This is where three key concepts come into play:

• AISO (AI Search Optimization): the global strategy for staying visible in AI-driven search.
• GEO (Generative Engine Optimization): optimization to appear in responses generated by AIs such as ChatGPT, Perplexity or Gemini.
• AEO (Answer Engine Optimization): optimization for “classic” answer engines: featured snippets, voice search, virtual assistants.

Understanding these three approaches and knowing how to combine them is what will make the difference between a site losing visibility… and a site gaining authority in this new landscape.

What is AISO?

AISO (AI Search Optimization) is the new global vision of SEO in a world where generative AI is invading search engines. The idea is simple: don’t just look for a good position in traditional results, but also be visible in enriched responses generated by AI.

In concrete terms, AISO brings together all the optimizations that enable :

• to be quoted or reproduced by generative AI engines (such as ChatGPT, Perplexity or Gemini),
• to appear in Google or Bing AI summaries,
• and continue to attract traffic via “traditional” response engines.

It is therefore a broader approach than classic SEO, and includes two sub-sections:

• GEO (Generative Engine Optimization): create expert, reliable content that AIs can integrate into their responses.
• AEO (Answer Engine Optimization): structure short, precise answers for snippets, FAQs and voice searches.

The challenge behind AISO is to build authority and credibility so that your site is the reference source… even if the user doesn’t click on a link.

What is GEO?

GEO (Generative Engine Optimization) consists in optimizing your content so that it is picked up and quoted by generative AI engines such as ChatGPT, Gemini, Perplexity or Bing Copilot.

The goal is no longer just to rank well on Google: it’s to become the source that these AIs use to formulate their answers.

To succeed in GEO, you must :

• Produce expert, reliable content: studies, figures, original analyses.
• Structure information clearly: explicit headings, lists, tables, easy-to-extract data.
• Work on your authority and credibility (E-E-A-T): show expertise and legitimacy on your subject.

Case in point: a cosmetics brand that publishes a detailed guide to anti-aging ingredients, complete with verified data, is more likely to be cited in an AI’s response to the question, “Which anti-aging cream is the most effective?”

GEO is therefore in-depth SEO, based on the quality and depth of content, rather than on keyword hunting.

What is AEO?

AEO (Answer Engine Optimization) is the art of optimizing content to provide the clearest, most concise answer possible to traditional search engines.

Unlike GEO, which targets generative AIs, AEO targets :

• featured snippets (quick response boxes on Google),
• voice search (Google Assistant, Siri, Alexa),
• search engine wizards.

To succeed in AEO, you must :

• Structure content into questions and answers (optimized FAQs).
• Use simple, direct language and short sentences.
• Implement schema.org markup (FAQ, HowTo, Product) to help engines understand content.

Example: an e-commerce site that creates a product FAQ such as “What size is this bag?” or “What is the delivery time?” is more likely to be read aloud by a voice assistant or displayed in a snippet.

In short, AEO = to be the immediate answer, where GEO = to be the reference cited by AIs.

AISO / GEO / AEO comparison

What AISO strategy should you adopt for your site?

There’s no single answer: the right strategy depends on your type of site, your business objectives and your content resources.

Here are a few highlights:

• E-commerce site
  → If your priority is to generate sales quickly: bet on AEO (product FAQs, concise answers to frequently asked questions).
  → If you want to become a reference in your niche: also work on GEO (detailed buying guides, comparisons, expert content).
• Media site or blog
  → GEO is a must: feature articles, original data, studies… but add AEO to capture featured snippets on definitions and tutorials.
• SaaS or B2B site
  → Both approaches are essential: AEO for simple questions (“price”, “features”) and GEO for expert content (guides, case studies).
• Showcase site
  → AEO is often enough: clear FAQs, concise answers to prospects’ questions.

To help you identify the right approach, we’ve created a simple, visual decision tree. It shows you in just a few steps whether your priority should be AEO, GEO… or a combination of the two.

In most cases, the best strategy is to combine the two levers:

• AEO to capture featured snippets, answer direct questions and appear in voice search.
• GEO to become a reference, produce expert content and be cited by generative AI engines.

In other words: start with AEO for quick results, then develop GEO to build a solid long-term authority.

The ideal solution? Combine GEO and AEO, as AI engines rely on both expert content and structured answers.

How to combine AISO, GEO and AEO in an SEO 2025 strategy?

In 2025, it will no longer be a question of choosing between GEO and AEO: both must be integrated into a global AISO approach.
Here’s how to combine them effectively:

1. Start with AEO for quick wins
   • Create clear, structured FAQs about your products or services.
   • Optimize your pages for featured snippets: definitions, key steps, short tutorials.
   • Use schema.org markup (FAQ, HowTo, Product) to help search engines understand your content.
2. Develop GEO to establish your authority
   • Publish comprehensive guides, original studies and detailed comparisons.
   • Add tables, figures and verifiable data to be used by generative AIs.
   • Work on your credibility through E-E-A-T (expertise, experience, authority, reliability).
3. Think of AISO as a long-term strategy
   • Track your performance: citations in AIs, presence in AI Overviews, featured snippets.
   • Diversify your formats: articles, videos, infographics, interactive content.
   • Update your content regularly to remain a reliable and up-to-date source.

