{"id":1849,"date":"2025-11-07T12:51:44","date_gmt":"2025-11-07T11:51:44","guid":{"rendered":"https:\/\/poliris.io\/?p=1849"},"modified":"2025-11-12T18:58:18","modified_gmt":"2025-11-12T17:58:18","slug":"salon-du-search-marketing-lille-2025-quand-lia-et-le-geo-redefinissent-le-business","status":"publish","type":"post","link":"https:\/\/poliris.io\/en\/salon-du-search-marketing-lille-2025-quand-lia-et-le-geo-redefinissent-le-business\/","title":{"rendered":"Search Marketing Expo Lille 2025: When AI and GEO Redefine E-Business"},"content":{"rendered":"<p><style>@media (min-width: 768px) { .liquid-row-responsive-6a06176da0932 {margin-top:0px !important; padding-top:70px !important;  }  } @media (min-width: 992px) { .liquid-row-responsive-6a06176da0932 {margin-top:0px !important; padding-top:40px !important; padding-right:0px !important; padding-bottom:40px !important; padding-left:0px !important;  }  }    <\/style><section data-bg-image=\"url\" class=\"vc_row z-index-1 vc_custom_1761802971900 liquid-row-responsive-6a06176da0932 liquid-row-shadowbox-6a06176da094b vc_row-has-fill vc_row-has-bg\"><div class=\"ld-container container\"><div class=\"row ld-row ld-row-outer vc_row-o-equal-height vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da100e\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da1075{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da1075\"><\/div><style>.ld_fancy_heading_6a06176da1212 h2 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da1212 h2 {font-size:38px; }  } .ld_fancy_heading_6a06176da1212 h2 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da1212 .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da1212 h2 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da1212 h2 {font-size:38px; }  } .ld_fancy_heading_6a06176da1212 h2 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da1212\">\n\t<h2 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  A must-attend event for Search professionals<\/h2><\/div><style>.ld_spacer_6a06176da134a{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da134a\"><\/div><style>.ld_fancy_heading_6a06176da13e1 p {font-size:17px; } .ld_fancy_heading_6a06176da13e1 p {line-height:1.47em; } .ld_fancy_heading_6a06176da13e1 p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da13e1 .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da13e1 p {font-size:17px; } .ld_fancy_heading_6a06176da13e1 p {line-height:1.47em; } .ld_fancy_heading_6a06176da13e1 p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da13e1\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  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: \u2018AI and e-business.\u2019 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.<\/p>\n<p>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.<\/p><\/div><style>.ld_spacer_6a06176da1481{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da1481\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section><style>@media (min-width: 768px) { .liquid-row-responsive-6a06176da156e {margin-top:0px !important; padding-top:70px !important;  }  } @media (min-width: 992px) { .liquid-row-responsive-6a06176da156e {margin-top:0px !important; padding-top:0px !important; padding-right:0px !important; padding-bottom:40px !important; padding-left:0px !important;  }  }    <\/style><section data-bg-image=\"url\" class=\"vc_row z-index-1 vc_custom_1761802982788 liquid-row-responsive-6a06176da156e liquid-row-shadowbox-6a06176da157c vc_row-has-fill vc_row-has-bg\"><div class=\"ld-container container\"><div class=\"row ld-row ld-row-outer vc_row-o-equal-height vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da1650\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da1695{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da1695\"><\/div><style>.ld_fancy_heading_6a06176da1720 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da1720 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da1720 h3 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da1720 .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da1720 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da1720 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da1720 h3 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da1720\">\n\t<h3 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  The FePSeM and its Expo: An ecosystem dedicated to Search Marketing<\/h3><\/div><style>.ld_spacer_6a06176da17a6{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da17a6\"><\/div><style>.ld_fancy_heading_6a06176da182b p {font-size:17px; } .ld_fancy_heading_6a06176da182b p {line-height:1.47em; } .ld_fancy_heading_6a06176da182b p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da182b .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da182b p {font-size:17px; } .ld_fancy_heading_6a06176da182b p {line-height:1.47em; } .ld_fancy_heading_6a06176da182b p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da182b\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  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.