Marcin Godula

Co-founder & Head of SEO/Tech

LinkedIn →

SEO, GEO, and web development specialist with over 15 years of experience. Helps B2B companies build visibility in classic search engines and AI.

Author's articles

• Atomic Content — How to Structure Text So AI Cites It [2026]

  Atomic content (atomic answers) is text built from self-contained, citable units. Our practical guide to writing paragraphs, lists, and tables that ChatGPT, Perplexity, and AI Overviews lift as the answer.

• The SEO Content Brief — How to Commission Content That Ranks [2026]

  An SEO and GEO content brief done right: query intent, query fan-out, SERP analysis, the information gap, and entities. A brief template that gets content onto page one of Google and cited by AI.

• Content Refresh — Updating Content to Recover Lost Traffic [2026]

  Content refresh is updating existing articles to recover lost rankings and traffic. How to spot content decay, which pages to refresh first, and how to do it so Google notices the change.

• Content Velocity — How Often to Publish to Build Authority [2026]

  Content velocity is the pace and consistency of publishing. How many articles a month, how not to trade quality for quantity, and why steady cadence beats bursts. A practical model for B2B.

• E-E-A-T in Content — How to Build Trust With Google and AI [2026]

  E-E-A-T (experience, expertise, authoritativeness, trust) in practical content creation. How to write text Google rates as credible and AI models are happy to cite — author, sources, data, transparency.

• Content Marketing for Patent Law Firms — How to Win Clients [2026]

  Content marketing and client acquisition for patent law firms and patent attorneys: expert content on IP protection, topical authority, an author-attorney (E-E-A-T), distribution, and measuring leads.

• Lead Generation for IT Integrators — How to Win B2B Clients [2026]

  How an IT integrator wins B2B clients: SEO and content before the tender, case studies as a sales tool, demand generation vs tenders, LinkedIn and AI visibility. A marketing guide.

• Marketing and SEO for Patent Law Firms and Patent Attorneys — A Guide [2026]

  SEO and marketing for patent attorneys and patent law firms: low-competition phrases, expert content on IP protection (patents, trademarks, designs), E-E-A-T for YMYL content, local and AI visibility.

• SEO for Hotels and Tourism Businesses — A Guide [2026]

  SEO for a hotel, apartments, guesthouse, and tourism property: direct bookings instead of OTA commissions, local SEO, multilingual sites, seasonality, LodgingBusiness schema, and visibility in AI search.

• SEO for IT and System Integrators — A Guide [2026]

  SEO for a systems integrator: high-value B2B phrases, content for RFPs and technical decision-makers, case studies, topical authority around technologies and partnerships, visibility in AI search.

• Direct Hotel Bookings vs OTAs — How to Claw Back Commissions [2026]

  How to increase direct bookings and cut OTA commissions (Booking, Expedia): the billboard effect, best-price guarantee, booking engine, brand SEO, and a guest database.

• SEO, GEO and AEO in 2026: the complete guide to the new search era and building websites that earn

  Search has split — Google still handles most queries, but AI Overviews, ChatGPT, Gemini and Perplexity are taking over informational traffic. A pillar page on SEO, GEO and AEO in 2026: hard data, AI citation tactics, technical SEO, E-E-A-T and conversion-focused web design.

• SEO for Law Firms — A Guide [2026]

  SEO for law firms step by step: professional ethics limits on advertising, local SEO, E-E-A-T for YMYL content, schema, and client reviews.

• SEO for Medical Clinics and Practices [2026]

  SEO for medical clinics step by step: legal advertising limits, local SEO, E-E-A-T for YMYL content, medical schema, and patient reviews.

• Ahrefs vs Semrush 2026 — Which SEO Tool to Choose for Small Business?

  Ahrefs vs Semrush comparison 2026: pricing, features, ranking accuracy, link database, DR vs Authority Score. Which SEO tool is better for small business, agency, freelancer.

• Next.js vs Gatsby in 2026 — Which React Framework to Choose?

  Next.js vs Gatsby comparison 2026: performance, SEO, ecosystem, hosting costs. Which React framework is better for company websites, blogs, e-commerce, SaaS apps — with concrete case studies.

• React vs Vue in 2026 — Which Framework to Choose for a New Project?

  React vs Vue comparison 2026: ecosystem, performance, costs, developer availability. Concrete analysis with benchmarks, Lighthouse scores, hiring rates.

• Google Indexing API — complete tutorial with ready-to-use script [2026]

  Google Indexing API — setup in 10 minutes, ready Python script, 200/day quota. Why the official documentation is misleading and how it actually works in practice.

• Sitemap.xml — how to submit to Google and speed up crawl [2026]

  Sitemap.xml — 4 submission methods (GSC, robots.txt, IndexNow), lastmod format, sitemap-index for 50k+ URLs, and 7 most common errors. Practice 2026.

• Digital marketing — a complete guide to online marketing in 2026

  Everything about digital marketing in 2026: SEO, GEO, content marketing, paid ads, social media, analytics. A practical guide with actionable steps.

