{"id":11737,"date":"2025-11-21T16:22:15","date_gmt":"2025-11-21T16:22:15","guid":{"rendered":"https:\/\/www.justinegrosset.com\/?p=11737"},"modified":"2025-11-26T07:13:19","modified_gmt":"2025-11-26T07:13:19","slug":"luxe-geo","status":"publish","type":"post","link":"https:\/\/www.justinegrosset.com\/en\/luxe-geo\/","title":{"rendered":"GEO, AI, AI SEARCH... luxury at the dawn of a new internet"},"content":{"rendered":"

GEO, AI, AI SEARCH... luxury at the dawn of a new internet<\/span><\/h1>\n

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Visit luxury<\/strong> is based on a simple and elusive principle: emotion. A legendary perfume, an iconic bag, a watch handed down from generation to generation... all are distinguished by the story they tell. As much as the object itself, it's the words and images, physical or mental, that forge the brand's identity. brand desirability<\/strong> luxury.<\/span><\/p>\n

This story first unfolded in the windows of Place Vend\u00f4me, Rue Saint-Honor\u00e9 and 5th Avenue, before taking to the boulevards on posters for advertising campaigns. Visit digital<\/strong> has become an essential territory of expression. Even the most cautious brands, from Chanel to Herm\u00e8s, have learned to transpose their universe onto immersive sites and scenographic social networks.<\/span><\/p>\n

But a new break is taking shape<\/strong>. After the search engines<\/strong>, the social networks<\/strong> and influence<\/strong>, we are on the threshold of the age of the\u00a0conversational agents<\/strong>. The user no longer searches: he questions an artificial intelligence that selects, filters and tells the story for him. This shift ushers in a a new strategic project for luxury\u00a0<\/strong>the GEO<\/strong>, Generative Engine Optimization<\/em>, or the art of optimizing a site for AI Search<\/strong>.<\/span><\/p>\n

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image generated by artificial intelligence \u00a9 Justine Grosset<\/figcaption><\/figure>\n

The disappearance of the website: a silent reversal?<\/span><\/h2>\n

SEO, the spearhead of traffic... Until when?<\/span><\/h3>\n

Visit SEO<\/strong> aims to improve the natural referencing of a website<\/strong> according to the criteria of search engines, primarily Google. Meta tags, loading speed, structure and, above all, keywords... these are all variables that determine a web page's position in the results. Brand desirability is not really a variable in this equation.<\/span><\/p>\n

Visit technical and semantic audits<\/a> <\/strong>that I carry out for clients considerably improve the visibility of these luxury brands. But these optimizations only partially affect brand identity: they optimize the way a brand is found and enrich its lexicon, but they don't define what it is. And yet, over the past two years, organic website traffic has been declining.<\/span><\/p>\n

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