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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Google Ads Assets: Sitelinks, Callouts, Images, Lead Forms, Price and Promotions
Read the article: Google Ads Assets: Sitelinks, Callouts, Images, Lead Forms, Price and PromotionsIntroduction: the cheapest CTR lift in Google Ads Most paid search audits begin with the same finding. The headlines are decent, the keyword list is acceptable, the landing page does…
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How to Create and Set Up a Google Ads Account in 2026: Complete Guide
Read the article: How to Create and Set Up a Google Ads Account in 2026: Complete GuideSetting up a Google Ads account in 2026 is not the 20-minute exercise the platform’s onboarding wizard suggests. The interface has been rebuilt three times since 2023, Performance Max is…
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Google Ads Account Architecture: Campaigns, Ad Groups, Naming Conventions and Labels
Read the article: Google Ads Account Architecture: Campaigns, Ad Groups, Naming Conventions and LabelsIntroduction: the foundation of sustained profitability A disorganized Google Ads account is like a kitchen without a cutting board: you see everything that needs doing, but nothing lands in its…
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Google Ads Campaign Types: Complete Comparison and Decision Tree
Read the article: Google Ads Campaign Types: Complete Comparison and Decision TreeGoogle Ads exposes ten distinct campaign types in 2026, and the gap between picking the right one and picking the wrong one is the gap between an account that compounds…
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Google Ads Editor: Bulk Editing, Import/Export and Multi-Account Workflows
Read the article: Google Ads Editor: Bulk Editing, Import/Export and Multi-Account WorkflowsGoogle Ads Editor is the desktop application Google ships for free, and it is the difference between an account you can manage and an account that manages you. The web…
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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 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.
