{"id":116715,"date":"2024-12-27T13:27:48","date_gmt":"2024-12-27T18:27:48","guid":{"rendered":"https:\/\/www.dacgroup.com\/?page_id=116715"},"modified":"2026-09-03T15:50:15","modified_gmt":"2026-09-03T20:50:15","slug":"blog","status":"publish","type":"page","link":"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/","title":{"rendered":"Blog"},"content":{"rendered":"\n<style>\n    :root {\n        \n                    --regular-image-url: url('https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/Insights-header-hero.png');\n        \n            }\n<\/style>\n\n\n<header id=\"blog-hero-internal\" data-role=\"blog-hero-block\">\n    <div class=\"blog-hero-breadcrumb container max-1448\">\n        <a href=\"https:\/\/www.dacgroup.com\/fr\/\">DAC<\/a><img decoding=\"async\" src=\"https:\/\/www.dacgroup.com\/wp-content\/themes\/dac\/img\/chevron-right-white.svg\" alt=\"\" aria-hidden=\"true\"><a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/\">Perspectives<\/a>    <\/div>\n    <div class=\"text-content\">\n\n            <h1 class=\"title\">\n            Le blog de DAC        <\/h1>\n        \n                    <div class=\"description-container\">\n                <p class=\"description\">\n                    Restez inform\u00e9 gr\u00e2ce \u00e0 des informations exploitables, des strat\u00e9gies d&#8217;experts et des id\u00e9es novatrices pour assurer le succ\u00e8s de votre marketing.                <\/p>\n            <\/div>\n        \n    <\/div>\n<\/header>\n\n\n<script>\n    window.see_all_label = 'SEE ALL';\n    window.encodedPosts = [{\"id\":163567,\"title\":\"Ce que les marketeurs comprennent mal \u00e0 propos de la fr\u00e9quence publicitaire\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/analytics\\\/ce-que-les-marketeurs-comprennent-mal-sur-la-frequence-publicitaire\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Gavin Bowick\",\"publishedDate\":\"30 juillet 2026\",\"read_time\":\"14 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/What-Marketers-get-wrong-about-ad-frequency-Blog1-875x438-1.jpg\"},{\"id\":163692,\"title\":\"Publicit\u00e9s Apple Maps : ce que les marques multi-\u00e9tablissements doivent savoir\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/local-search\\\/publicites-apple-maps-marques-multi-etablissements\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"La Recherche Locale\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/local-search\\\/\"}],\"related_info\":{\"author\":\"Kyle Harris \\\/ Victoria Khinevich\",\"publishedDate\":\"29 juillet 2026\",\"read_time\":\"13 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Apple-Maps-advertising-Blog1-875x438-1.jpg\"},{\"id\":162998,\"title\":\"Les restrictions d\u2019\u00e2ge sur les r\u00e9seaux sociaux\u00a0: ce qu\u2019elles signifient pour les marques et les annonceurs\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/restrictions-age-reseaux-sociaux-marques-annonceurs\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Jenna Watson\",\"publishedDate\":\"03 juillet 2026\",\"read_time\":\"12 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/07\\\/Social-media-age-restrictions-Blog1-875x438-1.jpg\"},{\"id\":162466,\"title\":\"L\u2019IA ne corrigera pas de mauvaises donn\u00e9es client: pourquoi la pr\u00e9paration du CRM passe avant tout\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/analytics\\\/ia-ne-corrigera-pas-mauvaises-donnees-client-preparation-crm\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Proove Analytics\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/analytics\\\/\"}],\"related_info\":{\"author\":\"Ruchika Dhunna\",\"publishedDate\":\"22 juin 2026\",\"read_time\":\"11 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/AI-wont-fix-bad-customer-data-Blog1-875x438-1.jpg\"},{\"id\":162273,\"title\":\"Ce que les CMO doivent exiger d\u2019un partenaire m\u00e9dia aujourd\u2019hui\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/strategy\\\/ce-que-les-cmo-doivent-exiger-dun-partenaire-media-aujourdhui\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Strat\u00e9gie\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/strategy\\\/\"}],\"related_info\":{\"author\":\"Nasser Sahlool\",\"publishedDate\":\"04 juin 2026\",\"read_time\":\"12 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/What-Should-CMOs-Demand-From-Their-Media-Partner-Blog1-875x438-1.jpg\"},{\"id\":162294,\"title\":\"Google Marketing Live 2026 : 4 points cl\u00e9s\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/google-marketing-live-2026-points-cles\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Victoria Khinevich\",\"publishedDate\":\"28 mai 2026\",\"read_time\":\"8 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/GML-Blog1-875x438-1.jpg\"},{\"id\":161573,\"title\":\"Le virage YouTube que les marques ne peuvent plus ignorer\u00a0\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/search-optimization\\\/virage-contenu-youtube-marques-ne-peuvent-ignorer\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"Optimisation de la recherche\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/search-optimization\\\/\"}],\"related_info\":{\"author\":\"Vincent DeLuca\",\"publishedDate\":\"06 mai 2026\",\"read_time\":\"14 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/Youtube-Content-Shift-Brands-Cant-Ignore-875x438-Blog1.jpg\"},{\"id\":161266,\"title\":\"L\u2019IA agentique\u00a0bouleverse la recherche.