Technical SEO: why an audit is different from a list of crawl and indexing errors
A technical SEO audit isn't an export of 4xx errors and missing metas.
Read the article →Articles
Articles on SEO, GEO and digital marketing
Practical, honest guides on organic search, AI engines and measurement. No hype.
Explore by topic
Featured
Digital marketing certifications: which ones are worth it
A certification alone is worth nothing.
Read the article →GEO: the complete guide to Generative Engine Optimization
GEO explained: what it is, why it matters in 2026 (with data) and the CITAR method to get cited by ChatGPT, Perplexity and Gemini.
Read the article →All articles
Smart Bidding: when automation turns on you
Google says Smart Bidding needs zero conversions.
Growth hacking with GenAI: the engine has three strokes, and AI only turbocharged one
Growth hacking was always test, measure, decide.
What kills a migration isn't the redirect map
1:1 redirects are the easy part of a migration.
Avinash, OAO and the data contradiction nobody solves
Avinash wants a new name for SEO and AEO.
Lead generation: the mistakes that kill profit
Lead generation on a base you do not control does not scale sales - it scales loss.
Digital marketing certifications: which ones are worth it
A certification alone is worth nothing.
Free SEO and SEM certifications: what actually counts
There are free, credible SEM certifications.
Technical SEO: why an audit is different from a list of crawl and indexing errors
A technical SEO audit isn't an export of 4xx errors and missing metas.
Google certifications: which ones actually count
The Google certifications that count live in Skillshop, are free, and expire every year.
Ten mistakes when choosing a GEO course
How to choose a GEO course without buying promises no one can keep: the ten costliest mistakes and the sign that gives each one away before you pay.
AI certifications: where to start
Which AI certifications are worth it for a junior in 2026, and in what order.
Your first marketing job: how to break in with no experience
No experience for your first marketing job? The paradox is broken with proof of work, not certificates.
Keyword research: architecture of demand, not a list
Senior-level keyword research: model demand, give it architecture (pillars, clusters, intent) and prioritise with ETI.
Why each AI engine cites different sources
Same question, near-disjoint sources.
Your media channels are the intelligence GEO is missing
Every paid and organic channel tells you something GEO can't measure.
BrightonSEO 2026: everyone talks about AI, nobody from AI talks about SEO
I went to BrightonSEO 2026 for the 3rd time.
Proving the value of GEO: the report decision-makers approve
Report GEO without a Search Console: a prompt matrix by segment, customer type and journey stage, with the right KPI per stage - trend, not false precision.
AI crawlers and bots: who crawls, renders and indexes
A reference matrix of the AI crawlers and bots that matter: who crawls, who renders JavaScript and who indexes or trains.
Brand awareness without capture: the demand you pay for converts for your competitor
You pay for brand awareness but don't capture the demand it creates? The click goes to a competitor.
Attribution models: why last-click makes you cut the wrong SEO and GEO
An in-depth guide to attribution models and non-paid traffic.
AI visibility audit: measure from the customer's prompt, not your assumptions
How to audit your visibility across AI engines: a prompt baseline, share of voice, cited sources and tracking.
GEO: the complete guide to Generative Engine Optimization
GEO explained: what it is, why it matters in 2026 (with data) and the CITAR method to get cited by ChatGPT, Perplexity and Gemini.
AI can cite the wrong market of your brand (and hreflang won't protect you)
I measured what ChatGPT and Gemini serve a user in Portugal for four international brands.
Digital marketing isn't learned by watching slides
The evidence is clear: digital marketing is learned by doing, not by watching slides.
AI Overviews: what they are and how to optimize
AI Overviews explained: what they are, how they affect CTR, and how to optimize so your content is used in them.
Google AI Mode is becoming a destination, not a doorway
Google AI Mode explained: how it differs from AI Overviews, query fan-out, and what changed in 2026.
AI Overviews and AI Mode vs Google Search Ads: the real impact and what to do
The real impact of AI Overviews and AI Mode on Google Search Ads: what happens to CTR, Absolute Top IS and results, with data and what to do.
