{"id":155180,"date":"2025-12-30T09:14:46","date_gmt":"2025-12-30T14:14:46","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=155180"},"modified":"2025-12-30T09:14:47","modified_gmt":"2025-12-30T14:14:47","slug":"le-storytelling-axe-sur-la-recherche-rendre-votre-contenu-trouvable","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/fr-ca\/perspectives\/podcasts\/le-storytelling-axe-sur-la-recherche-rendre-votre-contenu-trouvable\/","title":{"rendered":"Le storytelling ax\u00e9 sur la recherche: des strat\u00e9gies pour rendre votre contenu trouvable\u00a0"},"content":{"rendered":"\n<p><\/p>\n\n\n\n<p><\/p>\n","protected":false},"featured_media":155165,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-155180","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20251215","expert_source":"dac-team","author":87628,"duration":"11 minutes","title":"Le storytelling ax\u00e9 sur la recherche : des strat\u00e9gies pour rendre votre contenu trouvable ","hero":{"type":"video","hero_image":154939,"hero_video":"https:\/\/www.youtube.com\/watch?v=TbUCO3Gg7jc&list=PL7_ZSBXaYOpULieJSVbhgwnqecld-Y6Na&index=3"},"podcast_iframe":"<iframe height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/0579182e-0ebb-4f36-9d31-d3809f680d5d\/f16ce87c-ff9b-4bac-8ce8-6bf23b051f06\"><\/iframe> ","promotional_listen_text":"\u00c9coutez (en anglais) sur votre plateforme pr\u00e9f\u00e9r\u00e9e","content":"<span data-contrast=\"auto\">Votre\u00a0contenu\u00a0est-il de plus\u00a0en\u00a0plus difficile \u00e0\u00a0trouver,\u00a0m\u00eame\u00a0si\u00a0vous\u00a0en\u00a0produisez\u00a0davantage?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n&nbsp;\r\n\r\n<span data-contrast=\"auto\">Dans\u00a0cet\u00a0\u00e9pisode\u00a0de\u00a0<\/span><i><span data-contrast=\"auto\">Shift\u00a0Happens<\/span><\/i><span data-contrast=\"auto\">, Nasser Sahlool, vice-pr\u00e9sident principal, strat\u00e9gie client chez DAC, s\u2019entretient avec Orli Milstein, Directrice de la strat\u00e9gie de contenu, pour analyser comment l\u2019intelligence artificielle transforme la d\u00e9couvrabilit\u00e9 et pourquoi les tactiques SEO traditionnelles ne suffisent plus. Ensemble, ils expliquent ce que signifie structurer le contenu \u00e0 la fois pour les humains et pour les machines, et comment les marques peuvent b\u00e2tir clart\u00e9, cr\u00e9dibilit\u00e9 et r\u00e9elle trouvabilit\u00e9 dans un \u00e9cosyst\u00e8me de recherche propuls\u00e9 par l\u2019IA.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:1,&quot;335551620&quot;:1,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>","tips":{"tips_title":"Ce qu'il faut retenir","tips":[{"tip_image":155040,"tip_title":"La d\u00e9couvrabilit\u00e9 est pass\u00e9e d\u2019une recherche lin\u00e9aire \u00e0 un parcours fragment\u00e9 et multiplaforme, aliment\u00e9 par l\u2019intelligence artificielle.","tip_content":"Les consommateurs ne passent plus simplement d\u2019un mot-cl\u00e9 \u00e0 un r\u00e9sultat, puis \u00e0 un clic. Ils naviguent entre Google, TikTok, Reddit et les aper\u00e7us g\u00e9n\u00e9r\u00e9s par l\u2019IA. Les marques doivent donc optimiser pour des parcours de d\u00e9couverte beaucoup plus complexes."