\u00a0Les m\u00e9dias payants\u00a0n\u2019y \u00e9chapperont pas.\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/lia-agentique-sattaque-a-la-recherche-les-medias-payants-seront-les-prochains\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Jenna Watson\",\"publishedDate\":\"15 avril 2026\",\"read_time\":\"15 min\",\"difficulty\":\"Intermediate\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/Agentic-AI-Impact-on-Search-and-Media-875x438-Blog1.jpg\"},{\"id\":160938,\"title\":\"Coupe du Monde de la FIFA 2026 : un moment fort pour cr\u00e9er des liens avec son audience de marque\",\"type\":\"post\",\"link\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/comment-la-coupe-du-monde-de-la-fifa-peut-aider-les-marques-a-creer-des-liens-significatifs\\\/\",\"taxonomy\":\"\",\"topics\":[{\"name\":\"M\u00e9dias Payants\",\"url\":\"https:\\\/\\\/www.dacgroup.com\\\/fr\\\/perspectives\\\/blog\\\/paid-media\\\/\"}],\"related_info\":{\"author\":\"Victoria Khinevich\",\"publishedDate\":\"02 avril 2026\",\"read_time\":\"7 min\",\"difficulty\":\"Beginner\"},\"image\":\"https:\\\/\\\/www.dacgroup.com\\\/wp-content\\\/uploads\\\/2026\\\/04\\\/2026-FIFA-World-Cup-875x438-Blog1.jpg\"}];\n    window.cta_label = 'En savoir plus'\n<\/script>\n\n<section id=\"hub-filter\" x-data=\"contentFilter\" data-language=\"fr\" data-role=\"hubspot-filter\"\n    data-selected-filter=\"all\"  class=\"d-flex flex-column align-items-center\">\n\n    \n        <div 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src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/08\/AI-Search-Local-Choice-How-Restaurant-Brands-Win-Location-by-Location-660x625-Blog1.jpg\" alt=\"main article image\">\n                <\/div>\n\n                <div class=\"main-post-content-container\">\n                    <div class=\"main-post-topics\">\n                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/local-search\/\" class=\"topic-item\">\n                                La Recherche Locale                            <\/a>\n\n                                                    \n                    <\/div>\n\n                    <a class=\"main-post-title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/local-search\/recherche-ia-choix-local-comment-les-enseignes-de-restauration-s-imposent-etablissement-par-etablissement\/\">\n                        Recherche IA, choix local : comment les enseignes de restauration s\u2019imposent \u00e9tablissement par \u00e9tablissement                    <\/a>\n\n                    <div class=\"post-related-tags\">\n\n                                                    <div class=\"post-date\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <path\n                                            d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\"\n                                            fill=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                17 septembre 2026                            <\/div>\n                        \n                                                    <div class=\"post-author\">\n                                <span class=\"d-inline-block\">\n                                    <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                        <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"white\" \/>\n                                        <path\n                                            d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\"\n                                            stroke=\"white\" \/>\n                                    <\/svg>\n                                <\/span>\n                                Kyle Harris                            <\/div>\n                        \n                        \n                        \n                    <\/div>\n\n                    <div class=\"main-post-text-content\">\n                                                 <p>\n                            Pendant des ann\u00e9es, la recherche de restaurants reposait sur des signaux relativement pr\u00e9visibles. Le consommateur recherchait une cat\u00e9gorie, une marque ou un plat ; Google affichait une s\u00e9lection d\u2019options \u00e0 proximit\u00e9, puis le client les comparait lui-m\u00eame. L\u2019IA commence \u00e0 changer cette r\u00e9partition du travail. Avec Ask Maps, Google peut d\u00e9sormais r\u00e9pondre \u00e0 des questions complexes sur des lieux r\u00e9els en tenant compte du contexte, notamment de