Digital marketing course in 2026: is it worth it? (with AI changing everything)
Is a digital marketing course worth it in 2026, with AI doing part of the work? Yes, but not the one most people pick.
hreflang: the errors that make Google serve the wrong country
hreflang isn't a tag, it's a reciprocal system.
Google moved checkout inside AI Mode - and on Shopify it's opt-out
Google brought buying inside AI Mode and Gemini with the Universal Commerce Protocol and Google Pay.
How to choose a digital marketing course without falling for the hype
The criteria I use when people ask which digital marketing course to pick: who teaches, a 2026 syllabus (GEO, GA4), real practice and certification that counts.
What I no longer teach in SEO (and what changed since 2009)
I've taught SEO since 2009 and cut more than I've added.
Why SEO is important: the top mistakes brands make in 2026
Why SEO is important and the top mistakes brands make in 2026: rarely tactical, but platform, organisation and measurement.
Europe just lost free product listings on Google - and rushing to a CSS solves the wrong problem
Google removed free product listings and carousels in the EEA over the DMA - 90-100% drops.
A publisher's robots.txt is blocking what nobody audited
At a news publisher, robots.
Block or allow AI? The GSC control and robots.txt, without the myths
Google lets you opt out of AI Overviews, AI Mode and Discover AI without losing ranking, but forfeiting AI traffic.
Reddit lost 86% of its ChatGPT citations in four days. The lesson isn't about Reddit.
Reddit lost 86% of its ChatGPT citations in four days in August 2026.
Reddit and UGC: why AI cites communities (and how to benefit, ethically)
Reddit is the most-cited domain by AI in 2026.
'AI slop' and E-E-A-T in 2026: how to keep quality when everyone publishes with AI
Google doesn't penalize AI content - it penalizes value-less content at scale.
Advertising on ChatGPT doesn't put you in the answer. It puts you below it.
How to advertise on ChatGPT with OpenAI Ads: where they appear, how you buy, audiences, the Pixel, privacy and the legal frame.
AI won't replace your marketing - it exposes it. And the answer is brand.
AI doesn't replace you: it exposes who built a brand and who only bought traffic.
Google Ads scripts: the alerting that stops you burning budget
How I use Google Ads scripts to catch what silently burns budget: 404s, CTR/CPC/CPA anomalies and zero impressions.
AI Max for Search: Google Ads' AI layer, without the hype
AI Max is Google Ads' keywordless AI layer, universal since April 2026.
AI browsers already browse for you: what changes for your site
AI browsers already browse, summarize and act for you.
Expanding abroad: the SEO mistakes that cost you
Translating your site isn't expanding.
How to get cited in ChatGPT and Perplexity
Practical steps to be cited as a source in ChatGPT and Perplexity: entity, Bing, citable content and how to verify.
Technical SEO checklist (2026)
A technical SEO checklist for 2026: crawl, indexing, rendering, Core Web Vitals and structured data.
Google Ads account structure that actually works
How to structure a Google Ads account for control and Quality Score: campaigns by intent, tight ad groups, match types, negatives and naming.
Performance Max: when it works, and how to keep control
An honest guide to Performance Max: what it is, when it pays, the black-box and brand-cannibalization risks, and how to keep control.
Your marketing budget is set by unit economics, not a percentage
An honest framework for how much to invest in digital marketing: revenue benchmarks, stage and goals, the SEO-paid-content mix, and CAC vs LTV.
Google's new intelligent Search and 24/7 agents: what changes for your business
Google reinvented the Search box (its biggest upgrade in 25 years) and launched agents that search for you 24/7.
AI in 2025, as seen on 60 Minutes: what it really changes for your visibility
The 60 Minutes AI episode (Hassabis, AGI, Project Astra) shows the promise and the risk - translated, without hype, into what changed in search and marketing.
AI search advertising: what changes when the ad enters the answer
Ads arrived in AI search.
When AI lies about your brand: why, and how to fix it
ChatGPT invents facts about your brand.
Search Console finally measures your AI visibility (impressions only)
Google launched the generative AI performance report in Search Console (Jun 2026): impressions in AI Overviews and AI Mode.