<\/p>\n<p>This Lille edition offered:<\/p>\n<ul>\n<li>7 high-level conferences,<\/li>\n<li>A Job Board to Make Connections Between Recruiters and Talent Easier<\/li>\n<li>A VIP space dedicated to business networking with sponsors and speakers,<\/li>\n<li>Over 70 participants from diverse backgrounds (agencies, freelancers, companies, students).<\/li>\n<\/ul>\n<p><\/p><\/div><style>.ld_spacer_6a06176da18da{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da18da\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section><style>@media (min-width: 768px) { .liquid-row-responsive-6a06176da19b8 {margin-top:0px !important; padding-top:70px !important;  }  } @media (min-width: 992px) { .liquid-row-responsive-6a06176da19b8 {margin-top:0px !important; padding-top:0px !important; padding-right:0px !important; padding-bottom:40px !important; padding-left:0px !important;  }  }    <\/style><section data-bg-image=\"url\" class=\"vc_row z-index-1 vc_custom_1761802982788 liquid-row-responsive-6a06176da19b8 liquid-row-shadowbox-6a06176da19c6 vc_row-has-fill vc_row-has-bg\"><div class=\"ld-container container\"><div class=\"row ld-row ld-row-outer vc_row-o-equal-height vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da1a8c\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da1acc{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da1acc\"><\/div><style>.ld_fancy_heading_6a06176da1b59 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da1b59 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da1b59 h3 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da1b59 .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da1b59 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da1b59 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da1b59 h3 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da1b59\">\n\t<h3 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  AI and E-Business: Key Takeaways from the Expo<\/h3><\/div><style>.ld_spacer_6a06176da1bd4{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da1bd4\"><\/div><style>.ld_fancy_heading_6a06176da1c55 p {font-size:17px; } .ld_fancy_heading_6a06176da1c55 p {line-height:1.47em; } .ld_fancy_heading_6a06176da1c55 p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da1c55 .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da1c55 p {font-size:17px; } .ld_fancy_heading_6a06176da1c55 p {line-height:1.47em; } .ld_fancy_heading_6a06176da1c55 p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da1c55\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  The day began with a panel discussion led by industry experts, addressing the impacts of AI on e-business. Here are the key points:<\/p>\n<ul>\n<li>Generative AI (such as language models or content creation tools) is revolutionizing content production and the personalization of user experiences.<\/li>\n<li>Process automation (chatbots, product recommendations, data analysis) enables greater efficiency and relevance.<\/li>\n<li>Ethical and regulatory challenges (GDPR, algorithm transparency) remain at the forefront of concerns.<\/li>\n<\/ul>\n<p><\/p><\/div><style>.ld_spacer_6a06176da1cec{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da1cec\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section><style>@media (min-width: 768px) { .liquid-row-responsive-6a06176da1dc6 {margin-top:0px !important; padding-top:70px !important;  }  } @media (min-width: 992px) { .liquid-row-responsive-6a06176da1dc6 {margin-top:0px !important; padding-top:0px !important; padding-right:0px !important; padding-bottom:40px !important; padding-left:0px !important;  }  }    <\/style><section data-bg-image=\"url\" class=\"vc_row z-index-1 vc_custom_1761802982788 liquid-row-responsive-6a06176da1dc6 liquid-row-shadowbox-6a06176da1dd4 vc_row-has-fill vc_row-has-bg\"><div class=\"ld-container container\"><div class=\"row ld-row ld-row-outer vc_row-o-equal-height vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da1e9b\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da1edb{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da1edb\"><\/div><style>.ld_fancy_heading_6a06176da1f69 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da1f69 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da1f69 h3 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da1f69 .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da1f69 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da1f69 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da1f69 h3 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da1f69\">\n\t<h3 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  GEO: Adapting Your SEO for the Era of Generative AI<\/h3><\/div><style>.ld_spacer_6a06176da1fe0{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da1fe0\"><\/div><style>.ld_fancy_heading_6a06176da2064 p {font-size:17px; } .ld_fancy_heading_6a06176da2064 p {line-height:1.47em; } .ld_fancy_heading_6a06176da2064 p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da2064 .