l\u2019itin\u00e9raire, des horaires d\u2019ouverture, des lieux enregistr\u00e9s et des pr\u00e9f\u00e9rences de l\u2019utilisateur. En ao\u00fbt 2026, Google a franchi une \u00e9tape suppl\u00e9mentaire avec la commande de repas avec un agent IA : un consommateur peut demander \u00e0 Maps de trouver un plat pr\u00e9cis le long de son trajet, et Google peut identifier des restaurants ouverts et pertinents avant d\u2019ajouter l\u2019article demand\u00e9 au panier via des partenaires de commande compatibles. Cela change la question strat\u00e9gique pour les responsables marketing de la restauration. La visibilit\u00e9 reste importante, mais \u00eatre visible ne signifie pas \u00eatre \u00e9ligible \u00e0 une recommandation. Lorsqu\u2019une personne cherche un d\u00eener rapide sur le chemin du retour, un drive encore ouvert ou un plat qui r\u00e9pond \u00e0 une pr\u00e9f\u00e9rence alimentaire, Google a besoin de suffisamment d\u2019informations propres \u00e0 l\u2019\u00e9tablissement pour d\u00e9terminer quels restaurants r\u00e9pondent r\u00e9ellement \u00e0 la demande. Pour une cha\u00eene, la force de la marque nationale peut vous faire entrer dans l\u2019ensemble des options consid\u00e9r\u00e9es, mais la d\u00e9cision finale d\u00e9pend de plus en plus de ce que Google comprend de chaque restaurant. Chaque \u00e9tablissement construit sa propre identit\u00e9 IA L\u2019un des exemples les plus parlants de cette \u00e9volution concerne les avis. D\u00e9but 2026, Google a commenc\u00e9 \u00e0 tester des r\u00e9sultats locaux propuls\u00e9s par Gemini, qui synth\u00e9tisent le contenu des avis en th\u00e8mes tels que \u00ab Les clients parlent surtout de \u00bb, \u00ab Les clients aiment commander \u00bb, \u00ab Les clients viennent ici pour \u00bb et \u00ab Conseils des contributeurs \u00bb. Au lieu d\u2019afficher uniquement une note et de laisser les consommateurs interpr\u00e9ter eux-m\u00eames des centaines d\u2019avis, Google commence \u00e0 r\u00e9sumer ce pour quoi il estime qu\u2019un \u00e9tablissement est connu. Cette \u00e9volution a une cons\u00e9quence particuli\u00e8rement importante pour les cha\u00eenes de restauration. Le si\u00e8ge peut d\u00e9finir la m\u00eame promesse de marque, la m\u00eame architecture de menu et le m\u00eame positionnement \u00e0 l\u2019\u00e9chelle du r\u00e9seau, mais les clients ne vivent pas le r\u00e9seau : ils font l\u2019exp\u00e9rience de restaurants individuels. Si les avis d\u2019un \u00e9tablissement mentionnent syst\u00e9matiquement un service rapide, un sandwich pr\u00e9cis et un drive fiable, tandis qu\u2019un autre g\u00e9n\u00e8re r\u00e9guli\u00e8rement des commentaires sur la lenteur du retrait des commandes ou leur exactitude, Google dispose de la mati\u00e8re n\u00e9cessaire pour former deux interpr\u00e9tations tr\u00e8s diff\u00e9rentes de ces restaurants. La r\u00e9putation devient ainsi une source d\u2019intelligence locale bien plus riche qu\u2019une simple note moyenne. Le langage des avis peut r\u00e9v\u00e9ler ce que les clients associent \u00e0 chaque \u00e9tablissement, quels produits ou occasions se distinguent et o\u00f9 la r\u00e9alit\u00e9 op\u00e9rationnelle s\u2019\u00e9carte de la promesse de marque. Il ne s\u2019agit pas pour les marques de chercher \u00e0 fabriquer les expressions qu\u2019elles souhaiteraient voir employer par les clients. La r\u00e9putation locale, l\u2019exp\u00e9rience client et la visibilit\u00e9 dans les r\u00e9sultats de recherche sont simplement de plus en plus li\u00e9es, car l\u2019IA peut extraire du sens de retours non structur\u00e9s \u00e0 une \u00e9chelle auparavant impraticable. Pour les marques multi-\u00e9tablissements, une nouvelle question se pose : la compr\u00e9hension g\u00e9n\u00e9r\u00e9e par l\u2019IA pour chaque restaurant correspond-elle \u00e0 ce que la marque souhaite que cet \u00e9tablissement incarne ? La r\u00e9ponse peut r\u00e9v\u00e9ler des opportunit\u00e9s que les seuls classements ne feraient jamais appara\u00eetre. Le menu devient un inventaire local lisible par les machines La m\u00eame \u00e9volution touche les menus des restaurants. Google Business Profile peut structurer les menus sous forme d\u2019informations, notamment les rubriques, les noms des plats, les descriptions et les prix. Google peut aussi transcrire les informations d\u2019un menu \u00e0 partir du site web d\u2019un restaurant, permettre aux \u00e9tablissements de choisir une source de menu privil\u00e9gi\u00e9e lorsque plusieurs versions sont d\u00e9tect\u00e9es et g\u00e9n\u00e9rer un menu structur\u00e9 depuis une photo ou un PDF. Pour un petit restaurant, certaines de ces fonctions facilitent la mise \u00e0 jour. Pour un responsable marketing d\u2019entreprise, le signal le plus important est ce qu\u2019elles r\u00e9v\u00e8lent de la direction prise par Google : des informations qui n\u2019existaient auparavant que sous forme d\u2019image, de document ou de page web sont de plus en plus