14 August 2026 · SEO & GEO · Kenza Battache
The difference between SEO and GEO, also called GSO, lies first in measurement: rankings and clicks on one side, citations in the answers of generative AI on the other, on a shared technical and editorial foundation that serves as the bridge between the two. In March 2026, Ahrefs measured that only 38% of the pages cited in Google's AI overviews also appeared in the top 10 of classic results, against 76% in July 2025: a good Google ranking no longer guarantees a place in answers generated by artificial intelligence.
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14 August 2026 · SEO & GEO · Grégory Camus
On 15 May 2026, Google published its optimisation guide for generative search, followed in mid-June by an unusual clarification, reported on 15 June by Search Engine Land: llms.txt files, presented for a year as the compulsory gateway to ChatGPT and AI answer engines, have no effect, positive or negative, on rankings in Google Search. The GEO market (generative engine optimisation, also called GSO) built a good part of its sales pitch on the opposite idea: without these technical tactics, a brand would vanish from AI answers.
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14 August 2026 · Digital advertising · Grégory Camus
On 5 August 2026, a British tribunal certified a class action bringing together close to 880,000 businesses against several Google entities, claiming up to £5 billion for pricing practices alleged to have been unfavourable to them for years (PPC Land). The case is only at the certification stage and the allegations have yet to be decided on the merits, but the timing deserves attention: at the very moment a court recognises that hundreds of thousands of advertisers may legitimately question pricing mechanisms they could not verify, Google and Meta are asking those same advertisers to delegate more decisions to them.
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14 August 2026 · SEO & GEO · Grégory Camus
A Scrunch study relayed on 13 August 2026 by Search Engine Land measures that only 1.1% of the visits following a news-related AI conversation come from a link clicked in an assistant's answer. Most traffic goes through direct navigation, which shifts the focus: for a GSO agency in Luxembourg, measuring brand presence in AI answers matters as much as tracking referral traffic.
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13 August 2026 · Digital advertising · Xavier Lesueur
According to the 15th Economic Barometer of the Luxembourg Chamber of Commerce, published in June 2026 and devoted to recruiting and retaining staff (Chamber of Commerce), 91% of Luxembourg companies needed to recruit over the past two years, and 90% of them ran into difficulties. When it comes to strengthening digital marketing, the question shifts: it is less a matter of budget than of the actual availability of skills.
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