• SEO for Software Houses — How to Get Leads from Google [2026]

  Software house SEO step by step: 3 pillars of SEO, keyword research, technical content, local SEO and GEO, plus a realistic 6-month timeline.

• Digital Marketing Trends 2026 — 10 Shifts That Actually Matter

  GEO, AI search, zero-click, privacy-first — 10 digital marketing trends for 2026, ranked by what we'd prioritize first, with data behind each call.

• Digital Audit — What to Check Before Spending Your Marketing Budget

  A complete digital audit checklist — website, SEO, GEO, ads, social media, analytics — the way we actually run it. Check this before spending your marketing budget.

• Lead Generation — 10 Strategies That Drive Inquiries in 2026

  10 proven lead generation strategies with concrete benchmarks and tools. Learn which channels deliver the best ROI in B2B and B2C.

• Omnichannel Marketing — How to Unify All Channels Into One Strategy

  Omnichannel marketing combines SEO, social media, advertising, and email into a cohesive strategy. Discover an implementation framework and effective omnichannel examples.

• Digital Strategy for Small Business — Where to Start

  A practical guide to digital strategy from our own advisory practice. Learn where to start, how much it costs, and which channels to choose for your business.

• AI Overviews on Google — How to Get Featured in AI Summaries

  AI Overviews aren't a separate game — they're SEO and topical authority in a new interface. See how to earn a place among the sources Google's AI actually cites.

• How to Rank in Perplexity? A Practical GEO Guide

  Perplexity is an AI search engine with citations. Learn how to optimize your content so your site appears in Perplexity's answers.

• llms.txt — What It Is and How It Boosts AI Visibility

  llms.txt is a new standard that helps AI understand your website. Learn what it is, how to implement it, and why you should do it now.

• ChatGPT Search Optimization — How to Appear in AI Answers

  A practical guide to optimizing content for ChatGPT Search. Learn how AI selects sources and what to do to get your site cited.

• GEO for E-commerce — How to Be Visible in AI Search

  Learn how online stores can leverage GEO (Generative Engine Optimization) to appear in ChatGPT, Gemini, and Perplexity answers.

• Building a Brand Online — From Zero to Recognition

  How to build a recognizable brand online? A practical guide to branding strategy — from positioning to visual and content consistency.

• B2B Online Marketing — A Complete Guide to Digital Channels

  How to effectively run B2B online marketing? A guide to digital channels — SEO, LinkedIn, content marketing, Ads, email — with concrete strategies.

• Web Analytics — What Data to Track and How to Use It

  Which Google Analytics and Search Console data actually matters? A practical guide to web analytics for businesses.

• Content Marketing — How to Build a Content Strategy That Brings Customers

  How to create a content marketing strategy that generates leads? A practical guide: from planning to distribution and measuring results.

• Google Ads vs SEO — Which to Choose and When to Combine

  Google Ads delivers instant results, SEO builds lasting organic traffic. A comparison of costs, results, and strategies for combining both channels.

• Website Speed — How to Improve Loading Time and Why It Matters

  Website speed affects SEO, conversions, and user experience. Learn specific techniques for improving Core Web Vitals and achieving loading times under 2 seconds.

• Website Redesign — When It Is Needed and How to Do It Right

  When does a website need a redesign and when is optimization enough? Discover the warning signs, a proven process, and the costs of a website rebuild.

• Landing Page — How to Create a Page That Converts

  How we design landing pages in ARDURA conversion audits — structure, headlines, CTA, and the mistakes we most often fix for clients before a campaign launches.

• Headless CMS Explained 2026: When to Use + 8 Best Platforms Compared

  What is a headless CMS in 2026, how does it work, and when is it worth choosing over traditional CMS? Comparison of 8 platforms (Sanity, Strapi, Contentful, Storyblok…) with pricing and use cases.

• UX Design and Conversions — How to Design Websites That Sell

  Learn UX design principles that directly impact conversions. Discover how to design websites that turn visitors into clients.

• SEO for B2B — A Strategy for Generating Leads Through Organic Traffic

  How to position a B2B company in Google? B2B SEO strategy: keyword research, content marketing, lead generation, ABM, and measuring ROI from organic traffic.

• How to Speed Up Google Indexing? 7 Methods and Time to Result

  Page not showing in Google? 7 methods to speed up indexing: URL Inspection, sitemap, internal linking, IndexNow — with realistic time to result.

• Local SEO and Google Business Profile — How to Dominate Local Search Results

  A complete guide to local SEO. Google Business Profile optimization, NAP citations, reviews, local keywords, and strategies for service-based businesses.

• On-Page SEO — Step-by-Step Website Optimization

  A complete guide to on-page SEO. Title tags, meta descriptions, headings, internal linking, structured data, and content optimization — all in one place.

• Keyword Research — How to Find Keywords That Drive Traffic

  A complete keyword research guide. How to find keywords, analyze intent, assess difficulty, and build a keyword strategy that generates traffic.

