SEO

SEO is not dead: it has become something else, a system of signals designed to be understood both by search algorithms and by generative engines. Anyone who still pictures search engine optimization as a list of tricks for climbing the rankings is missing the deepest transformation of recent years. What used to be a game [...]

E-E-A-T is the framework with which Google evaluates the experience, expertise, authoritativeness and trustworthiness of those who publish content, and in the era of generative AI it has become the real battleground of visibility. If until yesterday authority was built mostly to convince a human reader, today that reader is more and more often a [...]

The concept of search everywhere means that users today look for information across a plurality of surfaces — search engines, conversational assistants, social media, marketplaces, messaging apps — and no longer only on Google. For those working in digital marketing this change in habits has a direct consequence: visibility is no longer built on a [...]

Zero-click search is search that ends directly on the results page, without the user clicking any link. A phenomenon that didn’t begin with artificial intelligence, but that AI Overviews have made far more visible and, for many publishers, far more problematic. In recent years the SERP has turned into a kind of self-sufficient answer: snippets, [...]

The SEO GEO AEO difference concerns three distinct but complementary disciplines: SEO optimizes ranking on traditional search engines, GEO works to be cited and synthesized by generative engines, AEO builds direct, structured answers for answer engines. Anyone working in digital visibility today faces an ecosystem in which Google remains central but is no longer the [...]

The ROI of a marketing agency is not measured on the invoice you pay, but on the incremental value that spend generates over time. It is the calculation almost no company really does, because it requires comparing two scenarios: the one in which you invest in outside expertise and the one in which you try [...]

Digital marketing in 2026 is not a sudden revolution, but the end point of an evolution that began years ago and was accelerated by generative artificial intelligence. Those working online today face an ecosystem in which traditional search engines coexist with conversational assistants, content is evaluated by machines before people, and public trust is built [...]

Measuring SEO success means evaluating the real impact of a visibility strategy on business results, not limiting yourself to observing a page’s position in search results. For years ranking was the reference yardstick, but today the search landscape has changed: generative engines answer questions directly, users interact with more touchpoints and visibility is built on [...]

A digital visibility plan is the operational translation of an audit into a sequence of coordinated, measured actions that are sustainable over time. It isn’t a list of tasks lined up in a row, but a strategy that holds together technology, content, authority and paid channels, with clear objectives and defined priorities. In this article [...]