Blog — Articles
Insights for your digital growth.
SEO, digital marketing, artificial intelligence and web strategy: our articles to help SMEs in French-speaking Switzerland make better decisions.
Digital marketing
Digital marketing budget: how should you split investment between SEO, SEA and content?
How should you split your digital marketing budget between SEO, SEA and content? Criteria, costed scenarios and practical trade-offs for SMEs in French-speaking Switzerland.
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AI
Geneva and global AI governance: what it changes for local SMEs
The UN global dialogue, the AI for Good summit, 12,000 participants at Palexpo: what is being decided in Geneva, and what already applies to your SME.
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SEO
AI Overviews & AI Mode: why SMEs in French-speaking Switzerland risk losing SEO visibility
AI Overviews cuts clicks, and studies put figures on it. What is genuinely at risk for an SME in French-speaking Switzerland, what is not, and where to start.
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SEO
50 free (or nearly free) SEO tools for 2026
The 50 free SEO tools we actually use: audit, keywords, backlinks, speed, local. Sorted by the question they answer, not by popularity.
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SEO tools
SEO audit: 6 free tools to support your growth
An SEO audit needs no budget to get started. Here are the 6 free tools we use, in what order, and for which questions.
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E-commerce
Selling online in Switzerland: TWINT, payments and logistics
Selling online in Switzerland: payment methods (TWINT), VAT, delivery and logistics. The Swiss specifics to know before launching your store.
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Social media
Building an editorial content calendar for an SME (template)
A realistic editorial calendar for an SME: content pillars, a sustainable frequency and the organisation to publish without burning out. Template included.
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SEO
Redesigning a site without losing your SEO: the complete checklist
Redesigning a site without losing your SEO: the complete checklist (301 redirects, content, indexing) for migrating without breaking your search performance.
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Branding
Brand identity redesign: when and why for an SME
Brand identity redesign: the signals that show it is time, what a redesign covers and how to run it without damaging your equity.
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Digital transformation
Automating repetitive SME tasks: 7 practical use cases
Automating repetitive SME tasks: 7 practical use cases (quotes, follow-ups, reporting and more) that save time, and how to scope them.
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Web build
What type of website: brochure, e-commerce or bespoke?
Brochure site, e-commerce or bespoke: the right type of site depends on your model. A clear comparison to help you decide before starting your web project.
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Social media
Social networks for a B2B SME: which to choose in French-speaking Switzerland?
Which social network for a B2B SME in French-speaking Switzerland? LinkedIn, Instagram, YouTube: how to choose according to your objectives, your audiences and your resources.
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Advertising / SEA
Google Ads for Swiss SMEs: budget and how it works, explained
How Google Ads works for a Swiss SME, what budget to plan for and how to avoid wasting your bids. The clear guide to deciding.
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DIGITAL STRATEGY
Your clients no longer read your articles: the truth about video SEO in Switzerland
You open your Google Analytics dashboard. The figures hurt: you are struggling along at a few views a day… Find out more
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Web build
Website specification: the template that leaves nothing out
A clear website specification prevents budget and timeline overruns. The complete template: objectives, site map, features, content.
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Digital transformation
Digital transformation for an SME in French-speaking Switzerland: where to start
The digital transformation of an SME in French-speaking Switzerland: diagnosis, priorities and a concrete roadmap for starting without spreading yourself thin or wasting budget.
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SEO
Topic clusters: structuring your site for SEO and for AI
A topic cluster structures your site into thematic groups to build your authority in the eyes of Google and AI engines. The complete method.
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Web build
Website prices in Switzerland: what does a professional site cost in 2026?
How much does a professional website cost in Switzerland? What makes the price vary, the ranges by type of site and how to decide on your budget.
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news media
The best SEO tools: our expert selection
Our selection of the best SEO tools, sorted by use and refreshed every year. Smart Impact's living guide.
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DIGITAL STRATEGY
The augmented conversion guide: bringing AI into your CRO strategy in Switzerland
You spend hours generating article ideas, chasing every keyword on Google Ads, and watching for… Find out more
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SEO
Semantic SEO: the strategy for attracting clients, not just traffic
The myth is stubborn, almost sacred in the corridors of digital agencies: you would have a list of keywords, a… Find out more
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DIGITAL STRATEGY
Local SEO in Geneva: why your local search dictates your digital survival
Geneva is not just a water jet, a global financial centre or the seat of the United Nations. It is a… Find out more
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AI
Beyond algorithms: why the human factor is becoming the new quality label of the Swiss web
In the age of AI, experience is your most valuable asset. See how the human factor is redefining E-E-A-T for leaders in Switzerland.
