six days before the deadline
Read the article: Microsoft backed down six days before the deadlineOn 2 April 2025, Microsoft announced that domains sending more than five thousand messages a day to Outlook.com and Hotmail would have to authenticate their mail. SPF, DKIM, DMARC at…
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Yahoo refuses to publish its threshold, and that is information
Read the article: Yahoo refuses to publish its threshold, and that is informationGoogle publishes a threshold: five thousand messages a day. Microsoft publishes the same. Yahoo, asked about its own, answers this: “A ‘bulk’ sender is classified as an email sender sending…
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The only number that decides: 0.30 percent
Read the article: The only number that decides: 0.30 percentOf the dozens of measurements a campaign produces, exactly one decides your future at Gmail. It is not the open, nor the click, nor the bounce. It is the proportion…
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Five thousand messages a day, and you change worlds
Read the article: Five thousand messages a day, and you change worldsThere is an invisible border in email. On one side, an ordinary sender nobody looks at. On the other, a bulk sender, subject to rules that are written down, measured,…
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An ad in the inbox is direct marketing
Read the article: An ad in the inbox is direct marketingFifty million euros for Orange. Three hundred and twenty-five million for Google. Two decisions, two operators, one shared reasoning. And a consequence the market has not yet measured: advertising displayed…
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One hundred and sixty million records, and three breaches
Read the article: One hundred and sixty million records, and three breachesA browser extension. You visit a LinkedIn profile, you click, and the personal phone number appears, along with the work address. One hundred and sixty million records built that way.…
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Nine hundred thousand euros for a missing proof
Read the article: Nine hundred thousand euros for a missing proofOn 15 May 2025 the French data protection authority issued two sanctions on the same day, against two players in the same chain. Nine hundred thousand euros for one, eighty…
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Double opt-in is written in no legal text
Read the article: Double opt-in is written in no legal textA rule has been circulating for twenty years: the GDPR supposedly requires double opt-in, that confirmation message sent after a signup, which you must click to be truly subscribed. We…
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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.
