Blog
Notes and essays on SEO, GEO, lead generation and how to make marketing end up in the P&L.
What ChatGPT says about your company (and how to correct it)
Why do LLMs make things up about your brand? The most solid explanation is offered by the paper Why Language Models Hallucinate by Kalai, Nachum, Vempala and Zhang ( OpenAI/Georgia Tech, September 2025 ): language…
Why AI doesn't recommend the same to everyone and how to segment your GEO visibility
Why doesn't AI recommend the same to everyone? The question seems obvious, but most GEO strategies ignore it entirely. Language models don't work like a classic search engine that returns…
Zero-click on Google: statistics, CTR decline and impact of AI (2019–2025)
I'll be direct: if your acquisition strategy depends on Google's organic traffic, you have a serious problem. And I'm not saying it for sensationalism. I'm saying it because I've spent months measuring what's happening in the accounts…
How to make AI mention me, appearing in ChatGPT or Gemini.
If you got here it's because you're feeling something very specific: why AI doesn't recommend my brand. Or put bluntly: why AI never talks about me even though you feel "I'm doing everything right". And yes, this happens…
Traffic is improving, positions too, but I see no
There's a type of drop you don't see in Search Console. It doesn't knock down positions, no core update "punishes" you, no dramatic curve to justify the scare. It's nastier: everything looks stable… and yet…
How to write SEO content: step-by-step guide for Google, People and AI
Let's start with what matters: what is "SEO content" really? It's not text stuffed with keywords. It's content designed for a specific search intent. Solid explanation, organized to…
Why a Social Media Strategist is necessary for your company
Because a Social Media Strategist can do a lot for the online presence of your company, discover all the good things they are willing to bring. You've surely heard about the Social…
SEM positioning: Features and main advantages of search engine marketing
One of the most used and effective disciplines is search engine marketing or SEM positioning, which manages to boost positioning and promotion in search engines like Google through pay-per-click campaigns…
Inbound Marketing: What it is and what it consists of
Inbound Marketing: the whole set of techniques used on a website to get the customer to enter it. Compared with other disciplines, in Inbound Marketing the actions used must not be…