transform\u00e9es en entit\u00e9s que Google peut comprendre. C\u2019est d\u00e9terminant parce que les clients recherchent souvent le produit avant la marque. Ils veulent un sandwich au poulet, un wrap au petit-d\u00e9jeuner, un caf\u00e9 glac\u00e9, une option v\u00e9g\u00e9tarienne ou un d\u00eener \u00e0 moins d\u2019un certain prix. L\u2019IA rend ces requ\u00eates plus complexes parce que plusieurs besoins peuvent \u00eatre exprim\u00e9s simultan\u00e9ment. Une demande telle que \u00ab quelque chose d\u2019\u00e9pic\u00e9 que je peux r\u00e9cup\u00e9rer sur le chemin du retour \u00bb exige de Google bien plus qu\u2019une compr\u00e9hension de la cat\u00e9gorie de restaurant : il doit comprendre le menu, l\u2019\u00e9tablissement, l\u2019itin\u00e9raire, le statut d\u2019ouverture et, potentiellement, l\u2019option de commande ou de retrait. Le pilotage du menu devient donc un sujet de recherche locale. Pour une cha\u00eene de restauration, plusieurs versions de la r\u00e9alit\u00e9 peuvent coexister : le menu national, la disponibilit\u00e9 propre \u00e0 chaque \u00e9tablissement, la plateforme de commande, le site web, les prestataires tiers, les photos de menus mises en ligne par les clients et les informations d\u00e9j\u00e0 stock\u00e9es par Google. Le d\u00e9fi marketing ne consiste donc pas seulement \u00e0 publier du contenu de menu ; il consiste \u00e0 fournir \u00e0 Google une repr\u00e9sentation suffisamment exacte de ce qui peut r\u00e9ellement \u00eatre achet\u00e9 dans chaque restaurant. Cela devient encore plus important lors des offres \u00e0 dur\u00e9e limit\u00e9e. Les enseignes de restauration rapide (QSR) peuvent investir massivement dans des m\u00e9dias nationaux pour cr\u00e9er la demande autour d\u2019un nouveau produit, mais l\u2019exp\u00e9rience de recherche finale est locale. Si Google ne peut pas d\u00e9terminer avec confiance quels \u00e9tablissements proposent l\u2019article, \u00e0 quel moment il est disponible ou comment le commander, une partie de cette demande peut se perdre au moment le plus proche de la conversion. La disponibilit\u00e9 devient un signal d\u2019\u00e9ligibilit\u00e9 Les responsables marketing de la restauration ont longtemps consid\u00e9r\u00e9 les horaires et les attributs de service comme des \u00e9l\u00e9ments d\u2019hygi\u00e8ne de base pour les fiches. La d\u00e9couverte pilot\u00e9e par l\u2019IA leur donne un r\u00f4le bien plus important. Les recommandations de Google Business Profile pour les restaurants couvrent des \u00e9l\u00e9ments tels que le contenu du menu, les attributs, les photos et les parcours de r\u00e9servation ou de commande, tandis que les profils peuvent distinguer les horaires de service d\u2019options telles que le drive, la livraison, la vente \u00e0 emporter et le retrait. Ces champs peuvent sembler op\u00e9rationnels, mais examinons-les dans le contexte d\u2019Ask Maps. L\u2019exemple de commande de repas avec un agent IA de Google ne se limite pas \u00e0 \u00ab montrez-moi des restaurants tha\u00eflandais \u00bb. Le syst\u00e8me doit trouver un plat pr\u00e9cis \u00e0 retirer sur l\u2019itin\u00e9raire de l\u2019utilisateur. Il identifie les restaurants ouverts qui proposent le plat demand\u00e9, peut tenir compte de facteurs tels que les besoins alimentaires, puis dirige le consommateur vers un parcours de commande. Dans cet environnement, l\u2019exactitude a un effet qui d\u00e9passe la simple pr\u00e9sentation. Elle peut d\u00e9terminer si un \u00e9tablissement est \u00e9ligible \u00e0 la r\u00e9ponse. Un drive ouvert plus tard que la salle, un menu de petit-d\u00e9jeuner qui se termine \u00e0 une heure donn\u00e9e, une option de retrait diff\u00e9rente de la livraison ou un lien de commande erron\u00e9 peuvent d\u00e9cider de la capacit\u00e9 du restaurant \u00e0 r\u00e9pondre \u00e0 la demande. C\u2019est un changement important pour les sp\u00e9cialistes du QSR, car nombre de leurs avantages concurrentiels les plus pr\u00e9cieux sont intrins\u00e8quement locaux et sensibles au temps. La praticit\u00e9, la proximit\u00e9, la rapidit\u00e9, la disponibilit\u00e9 selon le moment de la journ\u00e9e, les options de commande et la disponibilit\u00e9 pr\u00e9cise des produits ne peuvent pas \u00eatre communiqu\u00e9es efficacement par une description g\u00e9n\u00e9rique au niveau de la marque. L\u2019IA a besoin de ces signaux au niveau de chaque \u00e9tablissement pour prendre des d\u00e9cisions de plus en plus sophistiqu\u00e9es au nom du consommateur. Autrement dit, les donn\u00e9es de localisation passent d\u2019informations descriptives \u00e0 une infrastructure de d\u00e9cision. La marque ne contr\u00f4le plus seule la r\u00e9alit\u00e9 locale Les marques d\u2019entreprise ne peuvent ignorer une autre dimension de cette transformation : les informations que Google utilise pour comprendre un \u00e9tablissement ne proviennent pas exclusivement de la marque. En 2025, Google indique que les contributeurs Maps ont