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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Keyword Research in 2026: How to Find the Words Your Customers Actually Use
Read the article: Keyword Research in 2026: How to Find the Words Your Customers Actually UseEvery piece of content you publish, every page you create, every product description you write begins with the same question: what are people actually searching for? Keyword research is the…
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SEO in 2026: The Complete Beginner’s Guide to Getting Found on Google
Read the article: SEO in 2026: The Complete Beginner’s Guide to Getting Found on GoogleYou have a website. Maybe you even have a great product or service behind it. But when you search for what you offer on Google, your site is nowhere to…
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Link Building Strategies That Actually Work in 2026
Read the article: Link Building Strategies That Actually Work in 2026Link building remains one of Google’s top three ranking factors in 2026, yet most SEO teams still treat it like a commodity activity: spray and pray with hundreds of irrelevant…
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Digital PR for SEO: How to Earn Links from Journalists and Publications
Read the article: Digital PR for SEO: How to Earn Links from Journalists and PublicationsWhen people talk about link building, the conversation usually drifts to tactics: directory submissions, broken-link outreach, guest-posting blitzes. The most scalable path to high-authority backlinks is not tactical cleverness, it…
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Toxic Backlinks: The Myth SEO Tools Sell You
Read the article: Toxic Backlinks: The Myth SEO Tools Sell YouIf you have spent more than ten minutes reading SEO blogs, you have been warned about toxic backlinks destroying your rankings. The narrative is simple and terrifying: bad links point…
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Competitor Backlink Analysis: Find and Replicate Wins
Read the article: Competitor Backlink Analysis: Find and Replicate WinsEvery link your competitor earns is a signal that a specific outreach strategy, content format, or relationship works in your industry. Competitor backlink analysis is not about copying links blindly.…
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Anchor Text Optimization for Natural Link Profiles
Read the article: Anchor Text Optimization for Natural Link ProfilesAnchor text is the clickable text inside a hyperlink, and it remains one of Google’s most important signals for understanding what a page is about. But anchor text optimization in…
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Local SEO: The Complete Guide for Small Businesses
Read the article: Local SEO: The Complete Guide for Small BusinessesLocal SEO determines whether your business appears when nearby customers search for your services. BrightLocal’s annual Local Consumer Review Survey has consistently shown that the vast majority of consumers use…
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Google Business Profile: Complete Optimization Guide
Read the article: Google Business Profile: Complete Optimization GuideYour Google Business Profile is the most important piece of digital real estate your local business owns. It appears in local pack results, on Google Maps, and increasingly inside AI-generated…
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Online Reviews and SEO: How Reputation Affects Rankings
Read the article: Online Reviews and SEO: How Reputation Affects RankingsOnline reviews are no longer just social proof for potential customers. They are a direct ranking factor that influences where your business appears in local search results. The Whitespark Local…
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Local Citations: What They Are and How to Build Them
Read the article: Local Citations: What They Are and How to Build ThemLocal citations are online mentions of your business name, address, and phone number on websites other than your own. They serve as trust signals that help Google verify your business…
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International SEO: How to Rank in Multiple Countries and Languages
Read the article: International SEO: How to Rank in Multiple Countries and LanguagesInternational SEO is the process of optimizing a website so search engines can identify which countries it targets and which languages it serves. It sits at the intersection of technical…
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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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Ads Advisor and Agentic Tools: Gemini in Google Ads
Read the article: Ads Advisor and Agentic Tools: Gemini in Google AdsGoogle has fundamentally transformed how advertisers interact with their campaigns. The latest wave of agentic AI tools, powered by Gemini, represents a paradigm shift from passive optimization suggestions to active,…
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Asset Studio, Veo and Imagen 3: AI-Powered Asset Creation
Read the article: Asset Studio, Veo and Imagen 3: AI-Powered Asset CreationIntroduction: The Transformation of Creative Asset Production The advertising landscape has fundamentally shifted. What once required armies of designers, videographers, and creative directors can now be generated within minutes through…
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Advertising in AI Overviews and AI Mode: The New Playing Field
Read the article: Advertising in AI Overviews and AI Mode: The New Playing FieldGoogle’s search landscape has undergone its most profound transformation in decades. The launch and rapid expansion of AI Overviews and AI Mode represent a fundamental shift in how users discover…
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Google Lens and Visual Search: Shopping Ads on a New Surface
Read the article: Google Lens and Visual Search: Shopping Ads on a New SurfaceIntroduction: The Camera Becomes a Search Engine For decades, e-commerce players have optimized for keyboard searches. Type “blue running shoes” into Google, and millions of results appear. But what happens…
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Google Ads Audiences: In-Market, Affinity, Custom Segments and Combined Segments
