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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SEO KPIs: Which Metrics Actually Matter
Read the article: SEO KPIs: Which Metrics Actually MatterSEO is often criticized as hard to measure. That isn't true — SEO is perfectly measurable. The real problem is that many organizations measure the wrong things. Domain Authority, page…
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Tracking SEO ROI: How to Prove the Business Value of Organic Search
Read the article: Tracking SEO ROI: How to Prove the Business Value of Organic SearchSEO’s biggest weakness in front of leadership is not ROI but ROI communication. Most organizations have no framework to calculate SEO return on investment. When a CMO is asked “what…
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Google Analytics 4 for SEO: What to Track and How
Read the article: Google Analytics 4 for SEO: What to Track and HowGoogle Analytics 4 (GA4) replaced Universal Analytics in July 2023, and many SEO professionals still don’t fully use it for organic analysis. GA4 introduced fundamental changes: event-based tracking instead of…
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Free SEO Tools: Everything Google Gives You
Read the article: Free SEO Tools: Everything Google Gives YouYou don’t need to spend tens of thousands of dollars annually on premium SEO tools to rank a website. Google itself ships a complete free suite that covers the 80…
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How to Create an SEO Strategy from Scratch
Read the article: How to Create an SEO Strategy from ScratchBuilding an SEO strategy from scratch feels overwhelming. Most teams — whether they are launching a first website or overhauling an established presence — don’t know where to start. They…
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SEO for B2B: How to Generate Leads Through Organic Search
Read the article: SEO for B2B: How to Generate Leads Through Organic SearchB2B SEO is fundamentally different from B2C SEO. A consumer brand selling sneakers optimizes for fast decisions, impulse keywords, and high-volume traffic. A B2B software company selling a 50,000-euro annual…
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SEO vs PPC: When to Use Each and How They Work Together
Read the article: SEO vs PPC: When to Use Each and How They Work Together“Should we do SEO or PPC?” is the wrong question. The honest answer is that the two channels solve different problems and the right strategy almost always uses both. PPC…
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How to Choose an SEO Agency (and Spot the Bad Ones)
Read the article: How to Choose an SEO Agency (and Spot the Bad Ones)“We guarantee number 1 rankings in 30 days.” That single sentence tells you the agency is lying. Google does not promise rankings to anyone — including its own employees and…
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How Long Does SEO Take? Realistic Timelines for Real Results
Read the article: How Long Does SEO Take? Realistic Timelines for Real Results“How long will it take to rank?” is the first question every client asks. The answer that disappoints: 4 to 12 months minimum for meaningful results, depending on competition, domain…
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Google Algorithm Updates: A Complete History and What Each One Changed
Read the article: Google Algorithm Updates: A Complete History and What Each One ChangedGoogle’s search algorithm has evolved dramatically since 1998, and understanding the evolution is fundamental to building a sustainable SEO strategy. Most practitioners chase the latest update and miss the lesson…
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Google Core Updates: How to Recover When Your Traffic Drops Overnight
Read the article: Google Core Updates: How to Recover When Your Traffic Drops OvernightA core update rolls out, and you wake up to find your site has lost a meaningful share of organic traffic overnight. Pages that ranked top 5 for 18 months…
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Google Penalties: Manual Actions, Spam Updates, and How to Stay Clean
Read the article: Google Penalties: Manual Actions, Spam Updates, and How to Stay CleanGoogle maintains two separate enforcement mechanisms. Manual actions — where Google’s human review team explicitly penalizes a site after review — and algorithmic enforcement, where the ranking systems automatically devalue…
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Landing Pages for Google Ads: Quality Score, CRO and Message Match
Read the article: Landing Pages for Google Ads: Quality Score, CRO and Message MatchThe journey from search query to conversion begins with one critical moment: when a user clicks your Google Ads advertisement. Everything changes in that instant. If your landing page fails…
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Google Ads Audit: Complete 50+ Point Checklist Methodology
Read the article: Google Ads Audit: Complete 50+ Point Checklist MethodologyA Google Ads audit is the systematic review of every element within your account that directly impacts campaign performance and return on investment. Without regular audits, accounts accumulate inefficiencies that…
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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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Google Ads Conversion Tracking: Tags, Micro/Macro and Enhanced Conversions
Read the article: Google Ads Conversion Tracking: Tags, Micro/Macro and Enhanced ConversionsConversion tracking remains the central pivot of any high-performing Google Ads strategy. Without reliable measurement of user actions that generate value, you operate blind. Google’s intelligent bidding algorithms, Data-Driven Bidding…
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Google Tag Manager for Google Ads: Complete Setup and Server-Side Tagging
Read the article: Google Tag Manager for Google Ads: Complete Setup and Server-Side TaggingConversion tracking is the foundation of profitable Google Ads campaigns. Without accurate data on which clicks convert into sales or leads, your optimization efforts become blind guesses. Yet most businesses…
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Consent Mode v2 and GDPR Compliance: Post-Cookie Tracking in 2026