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da2064 p {font-size:17px; } .ld_fancy_heading_6a06176da2064 p {line-height:1.47em; } .ld_fancy_heading_6a06176da2064 p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da2064\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  Philippe Yonnet (Neper) gave a presentation on Generative Engine Optimization (GEO). Here are the takeaways:<\/p>\n<ul>\n<li>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).<\/li>\n<li>Key Strategies:\n<ul>\n<li>Create rich, structured content (diagrams, FAQs, structured data) to make it easier for AI to understand.<\/li>\n<li>Optimize for conversational queries (e.g., 'What is the best smartphone in 2025?').<\/li>\n<li>Use AI tools to generate optimized metadata, tags, and descriptions.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p><\/div><style>.ld_spacer_6a06176da212d{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da212d\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section><style>@media (min-width: 768px) { .liquid-row-responsive-6a06176da223f {margin-top:0px !important; padding-top:70px !important;  }  } @media (min-width: 992px) { .liquid-row-responsive-6a06176da223f {margin-top:0px !important; padding-top:0px !important; padding-right:0px !important; padding-bottom:40px !important; padding-left:0px !important;  }  }    <\/style><section data-bg-image=\"url\" class=\"vc_row z-index-1 vc_custom_1761802982788 liquid-row-responsive-6a06176da223f liquid-row-shadowbox-6a06176da224e vc_row-has-fill vc_row-has-bg\"><div class=\"ld-container container\"><div class=\"row ld-row ld-row-outer vc_row-o-equal-height vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da231c\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da2364{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da2364\"><\/div><style>.ld_fancy_heading_6a06176da23ed h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da23ed h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da23ed h3 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da23ed .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da23ed h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da23ed h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da23ed h3 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da23ed\">\n\t<h3 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  SEO and AI: The Multichannel Approach to Generating More Leads<\/h3><\/div><style>.ld_spacer_6a06176da246d{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da246d\"><\/div><style>.ld_fancy_heading_6a06176da24f0 p {font-size:17px; } .ld_fancy_heading_6a06176da24f0 p {line-height:1.47em; } .ld_fancy_heading_6a06176da24f0 p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da24f0 .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da24f0 p {font-size:17px; } .ld_fancy_heading_6a06176da24f0 p {line-height:1.47em; } .ld_fancy_heading_6a06176da24f0 p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da24f0\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  Erwan Peau dit Taillis and Alain Guisado shared their methodology for combining SEO and AI:<\/p>\n<ul>\n<li>AI enables the analysis of data (user behavior, keywords, trends) to refine SEO strategies.<\/li>\n<li>AI tools (such as content generators or backlink analyzers) speed up content creation and technical optimization.<\/li>\n<li>The importance of structured data for improving visibility in rich results (rich snippets).<\/li>\n<\/ul>\n<p><\/p><\/div><style>.ld_spacer_6a06176da258e{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da258e\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section><style>@media (min-width: 768px) { .liquid-row-responsive-6a06176da266a {margin-top:0px !important; padding-top:70px !important;  }  } @media (min-width: 992px) { .liquid-row-responsive-6a06176da266a {margin-top:0px !important; padding-top:0px !important; padding-right:0px !important; padding-bottom:40px !important; padding-left:0px !important;  }  }    <\/style><section data-bg-image=\"url\" class=\"vc_row z-index-1 vc_custom_1761802982788 liquid-row-responsive-6a06176da266a liquid-row-shadowbox-6a06176da2677 vc_row-has-fill vc_row-has-bg\"><div class=\"ld-container container\"><div class=\"row ld-row ld-row-outer vc_row-o-equal-height vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da2752\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da2793{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da2793\"><\/div><style>.ld_fancy_heading_6a06176da2819 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da2819 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da2819 h3 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da2819 .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da2819 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da2819 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da2819 h3 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da2819\">\n\t<h3 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  SEO, Branding, and AI: Building a Strong Brand Identity in the SERPs<\/h3><\/div><style>.ld_spacer_6a06176da288f{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da288f\"><\/div><style>.ld_fancy_heading_6a06176da2910 p {font-size:17px; } .ld_fancy_heading_6a06176da2910 p {line-height:1.47em; } .ld_fancy_heading_6a06176da2910 p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da2910 .