Marketing insights for growing businesses
Practical guides on online marketing, Shopify, AI tools and performance marketing, written by Frederiek Pascal.
Articles
POAS vs ROAS: why profit matters more than revenue
POAS measures net profit after all costs, ROAS only revenue. Why a high ROAS can be loss-making and how to calculate the real profit of your ads.
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Keyword research guide: focus on intent and conversion
Start with this keyword research guide and find terms that truly convert. Focus on visitor intent rather than just search volume for better results.
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Google Ads vs Meta Ads for your Shopify webshop
Compare Google Ads vs Meta Ads for your Shopify webshop. Discover which platform delivers the highest ROI based on your target audience and ad budget.
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Structured data in Google: what it is and what it delivers
What is structured data, which rich results does Google still show and what does schema do for AI search? A clear explanation with sources.
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GEO strategy: become the source for generative AI
Ten GEO strategies to get cited in ChatGPT, Google AI Overviews and Perplexity, tested against Google's own guide and recent research.
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Web design agencies in Antwerp and Mechelen: who owns your site afterwards?
8 web design agencies in Antwerp and Mechelen, tested on platform, ownership of your site, speed and reviews. ClickForest is in the list itself
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Astro or WordPress? Why the choice for new SME websites is shifting
WordPress was the default for SME websites for years. Discover why building an Astro website is the smartest choice for your site
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GEO agencies in Belgium: who does what, and what can you expect?
19 Belgian agencies that genuinely offer GEO as a service, checked on 28 October 2026, criteria included. Ourselves too, and what not to expect
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Prompt writing: how to write better AI prompts (with examples)
What is an AI prompt and how do you write a good one? The 4-step formula, example prompts, Dutch or English, and the mistakes to avoid
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Email marketing automation for e-commerce: which flows first and how to measure them
Which email flows should a Shopify store build first, how do you measure them against campaigns and what does AI really do? 2026 data and Belgian rules
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JSON-LD for SEO: the guide to structured data
JSON-LD is the form of structured data Google recommends. With templates, what belongs site-wide, which rich results still exist and what AI does with it
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RACE model for ChatGPT prompts: the template with examples
The RACE model as a prompt template: Role, Action, Context and Execute (or Expectation), with filled-in examples per marketing task and the pitfalls
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