Direct responsibility
I stand behind the choices, method and quality of every project.
Founder of Edikka
Bertrand Morel
I founded Edikka in Paris in 2004 to help companies bring clarity back to their digital strategy, website, content and visibility. For more than 25 years, I have connected consulting, design, development, SEO and editorial work to help teams make the right decisions, in the right order.
Guiding principles
Three principles that uphold quality
Every project is framed with the same rigour: a clearly identified lead, a vision that connects the web disciplines and a method that helps make decisions before production begins.
Cross-functional vision
I connect strategy, design, code, SEO and AI in one coherent approach.
Clear decisions
I clarify priorities to guide decisions, delivery and measurement.
Origin
Why I created Edikka
I founded Edikka in Paris in 2004 to support companies that need to regain a clear direction in their digital presence: a more readable website, better structured content, stronger visibility and a more useful experience.
What interests me in this work is that it forces me to connect things that are too often separated: strategy, words, design, technology, SEO and the reality of the decisions that need to be made. My role is to bring order without adding unnecessary complexity.
Background
More than 25 years evolving with the web
For more than 25 years, my work has evolved alongside the web. I have lived through its early hesitations, its excesses, its technical revolutions, and then its necessary return to more clarity, performance and meaning. That journey has taught me one thing: staying current is not about chasing every new trend, but understanding what it truly changes for companies, their customers and their visibility.
Professional identity
Public, dated and verifiable reference points
- 2004
- Edikka founded in Paris and continuously led since then. Verify the legal identity
- 25+ years
- Digital strategy, UX/UI, web development, SEO and AI visibility. View associated work
- Paris
- French sole trader · SIREN 478 522 691 · computer programming. Discover Edikka
- Open publications
- Studies, an evidence register and a measurement protocol published with their data and references. Explore the four selected works
Skills connected to the insights
Expertise areas
Strategy Digital strategy
Clarify positioning, goals, key messages and conversion logic before producing.
View expertise UX UX/UI designDesign readable, fluid and reassuring interfaces built for both decision-making and use.
View expertise Dev Web developmentBuild fast, maintainable, editable websites adapted to real team constraints.
View expertise SEO SEOStructure pages, content and technical signals to strengthen organic visibility.
View expertise AI visibility AI & automationPrepare content for AI-assisted search, integrate useful automation and connect data, content and user journeys.
View expertiseEdikka method
A cross-functional web approach
My method connects strategic, editorial, visual and technical decisions from the start of a project. Every page, component and piece of content must have a clear role: inform, reassure, convert, structure or improve visibility.
I aim to build websites that are more coherent, easier to maintain and better prepared for today’s requirements in SEO, user experience and AI-assisted search.
Selected works · open access
Studies, methods and published data
Four authored works, with their methods, data and limitations. Each presentation explains the context; its DOI identifies the archived version.
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01 Observatory · wave 1
Public GEO evidence in France
Thirty GEO-provider websites, 18 controls and anonymised aggregates to distinguish a commercial claim from publicly verifiable evidence.
Role of Bertrand Morel : Author · dataset and methodology
- Published
- Archive version
- 1.0.2
-
02 Evidence register
GEO Claim Register
Thirty-nine claims assessed against 16 sources, with an evidence status, scope and review date for each claim.
Role of Bertrand Morel : Author · register and source analysis
- Published
- Archive version
- 1.1.1
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03 Method · before collection
MIA-FR · measurement protocol
A collection and calculation framework to measure AI citations and mentions, with a prompt corpus, visible formulas and explicit denominators.
Role of Bertrand Morel : Author · protocol and measurement workbook
- Published
- Archive version
- 1.0.0
-
04 Dataset · first collection
MIA-FR · baseline results
The first application to Edikka: 295 valid observations across four platforms, with evidence and five documented technical blocks. A dated baseline.
Role of Bertrand Morel : Author · observations and results
- Published
- Archive version
- 1.0.0
Open research · J+30 follow-up ·
AI visibility: compare the evidence before deciding.