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da2910 p {font-size:17px; } .ld_fancy_heading_6a06176da2910 p {line-height:1.47em; } .ld_fancy_heading_6a06176da2910 p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da2910\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  V\u00e9ronique Duong highlighted the importance of branding in the SERPs:<\/p>\n<ul>\n<li>AI influences brand perception: AI-generated search results (such as featured snippets or voice responses) must reflect the brand's identity.<\/li>\n<li>Strategies to Strengthen Your Branding:\n<ul>\n<li>Optimize Google My Business listings and social media profiles.<\/li>\n<li>Create branded content (videos, infographics, case studies) to stand out.<\/li>\n<li>Use AI to personalize messaging based on audiences.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><\/p><\/div><style>.ld_spacer_6a06176da29bf{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da29bf\"><\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da2a7e\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da2ac0{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da2ac0\"><\/div><style>.ld_fancy_heading_6a06176da2b4c h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da2b4c h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da2b4c h3 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da2b4c .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da2b4c h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da2b4c h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da2b4c h3 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da2b4c\">\n\t<h3 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  From Click to Conversion: The Product Page, a Key SEO Tool<\/h3><\/div><style>.ld_spacer_6a06176da2bc0{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da2bc0\"><\/div><style>.ld_fancy_heading_6a06176da2c3f p {font-size:17px; } .ld_fancy_heading_6a06176da2c3f p {line-height:1.47em; } .ld_fancy_heading_6a06176da2c3f p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da2c3f .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da2c3f p {font-size:17px; } .ld_fancy_heading_6a06176da2c3f p {line-height:1.47em; } .ld_fancy_heading_6a06176da2c3f p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da2c3f\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  David Groult and Erwann Cardon demonstrated how to optimize product pages to maximize conversions:<\/p>\n<ul>\n<li>Product pages should be rich in data (images, videos, customer reviews, FAQs).<\/li>\n<li>AI can generate unique, SEO-optimized product descriptions.<\/li>\n<li>Structured tags (Schema.org) enhance visibility in search results.<\/li>\n<\/ul>\n<p><\/p><\/div><style>.ld_spacer_6a06176da2ce0{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da2ce0\"><\/div><\/div><\/div><\/div><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da2df6\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da2e64{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da2e64\"><\/div><style>.ld_fancy_heading_6a06176da2f22 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da2f22 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da2f22 h3 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da2f22 .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da2f22 h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da2f22 h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da2f22 h3 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da2f22\">\n\t<h3 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  What Does the Future Hold for Search Marketing in the Age of AI?<\/h3><\/div><style>.ld_spacer_6a06176da2fd5{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da2fd5\"><\/div><style>.ld_fancy_heading_6a06176da30a0 p {font-size:17px; } .ld_fancy_heading_6a06176da30a0 p {line-height:1.47em; } .ld_fancy_heading_6a06176da30a0 p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da30a0 .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da30a0 p {font-size:17px; } .ld_fancy_heading_6a06176da30a0 p {line-height:1.47em; } .ld_fancy_heading_6a06176da30a0 p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da30a0\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  Towards a New Era: GEA (Generative Engine Advertising)?<\/p>\n<p>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.<\/p>\n<p>Challenges to Overcome<\/p>\n<ul>\n<li>Algorithm Transparency: How to Ensure AI-Generated Results Are Fair and Unbiased?<\/li>\n<li>Skill Adaptation: Search professionals must master AI tools to stay competitive.<\/li>\n<li>The Evolution of Search Engines: Google, Bing, and others will increasingly integrate AI, changing the rules of SEO.