• Google Search Console — A Complete Guide for Beginners

  How to use Google Search Console? Setup, performance reports, indexing, Core Web Vitals, and practical tips for website owners.

• How to Write SEO Content? Content Writing That Ranks

  How we write SEO content at ARDURA — intent research, article structure, length matched to content type, and AI-citability techniques. The method behind this blog and our audits.

• Technical SEO — Complete 2026 Checklist

  Technical SEO checklist from our own audit practice: crawlability, indexing, Core Web Vitals, HTTPS, structured data, JavaScript rendering — prioritized, not just listed.

• SEO for SaaS — A Strategy for Positioning a Digital Product

  How to position a SaaS product in Google, from our operational perspective: keyword research, content marketing, link building, and technical optimization.

• SEO for E-commerce — How to Position an Online Store in 2026

  Complete guide to e-commerce SEO. Category structure, product page optimization, technical SEO for online stores, and a content strategy that generates sales.

• How Much Does SEO Cost in 2026? A Realistic Pricing Guide

  A detailed guide to SEO costs — from audits to full-service management. Agency, freelancer, and tool pricing. How much to invest to see results?

• How to Choose an SEO Agency? 10 Criteria That Separate Experts from Scammers

  A practical guide to choosing an SEO agency. 10 key criteria, red flags to avoid, and questions worth asking before signing a contract.

• SEO ROI — How to Calculate Your Return on Investment in SEO

  A practical guide to calculating SEO ROI. Formulas, benchmarks, real examples, and a calculator. Find out whether SEO is worth it for your business.

• SEO for Small Businesses — Where to Start and How Much Does It Cost?

  Complete SEO guide for small businesses and sole proprietors. Concrete steps, realistic costs, and strategies that work without a large budget.

• Domain Rating — What It Is and How to Increase Your DR

  Domain Rating (DR) by Ahrefs — what it is, how to check and increase it, with industry benchmarks and our take on how much of it to actually chase.

• How Long Does It Take to Build a Website? Realistic Timelines in 2026

  A detailed guide to website development timelines — from business card sites to e-commerce. Stages, factors affecting time, and how to speed up the project.

• How Much Does a Website Cost in 2026? A Realistic Pricing Guide

  A detailed guide to website costs — from a business card site for PLN 3,000 to a full-scale e-commerce store. No fluff, with concrete numbers.

• SEO vs GEO — What Are the Differences and Which to Choose in 2026?

  SEO positions you in Google, GEO in ChatGPT and AI. Comparison of strategies, costs, and results. Find out what works better for your business.

• Why Your Website Doesn't Convert — 12 Reasons and How to Fix Them

  You have traffic but no leads? Here are 12 most common reasons why business websites don't convert — and concrete solutions for each problem.

• What Is GEO and Why It Will Change Your Business

  Generative Engine Optimization is a new strategy for visibility in AI results. A complete guide to GEO — what it is, how it works, and how to implement it on your site.

• Next.js vs WordPress — What to Choose for Your Business in 2026?

  A comparison of Next.js and WordPress in terms of speed, SEO, security, and costs. Concrete data, not opinions. Find out what is better for your business.

• SEO Audit — What It Is, How to Conduct One, and How Much It Costs

  A complete guide to SEO audits. 7 areas to check, tools, checklist, and real costs. Find out why your website isn't ranking.

• Core Web Vitals — How Site Speed Affects Google Rankings

  LCP, INP, CLS — what Core Web Vitals metrics mean, how to measure them, and how to improve them. A practical guide with concrete numbers.

• How AI Is Changing Search — and What It Means for Your Business

  ChatGPT, Gemini, Perplexity — how AI is taking over search, and why at ARDURA we treat brand entity as the first front in that fight. A 2026 GEO guide.

• Link Building in 2026 — 9 Strategies That Work (and 5 That Hurt)

  A practical guide to link building. Which link building strategies work in 2026, how much they cost, and what results they deliver. No fluff.

• Website for a Small Business — Cost, Steps, What to Avoid [2026]

  How much does a small business website cost in 2026? Real ranges PLN 3,000–15,000, 9 implementation steps, and 7 pitfalls when ordering. Plain English, hard numbers.

• SEO Basics — A Complete Guide to Search Engine Optimization

  Everything you need to know about SEO in 2026. Technical fundamentals, content strategy, link building, tools, and actionable steps to implement.

• Content Marketing and SEO — How to Write Content That Actually Ranks

  The content framework we actually use: from keyword research to distribution. Why 90.63% of blog posts get zero traffic from Google — and how to write the fraction that doesn't.

• Schema.org and Structured Data — How to Win Rich Snippets in Google

  A practical guide to implementing Schema.org. Which schema types to implement, how to test them, and their impact on CTR and rankings. With code examples.

• Local SEO and Google Maps — How to Dominate in Your City

  A complete guide to local SEO. Google My Business, reviews, NAP, local links. How to reach the top 3 in Google Maps and attract customers from your area.