Frequently asked questions.
What is it, what does it deliver and what does it cost? The questions we get asked most about marketing and growth, answer-first and without jargon.
Do AI answers cannibalize my website traffic?
Partly: AI answers often resolve questions without a click, so search traffic can drop. But your brand can actually grow if you get named in those answers.
Read answer AdvertisingDoes advertising on LinkedIn work for B2B?
Yes, LinkedIn works strongly for B2B because you can target very precisely by role, sector and company, so your ads reach exactly the decision-makers relevant to you.
Read answer SEO & GEODoes blogging help your SEO?
Yes, provided you blog with intent: articles that answer your audience's real search queries help your SEO, but publishing at random without a strategy delivers little.
Read answer AI & GEOHow do I appear in the answers of ChatGPT and Google AI?
You appear in AI answers by writing clear, factual content that engines can easily take over, and by building authority and mentions around your brand where those models draw from.
Read answer SEO & GEOHow do I rank higher on Google?
You rank higher on Google by creating content that answers your audience's search intent better than the competition, getting your site technically in order, and building authority through strong references.
Read answer Costs & ROIHow do you calculate the ROI of your marketing?
You divide the profit your marketing generates by what you invest in it. The art is not in the formula, but in honestly measuring which revenue really comes from which effort.
Read answer AdvertisingHow do you lower your cost per click (CPC)?
You lower your CPC mainly by improving your relevance: sharper keywords, stronger ads and better landing pages raise your Quality Score, which makes you pay less per click.
Read answer AI & GEOHow do you measure GEO results?
You measure GEO by your citation rate and brand mentions: how often AI engines cite you and name your brand. Classic traffic numbers only tell part of the story.
Read answer SEO & GEOHow do you write content that ranks in Google?
By first determining the search intent and then creating a page that answers that question more completely and clearly than the competition, built around the right keywords.
Read answer SEO & GEOHow does the Google search engine work?
Google crawls the web, stores pages in an index and ranks them per query by relevance and authority, so the best answers appear at the top of the search results.
Read answer Costs & ROIHow long until SEO works?
Expect a few months for the first results and typically six to twelve months for a solid effect. SEO is an investment that compounds, not a switch you flip.
Read answer Costs & ROIHow much does a marketing agency cost?
It depends on the scope, your goals and whether you choose a fixed retainer or project work. Better to request a tailored quote than rely on a fixed rate that rarely fits.
Read answer Costs & ROIHow much does a professional website cost?
That depends heavily on scope, customization and purpose. A simple B2B site sits roughly lower than an extensive platform with a lot of customization; for most tracks this ranges from a few thousand to tens of thousands of euros.
Read answer Costs & ROIHow much does advertising on LinkedIn cost?
LinkedIn ads have a higher cost per click than most channels, but you reach your B2B audience very precisely. The cost per lead matters more than the cost per click.
Read answer Costs & ROIHow much does advertising on social media cost?
You set your own budget: you pay per click or per thousand impressions. The real question is not what a campaign costs, but what it delivers per won customer.
Read answer Costs & ROIHow much does advertising with Google Ads cost?
You set your own budget, but the real cost lies in the price per click, which varies strongly by sector. On top of your ad budget, expect a management fee for setup and optimization.
Read answer Costs & ROIHow much does content marketing cost?
Content marketing is tailor-made: the cost depends on the volume, the depth and whether you want one-off pieces or an ongoing track. For most B2B tracks you count on a monthly budget rather than a one-time amount.
Read answer Costs & ROIHow much does lead generation cost?
Lead generation has no fixed price: the cost per lead depends on your sector, audience and channel. Count on a budget plus a cost per lead rather than a single rate, with big differences between B2B markets.
Read answer Costs & ROIHow much does marketing automation cost?
That depends on the software you choose and the guidance you need. Count on a monthly license plus a one-time setup; for most B2B tracks that falls well within what one won customer delivers.
Read answer Costs & ROIHow much does SEO cost?
There is no fixed price: SEO is bespoke work that depends on your ambition, competition and scope. For most B2B projects a monthly budget roughly ranges from a few hundred to a few thousand euros.
Read answer AI & GEOIs AI content bad for your SEO?
Not automatically. Google judges quality and usefulness, not who wrote it. Sloppy, unchecked AI content does harm you; well-edited content can perform just fine.
Read answer Costs & ROIIs content marketing worth the investment?
In B2B often yes, because good content keeps delivering leads for years without you paying per click. It is a medium-term investment that pays for itself if you tie it to revenue.
Read answer Costs & ROIIs SEO or Google Ads better for my business?
Neither is always better. Google Ads gives immediate results against ongoing costs, SEO builds more slowly but lasts. Often the combination works strongest.
Read answer AI & GEOIs SEO still relevant now that there are AI search engines?
Yes. AI search engines draw their answers largely from the same organic sources you build with SEO. Strong SEO is now the foundation for appearing in AI answers too.