},{"tip_image":155040,"tip_title":"Le contenu doit d\u00e9sormais \u00eatre structur\u00e9 pour des syst\u00e8mes qui interpr\u00e8tent l\u2019information, et non seulement pour des algorithmes qui l\u2019indexent. ","tip_content":"La clart\u00e9, les donn\u00e9es structur\u00e9es, les formats facilement scannables et l\u2019organisation s\u00e9mantique sont essentiels. Sans lisibilit\u00e9 pour les machines, le contenu devient invisible."},{"tip_image":155040,"tip_title":"L\u2019autorit\u00e9 se construit \u00e0 l\u2019\u00e9chelle d\u2019un \u00e9cosyst\u00e8me, et non page par page. ","tip_content":"La visibilit\u00e9 d\u00e9pend maintenant de signaux de contexte, notamment les endroits o\u00f9 la marque est mentionn\u00e9e, sa cr\u00e9dibilit\u00e9 en ligne et la mani\u00e8re dont les contenus se connectent entre eux. Le volume de mots-cl\u00e9s, \u00e0 lui seul, ne suffit plus."},{"tip_image":155040,"tip_title":"Le SEO, le contenu et la visibilit\u00e9 locale ne sont plus des disciplines distinctes.","tip_content":"Ils fonctionnent comme un seul syst\u00e8me de d\u00e9couvrabilit\u00e9 de marque. R\u00e9ussir exige un r\u00e9cit coh\u00e9rent, des signaux constants et un cadre de mesure global couvrant les r\u00e9sultats d\u2019IA, les extraits enrichis et les nouvelles surfaces de d\u00e9couverte."},{"tip_image":155040,"tip_title":"Les marques qui se d\u00e9marquent aujourd\u2019hui ne sont pas plus bruyantes: elles sont plus claires.","tip_content":"Les bonnes histoires comptent toujours, mais elles doivent d\u00e9sormais s\u2019inscrire dans le nouveau langage de la recherche, soit des contenus humains, utiles, compr\u00e9hensibles par les machines et structur\u00e9s sans para\u00eetre artificiels."}]},"transcript":"<b><span data-contrast=\"auto\">Bienvenue\u00a0\u00e0\u00a0<\/span><\/b><b><i><span data-contrast=\"auto\">Shift\u00a0Happens<\/span><\/i><\/b><b><span data-contrast=\"auto\">, l\u2019art, la science et le chaos du marketing moderne.<\/span><\/b>\r\n<span data-contrast=\"auto\">Chaque \u00e9pisode explore les forces qui transforment le marketing, de l\u2019intelligence artificielle et des donn\u00e9es \u00e0 la confidentialit\u00e9, la cr\u00e9ation et la performance, et donne la parole \u00e0 des experts pour comprendre comment transformer la disruption en avantage.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Bienvenue \u00e0\u00a0l\u2019\u00e9mission, Orli.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Merci. Merci de\u00a0m\u2019avoir\u00a0invit\u00e9e.