Read the article: Google Ads Audiences: In-Market, Affinity, Custom Segments and Combined SegmentsGoogle Ads audience targeting has evolved dramatically over the past few years. Where advertisers once relied solely on keywords and basic demographics, today’s platform offers sophisticated audience segments that identify…
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Customer Match and First-Party Data: CRM Import, Match Rates and Strategy
Read the article: Customer Match and First-Party Data: CRM Import, Match Rates and StrategyFirst-party data has become the competitive advantage in Google Ads. Cookies are disappearing. Third-party tracking is restricted. Privacy regulations multiply across jurisdictions. In this landscape, Customer Match emerges as the…
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Advanced Demand Gen: Shoppable CTV, Travel Feeds and Format-Level Reporting
Read the article: Advanced Demand Gen: Shoppable CTV, Travel Feeds and Format-Level ReportingGoogle Ads continues to evolve its Demand Gen platform with sophisticated new capabilities designed to bridge the gap between awareness and conversion. The 2026 product roadmap introduces three transformative features:…
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Google App Campaigns: Install, Engagement, Firebase and SKAN
Read the article: Google App Campaigns: Install, Engagement, Firebase and SKANIntroduction: The Era of AI-Driven App Marketing Google App Campaigns have become the backbone of mobile user acquisition in 2025-2026. Since their introduction as Universal App Campaigns (UAC), they’ve evolved…
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Google Ads for Local: Local Campaigns, GBP and Maps Ads
Read the article: Google Ads for Local: Local Campaigns, GBP and Maps AdsIntroduction: The Evolution of Local Advertising on Google Local advertising has fundamentally shifted on Google. The dedicated “Local Campaigns” product you may remember from 2020-2022 no longer exists as a…
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Local Services Ads: Pay-Per-Lead, Badges and Review Optimization
Read the article: Local Services Ads: Pay-Per-Lead, Badges and Review OptimizationIntroduction to Local Services Ads: The Pay-Per-Lead Model Google Local Services Ads (LSA) represent a fundamental shift in how local service providers attract customers online. Unlike traditional Google Ads, where…
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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 Hooks: Win the First 3 Seconds
Read the article: Meta Ad Hooks: Win the First 3 SecondsThe hook is the most expensive part of your ad to get wrong. Not the offer, not the call to action, the opening. If nobody stops scrolling, nothing else you…
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Creative Is the New Targeting on Meta
Read the article: Creative Is the New Targeting on MetaFor ten years, the lever you pulled on Meta was the audience. You stacked interests, sliced demographics, built lookalikes, and lived inside the audience tab. That era is closing. In…
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Facebook Targeting Myths: What Meta Really Does
Read the article: Facebook Targeting Myths: What Meta Really DoesAlmost everything advertisers repeat about Facebook targeting is wrong, outdated, or both. The myths survive because they sound logical and because forums recycle them faster than anyone checks. Meanwhile Meta…
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Meta Audience Exclusions After 2025
Read the article: Meta Audience Exclusions After 2025On June 23, 2025, Meta finished dismantling something advertisers had relied on for a decade: detailed targeting exclusions. You can no longer tell Meta to skip people interested in classical…
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Meta Retargeting in 2026: What Still Works
Read the article: Meta Retargeting in 2026: What Still WorksRetargeting is the campaign every advertiser trusts and almost nobody questions. The logic feels airtight: someone visited, they left, you remind them, they buy. The dashboard agrees. Your retargeting ROAS…
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Meta Lookalike Audiences in 2026
Read the article: Meta Lookalike Audiences in 2026Open any Meta forum and you will read the same funeral notice: lookalike audiences are dead, Advantage+ killed them, just upload a list and let the machine run. It is…
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Meta Advantage+ Audience: How It Really Works
Read the article: Meta Advantage+ Audience: How It Really WorksAdvantage+ Audience is the most misunderstood setting in Meta Ads. Half the advertisers think it ignores everything they type. The other half think it is just broad targeting wearing a…
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Broad vs Detailed Targeting on Meta in 2026
Read the article: Broad vs Detailed Targeting on Meta in 2026There is a fight that splits every Meta advertiser into two camps. One side swears by precise interest stacks: layer three behaviors, two job titles, a lookalike, and you have…
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Meta Incrementality and GeoLift Testing
Read the article: Meta Incrementality and GeoLift TestingYour 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 single ad? That gap is…
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ROAS vs MER vs Incrementality: The Real Metric
Read the article: ROAS vs MER vs Incrementality: The Real MetricOpen Ads Manager and you see one number bigger than the rest: ROAS. It feels like the verdict on your whole account. It is not. Platform ROAS is the most…
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Meta Attribution: Windows, Models, Real ROAS
Read the article: Meta Attribution: Windows, Models, Real ROASAttribution is how Meta decides which ad gets credit for a sale. It sounds simple. It is not. Behind a single ROAS number sit several layers: a click window, a…
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Meta Event Match Quality: The Hidden KPI
Read the article: Meta Event Match Quality: The Hidden KPIMost advertisers obsess over ROAS, CPA and creative. Almost nobody opens Events Manager to check a number that quietly shapes all three: Event Match Quality. Meta defines EMQ as a…
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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…