Read answer AI & GEOShould I allow or block AI bots on my site?
For most B2B companies it pays to allow AI bots, because that lets you appear in AI answers. Blocking them costs you visibility with buyers who use AI.
Read answer StrategyShould I outsource my marketing or do it myself?
It depends on your time, your in-house knowledge and how fast you want to grow. Simple execution you can do yourself; for strategy and specialist channels, outsourcing often pays off faster.
Read answer SEO & GEOWhat are Core Web Vitals?
Core Web Vitals are Google's metrics for the user experience of your website: how fast pages load, how quickly they respond and how stable they stay while loading.
Read answer AdvertisingWhat are negative keywords?
Negative keywords are terms for which your ad is specifically not shown. That way you avoid paying for irrelevant searches and do not waste budget on the wrong clicks.
Read answer Costs & ROIWhat does SEO deliver?
SEO delivers structural traffic, leads and revenue from organic search results, without paying per click. The return grows as your positions and authority rise.
Read answer SEO & GEOWhat is a backlink?
A backlink is a link on another website that points to your page. Search engines read such a link as a sign of trust and relevance.
Read answer StrategyWhat is a buyer persona?
A buyer persona is a recognizable profile of your ideal buyer, based on real knowledge of their role, goals and challenges, so you can aim marketing and sales at a concrete person.
Read answer SEO & GEOWhat is a canonical tag?
A canonical tag is a piece of code that tells Google which version of a page is the official one. That way you avoid duplicate content problems when the same content exists on multiple URLs.
Read answer Costs & ROIWhat is a good conversion rate?
It depends on your sector, channel and what you count as a conversion. Instead of staring at an average, compare against your own figures and steer towards a rate that delivers more leads and revenue.
Read answer Costs & ROIWhat is a good cost per lead (CPL)?
A good CPL is one you earn back: in B2B with high customer value, a lead may well cost more. Steer on the quality and value of leads, not on the lowest price.
Read answer Costs & ROIWhat is a good ROAS?
It depends on your margins and sales model: in B2B a lower ROAS is often fine as long as the leads deliver a lot later. Steer on profit, not on a fixed target figure.
Read answer StrategyWhat is a lead magnet?
A lead magnet is something valuable you give away for free, such as a guide or checklist, in exchange for a prospect's contact details, so you collect new leads.
Read answer StrategyWhat is a marketing funnel?
A marketing funnel is a model that maps your prospect's journey, from first contact to customer, so you choose the right message and approach at each stage.
Read answer AdvertisingWhat is a Quality Score in Google Ads?
The Quality Score is Google's rating from 1 to 10 that shows how relevant your ad, keyword and landing page are. A higher score often means a lower cost per click and better positions.
Read answer SEO & GEOWhat is a sitemap and do I need one?
A sitemap is a file that lists all the important pages of your website so search engines find them easily. Yes, almost every site benefits from one, especially larger sites.
Read answer StrategyWhat is a value proposition?
A value proposition is the clear promise of why a customer chooses you: which problem you solve, for whom, and why you do it better or differently than the alternatives.
Read answer StrategyWhat is account-based marketing (ABM)?
Account-based marketing (ABM) is a B2B approach where marketing and sales focus on a predefined list of high-value accounts, with a tailored message per company.
Read answer AI & GEOWhat is AEO (Answer Engine Optimization)?
AEO is optimizing your content so answer engines, from Google's featured snippets to AI Overviews, show your direct answer to the user's question.
Read answer AI & GEOWhat is an AI Overview in Google?
An AI Overview is the AI-generated answer Google shows at the top of the search results, compiled from multiple sources, with links to the pages it uses.
Read answer StrategyWhat is an ideal customer profile (ICP)?
An ideal customer profile (ICP) describes the type of company that fits your offer perfectly, so marketing and sales focus their energy on the organizations that deliver the most value.
Read answer AI & GEOWhat is an LLM (large language model)?
An LLM, or large language model, is an AI system trained on enormous amounts of text to understand and generate human language. It is the engine behind ChatGPT, Gemini and Claude.
Read answer StrategyWhat is content marketing?
Content marketing is structurally creating and distributing valuable content that helps your ideal customer, so you build trust and ultimately generate enquiries and revenue.
Read answer StrategyWhat is conversion optimization (CRO)?
Conversion optimization (CRO) is systematically improving your website so more visitors take the desired action, such as an enquiry, so you get more out of the same traffic.
Read answer Costs & ROIWhat is customer lifetime value (CLV)?
Customer lifetime value (CLV) is the total revenue a customer delivers on average for as long as they stay a customer, and it shows you how much you can responsibly spend to win them.
Read answer StrategyWhat is demand generation?
Demand generation is building demand for your offer by helping and educating your market, so companies already know and trust you before they are ready to buy.
Read answer SEO & GEOWhat is domain authority?