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">R\u00e9cemment, on nous a\u00a0pos\u00e9\u00a0la question\u00a0suivante, et je\u00a0vais\u00a0la lire\u00a0telle\u00a0quelle :<\/span>\r\n<span data-contrast=\"auto\">\u00ab Nous\u00a0investissons\u00a0en\u00a0contenu\u00a0depuis\u00a0des\u00a0ann\u00e9es,\u00a0mais\u00a0on a\u00a0l\u2019impression\u00a0que\u00a0de\u00a0moins\u00a0en\u00a0moins\u00a0de\u00a0contenu\u00a0est\u00a0r\u00e9ellement\u00a0trouv\u00e9. Avec\u00a0l\u2019IA\u00a0et les nouveaux\u00a0outils\u00a0de recherche\u00a0partout, comment\u00a0devrions-nous\u00a0repenser\u00a0le\u00a0contenu? Pendant\u00a0longtemps, le marketing de\u00a0contenu\u00a0consistait\u00a0\u00e0\u00a0raconter\u00a0de\u00a0bonnes\u00a0histoires,\u00a0mais\u00a0aujourd\u2019hui, la\u00a0vraie\u00a0question est de savoir\u00a0si\u00a0ces\u00a0histoires\u00a0peuvent\u00a0\u00eatre\u00a0trouv\u00e9es. \u00bb<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Alors\u00a0Orli,\u00a0qu\u2019est-ce\u00a0qui a\u00a0r\u00e9ellement\u00a0chang\u00e9\u00a0dans la fa\u00e7on\u00a0dont\u00a0les gens\u00a0d\u00e9couvrent\u00a0le\u00a0contenu\u00a0aujourd\u2019hui?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Excellente\u00a0question. La premi\u00e8re chose qui me\u00a0vient\u00a0en\u00a0t\u00eate,\u00a0c\u2019est\u00a0que\u00a0la\u00a0d\u00e9couvrabilit\u00e9\u00a0\u00e9tait\u00a0auparavant\u00a0beaucoup plus\u00a0lin\u00e9aire. On\u00a0tapait\u00a0un mot-cl\u00e9, on\u00a0obtenait\u00a0une\u00a0liste, on\u00a0choisissait\u00a0un lien.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Aujourd\u2019hui,\u00a0c\u2019est\u00a0beaucoup plus\u00a0proche\u00a0d\u2019un\u00a0labyrinthe. Les gens\u00a0commencent\u00a0sur Google,\u00a0peuvent\u00a0ensuite se\u00a0retrouver\u00a0sur\u00a0TikTok,\u00a0Reddit\u00a0ou\u00a0une\u00a0foule\u00a0d\u2019autres\u00a0plateformes, et\u00a0peut-\u00eatre\u00a0finalement\u00a0confirmer\u00a0leur\u00a0choix \u00e0\u00a0l\u2019aide\u00a0d\u2019un aper\u00e7u\u00a0g\u00e9n\u00e9r\u00e9\u00a0par\u00a0l\u2019IA\u00a0ou\u00a0d\u2019une\u00a0autre\u00a0source. Ce\u00a0parcours\u00a0est beaucoup\u00a0moins\u00a0pr\u00e9visible,\u00a0ce\u00a0qui nous\u00a0oblige\u00a0\u00e0\u00a0penser\u00a0diff\u00e9remment\u00a0pour\u00a0anticiper\u00a0les\u00a0besoins\u00a0des\u00a0utilisateurs\u00a0et \u00e0 nous\u00a0\u00e9loigner\u00a0de\u00a0l\u2019approche\u00a0une\u00a0page, un mot-cl\u00e9, qui ne\u00a0fonctionne\u00a0plus\u00a0vraiment.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Quand\u00a0tu\u00a0dis\u00a0penser\u00a0diff\u00e9remment,\u00a0qu\u2019est-ce\u00a0que\u00a0tu\u00a0veux\u00a0dire\u00a0concr\u00e8tement?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Le\u00a0v\u00e9ritable\u00a0changement,\u00a0c\u2019est\u00a0que\u00a0la\u00a0d\u00e9couvrabilit\u00e9\u00a0passe\u00a0maintenant\u00a0par des\u00a0syst\u00e8mes\u00a0qui\u00a0interpr\u00e8tent\u00a0l\u2019information. Ce\u00a0n\u2019est\u00a0plus\u00a0seulement\u00a0une\u00a0question\u00a0d\u2019indexation,\u00a0mais\u00a0de structure du\u00a0contenu, de\u00a0contexte\u00a0et de\u00a0clart\u00e9.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Si le\u00a0contenu\u00a0n\u2019est\u00a0pas\u00a0structur\u00e9\u00a0correctement, il\u00a0devient\u00a0beaucoup plus invisible\u00a0qu\u2019avant. Tout\u00a0cela\u00a0est\u00a0essentiel. Et\u00a0si\u00a0l\u2019histoire\u00a0n\u2019est\u00a0pas bonne \u00e0 la base, on\u00a0n\u2019ira\u00a0pas tr\u00e8s loin.