Read the article: Consent Mode v2 and GDPR Compliance: Post-Cookie Tracking in 2026The digital advertising landscape undergoes a seismic transformation. Privacy regulations intensify, cookie-based tracking faces unprecedented scrutiny, and businesses must navigate complex consent frameworks while maintaining marketing effectiveness. Google’s Consent Mode…
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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 TestingModern digital marketing operates across an increasingly fragmented landscape. Customers engage with your brand across multiple devices, channels, and touchpoints before making a purchase decision. Yet many businesses still rely…
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Geographic, Schedule and Device Targeting: Adjustments and Exclusions
Read the article: Geographic, Schedule and Device Targeting: Adjustments and ExclusionsUnderstanding Geographic Targeting: The Foundation of Precision Marketing Geographic targeting remains one of the most powerful levers in Google Ads optimization. In 2026, the platform offers sophisticated location-based tools that…
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Google Ads Remarketing: RLSA, Display, Dynamic and Cross-Channel Sequencing
Read the article: Google Ads Remarketing: RLSA, Display, Dynamic and Cross-Channel SequencingIntroduction: Why Remarketing Matters in 2025-2026 Remarketing has evolved from a simple retargeting tactic to a sophisticated, multi-channel strategy that addresses one of digital marketing’s core challenges: converting qualified prospects…
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Brand Campaigns and Competitor Targeting: Protecting Your Brand and Attacking
Read the article: Brand Campaigns and Competitor Targeting: Protecting Your Brand and AttackingYour brand is under siege, whether you realize it or not. Every second, competitors are bidding on your brand keywords, hijacking your traffic, and intercepting customers who already know who…
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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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The accessibility directive does not mention your emails
Read the article: The accessibility directive does not mention your emailsSince June 2025 you have been told that your emails must be accessible, and that the European directive requires it. We have read the directive. The word “email” does not…
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Dark mode is documented only at Apple
Read the article: Dark mode is documented only at AppleOne day a client writes to say your newsletter is unreadable. Screenshot attached: dark background, dark text, a logo cut out inside a white square. You go looking for the…
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Gmail does not block your images, it steps in
Read the article: Gmail does not block your images, it steps in“Images are blocked by default.” That sentence is repeated in every email marketing guide, and it is true at one operator out of two. At the other, something quite different…
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Your preheader has been replaced by a summary
Read the article: Your preheader has been replaced by a summaryYou spent time on your preheader. That line of text following the subject in the message list, which guides present as the second subject line, and on which part of…
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Some of your clicks were never made by anyone
Read the article: Some of your clicks were never made by anyoneYou send a campaign. Thirty seconds later the dashboard already shows clicks. Nobody has read anything. Those are machines, and their vendor documents it. What Microsoft does to your links…
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Three operators, three ways of telling you
Read the article: Three operators, three ways of telling youA recipient clicks “report spam”. That gesture decides your fate, and it happens without you knowing anything about it. Unless you are enrolled in a feedback loop. All three major…
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Spamhaus does not sell its way out
Read the article: Spamhaus does not sell its way outOne morning your messages stop going out. The sending log repeats the same line, and it contains a name: Spamhaus. A predictable sequence follows. Someone searches for “get IP removed…
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The dedicated IP you are sold will never warm up
Read the article: The dedicated IP you are sold will never warm upThe day you sign with a sending provider, you will be offered a dedicated IP address. The price is modest, the argument simple: your reputation will be your own. That…
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One subdomain per stream, on one condition nobody quotes
Read the article: One subdomain per stream, on one condition nobody quotesThe recommendation is everywhere: separate your sending streams by subdomain. One for invoices, one for newsletters, one for prospecting. It has a primary source, which is rare enough to be…
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Two thousand messages a day, and that is all
Read the article: Two thousand messages a day, and that is allThere is a conversation that happens every year in every company, and it always starts the same way: “how many can we send from our work mailbox?” The answer is…
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No warm-up schedule has ever been published
Read the article: No warm-up schedule has ever been publishedLook for a warm-up schedule. You will find dozens, all different, all presented with the same confidence. Day 1, fifty messages. Day 2, one hundred. Day 3, two hundred and…
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A rejected message tells you exactly why
Read the article: A rejected message tells you exactly whyA rejected message answers you. It tells you why, with a precision you will find in no dashboard, and it tells you for free. Almost nobody reads it. People look…
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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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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…
