ADVERTISING
Google Merchant Center: a guide to the product feed and the most common errors
Google Merchant Center is the account where you upload the catalogue that powers Shopping ads, Performance Max and free listings. It works if three…
Ideas and strategies
Resources
IN SHORT
What we learn while working, we write down here: articles on what’s new, guides we keep up to date and a glossary that explains every term in one sentence. One topic for each thing we do.
By topic
WHAT WE WRITE ABOUT
SEO & GEO
Getting found on Google and cited by ChatGPT and the like: what people search for, content, technical SEO, AI Overviews.
Advertising
Google Ads, Meta, TikTok and LinkedIn: what they cost, which formats to use, how to retarget people who have already seen you and how to make every euro count.
Social & Content
Editorial plans, short videos, communities and creators: the content that grows a brand over time.
Automation & AI
Automated emails, virtual assistants and artificial intelligence tools that work on their own. With the limits and rules you need to know.
Web & E-commerce
Websites and online shops built to sell: fast, accessible to everyone, easy to use.
Strategy & Data
Budgets, buyer journeys, return on investment and industries: how to decide where to invest and how to measure whether it was worth it.
The latest
FROM THE BLOG
SOCIAL & CONTENT
LinkedIn for business: how to make your company page work (without an ad budget)
A LinkedIn company page works even without advertising if it does three things: it's complete and written in the words customers use, it regularly…
STRATEGY & DATA
GA4 for SMEs: the reports you actually need (and how to read them)
An SME needs just six GA4 views: traffic acquisition, key events, landing pages, a funnel exploration, the monetisation reports if it sells online,…
SEO & GEO
SEO consultancy: what it includes, how to choose it and what it really costs
Serious SEO consultancy covers six activities: a technical audit, keyword research by intent, a content plan, technical fixes, links and mentions,…
STRATEGY & DATA
Google Tag Manager: how to set up conversion tracking
Google Tag Manager is Google's free tool for managing your website's measurement codes in a single container: GA4, Google Ads, Meta and the others.…
SOCIAL & CONTENT
A recognisable brand in the age of AI: why producing more content is not enough
AI has made content easy to produce, so quantity no longer sets anyone apart. A brand is recognised through a few distinctive assets (colours,…
Before you buy
THE COMPARISONS
The tools we use with our clients, side by side: prices, features, strengths and limitations, with the sources and the date of the last check.
For reference
THE GUIDES
Long-form content, updated with a visible date, one per topic. The place to start when you want to understand a subject in full.
- SEO + AI Search 2026: the complete checklist for staying visible on Google and in AI answers
- Google Ads for B2B: the handbook for generating better leads, not just more leads
- AI for marketing: 20 practical workflows for marketing and sales teams
- Marketing automation for SMEs and B2B: the 7 workflows you should already have running
- Brand kit for ad campaigns: a practical guide to consistent visuals and creative that converts
- Meta Ads for SMEs: budget, structure and measurement for the first 90 days
One sentence per term
THE GLOSSARY
The words of digital marketing defined in one sentence, with the context and where we use them in our projects.
- AI Overview
- Core Web Vitals
- CTV (Connected TV)
- Editorial plan
- GEO (Generative Engine Optimization)
- Lead nurturing
- Lead scoring
- Marketing automation
- Performance Max
- Remarketing
- ROAS
- Search intent
An email when it’s worth it
The newsletter
What we have learned about automation, data and AI applied to marketing. No offers, a five-minute read, unsubscribe with one click.