Author: Martijn Hoving

“How do we fare in ChatGPT?” We’ve been asked that question quite often in the past. But the question is becoming more sophisticated, and the answer doesn’t start with ChatGPT. It starts with the person asking the question. In this article, you’ll read about how we move from target audience to prompts to measurement. GEO (or AI SEO): the question is becoming more sophisticated The question “How are we performing in ChatGPT?” has been asked of us quite often in the past. But we’ve noticed that in all

Imagine this: your target audience asks ChatGPT for a recommendation in your market. The model provides an answer. It mentions three brands. Yours isn’t one of them. That’s no coincidence, and it can’t be fixed with a better meta description or an extra blog post. AI models such as ChatGPT and Gemini base their answers on reliable, independent sources – both from their training data and through live web searches. They don’t look at what you write about yourself on your own website. They look at

Several times a year, Google carries out what is known as a core update. And there have already been several major updates of this kind in the past. Which websites are generally affected by these updates? How can you determine whether a drop in rankings is actually linked to a core update? What should you do if such an update affects your website? And last but not least: shouldn’t we actually be making preventative improvements to websites? Algorithmic updates: Google makes changes to its algorithm every day,

The peak period of 2026 starts today The peak period is over, the sales have been counted. As you take stock, the next big change is already underway. The way consumers discover products is shifting at record speed from the search bar to a conversation with an AI. Imagine the customer of 2026. Who no longer taps in ‘football boots size 43’, but asks, “I'm looking for durable football boots for a fast outdoor player who plays on artificial turf.” At that point, the

Last week, I got the same question again: “Should we do GEO in addition to SEO now?” My answer: “No. You're already doing it.” Because here is what really happens: ChatGPT searches in Google. Gemini searches in Google. Perplexity crawls through Google's index. Copilot uses Bing. The “revolution” in AI search engines? Runs on the same fundamentals as SEO. Indeed, 90% of what LLMs show comes via real-time search in Google and Bing. The SEO industry is trying to reinvent itself. Marketing

AI overlays have been more prominent in Google's search results for a week now, and in addition, last week was Google I/O, where a number of important announcements were made. A good reason to explain more about the expected impact of recent developments on SEO. But also to give an insight into the three AI chapters we are now working hard on in the background and share our vision regarding changes in SEO strategy. Discover the

There is one certainty the moment you finally doze off in front of your tent at a campsite in southern France in August: Google is rolling out a Core Update. Funnily enough, they also did this in August 2023 and last month it was ball again. You'd almost change your holidays to it. The update is now fully rolled out and fortunately we are seeing some nice winners among our clients and affiliate websites. But as always, after such an update, there are

A long time ago, when I had to choose a course of study during Havo 5, I thought it would be a good idea to choose HBO Tourism. Fortunately, I became infected with the marketing virus during a third-year internship in Eurocamp's marketing department. That infection immediately determined the next step: further studies in marketing. Being taught by marketing heroes like Leeflang, Verhoef and Wormwood actually only fanned the fire further. And that fire has never been extinguished.

SEO is and always will be an investment, whether you free up capacity within your in-house department and company or outsource your SEO work to an agency like ours. Unfortunately, there is still a perception that SEO is an unpredictable channel, especially compared to other performance channels. And that is unjustified. In this article, I will show you how to build a SEO business case so that you can properly predict the potential growth of