<\/li>\n<\/ul>\n<p><\/p><\/div><style>.ld_spacer_6a06176da3166{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da3166\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section><style>@media (min-width: 768px) { .liquid-row-responsive-6a06176da32ba {margin-top:0px !important; padding-top:70px !important;  }  } @media (min-width: 992px) { .liquid-row-responsive-6a06176da32ba {margin-top:0px !important; padding-top:0px !important; padding-right:0px !important; padding-bottom:40px !important; padding-left:0px !important;  }  }    <\/style><section data-bg-image=\"url\" class=\"vc_row z-index-1 vc_custom_1761802982788 liquid-row-responsive-6a06176da32ba liquid-row-shadowbox-6a06176da32d2 vc_row-has-fill vc_row-has-bg\"><div class=\"ld-container container\"><div class=\"row ld-row ld-row-outer vc_row-o-equal-height vc_row-o-content-middle vc_row-flex\"><div class=\"wpb_column vc_column_container vc_col-sm-12 vc_col-lg-12 vc_col-md-12 text-left text-sm-left text-md-left text-lg-left liquid-column-6a06176da33ab\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><style>.ld_spacer_6a06176da33f3{height:40px;}<\/style>\n<div class=\"ld-empty-space vc_hidden-md vc_hidden-lg ld_spacer_6a06176da33f3\"><\/div><style>.ld_fancy_heading_6a06176da347d h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da347d h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da347d h3 {margin-bottom:0.35em !important;  } .ld_fancy_heading_6a06176da347d .lqd-highlight-inner{height:0.275em!important;}.ld_fancy_heading_6a06176da347d h3 {font-size:8vw; } @media (min-width: 768px) { .ld_fancy_heading_6a06176da347d h3 {font-size:38px; }  } .ld_fancy_heading_6a06176da347d h3 {margin-bottom:0.35em !important;  } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da347d\">\n\t<h3 class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left lqd-highlight-reset-onhover text-decoration-default\"   >  Conclusion: GEO and AI, Essential Levers for E-Business<\/h3><\/div><style>.ld_spacer_6a06176da3501{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da3501\"><\/div><style>.ld_fancy_heading_6a06176da3586 p {font-size:17px; } .ld_fancy_heading_6a06176da3586 p {line-height:1.47em; } .ld_fancy_heading_6a06176da3586 p {--element-line-height:1.47em; } .ld_fancy_heading_6a06176da3586 .lqd-highlight-inner{height:0.275em!important;bottom:0px!important;}.ld_fancy_heading_6a06176da3586 p {font-size:17px; } .ld_fancy_heading_6a06176da3586 p {line-height:1.47em; } .ld_fancy_heading_6a06176da3586 p {--element-line-height:1.47em; } <\/style><div class=\"ld-fancy-heading ld_fancy_heading_6a06176da3586\">\n\t<p class=\"ld-fh-element lqd-highlight-underline lqd-highlight-grow-left text-decoration-default\"   >  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:<\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li>Integrate AI into your SEO strategies (content generation, data analysis, technical optimization).<\/li>\n<li>Optimize for generative search engines (GEO) by structuring your data and anticipating conversational queries.<\/li>\n<li>Strengthen your branding in the SERPs to stand out.<\/li>\n<li>Train your teams on AI tools and new methodologies.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p>As a GEO consultant, I can only encourage you to adapt quickly to these changes to remain competitive in an ever-evolving digital environment.<\/p>\n<p>&nbsp;<\/p>\n<p>And you, how are you integrating AI and GEO into your digital strategies? Share your experiences in the comments!<\/p><\/div><style>.ld_spacer_6a06176da3651{height:20px;}<\/style>\n<div class=\"ld-empty-space ld_spacer_6a06176da3651\"><\/div><\/div><\/div><\/div><\/div><\/div><\/section><section class=\"vc_row liquid-row-shadowbox-6a06176da3741\"><div class=\"ld-container container\"><div class=\"row ld-row ld-row-outer\"><div class=\"wpb_column vc_column_container vc_col-sm-12 liquid-column-6a06176da37f9\"><div class=\"vc_column-inner\" ><div class=\"wpb_wrapper\"  ><\/div><\/div><\/div><\/div><\/div><\/section>","protected":false},"excerpt":{"rendered":"Un rendez-vous incontournable pour les professionnels du Search Le 17 octobre 2025, la F\u00e9d\u00e9ration des Professionnels du Search Marketing (FePSeM) a organis\u00e9, dans la ville de Lille, la nouvelle \u00e9dition de son Salon du Search Marketing. Cet \u00e9v\u00e9nement, devenu un incontournable pour les acteurs du digital, a r\u00e9uni plus de 70 professionnels autour d\u2019un th\u00e8me [...]","protected":false},"author":3,"featured_media":1943,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[],"class_list":["post-1849","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles"],"_links":{"self":[{"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/posts\/1849","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/comments?post=1849"}],"version-history":[{"count":21,"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/posts\/1849\/revisions"}],"predecessor-version":[{"id":2308,"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/posts\/1849\/revisions\/2308"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/media\/1943"}],"wp:attachment":[{"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/media?parent=1849"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/categories?post=1849"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/poliris.io\/en\/wp-json\/wp\/v2\/tags?post=1849"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}