Baccarat: from profitable SEO to Generative AI, navigating the New Era of Search

Description

SEO is no longer a cost centre, it’s a true profitability driver. Through the example of Baccarat, discover how an international brand transformed its SEO strategy, thanks to an Edge SEO approach, into a measurable business performance pillar directly linked to revenue and margin. This session will show how to turn SEO into a short-term ROI engine and a long-term competitive advantage, while preparing your teams for a fast-evolving Search landscape. As Generative AI is already reshaping the rules of the game, we’ll explore how to get ready in practice, from AI Overviews to assistants and agents, to understand what’s really changing, which metrics to track, and how to stay ahead of the curve in 2026 and beyond, without falling for the buzzwords.

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