Articles by the author
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GEO audit: how do you diagnose your visibility in AI engines?
A GEO audit diagnoses a site’s and a brand’s presence in the answers of ChatGPT, Perplexity, Gemini, Copilot, AI Overviews and AI Mode. This guide follows the order of blocking factors: AI crawler access, eligibility on Google, then prompt panel, page scores and analysis of cited sources. It separates the cited brand from the cited…
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ROAS: definition, formula and break-even point
ROAS (return on ad spend) compares the value of the conversions attributed to an ad with what the ad cost. This guide details how to calculate it, how it is written in Google Ads (percentage) and in Meta (decimal), and what conversion value must contain: excluding tax and shipping, with no duplicates or refunds. It…
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How do you advertise with TikTok Ads?
TikTok Ads brings together TikTok’s advertising solutions, managed in TikTok Ads Manager after a self-serve signup. This guide details the structure of a campaign, the objectives, the formats (In-Feed, Spark Ads, TopView, carousel, Search Ads) and targeting. It explains what each bidding method charges for and the budget minimums published by TikTok, in dollars. Finally,…
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LinkedIn Ads: how do you launch a campaign?
LinkedIn Ads is LinkedIn’s advertising platform: campaigns are created in Campaign Manager and target members by their company, job function or skills. This guide covers the structure of an account, objectives, formats, targeting and audience size, based on the official help accessed on October 19, 2026. It explains what you actually pay for depending on…
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WordPress SEO: how do you optimize your site for search engines?
WordPress SEO means checking what WordPress already does on its own, then configuring what it does not do. This guide details the core’s native features, from version 5.3 to 6.8, and the seven settings to make right after installation. It compares seven SEO plugins on official WordPress.org data from October 19, 2026, without naming a…
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Landing page: definition and how to design one
A landing page is the page a visitor reaches after clicking an ad, an email or a post, built for a single action. This guide details its elements, from the promise of the ad to the form, then the method for creating one in seven steps, including in WordPress with the native blocks. It sets…
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GEO tools: which AI visibility tracking tool should you choose?
A GEO tool records the answers of ChatGPT, Gemini, Perplexity or AI Overviews to a list of prompts and measures whether a brand is named or cited in them. This article starts with the free reports in Google Search Console, Bing Webmaster Tools and Microsoft Clarity, then gives seven selection criteria, including the collection method…
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Hreflang tag: what is it for and how do you declare it?
Hreflang is the attribute of a link rel=”alternate” tag that declares to Google the language or regional versions of the same page. This guide details the syntax, the accepted language and country codes, the role of x-default and the three declaration methods: HTML tag, XML sitemap, HTTP header. It explains how to combine hreflang and…
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Personal branding: how do you build your personal brand?
Personal branding is the process by which a person defines, then makes visible, their personal brand (“marque personnelle”, the French term adopted by the Office québécois de la langue française). This guide starts from that definition and from the origin of the expression, popularized by Tom Peters in 1997. It offers a six-step method for…
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Google Shopping: how do you get your products to appear?
Google Shopping is Google’s product space: the google.com/shopping tab and the product listings shown in Search, Images, Lens, YouTube or Gemini. This guide separates free listings from Shopping ads, which share the same feed imported into Google Merchant Center, and details account setup and the required attributes. It compares the Shopping campaign and Performance Max,…