propos\u00e9 80 millions de mises \u00e0 jour des horaires, coordonn\u00e9es et autres informations sur les \u00e9tablissements. En ao\u00fbt 2026, Google a encore facilit\u00e9 les contributions en permettant aux utilisateurs de proposer des mises \u00e0 jour de mani\u00e8re conversationnelle via Ask Maps. Un utilisateur peut m\u00eame t\u00e9l\u00e9verser la photo d\u2019une enseigne, laisser Maps d\u00e9tecter les nouveaux horaires depuis l\u2019image et soumettre la modification propos\u00e9e \u00e0 examen. Pour une cha\u00eene de restauration, cela cr\u00e9e une gestion de la pr\u00e9sence locale beaucoup plus dynamique. Les syst\u00e8mes du si\u00e8ge peuvent indiquer une chose, un franchis\u00e9 peut en communiquer une autre, un partenaire de commande peut en maintenir une troisi\u00e8me, un client peut t\u00e9l\u00e9verser un menu obsol\u00e8te, et Google peut d\u00e9duire des informations suppl\u00e9mentaires \u00e0 partir des avis, des photos, des sites web et d\u2019autres signaux. L\u2019identit\u00e9 num\u00e9rique locale se construit ainsi \u00e0 partir de sources multiples. Le travail ne consiste donc plus seulement \u00e0 diffuser des informations exactes vers des centaines ou des milliers de profils. Il exige aussi d\u2019observer ce qui revient. Quels \u00e9tablissements ont \u00e9t\u00e9 modifi\u00e9s ? O\u00f9 la compr\u00e9hension de Google s\u2019\u00e9loigne-t-elle de la source de v\u00e9rit\u00e9 de la marque ? Quels signaux produits par les clients gagnent en importance ? O\u00f9 apparaissent les \u00e9carts entre les donn\u00e9es de menu, les horaires, les parcours de commande et l\u2019exp\u00e9rience r\u00e9ellement v\u00e9cue par les clients ? Pour les marques d\u2019entreprise, l\u2019\u00e9chelle rend impossible de traiter ce sujet comme une simple op\u00e9ration de maintenance p\u00e9riodique. La gestion de la pr\u00e9sence locale exige de plus en plus une boucle de r\u00e9troaction : publier, surveiller, identifier les anomalies, comprendre leur impact, les corriger et tirer les le\u00e7ons de ce que ces \u00e9carts r\u00e9v\u00e8lent sur les march\u00e9s locaux. Une technologie telle que TransparenSEE est con\u00e7ue pour centraliser ce travail \u00e0 travers de vastes r\u00e9seaux d\u2019\u00e9tablissements, en r\u00e9unissant les fiches, la r\u00e9putation, la surveillance et l\u2019intelligence au niveau local dans une m\u00eame couche op\u00e9rationnelle. La mesure locale progresse, mais les moyennes cachent encore les opportunit\u00e9s Google commence aussi \u00e0 relier plus directement les interactions locales \u00e0 l\u2019\u00e9cosyst\u00e8me analytique \u00e9largi. En juin 2026, Google a lanc\u00e9 une int\u00e9gration entre Google Business Profile et Google Analytics, afin que des indicateurs tels que les clics vers le site web, les appels, les demandes d\u2019itin\u00e9raire, les messages, les r\u00e9servations, les interactions et les clics sur le menu apparaissent aux c\u00f4t\u00e9s des donn\u00e9es analytiques du site et de l\u2019application. C\u2019est une avanc\u00e9e importante, car l\u2019activit\u00e9 de recherche locale a longtemps \u00e9t\u00e9 s\u00e9par\u00e9e d\u2019une grande partie du parcours client. Mais l\u2019impl\u00e9mentation actuelle met aussi en \u00e9vidence le d\u00e9fi de mesure auquel font face les grandes enseignes de restauration. L\u2019int\u00e9gration native de Google agr\u00e8ge les indicateurs lorsque plusieurs profils Business sont li\u00e9s et ne permet pas actuellement aux responsables marketing de segmenter ces donn\u00e9es GBP par profil individuel, ce qui limite son utilit\u00e9 pour l\u2019analyse des \u00e9tablissements \u00e0 grande \u00e9chelle. Or, c\u2019est pr\u00e9cis\u00e9ment dans ces \u00e9carts que se trouve l\u2019opportunit\u00e9. Une moyenne nationale peut montrer que l\u2019engagement avec les menus progresse tout en masquant le fait qu\u2019un groupe d\u2019\u00e9tablissements surperforme nettement et qu\u2019un autre est \u00e0 peine visible. Elle peut montrer une hausse des demandes d\u2019itin\u00e9raire sans expliquer si elles se concentrent sur certains moments de la journ\u00e9e, march\u00e9s, campagnes ou formats de restaurant. Elle peut r\u00e9v\u00e9ler une forte d\u00e9couverte globale tout en dissimulant les \u00e9tablissements pour lesquels les concurrents sont devenus la r\u00e9ponse privil\u00e9gi\u00e9e. La prochaine \u00e9tape de la mesure locale doit donc aller au-del\u00e0 de la question de savoir si l\u2019IA ou Maps a g\u00e9n\u00e9r\u00e9 davantage d\u2019interactions. Les enseignes de restauration doivent relier la d\u00e9couverte aux r\u00e9sultats commerciaux par \u00e9tablissement et au contexte concurrentiel. Quels \u00e9tablissements apparaissent pour les occasions strat\u00e9giques ? Quels restaurants perdent en visibilit\u00e9 malgr\u00e9 une forte demande sous-jacente ? O\u00f9 les lacunes de menu, de r\u00e9putation ou de donn\u00e9es sont-elles corr\u00e9l\u00e9es \u00e0 des r\u00e9sultats plus faibles ? Et, au final, o\u00f9 une meilleure visibilit\u00e9 locale se traduit-elle par davantage de commandes, de visites, de chiffre d\u2019affaires et de r\u00e9achat ? La recherche IA est un enjeu de l\u2019entreprise au local L\u2019essor de l\u2019IA ne rend pas les fondamentaux du marketing local obsol\u00e8tes. Il les rend plus d\u00e9terminants. Des horaires exacts comptent davantage lorsqu\u2019un syst\u00e8me d\u2019IA d\u00e9cide si un restaurant est suffisamment ouvert pour \u00eatre recommand\u00e9. Les informations de menu comptent davantage lorsque Google interpr\u00e8te l\u2019intention au niveau du plat. Les avis comptent davantage lorsque l\u2019IA r\u00e9sume ce pour quoi un \u00e9tablissement est connu. Les liens de commande comptent davantage lorsque la recherche peut passer directement de la recommandation \u00e0 la transaction. Et la surveillance locale compte davantage lorsque la compr\u00e9hension qu\u2019a Google d\u2019un restaurant se construit simultan\u00e9ment \u00e0 partir des donn\u00e9es de la marque, des contributions des clients, de tiers et d\u2019interpr\u00e9tations g\u00e9n\u00e9r\u00e9es par l\u2019IA. Pour les entreprises \u00e0 \u00e9tablissement unique, beaucoup de ces d\u00e9fis peuvent encore \u00eatre trait\u00e9s individuellement. Pour les cha\u00eenes de restauration, ils deviennent un enjeu de donn\u00e9es, de gouvernance et d\u2019intelligence \u00e0 l\u2019\u00e9chelle de l\u2019entreprise. L\u2019objectif n\u2019est pas seulement de maintenir des milliers de fiches compl\u00e8tes. Il est de rendre des milliers de restaurants suffisamment compr\u00e9hensibles pour \u00eatre d\u00e9couverts, suffisamment exacts pour inspirer confiance, suffisamment pertinents pour \u00eatre s\u00e9lectionn\u00e9s et suffisamment connect\u00e9s pour transformer l\u2019intention locale en activit\u00e9 commerciale. L\u2019IA peut d\u00e9cider de plus en plus souvent quels restaurants figurent dans la s\u00e9lection finale. Mais ces d\u00e9cisions continueront de s\u2019appuyer sur la r\u00e9alit\u00e9 de chaque \u00e9tablissement. La prochaine g\u00e9n\u00e9ration de la recherche de restaurants sera aliment\u00e9e par l\u2019IA, et gagn\u00e9e \u00e9tablissement par \u00e9tablissement.                        <\/p>\n                    <\/div>\n\n                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/local-search\/recherche-ia-choix-local-comment-les-enseignes-de-restauration-s-imposent-etablissement-par-etablissement\/\" class=\"custom-cta\">\n                        En savoir plus                    <\/a>\n                <\/div>\n\n            <\/div>\n\n            \n            <div data-role=\"related-content-list\" class=\"max-w-1400\">\n            <div class=\"cards-row\">\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/09\/ChatGPT-Ads-Blog1-875x438-1.jpg\" alt=\"Publicit\u00e9s ChatGPT : une opportunit\u00e9 \u00e9mergente, mais pas encore une alternative aux canaux de performance\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/publicites-chatgpt-opportunite-emergente-canaux-performance\/\">Publicit\u00e9s ChatGPT : une opportunit\u00e9 \u00e9mergente, mais pas encore une alternative aux canaux de performance<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    16 septembre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Zhenya Brisker\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Zhenya Brisker                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/paid-media\/\">M\u00e9dias Payants<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/09\/Free-Token-Lunch-Blog1-875x438-1.jpg\" alt=\"Fin des tokens gratuits. Tant mieux.\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/analytics\/tokens-gratuits-mieux-piloter-leconomie-de-lia\/\">Fin des tokens gratuits. Tant mieux.<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    03 septembre 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Dan Temby\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Dan Temby                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/analytics\/\">Proove Analytics<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                                <div class=\"row-item\">\n                    <article class=\"content-card\">\n                        <section class=\"content-header\">\n                            <span class=\"d-inline-block\">BLOG<\/span>\n                        <\/section>\n                        <div class=\"content-image-container\" bis_skin_checked=\"1\">\n                            <img decoding=\"async\" class=\"content-image\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2026\/08\/Latest-Innovations-in-Google-AI-Overviews-875x438-Blog1-1.jpg\" alt=\"Google AI Overviews : comment am\u00e9liorer ses chances d\u2019\u00eatre cit\u00e9\" aria-hidden=\"true\">\n                        <\/div>\n                        <section