Agentic commerce: the agent picks your data, not your budget
ChatGPT Shopping and AI buying agents already drive sales.
AI Overviews vs AI Mode: why you need a multi-surface strategy
AI Overviews and AI Mode are different Google surfaces and cite almost distinct sources (only ~10% overlap).
Zero-click at 68%: the new SEO KPIs when the click stops counting
68% of Google searches no longer produce a click (2026).
Digital PR for GEO: how to earn the citations AI reuses
Brand mentions in earned media influence AI visibility more than backlinks.
Bing, Copilot and IndexNow: the forgotten engine that feeds ChatGPT
ChatGPT and Copilot lean on Bing's index.
Screaming Frog for embeddings and vectors
How to use Screaming Frog to generate embeddings and work with vectors: semantic similarity, content clusters, cannibalization and internal linking.
Screaming Frog for GEO
How to use Screaming Frog for GEO: audit citability, run LLM prompts at scale, validate structured data, check JS rendering and monitor AI bots.
SEO vs GEO: what actually changes
SEO vs GEO without the hype: what each does, what they share, what changes in practice, and why you shouldn't pick just one.
Google Discover core update of February 2026: what changed and who was hit
The February 2026 Google Discover core update prioritized local content, cut clickbait and shook non-US publishers' traffic.
How to run an on-page SEO audit with ChatGPT
Run an on-page SEO audit in minutes with ChatGPT: a safe, complete prompt (title, canonical, hreflang, structured data, redirects) plus prioritized actions.
Working with an international SEO & GEO consultant
What to expect from a remote, senior SEO and GEO consultant: engagement models, how we work, and how to get the most value.
Core Web Vitals: you pass on desktop and fail on mobile
Core Web Vitals explained: what LCP, INP and CLS measure, the 'good' thresholds, and how to improve each.
Structured data (Schema) worth doing
Which structured data to implement and why: Article, FAQPage, Product, Person and Organization.
AI traffic hides in GA4 by default: here's how to see it
A practical guide to tracking visits from ChatGPT, Perplexity, Gemini and Copilot in GA4: referrers, a custom channel group, regex and the caveats.
GA4 and GDPR: Consent Mode done right
How to run GA4 in a GDPR-compliant way: a real consent banner, Google Consent Mode v2, conditional tags and consent modeling.
Gemini cites entities it knows, not pages it finds
Gemini and AI Overviews are grounded in Google's index and Knowledge Graph.
E-E-A-T and entities: why AI trusts some sites and ignores others
What E-E-A-T really means, why entities make it machine-readable, and how experience, expertise, authority and trust decide whether AI cites you.
Google Discover is the channel you earn, not the one you target
What Google Discover is, how the feed picks content, and how to become eligible: large images, E-E-A-T, freshness and local relevance.
Video SEO in the AI era: make video a search asset
How video SEO works now: ranking on YouTube and in Google video, why transcripts and key moments matter, and how AI uses video content.
A default GA4 install answers none of your real questions
The GA4 setup that actually matters: key events, enhanced measurement, GTM, Consent Mode, internal-traffic exclusion and linking GSC and Ads.
Looker Studio dashboards people actually use
How to build Looker Studio dashboards that drive decisions: connect GA4 and Search Console, design for the question, blend data, avoid clutter.
Quality Score: the lever that lowers your cost per click
Quality Score demystified: the three components, why it lowers your cost per click, how to improve it, and the myths to ignore.
North Star Metric and AARRR: focus growth on what compounds
How to pick a North Star Metric and use the AARRR funnel (acquisition, activation, retention, referral, revenue) to focus growth on what actually compounds.
YouTube SEO: the complete guide to ranking on search engine #2
A complete YouTube SEO guide: keyword and intent research, metadata, thumbnails and packaging, retention, chapters and playlists - to rank on search engine #2.
Digital marketing data sources (2026): cite the primary, not the middleman
The most reliable data sources for digital marketing: DataReportal, Statista, StatCounter, Pew, ITU, GWI and more.
No articles in this category yet.
See also the services and the courses. Or subscribe to the RSS feed.