In April 2026, I stood on the brightonSEO stage for the first time. After months of preparation, it was finally here. A little bit of nerves beforehand, but as soon as I was on stage that completely disappeared. The room was packed, the reactions during and after the presentation were good and the topic clearly struck a chord: SEO migrations that go wrong, and how to fix them afterwards. I wasn't the only one talking about migrations. Dave Cousin had a

Many B2B companies invest in SEO, but this does not always translate into better leads. Rankings are rising, traffic is growing, but enquiries are lagging behind. There are various reasons for this. B2B customers search, compare and make decisions differently to consumers. In this article, we discuss the five biggest pitfalls in B2B SEO. B2B SEO pitfalls in a nutshell Why B2B SEO works differently With B2B SEO, it’s not just about being found. It’s about being visible to

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

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

Your webshop is up, the navigation structure is built, the product category pages are filled and now? How do you make sure the product detail page (pdp) is good in terms of usability and optimised for search engines? A webshop often has thousands of product pages and we see with great regularity that it is precisely these pages that come up as so-called thin-pages or low-content pages. This means that the product page contains too little content for search engines to be indexed properly. More importantly, the user of 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

And how you as a brand can capitalise on this with AI SEO For years, we as marketers have looked for footing in models. AIDA, STDC, the classic funnel - all attempts to capture the chaotic reality of a purchase decision in a clear, linear roadmap. But let's face it: those models were always a simplification. Back in 2020, Google introduced the concept of the ‘Messy Middle’: a complex space between the initial trigger and the final purchase, in which consumers

Ivo wrote the Search & Conversion chapter in the NIMA Marketingfacts Yearbook 2026 on behalf of Bureau Onder. The book presentation took place on 15 January, which he attended together with Martijn. A good moment to reflect on the result. In this article, he takes you through the content of the chapter and the key insights we share in it. My contribution to the NIMA Marketingfacts Yearbook 2026 Sometimes there are those moments when you pause for a moment

I use Chrome extensions almost every day. They make performing certain tasks a lot easier. Sometimes I want to quickly see if there is a redirect on a page or know how the metadata is filled in. Extensions then save me a lot of time.Out of curiosity, I asked my colleagues about their favourite extensions. That yielded a list of useful tools for SEO specialists, developers, content marketers and webmasters. What are Chrome extensions? Chrome extensions are small extensions you add to your browser.