class=\"content-body\">\n                            <a class=\"title\" href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/google-ai-overviews-comment-faire-citer-votre-contenu\/\">Google AI Overviews : comment am\u00e9liorer ses chances d\u2019\u00eatre cit\u00e9<\/a>\n                            <div class=\"aditional-info\" bis_skin_checked=\"1\">\n                                                                <div class=\"post-date\" bis_skin_checked=\"1\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <path d=\"M19.9999 10.8431C19.9999 10.8383 19.9971 10.8342 19.9971 10.8288L19.9964 6.54864C19.9964 6.45224 19.9577 6.35926 19.8886 6.29087C19.8195 6.22249 19.7262 6.18421 19.6281 6.18421H17.2927V5.50049C17.292 4.78532 16.7068 4.20552 15.984 4.20483H15.8431C15.1204 4.20552 14.5344 4.78532 14.5337 5.50049V6.18491L9.96092 6.18423V5.50051C9.96023 4.78465 9.3743 4.20553 8.65157 4.20485H8.51061C7.78788 4.20553 7.20195 4.78465 7.20126 5.50051V6.18493L4.36827 6.18424C4.16514 6.18424 4 6.34765 4 6.54866V17.5177C4.00069 18.2302 4.28744 18.9132 4.79667 19.4172C5.30521 19.9211 5.99616 20.2042 6.71622 20.2048H17.281C18.001 20.2041 18.6913 19.9211 19.2006 19.4172C19.7098 18.9133 19.9959 18.2302 19.9965 17.5177V10.8575C19.9972 10.852 19.9999 10.8479 19.9999 10.8431ZM15.271 5.50054C15.271 5.18739 15.5274 4.93441 15.8431 4.93373H15.9841C16.2999 4.93441 16.5555 5.18739 16.5562 5.50054V7.36238C16.559 7.67827 16.3026 7.93602 15.9841 7.93945H15.8431C15.5239 7.93604 15.2683 7.67827 15.271 7.36238V5.50054ZM7.93863 5.50054C7.93863 5.18739 8.19497 4.93441 8.51075 4.93373H8.6517C8.96747 4.93441 9.22382 5.18739 9.22382 5.50054V7.36238C9.22658 7.67827 8.97023 7.93602 8.6517 7.93945H8.51075C8.19221 7.93604 7.93587 7.67827 7.93863 7.36238V5.50054ZM7.20138 6.91381V7.36233C7.1993 8.08093 7.78524 8.66483 8.51073 8.66893H8.65168C9.37719 8.66482 9.96312 8.08092 9.96104 7.36233V6.91381H14.5339V7.36233C14.5318 8.08025 15.1177 8.66483 15.8432 8.66893H15.9842C16.7097 8.66482 17.2956 8.08023 17.2928 7.36233V6.91381H19.26V10.4787H4.73738V6.91381H7.20138ZM17.281 19.476H6.71618C5.62378 19.4746 4.73861 18.5988 4.7372 17.5177V11.2076H19.2598V17.5177C19.2584 18.5987 18.3735 19.4746 17.281 19.476Z\" fill=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    14 ao\u00fbt 2026                                <\/div>\n                                                                \n                                                                <div class=\"post-author\" bis_skin_checked=\"1\" title=\"Michael McManus\">\n                                    <span class=\"d-inline-block\">\n                                        <svg width=\"24\" height=\"25\" viewBox=\"0 0 24 25\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                                            <circle cx=\"12\" cy=\"8.20483\" r=\"3\" stroke=\"#171616\"><\/circle>\n                                            <path d=\"M17.9211 18.2048H6.07893C5.72007 15.8715 6.40189 11.2048 12 11.2048C17.5981 11.2048 18.2799 15.8715 17.9211 18.2048Z\" stroke=\"#171616\"><\/path>\n                                        <\/svg>\n                                    <\/span>\n                                    Michael McManus                                <\/div>\n                                                            <\/div>\n                                                        <div class=\"topics\" bis_skin_checked=\"1\">\n                                                                    <a href=\"https:\/\/www.dacgroup.com\/fr\/perspectives\/blog\/search-optimization\/\">Optimisation de la recherche<\/a>                                                            <\/div>\n                                                    <\/section>\n                    <\/article>\n                <\/div>\n\n                            <\/div>\n\n            <div data-role=\"email-subscription-container\" class=\"w-100 email-area\">\n                <div class=\"form\">\n                    <div class=\"d-flex flex-column text-content\">\n                        <h4>\n                            Plus de nouvelles                        <\/h4>\n                        <p class=\"subtitle\">\n                            Recevez des analyses exclusives sur<br class=\"d-none d-lg-block\"> les principales tendances du digital, directement dans votre bo\u00eete mail.                        <\/p>\n                    <\/div>\n\n                    <div data-role=\"form-group\">\n\n                        <form data-newsletter-form class='custom-hubspot-form' id='hubspot_form_6abc27fd6b9f6'>\n        <div class='d-flex input'>\n            <input type='email' class='form-control me-2 input' placeholder='Courriel' aria-label='Email' name='email' required>\n            <button type='submit' class='btn_primary-filled_white'>Soumettre<\/button>\n        <\/div>\n        <input type='text' name='dac_hp' value='' tabindex='-1' autocomplete='off' aria-hidden='true' style='position:absolute;left:-9999px;height:0;width:0;border:0;padding:0;overflow:hidden'>\n        \n        <p class='hubspot-status' id='hubspot_form_6abc27fd6b9f6_status'><\/p>\n    <\/form>\n    <script>\n    document.addEventListener('DOMContentLoaded', function() {\n        var loadedAt = Date.now();\n        var form = document.getElementById('hubspot_form_6abc27fd6b9f6');\n        form.addEventListener('submit', function(event) {\n            if (!form.checkValidity()) {\n                event.preventDefault();\n                form.reportValidity();\n                return; \/\/ Exit the function\n            }\n\n            event.preventDefault();\n            \/\/ Collect the form data\n            var emailInput = this.querySelector('input[name=\\'email\\']');\n            var email = emailInput.value;\n\n            \/\/ Email validation\n            var emailPattern = \/^[^\\s@]+@[^\\s@]+\\.[^\\s@]+$\/; \/\/ Simple email regex\n            \/\/ Use custom selector if 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JSON.stringify({\n                    form: 'newsletter',\n                    source: 'newsletter-inline',\n                    lang: 'fr',\n                    email: email,\n                    hp: form.querySelector('input[name=\\'dac_hp\\']').value,\n                    turnstileToken: (form.querySelector('[name=\\'cf-turnstile-response\\']') || {}).value || '',\n                    elapsed: Date.now() - loadedAt,\n                    pageUri: window.location.href,\n                    pageName: document.title\n                })\n            })\n            .then(response => response.json().catch(function() { return {}; }).then(result => {\n                if (response.ok && result.success) {\n                    \/\/ Status element should already be properly defined, but fallback to form-specific element if needed\n                    if(!statusElement) {\n                        statusElement = document.getElementById('hubspot_form_6abc27fd6b9f6_status');\n                    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'active' : ''\" @click=\"setActiveType('all', 'SEE ALL')\">\n                        TOUS                        <\/button>\n\n                                                    <button\n                                data-index=\"0\"\n                                style=\"transition-delay: 0ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'paid-media' ? 'active' : ''\"\n                                @click=\"setActiveType('paid-media', 'M\u00e9dias Payants')\"\n                            >\n                                M\u00e9dias Payants                            <\/button>\n                                                    <button\n                                data-index=\"1\"\n                                style=\"transition-delay: 50ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'search-optimization' ? 'active' : ''\"\n                                @click=\"setActiveType('search-optimization', 'Optimisation de la recherche')\"\n                            >\n                                Optimisation de la recherche                            <\/button>\n                                                    <button\n                                data-index=\"2\"\n                                style=\"transition-delay: 100ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'local-search' ? 'active' : ''\"\n                                @click=\"setActiveType('local-search', 'La Recherche Locale')\"\n                            >\n                                La Recherche Locale                            <\/button>\n                                                    <button\n                                data-index=\"3\"\n                                style=\"transition-delay: 150ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'strategy' ? 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'active' : ''\"\n                                @click=\"setActiveType('creative', 'Cr\u00e9ative')\"\n                            >\n                                Cr\u00e9ative                            <\/button>\n                                                    <button\n                                data-index=\"5\"\n                                style=\"transition-delay: 250ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'analytics' ? 'active' : ''\"\n                                @click=\"setActiveType('analytics', 'Proove Analytics')\"\n                            >\n                                Proove Analytics                            <\/button>\n                                                    <button\n                                data-index=\"6\"\n                                style=\"transition-delay: 300ms;\"\n                                class=\"topic-button\"\n                                :class=\"activeType == 'development' ? 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