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Si je\u00a0r\u00e9sume, est-ce\u00a0juste\u00a0de dire\u00a0qu\u2019avant, on\u00a0\u00e9crivait\u00a0pour des\u00a0algorithmes, et\u00a0qu\u2019aujourd\u2019hui, on\u00a0\u00e9crit\u00a0pour des\u00a0algorithmes\u00a0qui\u00a0r\u00e9fl\u00e9chissent?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Oui,\u00a0absolument. Les\u00a0outils\u00a0d\u2019IA\u00a0red\u00e9finissent\u00a0compl\u00e8tement\u00a0la mani\u00e8re\u00a0dont\u00a0la\u00a0d\u00e9couvrabilit\u00e9\u00a0fonctionne. Si le\u00a0contenu\u00a0n\u2019est\u00a0pas\u00a0structur\u00e9\u00a0de fa\u00e7on \u00e0\u00a0\u00eatre\u00a0compris\u00a0\u00e0 la\u00a0fois\u00a0par les machines et par les\u00a0humains, il\u00a0dispara\u00eet\u00a0pratiquement\u00a0dans le vide.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Donc\u00a0le storytelling\u00a0n\u2019est\u00a0pas mort, il a\u00a0simplement\u00a0besoin\u00a0d\u2019une\u00a0nouvelle structure.\u00a0Qu\u2019est-ce\u00a0qui\u00a0n\u2019a\u00a0pas\u00a0chang\u00e9?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Les bases\u00a0sont\u00a0toujours\u00a0l\u00e0. La\u00a0clart\u00e9\u00a0et la structure\u00a0demeurent\u00a0essentielles. Il faut encore\u00a0comprendre\u00a0ce\u00a0que\u00a0recherche\u00a0r\u00e9ellement\u00a0son audience. Avant de\u00a0chercher\u00a0\u00e0\u00a0impressionner\u00a0ou\u00a0\u00e0\u00a0vendre, il faut savoir\u00a0ce\u00a0que\u00a0les gens\u00a0veulent\u00a0vraiment.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Ce qui a\u00a0chang\u00e9,\u00a0c\u2019est\u00a0l\u2019environnement.\u00a0Que\u00a0le\u00a0contenu\u00a0soit\u00a0lu\u00a0par\u00a0une\u00a0personne,\u00a0analys\u00e9\u00a0par un\u00a0mod\u00e8le\u00a0ou\u00a0r\u00e9sum\u00e9 dans un aper\u00e7u\u00a0g\u00e9n\u00e9r\u00e9\u00a0par\u00a0l\u2019IA, il doit\u00a0toujours\u00a0communiquer\u00a0quelque chose de\u00a0r\u00e9el\u00a0et\u00a0d\u2019utile. Les marques qui\u00a0gagnent\u00a0aujourd\u2019hui\u00a0ne\u00a0sont\u00a0pas\u00a0n\u00e9cessairement\u00a0plus\u00a0bruyantes,\u00a0elles\u00a0sont\u00a0simplement\u00a0plus\u00a0claires.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">C\u2019est\u00a0int\u00e9ressant\u00a0parce\u00a0que\u00a0la\u00a0clart\u00e9\u00a0et\u00a0l\u2019utilit\u00e9\u00a0sont\u00a0subjectives,\u00a0non?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Tout \u00e0\u00a0fait.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Comment\u00a0peut-on\u00a0alors\u00a0\u00eatre\u00a0\u00e0 la\u00a0fois\u00a0clair\u00a0et utile pour des audiences\u00a0aussi\u00a0vari\u00e9es?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Tout\u00a0commence par\u00a0une\u00a0compr\u00e9hension\u00a0approfondie\u00a0de son audience. Pas\u00a0seulement\u00a0o\u00f9\u00a0elle\u00a0habite, son\u00a0\u00e2ge\u00a0ou\u00a0son\u00a0revenu,\u00a0mais\u00a0ce\u00a0qui la motive,\u00a0ce\u00a0qui\u00a0d\u00e9clenche\u00a0une\u00a0d\u00e9cision,\u00a0ce\u00a0qui\u00a0l\u2019aide\u00a0\u00e0\u00a0choisir.