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

• Wayback Machine for SEO: Old URLs and Domains

  Using the Wayback Machine for SEO: recover old URLs for a redirect map with the CDX API, see what a page used to say, and vet a domain's history before buying.

• HTTP Status Codes and SEO: 4xx, 5xx, Soft 404

  How Googlebot handles 401, 403, 404, 410, 429, 5xx and soft 404 responses, according to Google's own documentation, and what we check in an SEO audit.

• Building a Website with AI: DIY or Hire a Specialist?

  Build a website yourself with AI or hire a specialist who works with AI? When AI is enough, what it won't decide, and what you are really paying for.

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

  Atomic content is text built from self-contained, citable units. How to write paragraphs, lists, and tables that ChatGPT, Perplexity, and AI Overviews lift.

• 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 — with a brief template.

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

  Content refresh means updating articles to recover lost rankings and traffic. How to spot content decay and which pages to refresh first.

• 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 to keep quality, and why steady cadence beats bursts.

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

  E-E-A-T in practical content creation: how to write text Google rates as credible — author, sources, data, and 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, 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: a narrow but not empty niche, expert content on IP protection, E-E-A-T for YMYL content, and AI visibility.

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

  SEO for hotels, apartments, and guesthouses: direct bookings instead of OTA commissions, local SEO, multilingual sites, seasonality, and AI search visibility.

• 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, and 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, and brand SEO.

• 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: Which SEO Tool to Choose?

  Ahrefs vs Semrush compared on link data, keyword research, site audits and PPC tools, and which one fits a freelancer, an agency or a small business.

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

  Next.js vs Gatsby in 2026: performance, SEO, ecosystem, and hosting costs. Which React framework fits a company site, blog, store, or SaaS app.

• 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 — who it is for and how to set it up [2026]

  Google's Indexing API only works for job postings and livestreams. Step-by-step setup, a Python script, the 200-a-day quota and what to use instead.

• 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 digital audit checklist — website, SEO, GEO, ads, social media, analytics — the way we actually run it. Check this before spending your 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, ads, and email into one strategy. An implementation framework with 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. How to earn a place among the sources Google's AI 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. Specific techniques for improving Core Web Vitals and loading speed.

• 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: Use Cases and Platforms

  A headless CMS stores content and serves it through an API to any frontend. How it works, when to use one, common use cases, and how to choose a platform.

• 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.

• Google Business Profile and Local SEO Services

  What a Google Business Profile does in local SEO, how it differs from Google My Business, and what a local SEO service should handle on your profile.

• 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.

• SEO Copywriting: Writing Content That Ranks

  SEO copywriting, step by step: research intent, structure headings, match length to the page type, and write sentences AI can cite. How we write this blog.

• Technical SEO — Complete 2026 Checklist

  Technical SEO checklist from our audit practice: crawlability, indexing, Core Web Vitals, HTTPS, structured data, and JavaScript rendering — prioritized.

• 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 Return on Investment

  A practical guide to calculating SEO ROI. The formula runs from lead value, not from traffic — and why you won't find a benchmark table here.

• 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 builds visibility in Google, GEO works on presence in AI answers. A comparison of goals, measurement, costs and limits of both, and where to start.

• 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 strategy for visibility in AI answers. A 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, content editing and costs. When to choose which, and what a migration involves.

• 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 of PLN 3,000–15,000, 9 implementation steps, and 7 pitfalls when ordering.

• 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 Google traffic — and how to beat the odds.

• 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 for Google Maps: Rank 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.