Online visibility relies on a combination of technical and editorial levers, the effectiveness of which depends on their ability to adapt to the evolving search engines. Since the end of 2024, Google has been shifting a growing share of organic visibility towards AI-generated responses, the AI Overviews, which synthesize multiple sources and reduce the space given to traditional links.
In this context, marketing offers that focus on the flexibility of their formats gain a measurable advantage over those that are limited to traditional SEO.
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Generative search and conversational content: what changes for SEO
Google’s AI Overviews work by aggregating excerpts from multiple pages to produce a unique answer at the top of the page. The direct result: a site that ranks as the third or fourth organic link loses a significant portion of its clicks, as the user gets their answer without scrolling.
To appear in these syntheses, content must adopt a structure that the language model can easily parse. This involves direct answers embedded in short paragraphs, structured FAQs with schema.org markup, and a conversational tone close to spoken language.
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Classic SEO (title tags, internal linking, keyword density) remains a foundation, but it is no longer sufficient to guarantee visibility. Marketing strategies that integrate this layer of optimization for generative search from their design cover a broader spectrum of queries, including those formulated as long questions. In this regard, On Flex’s marketing offers illustrate this logic of flexibility by proposing adaptable formats according to the channel and the intended objective.
Voice search and micro-content: adapting formats to emerging traffic
Voice assistants (Siri, Alexa, Google Assistant) generate an increasing volume of queries formulated in natural language. The difference with traditional text search lies in the length and structure of the question: a user types “SEO agency Lyon” but says “which agency can help me improve my SEO in Lyon”.
Voice-optimized content answers a specific question in fewer than thirty words. This format, sometimes referred to as micro-content, comes in several formats:
- Short response blocks inserted into existing pages, marked up as FAQs or HowTo to facilitate extraction by assistants
- Audio scripts or podcasts of two to three minutes, indexable by search engines and shareable on streaming platforms
- Social media posts in a question-answer format, designed to be picked up by content aggregators
Adapting a digital strategy to these formats does not require a complete site overhaul. The approach involves identifying the most frequent voice queries in one’s sector and then producing calibrated responses for each channel.
DSA compliance and visibility campaigns: constraints to integrate
The Digital Services Act (DSA), fully applicable since 2024, imposes enhanced obligations on large platforms regarding the removal of illegal content and algorithmic transparency. For companies using influencer campaigns, user-generated content (UGC), or customer review mechanisms, the consequences are concrete.
Astroturfing practices (fake reviews, false testimonials) are now exposed to direct sanctions. A marketing campaign relying on UGC must include a verification and moderation system in advance. This includes traceability of reviews, proof of actual product purchase by the reviewer, and rapid removal of reported content.
Flexible marketing offers integrate these regulatory constraints from the design stage. Rather than treating compliance as a hindrance, providers offering modular campaigns adapt their deliverables to the DSA requirements without incurring post-compliance costs.
Regulatory monitoring and campaign management
A regular audit of active campaigns allows for the detection of at-risk content before it is reported. Platforms subject to the DSA publish transparency reports that advertisers can use to adjust their advertising investments.
Multichannel marketing strategy: choosing levers according to objectives
Multiplying channels without a method disperses the budget and dilutes the message. An effective multichannel strategy selects three to four complementary levers and measures their respective contributions to a common goal (lead acquisition, brand awareness, loyalty).
The choice of channels depends on the client’s decision-making cycle. An impulsive purchase is worked through social media and advertising retargeting. A considered purchase requires in-depth editorial content, SEO, and email marketing. Confusing the two means investing in formats that are unsuitable for the audience’s actual behavior.
- Natural referencing remains the most cost-effective lever in the medium term, provided that it incorporates the generative search requirements described above
- Social media advertising campaigns offer precise targeting but require frequent creative renewal to avoid ad fatigue
- Email marketing maintains a high conversion rate when based on fine segmentation of customer data
The flexibility of a marketing offer is measured by its ability to reallocate the budget from one channel to another based on observed performance, without rigid commitment to a single format.
The digital marketing agency market is experiencing strong structural growth, with projections of more than tripling between 2024 and 2033 according to Business Research Insights. This expansion reflects the increasing complexity of channels and the growing demand for cross-functional skills (SEO, data, communication, compliance). Choosing an offer that covers these dimensions in an integrated manner avoids juggling between multiple providers with incompatible methodologies.