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DIGITAL STRATEGY
The “zero click” paradox: strategies for capturing value when Google answers in your place
Tired of watching your traffic fall while you sit at the top of Google? Learn how to capture value despite zero-click search.
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SEO
Multilingual SEO in Switzerland: taming the complexity of the French-, German- and Italian-speaking markets
The ultimate guide to multilingual SEO in Switzerland. See how to handle Helvetisms, hreflang tags and cultural specifics.
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SEO
AI SEO tools: why search specialists are genuinely changing their habits
Find out why SEO professionals are adopting artificial intelligence tools en masse and how those tools are reshaping search optimisation in 2026.
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AI
The ROI of generative AI: how do you measure the productivity gains of your marketing team?
Find out how to calculate the real ROI of generative AI in your marketing. Formula, KPIs and a case study from an SME in French-speaking Switzerland to justify your AI investment.
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content
“Deep Research” content: why one ultra-specialised 3,000-word article beats 50 AI-generated pieces
Find out why Deep Research content outperforms AI articles in 2026. Long-form content strategy, E-E-A-T and backlinks for SMEs in French-speaking Switzerland.
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AI
The era of “research agents”: how do you optimise your site for AI agents?
Optimise your site for AI agents in 2026. Learn about AEO (Agent Engine Optimisation), structured data and the new visibility KPIs.
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Marketing
Marketing Data & Emotion: the secret behind Swiss companies' ROI
Find out how to combine marketing data with emotional intelligence to get the most from your Swiss business. From Big Data to Thick Data.
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DIGITAL STRATEGY
Website redesign: why the challenge is human before it is technical
Find out why a website redesign is above all a human challenge. Internal silos, resistance to change and governance: the keys to a successful redesign.
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Uncategorized
Digital Consulting: how do you onboard technology in Switzerland?
Choose digital consulting that understands the DNA of companies in French-speaking Switzerland. Between precision and AI innovation, discover our human approach.
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Marketing
PIM & CRM: driving your marketing growth in 2026
Tired of Excel? See how a PIM and a CRM turn your marketing teams into growth drivers. Improve your ROI.
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development
PHP 8.5 and WordPress: the new engine of your performance in 2026
Find out why PHP 8.5 is essential for your WordPress site in 2026. Performance, security, SEO and how to update without risk.
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AI
Why does AI love certain types of content (and ignore others)?
Sourced statistics, quotations, proprietary data: what AI actually cites according to Princeton's GEO study, and where to start.
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AI
What AI does not understand about SME websites (and how to fix it)
AI often fails to understand SME websites for lack of context. See the 4 common misunderstandings and our strategies in Switzerland.
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content
SEO and authority: why consistency beats volume
Find out why consistency and quality of content beat volume in SEO for building lasting, profitable authority.
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AI
Reliable sources and AI: how do you separate fact from fiction?
AI is changing our relationship with truth. See how algorithms judge reliable sources and how to avoid the traps.
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AI
How should a site be structured to be cited correctly by AI?
How should a site be structured for AI? See our guide to being cited by ChatGPT and Google Gemini in search.
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AI
Claude Sonnet 5: release imminent? What we know (and why it could change everything)
Read the rumours about Claude Sonnet 5, what it promises and its potential impact on the generative AI market.
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AI
When AI becomes a colleague: managing human-machine collaboration
AI is becoming a colleague. See how to manage human-machine collaboration to support your company's growth.
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AI
Does your website reflect the reality of your business? Take the SEO + AI test
Take our SEO test combined with AI to align your web presence with the reality of your business and your expertise.
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Uncategorized
Semantic SEO: how do you help AI understand your expertise?
Find out how to use semantic SEO to build your online visibility and improve your search performance.
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Uncategorized
From keyword to intent: how AI is reshaping the structure of a website
Keyword-based SEO is dead. See how AI analyses user intent to build a site structure that leads on Google.
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AI
SEO and AI: is it still worth optimising every page individually?
In the age of AI, is it still worth optimising every page individually? See how to combine automation with human expertise.
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strategy
SME automation: the strategic guide to accelerating your growth
See how automation is transforming SMEs: productivity gains, cost reductions and a step-by-step strategy.
