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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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 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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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 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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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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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.