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Beaucoup de principes\u00a0demeurent\u00a0essentiels. Ce qui change,\u00a0c\u2019est\u00a0la fa\u00e7on de\u00a0pr\u00e9senter\u00a0l\u2019information. On passe de\u00a0l\u2019optimisation\u00a0pour les\u00a0moteurs\u00a0de recherche \u00e0\u00a0l\u2019optimisation\u00a0pour la\u00a0compr\u00e9hension. Et\u00a0honn\u00eatement,\u00a0ce\u00a0n\u2019est\u00a0pas\u00a0une\u00a0mauvaise\u00a0chose.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">C\u2019est\u00a0int\u00e9ressant\u00a0parce\u00a0que\u00a0tu\u00a0parles de connexion\u00a0\u00e9motionnelle,\u00a0mais\u00a0on parle\u00a0aussi\u00a0de machines. On se\u00a0dit\u00a0donc\u00a0que\u00a0pour\u00a0\u00eatre\u00a0d\u00e9couvert\u00a0par des machines, il faut\u00a0qu\u2019elles\u00a0comprennent\u00a0mieux\u00a0les\u00a0humains.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Exactement.\u00a0D\u2019une\u00a0certaine\u00a0fa\u00e7on, on\u00a0apprend\u00a0aux machines \u00e0 nous\u00a0comprendre.\u00a0C\u2019est\u00a0l\u00e0\u00a0qu\u2019une\u00a0grande\u00a0partie\u00a0du travail se\u00a0situe. Il faut bien\u00a0comprendre\u00a0son audience et la\u00a0valeur\u00a0qu\u2019une\u00a0marque\u00a0offre\u00a0pour bien guider la fa\u00e7on\u00a0dont\u00a0les machines nous\u00a0per\u00e7oivent.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Quand on\u00a0pense\u00a0aux plus grands\u00a0changements\u00a0du\u00a0mod\u00e8le\u00a0\u00ab\u00a0search\u00a0first \u00bb,\u00a0qu\u2019observes-tu?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">La\u00a0visibilit\u00e9\u00a0devient\u00a0beaucoup plus\u00a0holistique\u00a0et la notion\u00a0d\u2019autorit\u00e9\u00a0change. Ce\u00a0n\u2019est\u00a0plus\u00a0une\u00a0question de\u00a0produire\u00a0le plus de\u00a0contenu\u00a0possible,\u00a0m\u00eame\u00a0si\u00a0c\u2019est\u00a0encore\u00a0une\u00a0discussion\u00a0fr\u00e9quente\u00a0avec\u00a0nos\u00a0clients et prospects.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Il\u00a0s\u2019agit\u00a0plut\u00f4t\u00a0de savoir qui est\u00a0per\u00e7u\u00a0comme\u00a0cr\u00e9dible\u00a0par le Web. Le\u00a0contenu\u00a0structur\u00e9, les donn\u00e9es\u00a0structur\u00e9es, la validation\u00a0par\u00a0des experts et les mentions de marque\u00a0alimentent\u00a0la fa\u00e7on\u00a0dont\u00a0les\u00a0mod\u00e8les\u00a0d\u2019IA\u00a0interpr\u00e8tent\u00a0une\u00a0entreprise.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">On observe\u00a0aussi\u00a0une\u00a0mont\u00e9e des\u00a0signaux\u00a0de\u00a0contexte. La relation entre le\u00a0contenu, la marque et\u00a0l\u2019ensemble\u00a0de\u00a0l\u2019\u00e9cosyst\u00e8me\u00a0compte\u00a0davantage\u00a0que\u00a0le simple\u00a0positionnement\u00a0sur un\u00a0sujet\u00a0pr\u00e9cis.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Donc,\u00a0si\u00a0on\u00a0n\u2019est\u00a0pas\u00a0pr\u00e9sent\u00a0dans le\u00a0contexte, on ne fait pas\u00a0partie\u00a0du\u00a0r\u00e9sultat.