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SEO tools
SEO: why daily monitoring is your ROI advantage
Find out why daily SEO monitoring of your positions, your technical health and your backlinks matters for your growth.
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AI
SEO and AI: can your SME finally beat the giants on Google?
See how AI is transforming SEO for SMEs. Optimisation, keywords and content creation: build your visibility simply.
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Uncategorized
Building a website: DIY or professional? The guide to making the right strategic choice
Should you build your website yourself or delegate it? See our strategic guide to making the best decision.
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SEARCH OPTIMISATION
Paid advertising vs SEO: which should your SME choose?
Find out whether to invest in SEO or paid advertising (Google Ads) to support your company's growth.
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content
Out of ideas? 4 steps to finding topics that bring in traffic
See our 4-step analytical method for finding topics that bring in qualified traffic right away.
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SEO
Boost your traffic: 5 SEO hacks to put in place now
Traffic stalling? See 5 practical SEO hacks: keywords, speed, content and competitor analysis to get your ROI moving again.
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content
Long-tail keywords: why SMEs need to get into them
More qualified traffic and less competition? See how long-tail keywords support the growth of Swiss SMEs.
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SEO
SEO tools 2026: how we generate 500k visits/month (without ruining ourselves on pointless SaaS subscriptions)
Do not copy other people's tools. See why Smart Impact replaced Semrush with bespoke 2026 SEO tools in Switzerland.
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COMMUNICATION
The role of emotional leadership in a digital transformation
What is the role of emotional leadership in a digital transformation? See our advice and take the test online.
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SEO
SEO vs social media: which B2B strategy for 2026?
SEO vs social media: see how to combine these levers to get the most from your ROI and your B2B growth.
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AI
When e-commerce visibility moves: from conventional SEO to AI answers
Find out how to optimise your e-commerce visibility so you appear in AI-generated answers and support your growth.
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Marketing
7 reasons for small SMEs to adopt marketing automation
Save time and support your growth. See how marketing automation transforms profitability for SMEs.
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SEO
SMEs: when should you really invest in SEO (and when should you hold off)?
Should your SME invest in SEO? See the situations in which this major marketing lever pays off.
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SEO
What does an SEO strategy really cost an SME?
Freelancer, agency or in-house? See what an SEO strategy really costs an SME and how to get the most from your budget.
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COMMUNICATION
Training teams in digital emotional literacy: a practical guide
How do you train your SME teams in digital emotional literacy? See our practical guide and training sheet.
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SEO
Blog or service pages: where should your SEO budget go first?
Wondering where to put your SEO budget first: the blog or the service pages? See our advice for a profitable strategy.
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DIGITAL STRATEGY
Local pages: useful or risky for an SME's SEO?
Should you create local pages for your SEO? See the advantages, the risks and the good practice behind a profitable strategy.
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COMMUNICATION
1,800 websites analysed: French-speaking Switzerland is a developing country… digitally
See the analysis of 1,800 websites in French-speaking Switzerland and the digital issues holding back business growth.
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GOOGLE
Local SEO checklist: lead Google Maps in 5 steps
How do you rank on Google Maps in 2026? See our checklist to improve your local SEO and attract more customers.
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SEO
7 practical SEO levers for SMEs in French-speaking Switzerland
See the 7 essential SEO trends for building the visibility and revenue of your SME in Switzerland.
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AI
Psychological biases in the adoption of AI technologies
Learn about the psychological biases in AI technology adoption and how to shake them off in your company.
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development
The best CMS for SME SEO: WordPress, Wix or Shopify?
Get the most from your digital growth. See our strategic comparison to choose the best CMS for Swiss SMEs.
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Marketing
Outsourcing your digital marketing: 5 unmistakable signs
Growth stalling? Lacking expertise? Find out why outsourcing your digital marketing is the lever for improving your ROI.
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Marketing
5 unbeatable strategies to boost your social media in 2026
Get your marketing ready for 2026. See how AI, AR and Swiss data protection compliance will transform your social strategy in Switzerland.
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SEO
Bad backlinks: how to identify and remove toxic links
Bad backlinks can destroy your search performance. Learn how to identify toxic links and clean up your profile.
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AI
Automating without understanding: the hidden trap of n8n and Make
Find out why automating with an understanding of the business problem matters more than mastering n8n or Make.
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AI
From ranking to recommendation: why traditional SEO is no longer enough in 2026
A Google ranking is no longer enough. See how to adapt your 2026 SEO strategy to be recommended by ChatGPT and generative AI.
