{"id":83751,"date":"2025-06-18T11:02:07","date_gmt":"2025-06-18T10:02:07","guid":{"rendered":"https:\/\/www.freshpies.co.uk\/?p=83751"},"modified":"2025-06-18T13:29:22","modified_gmt":"2025-06-18T12:29:22","slug":"lai-est-il-une-menace-existentielle-pour-lindustrie-du-referencement","status":"publish","type":"post","link":"https:\/\/www.freshpies.co.uk\/fr\/is-ai-an-existential-threat-to-the-seo-industry\/","title":{"rendered":"L'IA est-elle une menace existentielle pour l'industrie du r\u00e9f\u00e9rencement ?"},"content":{"rendered":"

C'est la question que je me pose depuis quelques semaines. Depuis que ChatGPT a annonc\u00e9 que les fonctionnalit\u00e9s de shopping allaient \u00eatre d\u00e9ploy\u00e9es, je suis s\u00fbr que je ne suis pas le seul SEO \u00e0 avoir eu l'impression de travailler sur des sables mouvants.\u00a0<\/span><\/p>\n

La menace imminente de l'IA<\/h2>\n

En tant qu'industrie, nous nous sommes arrach\u00e9 les cheveux sur l'impact du trafic vers nos sites, gr\u00e2ce \u00e0 la vue d'ensemble de l'IA d\u00e9sormais en haut de page sur tous les r\u00e9sultats des principaux moteurs de recherche. La possibilit\u00e9 d'ajouter \"-ai\" \u00e0 une requ\u00eate, bien qu'il s'agisse d'une solution de contournement int\u00e9ressante, ne semble pas susceptible d'\u00eatre adopt\u00e9e en masse comme moyen de les \u00e9viter.<\/span><\/p>\n

Le consensus g\u00e9n\u00e9ral sur la solution en ligne consiste \u00e0 s'assurer que le contenu est plus conversationnel et qu'il est positionn\u00e9 de mani\u00e8re \u00e0 r\u00e9pondre \u00e0 la demande humaine et non \u00e0 la demande de la machine. Mais en tant que prestataire de services pour les PME, je sais que ce n'est pas ainsi que les choses fonctionnent.\u00a0<\/span><\/p>\n

Si nous voulons que notre contenu soit bien trait\u00e9 par le p\u00e8re de la machine, nous devons faire ce qu'il nous dit pour obtenir les meilleurs r\u00e9sultats. Nous travaillons donc \u00e0 la fois pour les algorithmes et pour les humains... mais ce sont les algorithmes qui, en fin de compte, pr\u00e9sentent notre contenu aux humains. Le contenu doit respecter les r\u00e8gles et, \u00e0 un moment donn\u00e9, ce sont les r\u00e8gles qui prennent le dessus. S'agit-il d'un sc\u00e9nario de la poule et de l'\u0153uf ? Peut-\u00eatre.<\/span><\/p>\n

Nous venons d'apprendre que la prochaine it\u00e9ration du mode IA de Google, en cours de d\u00e9ploiement aux \u00c9tats-Unis, ne transmet pas clairement les donn\u00e9es identifiables. Je veux dire... Comment sommes-nous cens\u00e9s rendre compte de ce que nous faisons si\/quand le mode IA devient la norme ?\u00a0<\/span><\/p>\n

Soyons encore plus existentiels. Que se passe-t-il lorsque les cr\u00e9ateurs de contenu cessent de cr\u00e9er ? Google n'a fourni aucune incitation \u00e0 la poursuite de la cr\u00e9ation. C'est notre contenu qui nourrit la b\u00eate, non ? (Merci \u00e0 <\/span>Lily Ray<\/span><\/a> pour le partage).\u00a0<\/span><\/p>\n

Alors, pour r\u00e9pondre \u00e0 la question, l'IA est-elle une menace existentielle pour l'industrie du r\u00e9f\u00e9rencement ? Ma r\u00e9ponse est la suivante : <\/span>oui, et.<\/span><\/i> Le r\u00e9f\u00e9rencement se meurt lentement, et ce qui le remplacera sera totalement diff\u00e9rent. Nous ne saurons pas de quoi il s'agit tant que la course \u00e0 l'armement de l'IA se poursuivra. En attendant, nos clients ont besoin de clart\u00e9, pas de chaos.<\/span><\/p>\n

Pratiquement aucun de mes clients ne s'int\u00e9resse aux aper\u00e7us de l'IA. Ce qui les int\u00e9resse, c'est que le trafic est en baisse, que les prospects se tarissent et que les rapports deviennent de plus en plus obscurs. C'est nous, les experts en donn\u00e9es, qui nous pr\u00e9occupons du pourquoi, pas eux.<\/span><\/p>\n

\"L'IA<\/h3>\n

Comment survivre<\/h2>\n

Si survivre signifie jouer dans la machine de quelqu'un d'autre, peut-\u00eatre que le seul v\u00e9ritable pouvoir qui reste est celui de la propri\u00e9t\u00e9. De l'audience, de la distribution, des donn\u00e9es.<\/span><\/p>\n

J'ai dit <\/span>ailleurs<\/span><\/a> que les donn\u00e9es de premi\u00e8re main et la communication directe ne feront que gagner en importance. Alors, construisez vos listes d'adresses \u00e9lectroniques. Cultivez le trafic direct. Oui, il y a encore un probl\u00e8me de sensibilisation \u00e0 r\u00e9soudre - je travaille toujours sur la destination, pas sur l'itin\u00e9raire.<\/span><\/p>\n

Plus que jamais, nous devons cr\u00e9er des contenus qui manqueraient aux gens s'ils n'existaient pas.<\/span><\/p>\n

Cela signifie qu'il faut accro\u00eetre la loyaut\u00e9. La confiance. Une valeur r\u00e9elle. Car si vous ne faites que remplir l'espace pour les classements, vous n'arriverez pas \u00e0 battre la machine \u00e0 son propre jeu. Si vous avez besoin d'aide dans ce domaine, nous contacter<\/a> pour en savoir plus sur l'IA et le r\u00e9f\u00e9rencement.\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"

C'est une question que je me pose depuis quelques semaines. Depuis que ChatGPT a annonc\u00e9 que les fonctionnalit\u00e9s de shopping allaient \u00eatre d\u00e9ploy\u00e9es, je suis s\u00fbr que je ne suis pas le seul SEO \u00e0 avoir eu l'impression de travailler sur des sables mouvants.\u00a0<\/p>","protected":false},"author":9,"featured_media":83752,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1174],"tags":[],"class_list":["post-83751","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing"],"yoast_head":"\nIs AI an Existential Threat to the SEO Industry? - Fresh Pies<\/title>\n<meta name=\"description\" content=\"Is AI an existential threat to the SEO industry? 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