Author
Tanguy De Keyzer
Founder & digital strategist
Tanguy De Keyzer is founder and digital strategist at Customer Impact. For over 10 years he has helped ambitious companies grow at the intersection of data-driven marketing, SEO and conversion.
Articles by Tanguy De Keyzer (67)
- SEO & GEO
Gemini vs ChatGPT: which AI engine counts for your B2B visibility?
Gemini vs ChatGPT compared for Belgian B2B: audience, underlying index, strengths and weaknesses, plus which engine to optimize first for AI visibility.
- SEO & GEO
What is MCP (Model Context Protocol)? A B2B explainer
What is MCP (Model Context Protocol)? The open standard from Anthropic that connects AI assistants to your data and tools, and why it matters in B2B.
- Branding
What does logo design cost? Prices and factors explained
What does logo design cost? An honest breakdown of price ranges, what drives the cost and where your budget actually delivers a real return.
- CRO
What is bounce rate and does it still matter?
What is bounce rate exactly and why did GA4 switch to engagement rate? Learn what the bounce rate says about your B2B website and when it really counts.
- Data & Tracking
The last-click attribution model lies: which channel really brings in your B2B leads?
A marketing attribution model distributes the credit across your channels. See which channel really brings in your B2B leads and steer budget on revenue.
- Leadgeneratie
Telemarketing in B2B: does calling still work for leads?
Does telemarketing still work in B2B? Yes, if targeted and combined with other channels. Discover when B2B telemarketing and phone outreach pay off.
- SEO
Voice search optimization: how to make B2B content findable for AI answers
Voice search optimization is about question-led longtail, not keyword density. Here is how to audit and rewrite your B2B content for conversational queries.
- CRO
What is a loyalty program? And does it work for B2B?
What is a loyalty program? A clear explanation of points, tiers and rewards, plus an honest answer on whether it pays off for B2B and SaaS.
- Content
B2B content marketing: why it works differently than B2C
B2B content marketing needs a different approach: a long sales cycle, multiple decision-makers and buying intent. Discover what works and what wastes your time.
- SEO
SEO maintenance: why it is not a one-off project (and what it delivers)
SEO maintenance is not a one-off optimisation but ongoing work that delivers leads. Read what you realistically do each month and what it costs to neglect it.
- SEO
Ecommerce SEO for B2B: making wholesale and order portals findable
Ecommerce SEO for a B2B webshop hits login walls and account pricing. Here is how to make a wholesaler or order portal findable in Google and AI search.
- Data & Tracking
First party data: why it matters now in a cookieless world
First party data becomes your most important data source now that cookies are disappearing. Learn what it is, how to build it and when it truly pays off for B2B.
- SEO & GEO
What is generative AI?
What is generative AI? A clear explanation of the umbrella term behind ChatGPT, Gemini and AI search engines, and what it means for your findability.
- SEO & GEO
What are rich snippets? A guide to enriched search results
What are rich snippets? Discover how enriched search results with stars, prices and FAQs arise from structured data, and when they count for B2B.
- Website & Development
Outsource WordPress maintenance or do it yourself? What a service contract delivers
Outsource WordPress maintenance or do it yourself? Read what a professional maintenance service contract should cover and when make-or-buy is right for B2B.
- SEO
SEO reporting for the board: an SEO report that convinces
Translate SEO data into business language for your board. Here is how to build an SEO report that talks about pipeline and revenue, not rankings and visitors.
- SEO & GEO
The End of Search: How AI Is Rewriting Visibility Forever
How AI models like ChatGPT, Claude and Gemini are replacing search with GEO, and what brands must do to stay visible in the AI era.
- SEO & GEO
What is artificial intelligence (AI)?
What is artificial intelligence? A clear explanation of AI, how it differs from machine learning and generative AI, and why it affects your findability.
- Advertising
Online advertising for B2B: which channels work when
Online advertising for B2B: which channels work, when advertising on Google pays off and when it does not. An honest overview without the noise.
- SEO & GEO
What is a token in AI? An explanation for marketers
What is an AI token? A clear explanation of the building block language models use to process text, and why it matters for your visibility in AI.
- SEO & GEO
What is deep learning? Explained for B2B marketers
What is deep learning and why does it sit behind ChatGPT and AI search engines? A clear explanation for B2B marketers, with the link to GEO and visibility.