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Exactement.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Concr\u00e8tement,\u00a0si\u00a0je dirige\u00a0une\u00a0\u00e9quipe marketing\u00a0aujourd\u2019hui,\u00a0que\u00a0devrais-je faire\u00a0diff\u00e9remment\u00a0pour\u00a0que\u00a0mon\u00a0contenu\u00a0soit\u00a0trouv\u00e9?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Je\u00a0commencerais\u00a0par revoir la fa\u00e7on\u00a0dont\u00a0l\u2019\u00e9quipe\u00a0d\u00e9finit\u00a0la\u00a0visibilit\u00e9.\u00a0L\u2019objectif\u00a0n\u2019est\u00a0plus de\u00a0courir\u00a0apr\u00e8s les\u00a0clics,\u00a0mais\u00a0de\u00a0cr\u00e9er\u00a0du\u00a0contenu\u00a0qui est\u00a0interpr\u00e9t\u00e9\u00a0correctement\u00a0par les\u00a0humains\u00a0et par les machines.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Cela\u00a0implique\u00a0de\u00a0r\u00e9pondre\u00a0directement\u00a0aux questions, de structurer le\u00a0contenu\u00a0pour la lecture\u00a0rapide\u00a0avec des titres, des\u00a0listes\u00a0et\u00a0une\u00a0structure\u00a0claire, et de connecter les efforts de SEO, de\u00a0contenu\u00a0et de\u00a0visibilit\u00e9\u00a0locale. Ce ne\u00a0sont\u00a0plus des disciplines\u00a0s\u00e9par\u00e9es,\u00a0mais\u00a0un seul\u00a0syst\u00e8me\u00a0qui\u00a0d\u00e9termine\u00a0la\u00a0d\u00e9couvrabilit\u00e9\u00a0d\u2019une\u00a0marque.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Il faut\u00a0aussi\u00a0\u00e9largir\u00a0ce\u00a0que\u00a0l\u2019on\u00a0mesure. La performance ne se\u00a0limite\u00a0plus aux\u00a0clics,\u00a0mais\u00a0inclut\u00a0la\u00a0visibilit\u00e9\u00a0dans les aper\u00e7us\u00a0g\u00e9n\u00e9r\u00e9s\u00a0par\u00a0l\u2019IA\u00a0et dans\u00a0d\u2019autres\u00a0espaces\u00a0de\u00a0d\u00e9couverte.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Donc\u00a0on commence \u00e0\u00a0mesurer\u00a0des choses qui\u00a0sont\u00a0parfois\u00a0difficiles\u00a0\u00e0\u00a0quantifier?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Oui, et\u00a0\u00e7a\u00a0rend beaucoup de gens\u00a0inconfortables. On ne\u00a0peut\u00a0plus se\u00a0contenter\u00a0d\u2019un seul KPI pour dire\u00a0que\u00a0tout\u00a0va\u00a0bien. Les marques\u00a0gagnantes\u00a0comprennent\u00a0que\u00a0la recherche\u00a0n\u2019est\u00a0plus\u00a0seulement\u00a0une\u00a0source de\u00a0trafic,\u00a0mais\u00a0un signal de\u00a0confiance. On\u00a0n\u2019est\u00a0plus\u00a0seulement\u00a0class\u00e9, on est\u00a0repr\u00e9sent\u00e9.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Pour\u00a0conclure,\u00a0assiste-t-on \u00e0 un abandon des\u00a0fondamentaux\u00a0du\u00a0contenu?<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Je\u00a0dirais\u00a0plut\u00f4t\u00a0\u00e0\u00a0une\u00a0\u00e9volution. Les\u00a0bonnes\u00a0histoires\u00a0sont\u00a0toujours\u00a0essentielles. Les\u00a0humains\u00a0et\u00a0l\u2019IA\u00a0y\u00a0r\u00e9pondent. Mais\u00a0ces\u00a0histoires\u00a0doivent\u00a0maintenant\u00a0vivre dans des\u00a0syst\u00e8mes\u00a0qui les\u00a0rendent\u00a0d\u00e9couvrables.