06 Websites that get found, content that gets recognised and campaigns that get measured.
We bring together four pieces that share data and rules: the website, its visibility in search engines and generative engines, content production and digital advertising. What a campaign learns corrects a page, and what works on the website shapes the next piece.
The website: performance, structure and languages
We build websites that serve complete HTML from the server, generated statically or on each request, so that any crawler can read the content without executing scripts. Every release goes through automated checks before it reaches production.
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01 Core Web Vitals from field data
The target is Google's thresholds measured at the 75th percentile of real users: LCP, INP and CLS in the "good" band. Images in AVIF or WebP with declared dimensions, lazy loading below the fold, self-hosted and subsetted fonts, minimal CSS and JavaScript, and every third-party script justified one by one.
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02 Structured data
Schema.org markup in JSON-LD (Organization, Service, BreadcrumbList and, where relevant, Article or FAQPage) carrying the same data that can be read on the page. The markup is validated before each release.
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03 Several languages
One URL per language, reciprocal hreflang with x-default, a self-referencing canonical on each version and a sitemap that declares the alternates. Each version is adapted to the searches of its market and reviewed by a person before it is published.
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04 Architecture for search
One page per search intent, a consistent heading hierarchy, internal linking between services, and titles and descriptions of controlled length. Search Console and the server logs show what is crawled, what is indexed and how often.
Your company, cited in generative answers
A growing share of searches ends in an answer written by a language model: ChatGPT, Gemini, Perplexity or the summaries Google generates. Optimisation for these engines, often called GEO, aims to have that answer cite your website as a source.
Citable content
Passages that answer a specific question in their first lines, with explicit definitions, verifiable data and their source. The engines extract isolated fragments, so each one is written to be understood without the rest of the page.
Crawler access
An llms.txt file, in Markdown, indexing the key pages, and a robots.txt with an explicit policy for each crawler: search crawlers, such as OAI-SearchBot, and training crawlers, such as GPTBot or Google-Extended, are handled separately, as you decide.
A consistent entity
The company's name, activity, address and profiles match on the website, on its Google Business Profile and on LinkedIn, and the sameAs property in the markup links them together.
A fixed set of questions
Every month we put the same questions from your sector to the main generative engines, several times each because their answers vary, and record whether your company appears, in what position and which page is cited.
Content in the brand's style
Production starts from a brand system written so that the models apply it in the same way on every job. From it come texts, images, videos and voice-overs with a realistic photographic and cinematic finish, adapted to each format.
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01 Brand rules that models can read
Voice and tone, glossary, banned terms, palette and typography as tokens, reference framing and lighting, and approved examples of each format. The rules are versioned: a brand change is made in one place and reaches every subsequent piece.
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02 Templates and models for each type of piece
Each type of piece has its own versioned prompt template and its own generation model, chosen for quality, cost and commercial-use licence. Today we use, for example, Higgsfield and fal.ai, which give access to a range of image and video models, and ElevenLabs for voice. Reference images keep the product, the characters and the settings consistent from one piece to the next.
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03 Video
One pipeline per piece: script, storyboard, shot generation, voice-over with a synthetic voice or with the cloned voice of a person who authorises it, editing, subtitles and export in 9:16, 1:1 and 16:9 for each network and for the website.
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04 Review and traceability
Each piece goes through a human review against the brand rules before it is published, and keeps a record of the model, the template and the version used to make it. Synthetic content is labelled as such where the European Artificial Intelligence Act requires it.
Strategy and digital advertising campaigns
Strategy, built on data
We start from the data the company already holds (Search Console queries, the channels that bring in leads today and the leads the CRM ends up marking as customers) and from search demand by keyword. From there comes a plan with audiences, messages, channels, an editorial calendar and indicators for each channel.
Google Ads and LinkedIn Ads
In Google Ads, search campaigns grouped by intent, with controlled match types, negative keyword lists and a landing page for each ad group. In LinkedIn Ads, targeting by job title, industry and company size, Sponsored Content and Lead Gen Forms. Each campaign has a budget cap and ad variants written from the brand rules and tested against each other.
Measurement without third-party cookies
First-party analytics hosted in the European Union, server-side tagging, Consent Mode and a shared UTM parameter convention. The conversion that counts is the qualified lead recorded in the CRM, which is fed back to each platform through offline conversion import so that bidding is optimised on real leads.
Results and how they are measured
- Website: URLs rated "Good" in the Search Console Core Web Vitals report, pages indexed against pages published, and markup errors per language version.
- Search: impressions, clicks and average position per query group, compared with the baseline.
- Generative answers: the share of questions in the set in which your company is cited, and the page that appears as the source.
- Content: pieces published per format, time from brief to approval, and the visits and leads each piece generates.
- Campaigns: cost per qualified lead by campaign and channel, and how many of those leads become customers according to the CRM.
- The monthly report: these indicators against the previous month and the baseline, with what is reinforced, what is corrected and what is dropped the following month.
Shall we bring your company up to date?
We start with a 30-minute call to understand your case and explain what the diagnostic consists of and what it costs.
Request the diagnostic