- Branding
What is an employer value proposition (EVP)? Explained with B2B examples
An employer value proposition is the promise to your employees, not your customers. Learn what an EVP is, why it is different and how to build one.
- Website & Development
10 strong B2B website design examples and why they convert
10 B2B website design examples dissected on the design choices that produce leads, not aesthetics alone. See what you can adopt for your own site.
- Website & Development
What does website maintenance cost per month? Realistic prices for B2B
What does website maintenance cost per month for a B2B company? Realistic price ranges, DIY versus a maintenance contract and what you really get per price level.
- Branding
What goes in a brand book? Content, examples and structure
What goes in a brand book? Discover every component with examples and a clear structure, so your brand stays consistent across every channel and team.
- Advertising
Google Ads Manager account (MCC): manage all your SEA campaigns centrally
A Google Ads Manager account (MCC) manages all your SEA campaigns centrally: share access safely, bundled reporting and a better grip on your return.
- SEO
Google ranking: how to improve your position in Google
Search engine positioning lifts specific pages higher, often faster than broad SEO. Discover how to improve your Google ranking step by step.
- SEO & GEO
What is Generative Engine Optimization (GEO): The Guide for 2026
Complete guide to generative engine optimization: how to structure your brand, content and authority so AI models like ChatGPT, Gemini and Claude cite you.
- Branding
What is a brand identity? Components, structure and why it matters
Brand identity is more than a logo. Discover which components make up a brand identity, how you build one and why it makes your brand recognisable.
- SEO & GEO
What is AEO (Answer Engine Optimization)?
AEO, or answer engine optimization, makes answer engines like ChatGPT and Google show your brand as the answer. Learn what AEO is and how to optimise for it.
- SEO & GEO
Copilot vs ChatGPT for B2B: which engine should you prioritize?
Copilot vs ChatGPT: which to optimize first for B2B? Compare audience, underlying index and use so you know which AI engine deserves priority first.
- Advertising
What are carousel ads? Multiple cards in one ad
What are carousel ads and when do they work for B2B? Learn how carousels with 2 to 10 swipeable cards work on LinkedIn and Meta, plus the pitfalls.
- Growth & Strategie
What is a target audience? The basis for sharp B2B marketing
What is a target audience? The specific group you want to reach with your marketing. Discover how to define it in B2B and why it is your starting point.
- Growth & Strategie
AI marketing for B2B: concrete applications without the hype
AI marketing without the hype: discover where AI in B2B marketing really saves time and drives revenue, and where to leave it. Honest advice, no buzzwords.
- Advertising
Google Ads Cost: Budget, Management Fee and the Cost per Client
What does Google Ads really cost? See how budget, click price and management fee set your Google Ads cost, and why cost per client is the number that counts.
- SEO & GEO
Perplexity SEO: how to get cited in Perplexity's answers
Perplexity cites sources live with every answer. Learn how Perplexity picks sources, what makes a page citable and the Perplexity SEO steps to take now.
- SEO & GEO
What is duplicate content? Explanation, risks and solution
What is duplicate content? Discover how duplicate content arises, why it dilutes your rankings and how to fix it with canonicals and a content audit.
- SEO & GEO
What is a canonical tag? An explanation of the canonical URL
What is a canonical tag and what is a canonical URL? Read the definition, how to prevent duplicates and why it is a hint, not a command for Google.
- SEO
B2B keyword research: your best keywords come from sales conversations
B2B keyword research works differently: your most valuable keywords come from sales conversations, not a tool. Here is how to work back to terms that convert.
- Marketing Automation
Marketing automation consultant: what you get and when it pays off
A marketing automation consultant or do it yourself? Discover what you get, what it costs and when it really pays off. Honest B2B advice without the sales talk.
- Advertising
Attribution models in Google Ads: which model fits your B2B sales cycle?
Attribution models in Google Ads compared: last click, time decay, data-driven and more. Discover which model fairly captures your long B2B sales cycle.
- SEO & GEO
Getting found in Google AI Mode: the new search reality
Google AI Mode is the fully conversational search mode. Discover how AI Mode works and how to make your brand visible in that conversational answer.
- Data & Tracking
Conversion tracking: finally know what actually works
Set up conversion tracking so you know which channels bring customers. Learn what to measure, how to measure conversions, and which pitfalls to avoid.
- Data & Tracking
Cost per lead: how to give your conversions a euro value
Cost per lead only makes sense once you know lead value: lifetime value x close rate. Steer each channel on revenue instead of raw lead counts.