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Les marques qui\u00a0m\u00e8nent\u00a0la danse\u00a0sont\u00a0claires\u00a0sur\u00a0leur\u00a0raison d\u2019\u00eatre,\u00a0construisent\u00a0du\u00a0contenu\u00a0align\u00e9\u00a0sur\u00a0l\u2019intention\u00a0des\u00a0utilisateurs\u00a0et\u00a0s\u2019adaptent\u00a0au nouveau\u00a0langage\u00a0de la recherche. On\u00a0n\u2019\u00e9crit\u00a0plus\u00a0seulement\u00a0pour des\u00a0algorithmes\u00a0ou\u00a0pour des audiences. On\u00a0\u00e9crit\u00a0pour les deux.\u00a0Et\u00a0bien le faire,\u00a0c\u2019est\u00a0ce\u00a0qui fait toute la\u00a0diff\u00e9rence.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Orli\u00a0Milstein, merci beaucoup pour ton temps\u00a0aujourd\u2019hui.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Orli<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Merci \u00e0\u00a0toi.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n<p aria-level=\"3\"><b><span data-contrast=\"none\">Nasser<\/span><\/b><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;134245418&quot;:true,&quot;134245529&quot;:true,&quot;335559738&quot;:281,&quot;335559739&quot;:281}\">\u00a0<\/span><\/p>\r\n<span data-contrast=\"auto\">Voici\u00a0donc\u00a0le\u00a0changement\u00a0cl\u00e9. Le storytelling\u00a0n\u2019a\u00a0pas perdu de\u00a0sa\u00a0puissance,\u00a0mais\u00a0sans\u00a0structure pens\u00e9e pour la\u00a0d\u00e9couvrabilit\u00e9, le\u00a0contenu\u00a0ne sera pas trouv\u00e9. Le storytelling\u00a0ax\u00e9\u00a0sur la recherche\u00a0consiste\u00a0\u00e0\u00a0cr\u00e9er\u00a0du\u00a0contenu\u00a0qui\u00a0r\u00e9pond\u00a0\u00e0 de\u00a0vraies\u00a0questions,\u00a0fonctionne\u00a0avec la recherche\u00a0propuls\u00e9e\u00a0par\u00a0l\u2019IA\u00a0et rejoint les\u00a0bonnes\u00a0personnes.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Abonnez-vous \u00e0\u00a0<\/span><i><span data-contrast=\"auto\">Shift Happens<\/span><\/i><span data-contrast=\"auto\">\u00a0sur\u00a0votre\u00a0plateforme\u00a0d\u2019\u00e9coute\u00a0pr\u00e9f\u00e9r\u00e9e, laissez-nous un avis et\u00a0partagez\u00a0l\u2019\u00e9pisode\u00a0avec\u00a0votre\u00a0\u00e9quipe. Merci\u00a0d\u2019avoir\u00a0\u00e9t\u00e9\u00a0des\u00a0n\u00f4tres. Je suis Nasser\u00a0Sahlool.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":[{"expert_source":"dac-team","expert":3731},{"expert_source":"dac-team","expert":3644}],"external_links":{"youtube_link":"https:\/\/youtube.com\/@dacgroup?si=7dBKB6H4ULpQ5hnb","amazon_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","spotify_link":"https:\/\/open.spotify.com\/show\/1v4DqfhwITITWFVpdLBE23"}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le storytelling ax\u00e9 sur la recherche: des strat\u00e9gies pour rendre votre contenu trouvable\u00a0 | DAC<\/title>\n<meta name=\"description\" content=\"Votre contenu est-il plus difficile \u00e0 trouver malgr\u00e9 vos efforts ? 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