Articles by the author
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PageSpeed Insights: how do you read Google’s report?
PageSpeed Insights is Google’s online tool that analyzes a URL on mobile and desktop. This guide explains how to read its two parts: real Chrome data over 28 days, which drives the Core Web Vitals assessment, and the Lighthouse simulation scored out of 100. It details why a page has no field data, why the…
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Net Promoter Score: how do you calculate and read it?
The Net Promoter Score (NPS) measures the share of customers ready to recommend a company, based on a question rated from 0 to 10. This guide details the calculation, with an example, and the margin of error by number of responses, calculated by Elev8 Lab with the Rocks formula (2016). It explains why there is…
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AEO (answer engine optimization): definition and difference from GEO
AEO (answer engine optimization) is the work of getting a piece of content reused or cited in the direct answers that search engines show: featured snippets, AI Overviews, ChatGPT, Copilot or Perplexity. The term has no standard definition. This article compares the position of Google, which files AEO and GEO under SEO, with that of…
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Google Discover: how does it work and how do you appear in it?
Google Discover is the content feed Google offers without a query, based on each person’s activity and interests. This guide covers what Google documents about appearing in it: eligibility with no tag, accurate titles, images at least 1,200 px wide in 16:9 and the Discover content policies. It reviews the February 2026 core update, rolled…
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Google Analytics 4: how does GA4 work?
Google Analytics 4 (GA4) is Google’s free audience measurement tool, built on events rather than sessions. This guide explains what has changed since Universal Analytics was shut down, how GA4 measures a website and how to install it with the Google tag, Tag Manager or Site Kit. It details the settings to make as soon…
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What is a knowledge graph?
A knowledge graph links entities through named relationships, as subject, predicate, object triples. This guide starts from the reference definition by Hogan et al. (2021) and sets it apart from a database or an ontology. It traces Google’s Knowledge Graph, with official figures, and separates Google’s database from the knowledge panel and the Business Profile.…
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404 error: what does it mean and should you fix it?
The 404 error (“Not Found”) is the HTTP status code a server uses to say that it cannot find the requested resource. This guide starts from the RFC 9110 definition and sets apart the 404, the 410 and the soft 404. It shows what Google actually does with a URL that returns a 404, with…
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Brand content: definition, examples and rules
Brand content refers to the messages with an editorial appearance that a brand produces or commissions from a third party in order to communicate, according to the definition published in the French Official Journal in 2024. This guide distinguishes it from content marketing and from the branded content of platforms, presents its formats and two…
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White paper: definition and how to write one
In marketing, a white paper is a long, reasoned document, often a PDF offered in exchange for contact details, that helps a professional reader solve a problem. In politics, it is a document in which a government or the European Commission sets out its proposals. This guide explains the origin of the term, the role…
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Lead magnet: definition, examples and method
A lead magnet is a free resource offered in exchange for a visitor’s contact details. This guide compares formats by stage of the buyer journey, details a six-step creation method and describes the landing page. It sets out what the GDPR and the CNIL, the French data protection authority, require: separate purposes, an unticked box…