- Advertising
What is Facebook Ads Manager (Meta Ads Manager)?
Facebook Ads Manager is the central tool to manage ads across Meta. Learn what Meta Ads Manager is, what you do with it and when it pays off in B2B.
- Website & Development
What is responsive design? One website for every screen
What is responsive design and why does Google recommend it? Learn how one website adapts to every screen and what it means for your SEO and leads.
- SEO & GEO
ChatGPT SEO: how to get found in ChatGPT
ChatGPT SEO takes a different approach than Google. Discover how ChatGPT picks sources, what citable content is and how to measure your mentions.
- SEO & GEO
What is an AI visibility strategy and what belongs in it?
An AI visibility strategy is the plan that decides where, how and why AI cites your brand. Discover what belongs in it and how it differs from an audit.
- SEO & GEO
What is a Google core update? Explanation and B2B approach
A Google core update is a broad update to the search algorithm. Learn what it is, why your rankings fluctuate, and what a B2B site should do about it.
- SEO & GEO
How to Add JSON-LD to Your Website (and Get Found by ChatGPT, Claude & Google)
Learn how to add JSON-LD structured data to your website so ChatGPT, Claude, Perplexity and Google understand your brand.
- SEO
SEO-friendly URL: the technical basics B2B sites keep missing
An SEO-friendly URL is short, readable and stable. Discover the concrete rules (length, hyphens, HTTPS, hierarchy) that B2B sites keep missing.
- Advertising
What are dynamic search ads (DSA)?
Dynamic search ads use your website content to match ads without manual keywords. Learn what DSA is, how it works and whether it pays off in B2B.
- Branding
Employer branding vs recruitment marketing: what is the difference?
Employer branding and recruitment marketing are often confused. Learn the difference between your employer brand and your vacancy campaigns, and how they combine.
- Content
What is content marketing? Meaning, approach and when it pays off
What is content marketing? Learn what it means, how it works for B2B, and when it does or does not pay off for you. Honest advice, no buzzwords, just clarity.
- CRO
What is UX design and why does it decide your conversion?
What is UX design exactly? Read the definition, the building blocks of good UX and why for a B2B website it directly affects your inbound requests.
- Data & Tracking
What is website tracking? The foundation of every data-driven decision
What is website tracking and why is it the foundation of every data-driven choice in B2B? Clear explanation, examples and pitfalls. Start here.
- SEO
EEAT: what is E-E-A-T and how do you build it in B2B?
EEAT explained for B2B: what experience, expertise, authority and trust mean, why Google rewards them and how to build them concretely.
- Growth & Strategie
What is the customer journey? The B2B customer journey explained
What is the customer journey? The full journey from first contact to customer, with the phases that really matter in B2B. Discover how to steer it.
- CRO
Call to action examples: the right CTA for every stage of your B2B funnel
Call to action examples that actually work in B2B: map your CTA to the awareness, evaluation and purchase stage and tie every button to revenue, not clicks.
- Marketing Automation
What is marketing automation? Explained with B2B examples
What is marketing automation? A clear explanation with concrete B2B examples, without the tool jargon. Learn when it pays off and when it does not.
- SEO & GEO
What is conversational AI?
What is conversational AI? The technology behind chatbots and voice assistants that hold human conversations, and what it means for your B2B findability.
- Growth & Strategie
What is growth marketing?
Growth marketing is an experimental, data-driven approach to the entire customer journey, from awareness to loyalty, with examples, tools and trends.
- SEO & GEO
What is an AI hallucination and why should your brand take it seriously?
An AI hallucination is a made-up but convincing answer. Learn why AI invents false facts about your brand and how to limit that risk.
- Website & Development
How much does a website cost? B2B prices and what determines the price
How much does a website cost to build for B2B? Realistic price ranges and the factors that set the price: scope, custom work, content and integrations.
- Content
Content marketing examples: 8 B2B formats that really work
Content marketing examples for B2B: 8 concrete formats, why they work and when they win you clients instead of vanity metrics, with real practice.
- Leadgeneratie
Demand generation vs lead generation: the difference and when to use what
Demand generation creates demand, lead generation captures it. Read the real difference, how they interlock and when you lean on which for pipeline.
- Advertising
Social media advertising agency: what you get and when it pays off
Outsourcing to a social media advertising agency? Learn what you get, when outsourcing pays off and when you are better off doing it yourself. Honest advice.