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Search Marketing Expo Lille 2025: When AI and GEO Redefine E-Business

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A must-attend event for Search professionals

On October 17, 2025, the Federation of Search Marketing Professionals (FePSeM) organized a new edition of its Search Marketing Expo in the city of Lille. This event, now a must-attend gathering for digital professionals, brought together over 70 experts around a central theme: ‘AI and e-business.’ As a consultant in Generative Engine Optimization (GEO), I had the opportunity to attend the event and discover the latest trends, innovations, and strategies for optimizing online visibility in the age of artificial intelligence.

In this article, I offer a full feedback report focused on the challenges of SEO, GEO, and generative AI, with concrete insights for digital marketing professionals.

The FePSeM and its Expo: An ecosystem dedicated to Search Marketing

The FePSeM is an association that brings together agencies, consultants, students, and companies around a common goal: promoting and representing the interests of Search Marketing professionals. Its annual expo is an opportunity to network, train, and discover the innovations shaping the future of digital.

This Lille edition offered:

  • 7 high-level conferences,
  • A Job Board to Make Connections Between Recruiters and Talent Easier
  • A VIP space dedicated to business networking with sponsors and speakers,
  • Over 70 participants from diverse backgrounds (agencies, freelancers, companies, students).

AI and E-Business: Key Takeaways from the Expo

The day began with a panel discussion led by industry experts, addressing the impacts of AI on e-business. Here are the key points:

  • Generative AI (such as language models or content creation tools) is revolutionizing content production and the personalization of user experiences.
  • Process automation (chatbots, product recommendations, data analysis) enables greater efficiency and relevance.
  • Ethical and regulatory challenges (GDPR, algorithm transparency) remain at the forefront of concerns.

GEO: Adapting Your SEO for the Era of Generative AI

Philippe Yonnet (Neper) gave a presentation on Generative Engine Optimization (GEO). Here are the takeaways:

  • GEO is the future of SEO: It involves optimizing content not only for traditional search engines but also for generative search engines (such as voice assistants or chatbots).
  • Key Strategies:
    • Create rich, structured content (diagrams, FAQs, structured data) to make it easier for AI to understand.
    • Optimize for conversational queries (e.g., 'What is the best smartphone in 2025?').
    • Use AI tools to generate optimized metadata, tags, and descriptions.

SEO and AI: The Multichannel Approach to Generating More Leads

Erwan Peau dit Taillis and Alain Guisado shared their methodology for combining SEO and AI:

  • AI enables the analysis of data (user behavior, keywords, trends) to refine SEO strategies.
  • AI tools (such as content generators or backlink analyzers) speed up content creation and technical optimization.
  • The importance of structured data for improving visibility in rich results (rich snippets).

SEO, Branding, and AI: Building a Strong Brand Identity in the SERPs

Véronique Duong highlighted the importance of branding in the SERPs:

  • AI influences brand perception: AI-generated search results (such as featured snippets or voice responses) must reflect the brand's identity.
  • Strategies to Strengthen Your Branding:
    • Optimize Google My Business listings and social media profiles.
    • Create branded content (videos, infographics, case studies) to stand out.
    • Use AI to personalize messaging based on audiences.

From Click to Conversion: The Product Page, a Key SEO Tool

David Groult and Erwann Cardon demonstrated how to optimize product pages to maximize conversions:

  • Product pages should be rich in data (images, videos, customer reviews, FAQs).
  • AI can generate unique, SEO-optimized product descriptions.
  • Structured tags (Schema.org) enhance visibility in search results.

What Does the Future Hold for Search Marketing in the Age of AI?

Towards a New Era: GEA (Generative Engine Advertising)?

Antoine Hias (Ma Tasse de Web) discussed the emergence of GEA (Generative Engine Advertising), an approach where AI generates highly personalized ads in real time. While SEA remains dominant, AI could automate and optimize advertising campaigns in unprecedented ways.

Challenges to Overcome

  • Algorithm Transparency: How to Ensure AI-Generated Results Are Fair and Unbiased?
  • Skill Adaptation: Search professionals must master AI tools to stay competitive.
  • The Evolution of Search Engines: Google, Bing, and others will increasingly integrate AI, changing the rules of SEO.

Conclusion: GEO and AI, Essential Levers for E-Business

The 2025 Lille Search Marketing Expo confirmed a major trend: AI and GEO are redefining the rules for digital professionals. Here are the key actions to implement immediately:

 

  1. Integrate AI into your SEO strategies (content generation, data analysis, technical optimization).
  2. Optimize for generative search engines (GEO) by structuring your data and anticipating conversational queries.
  3. Strengthen your branding in the SERPs to stand out.
  4. Train your teams on AI tools and new methodologies.

 

As a GEO consultant, I can only encourage you to adapt quickly to these changes to remain competitive in an ever-evolving digital environment.

 

And you, how are you integrating AI and GEO into your digital strategies? Share your experiences in the comments!

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