25 non-branded French prompts, four platforms, three repetitions. Two waves of 295 valid observations.
- Answers citing Edikka
- 50 / 295J0 : 35 / 295
- Answers mentioning Edikka
- 18 / 295J0 : 32 / 295
No robust overall trend established. Observations differ by platform, and collection conditions are not fully comparable. No causal or sales effect established.
Use the findings — For your site: choose a defined set of questions, compare each platform and keep citations separate from visits and enquiries.
Explore the open instrument library
Author identifier · ORCID0009-0001-3211-6118 Find the complete collection, reusable files and the limits of each instrument.
Published by other organisations
External contributions
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01 France Num · practical guide
Être visible dans les réponses des IA : comment démarrer et quelles questions pour choisir un prestataire en référencement
Written for small businesses, this guide explains how to assess visibility in AI answers and evaluate proposals from SEO/GEO providers.
Written by Bertrand Morel, founder of Edikka.
- Published
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02 HubSpot France · expert insight
KPI GEO : quels sont les indicateurs de performance en visibilité IA ?
Bertrand Morel shares his approach to measuring AI visibility: distinguishing brand mentions from source citations and documenting the protocol to make results comparable.
Expert insight from Bertrand Morel, founder of Edikka, in an article written by Amiel Adamony.
- Updated
Edikka insights
Four insights to inform your decisions
Scope a project, design the experience, measure visibility and verify delivery: four articles that show how I connect the decisions behind a web project.
B2B website redesign brief: complete template and acceptance criteria
A free Word template and a worked example of one requirement to scope your redesign and compare ...
Read the analysis
UX vs UI: differences, responsibilities and 24 interface decisions
An open matrix for assigning interface decisions without reducing UX to function or UI to ...
Read the analysis
Measure AI visibility: Search Console, citations and sources
Track mentions, citations, sources, Google AI impressions and business outcomes without collapsing ...
Read the analysis
Website acceptance testing before launch: checklist, evidence and ...
An untested check has not passed: a failed or untested blocking gate results in a no-go.
Read the analysis
Work
Associated projects
I work on the strategy, structure, user experience, development and SEO optimization of projects supported by Edikka.
Frédéric Matt SARL
A fully custom e-commerce website designed to showcase, configure and sell ...
Méthode Web
An initial digital foundation designed to evolve with future content, SEO ...
Anticstore
An ambitious redesign to modernize a historic marketplace dedicated to ...
Galerie Wanecq
A refined digital showcase designed to present a collection of antique ...Editorial transparency
A name behind every word.
Bertrand MorelEdikka founder · Editorial lead
A perspective grounded in practice
I sign Edikka’s content so readers know who is speaking. It reflects my perspective and project experience, with their limitations. Every analysis remains open to discussion and new knowledge.
AI as a supporting tool
I use AI to explore ideas, organise sources, structure outlines and examine the logic of an argument. The decisions, review and responsibility for publication remain mine.
Let’s talk about your project.
A direct conversation with Bertrand Morel. Website, content or visibility: I’ll help you clarify what you need and decide what comes next.
Author FAQ
My role, explained
Four short answers to understand who leads Edikka analyses, how I work and how AI supports documentation.
Who is Bertrand Morel?
Bertrand Morel is the founder of Edikka. For more than 25 years, he has worked on web projects by connecting digital strategy, design, development, SEO, content and AI visibility.
What is his working method?
His method starts with understanding the need before producing, then connecting decisions that are too often separated: positioning, user journeys, content, technology, search visibility and measurement.
What does he work on personally?
He works on strategic framing, page architecture, user experience, technical choices, SEO, AI visibility and the editorial consistency of projects supported by Edikka.
How does he use AI in his work?
He uses AI tools for documentation, exploring angles, structuring content and checking coherence. AI remains an assistant: decisions, review and editorial responsibility remain human.