Domain authority is a score from third-party tools that estimates how strong a website is in search engines, based on the number and quality of referring links. Google does not use this score itself.
Read answer SEO & GEOWhat is E-E-A-T and why does it matter?
E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness: the signals Google uses to judge whether your content is reliable. It helps determine whether you rank and get cited.
Read answer AI & GEOWhat is GEO (Generative Engine Optimization)?
GEO is optimizing your content so AI engines such as ChatGPT, Gemini and Google cite your brand in their answers, rather than only ranking high in the classic search results.
Read answer StrategyWhat is growth marketing?
Growth marketing is a data-driven approach where, through experiments across the entire customer journey, you look for what delivers growth and keep investing in what demonstrably works.
Read answer SEO & GEOWhat is keyword research?
Keyword research is mapping the words and questions your audience uses in Google, so you create content around search terms that genuinely bring customers and enquiries.
Read answer StrategyWhat is lead generation?
Lead generation is attracting and collecting potential customers interested in your offer, so sales can have targeted conversations that lead to revenue.
Read answer StrategyWhat is lead nurturing?
Lead nurturing is warming up leads step by step who are not yet ready to buy, with relevant content and follow-up, until they are ready for a sales conversation.
Read answer StrategyWhat is lead scoring?
Lead scoring is assigning points to leads based on their profile and behavior, so you see which leads are ready for sales and which still need follow-up.
Read answer SEO & GEOWhat is link building?
Link building is the process by which you acquire links from other websites to yours, so search engines judge your pages as more trustworthy and relevant.
Read answer AI & GEOWhat is llms.txt and do I need it?
llms.txt is a text file that gives AI engines an overview of your most important content. Worth adding, but no silver bullet: your content and authority weigh far more heavily.
Read answer SEO & GEOWhat is local SEO?
Local SEO is optimizing your findability for searches in a specific region, so your business shows up when someone near you searches for a service.
Read answer StrategyWhat is marketing automation?
Marketing automation is software that automates your marketing and sales tasks, such as emails and follow-up, so your leads get the right message at the right moment and become customers faster.
Read answer SEO & GEOWhat is on-page SEO?
On-page SEO is optimizing the content and structure of the page itself, such as titles, headings and text, so it answers the search intent better and ranks higher in Google.
Read answer AdvertisingWhat is Performance Max in Google Ads?
Performance Max is a Google Ads campaign type where, with a goal and creatives, you advertise via automated bidding across all Google channels at once: Search, Display, YouTube, Gmail and Maps.
Read answer AdvertisingWhat is retargeting?
Retargeting is re-approaching, with ads, people who already visited your website, so you stay in view with those who did not get in touch or convert right away.
Read answer SEO & GEOWhat is schema markup?
Schema markup is structured code you add to your pages so search engines understand the content better, which can lead to more eye-catching search results with extra information.
Read answer AdvertisingWhat is SEA (search engine advertising)?
SEA stands for search engine advertising: paid advertising on search engines, such as Google Ads, where you pay per click to appear at the top of the search results.
Read answer SEO & GEOWhat is SEO (search engine optimization)?
SEO is optimizing your website so it appears higher in Google's search results, attracting more relevant visitors and enquiries without paying per click.
Read answer StrategyWhat is storytelling in marketing?
Storytelling in marketing is delivering your message as a story rather than a list of facts, so customers recognize themselves, remember it and act sooner.
Read answer SEO & GEOWhat is technical SEO?
Technical SEO is optimizing the foundation of your website, such as speed, crawlability and indexing, so Google can easily find, read and rank your pages.
Read answer StrategyWhat is the difference between B2B and B2C marketing?
B2B marketing targets companies with multiple decision-makers and a long, rational purchase, while B2C marketing targets consumers who buy faster and more emotionally.
Read answer AdvertisingWhat is the difference between CPC and CPM?
With CPC (cost per click) you pay per click on your ad, with CPM (cost per mille) you pay per thousand impressions. CPC charges on interaction, CPM on visibility.
Read answer AdvertisingWhat is the difference between remarketing and retargeting?
In practice the two are used interchangeably. Retargeting usually refers to paid ads to earlier visitors, remarketing often to follow-up via email and your own data.
Read answer AI & GEOWhat is the difference between SEO and GEO?
SEO gets you ranking well in Google's classic search results, GEO makes AI engines such as ChatGPT and Gemini cite your brand in their generated answers.
Read answer AdvertisingWhat is the difference between SEO and SEA?
SEO is organically improving your position in the search results without paying per click. SEA is paid advertising, where you pay per click to appear at the top.
Read answer SEO & GEOWhat is topical authority?
Topical authority is the degree to which Google sees you as an authority on a subject, built by covering a theme completely and deeply with coherent content.
Read answer SEO & GEOWhy is my website not in Google?
Usually because your pages are not indexed yet: Google does not know them, blocks them via robots.txt or a noindex tag, or finds them too weak to show.
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