Writing

What I learn at work, written down so it lasts. A couple of pieces a month, when I have something to say. No recycled news.

Strategy & Data May 14, 2026

GA4 three years later: the 5 mistakes I keep seeing

Three years of GA4 on real projects. The mistakes that keep coming back, and why they are usually not technical problems but setup problems: measuring everything and deciding nothing.

CRO & Conversion April 2, 2026

The perfect product page in 2026

The most underrated page in ecommerce is the product page. What makes it effective today, between SEO, conversion and AI systems that read your content before customers do.

Lab March 5, 2026

What building a gelato app taught me about product work

Balancing a gelato recipe, from PAC and POD to fats and solids, and optimising a conversion rate are the same craft: constraints, metrics and iterations. A CRO metaphor born from an app that was not supposed to teach me anything about work.

SEO & AI Search February 10, 2026

AEO, GEO, AIO: let us put things in order and be found by AI

AEO, GEO and AIO are different labels for the same shift: from optimising for rankings to optimising for citations. What they mean and what changes in practical work.

SEO & AI Search January 20, 2026

I rebuilt my personal site with AI in mind: what I chose and why

The choices behind this site: entity-first instead of keyword-first, llms.txt, Markdown versions of every page and a single JSON-LD graph. A personal site designed to be understood and cited by AIs, not just indexed by Google.