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SEO
SEO trends 2026: the strategic guide for SMEs in French-speaking Switzerland
AI, hybrid search and priority actions: see our guide for SMEs in French-speaking Switzerland and get ready for the changes coming in 2026.
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wordpress
Our server stack for ultra-fast Elementor sites
See our OVH VPS + Nginx + Redis + FlyingPress stack optimised for Elementor. Serious performance without an eye-watering cloud bill.
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SEO
SEO: powerful techniques for driving your brand's growth
Find out how to drive your brand's growth through SEO: a guide from keyword research to technical optimisation.
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AI
The 15 key AI figures for B2B marketing in Switzerland
See the 15 key AI figures for B2B marketing in Switzerland to secure the future of your growth pipeline.
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SEO
The 10 essential local SEO figures in Switzerland
See the 10 essential local SEO figures for Switzerland to lead your commercial catchment area.
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SEARCH OPTIMISATION
GEO/SEO statistics in Switzerland: 2025 trends and analysis
See the GEO/SEO statistics for Switzerland, with 2025 trends and analysis, to get the most visibility for your business.
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SEO
Top 20 essential SEO statistics for 2025
See the top 20 essential SEO statistics for 2025 to improve your company's performance.
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PROJECT MANAGEMENT
ERP & PIM: how these systems transform (and rescue) your company culture
Hesitating over installing an ERP or a PIM? See how these systems can transform (and rescue) your company culture.
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Project management
Why CRM projects fail: 7 proven strategies for securing user adoption
Afraid your CRM project will fail? See 7 proven strategies for securing user adoption in your company.
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AI
The leader's guide: 3 steps to turn technology fear into widespread adoption
Are you a leader or an SME director? See our advice on successfully introducing a new technology to your teams.
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strategy
From HR to IT: why talent management is the decisive (and most profitable) factor in your digital transformation
Why is talent management the decisive (and most profitable) factor in your digital transformation? Learn the key role of HR.
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COMMUNICATION
Why raw videos drive sales
Why raw, unpolished videos outperform highly produced content. A neuromarketing approach worth adopting today.
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Marketing
How search is changing in 2026: from ranking to decision
Search is changing, Google is losing its hegemony, how to position yourself in 2026 without sacrificing everything, and at best
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news media
Cognitive fatigue: mental exhaustion in the digital age
Learn about cognitive fatigue, the new mental exhaustion caused by digital work, and how to manage it within your teams.
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COMMUNICATION
Emotional intelligence, the forgotten skill in digital projects
Find out how emotional intelligence can underpin the success of your digital projects, and how to use it as a team.
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development
Technical debt: why chasing speed can sometimes slow you down
What is technical debt? Understand why chasing speed can sometimes slow you down and hold back your development.
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AI
Employees resisting new digital tools: how do you bring them with you?
What do you do about employees resisting new digital tools? See our solutions for supporting them.
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Marketing
Beyond clicks: how to put a soul back into your digital marketing
How do you take your clients beyond clicks? Find out how to put a soul back into your digital marketing.
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COMMUNICATION
The digital consultant as mediator, the invisible key to projects that work
The digital consultant as mediator between people and technology. How to turn a technical assignment into a human experience of support. When you… Find out more
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Marketing
TikTok Shop has landed in France and, spoiler, your competitors are already cashing in
Find out how TikTok Shop is reshaping the market in France and how your competitors are taking advantage of it.
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E-COMMERCE
Commerce Enablement: streamline your online operations
Learn how commerce enablement streamlines operations and improves the customer experience in a fast-growing digital market.
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AI
What ChatGPT will never tell you… and what we think of it
More and more clients think they know better than their agency thanks to ChatGPT. Here is why that illusion can be expensive.
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AI
What is Generative Engine Optimisation (GEO)?
Explore the difference between GEO and SEO, and how to adapt your content to stay visible and relevant in an AI-driven world. Expert advice
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news media
the best SEO tools 2025
General-purpose CRM & analytics tools for agencies. AgencyAnalytics https://agencyanalytics.com AgencyAnalytics goes well beyond a simple dashboard: it is the… Find out more
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COMMUNICATION
The cognitive biases worth using to build an unforgettable brand
Find out how cognitive biases turn a brand into a memorable experience and shape how customers see it. Expert advice and
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Marketing
Chasing buzz or chasing revenue? What the buzz hides
Buzz can look appealing, but with no clear objective it produces nothing. Learn how to build a solid acquisition strategy. Expert advice
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Uncategorized
The underestimated role of “dead pages” in a site's loss of visibility
Dead pages weigh down SEO visibility without making a sound. Here is why they damage a site, and how to get rid of them.
