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The studio journal.
Guides and lessons learned on SEO, GEO, advertising, web, branding and AI, written by the Mohtaoua team.
Practical articles, drawn from our projects.
FeaturedElectronic archiving in Morocco: a guide to digitising company documents
Scanning, filing and finding documents: what electronic archiving changes for a company in Morocco, the legal framework to know and the steps to get started.
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Electronic shelf labels in Morocco: ESL guide
How they work, benefits, formats, sectors, cost and roll-out: everything to know before switching to electronic shelf labels (ESL) in a store in Morocco.
20% VAT on Meta Ads, Google Ads and TikTok Ads in Morocco: what changes in 2026
Foreign ad platforms now charge Morocco’s 20% VAT based on the tax details in your account. Who is affected, what it means for your budget, and what to check right now.
TikTok Ads Library in Morocco: how to analyse your competitors’ ads
TikTok’s official library does not cover campaigns that run only in Morocco. Which tools to use to see the TikTok, Meta and Google ads in your market, and how to turn them into better creative.
Building an e-commerce website in Morocco: a guide to launching an online store that sells
Platform, card payments, cash on delivery, shipping, product pages, trust and SEO: the decisions that matter when launching an online store in Morocco.
Website prices in Morocco: what drives the budget and how to brief an agency
Brochure site, e-commerce or custom build: what really drives the price of a website in Morocco, our starting prices and a method for getting quotes you can compare.
GEO: how to show up in AI search answers
ChatGPT, Gemini, Google AI Overviews: search is changing shape. What helps a brand get understood, and cited, by generative engines.
Google Business Profile in Morocco: optimising your listing to show up on Google Maps
Categories, photos, reviews, posts, NAP consistency, calls and WhatsApp: how to turn a Google Business Profile into a source of customers in Morocco.
Local SEO: get found when customers search nearby
“Spa Casablanca”, “near me”: local searches carry strong intent. The fundamentals for showing up on Google and Google Maps.
TikTok and Instagram Reels: getting short-form video right for a brand in Morocco
Formats, rhythm, production or UGC, repurposing: a concrete method for a brand in Morocco to publish short videos that are regular, recognisable and useful.
Meta Ads or Google Ads: where to start?
The two platforms don’t serve the same need: one creates desire, the other captures existing intent. How to choose, then make them work together.
Product pages: what really helps sell online
Photos, information, reassurance: the product page does a salesperson’s job. The elements that answer questions before they block the purchase.
Visual identity: a system, not just a logo
A great logo isn’t enough if the team doesn’t know how to use it. What an identity needs to stay consistent across every touchpoint.
AI and automation: save time without losing your voice
WhatsApp replies, reports, document sorting: automation frees up time, as long as you clearly decide what must stay human.