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content
The TOFU-MOFU-BOFU method: structuring a funnel that converts
Understand the TOFU, MOFU and BOFU stages to build an effective conversion funnel and turn your visitors into committed customers. Expert advice and
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content
5 mistakes that kill your online visibility
See the 5 essential mistakes to avoid so you can improve your online visibility and sharpen your digital strategy.
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content
Why your site does not appear on Google (and how to put that right)
Cannot find your site on Google? Here are the real reasons for that invisibility and how to put it right effectively.
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Uncategorized
Digital marketing: the no-nonsense guide for the busy director
Too many promises, not enough outcomes? This no-nonsense guide helps SME directors take back control of their digital marketing.
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COMMUNICATION
What if your best clients never came from Google?
Google is only one waypoint. In B2B, your clients pass through several channels before converting. Here is why SEO alone is not enough.
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SEO
What Generation Z has changed about online search
Find out how Generation Z is transforming online search and reshaping SEO strategies on social media.
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AI
Can you still rank on Google in 2025 with AI?
Sometimes I still find myself wondering about artificial intelligence. Don't you? Only this morning, a client was asking me… Find out more
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AI
SEO & AI: the 7 trends that will transform your digital strategy in 2025
The 7 major SEO & AI trends to know in 2025 so you can anticipate the changes and build your visibility. Practical advice for SMEs.
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E-COMMERCE
E-commerce in Switzerland: 2025 trends, opportunities and growth levers not to miss
Find out how to succeed in e-commerce in Switzerland: mobile, trust, local SEO, Twint payments and customer expectations, by Smart Impact.
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E-COMMERCE
You are losing sales without knowing it: the details that change everything
Find out how to increase sales without more traffic to your site through simple adjustments. Discover the key optimisations.
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AI
How to deploy AI in your company without getting it wrong
Learn how to deploy AI without getting it wrong. Strategies and advice for a successful move to artificial intelligence in your business.
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Marketing
How do you advertise on social media?
Find out how to improve your social media advertising with our 4 proven strategies for Facebook, Instagram and more…
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development
The 4 pillars for securing WordPress and avoiding a hack in 2025
Securing WordPress is essential to avoid a hack. See the best practice and tools for protecting your site in 2025.
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COMMUNICATION
How do you earn money from web services in 2025?
Find out how to earn money from web services in 2025. A complete guide from professionals worth following
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GOOGLE
Changes to Google rich snippets: SEO impact and how to adapt successfully
Find out how the changes to Google Rich Snippets affect SEO, and adapt effectively to protect your visibility.
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content
Clicks in series: 10 practices for writing compelling headlines and building your traffic!
Discover 10 proven techniques for writing compelling headlines that will hold your audience and multiply your web traffic.
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SEO
Nofollow vs. noindex: understanding the difference to sharpen your search performance
Learn the key differences between Nofollow and Noindex. Sharpen your SEO and master these essential search tags.
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GOOGLE
The best alternatives to Google Analytics
Discover the best alternatives to Google Analytics for tracking site performance. Find the right tool for your business.
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Project management
Are you a micro-manager? 6 unmistakable signs
See the 6 telltale signs of a micro-manager and learn how to turn that toxic leadership style into effective management.
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SEARCH OPTIMISATION
Why does link building matter? What is link building?
Learn link building techniques. Practical advice, tools and best practice for acquiring quality backlinks.
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Marketing
The top 10 best WordPress live chat plugins
Find the right WordPress plugins for your customer service! 10 live chat solutions for every budget and need.
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COMMUNICATION
How to bring your website in line with the new Swiss data protection act
Find out how to bring your website in line with the Swiss data protection act in force since 2024. Practical advice for staying compliant.
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Uncategorized
7 free online translation sites!
Explore our selection of the best free translation sites to make your multilingual exchanges easier online.
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GOOGLE
Google E-A-T: the 3 pillars of successful search optimisation
Find out how to optimise your website against Google's E-A-T criteria. The essential strategies for improving your search performance.
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COMMUNICATION
What the new Swiss data protection act changes for your website
Find out what the new Swiss data protection act requires from September 2025. A guide to making your website compliant without penalties.
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