The aim? To be the reference source, whether the user clicks on a link… or obtains his answer via an AI.

Conclusion and call to action

The arrival of generative AI is profoundly changing the way Internet users find information.
It’s no longer just a question of being well positioned in search results: you now have to become the source cited by AI engines.

• AISO is the global approach that keeps you visible in this fast-changing ecosystem.
• GEO relies on the creation of expert, reliable content to be picked up by generative AIs.
• AEO focuses on short, structured answers, essential for snippets and voice search.

Brands that combine these three levers will gain a head start, becoming reliable references for engines… and therefore for their customers.

At KNR, we’re already supporting our customers in this transition: expert content creation, SEO structuring adapted to AI and comprehensive strategies to continue generating visibility and sales.

Want to know how GEO, AEO and AISO can boost your traffic and conversions? Please contact us.

This is where UTM tags come in. By adding these parameters to your URLs, you gain detailed visibility into where your traffic is coming from and the effectiveness of your ads, especially if your store is on Shopify.

In this article, we’ll explain how to set up your UTMs for Meta Ads correctly, integrate them effectively with Shopify and leverage the data collected to optimize your advertising performance.

Please note that our method also works for other e-commerce platforms (Woocommerce, Magento, Prestashop, etc.).

What are UTM beacons for?

What is a UTM tag and why use it?

UTM (Urchin Tracking Module) tags are parameters added to a URL to precisely track the origin of traffic to a website. They can be used to identify which specific campaign, platform or ad is generating traffic and conversions.

When using Meta Ads (Facebook & Instagram Ads), it’s crucial to add these tags to track which ad generates the most sales or engagement on Shopify.

The 5 main UTM parameters are :

• utm_source: the platform from which the traffic originates(facebook, instagram…).
• utm_medium: type of traffic(cpc, social, paid…) or traffic source(feed, story, …)
• utm_campaign: the name of the advertising campaign and ad group.
• utm_content (optional): to differentiate ad variants (e.g. video_vs_image).
• utm_term (optional): used to track specific keywords or audiences.

Example of a URL with UTM tags:

https://www.maboutique.com/produit?utm_source=facebook&utm_medium=cpc&utm_campaign=promo_hiver_2024+-+retargeting&utm_content=carrousel

With these settings, you can find out exactly which ad, format or audience generates the best conversions on Shopify.

Did you know? The origin of UTMs

UTM tags were created by Urchin Software Corporation, a company specializing in web data analysis. In 2005, Google acquired Urchin and integrated this technology into Google Analytics, making UTMs an essential standard in marketing tracking.

Today, UTMs are used in all digital campaigns, whether for advertising, e-mails or even links shared on social networks. A simple but essential tool for measuring and optimizing marketing performance!

Although UTMs were originally developed by Google, they have now become a universal standard, supported by most marketing and e-commerce tools, independently of Google (such as Shopify, Woocommerce, …).

How to generate UTMs easily?

How do I create a URL with UTM tags?

To accurately track the origin of your traffic and analyze your advertising performance, add UTM tags to your links. Here’s how:

1. Use a UTM generator to avoid errors

Generate your UTMs easily with our online tool

Why use a UTM Builder?

• Save time: create UTM links in just a few clicks.
• Consistency: adopt a standardized nomenclature to avoid duplication.
• Precision: track your Meta Ads and Shopify campaigns without tracking errors.

2. Add the generated URL to your ads
In Meta Ads Manager, insert the URL with UTM in the “URL Parameters ” field for optimal tracking on Shopify and Google Analytics 4.

Example of a generated URL :

https://www.maboutique.com/produit?utm_source=facebook&utm_medium=facebook_feed&utm_campaign=promo_hiver_2024+-+retargeting_dpa&utm_content=carrousel

Tip: always use the same nomenclature to easily compare your campaigns. For example:

• utm_source=facebook and not fb
• utm_medium= facebook_feed and not cpc or even paid_social. Personally, I prefer to indicate the location of my ads in theutm_medium, as the cpc value tells me nothing.
• utm_campaign=promo_winter_2024+-+retargeting_dpa (avoid spaces and accents)

With UTMs, you can track exactly which ads are generating the most sales on Shopify, and optimize your advertising budget based on actual performance.

Why use +-+ instead of a space in UTMs?

You may have noticed that we use the UTM utm_campaign to communicate 2 pieces of information:

• The name of the Meta campaign. promo_hiver_2024
• Ad group name (Ad Set). retargeting_dpa

We’d like to separate these 2 values with a space, but spaces are not well interpreted in URLs and can cause tracking errors. To avoid this, we recommend the use of wildcards. We can choose between:

• %20 → standard encoding of spaces (difficult to read in Shopify/GA4 reports).
• + → recognized as a space in some URLs, but can be misinterpreted.
• +-+ (recommended) → improves readability and ensures compatibility with Shopify and Google Analytics 4.

Example of optimized tracking with +-+

utm_campaign=promo_hiver_2024+-+retargeting_dpa

Benefits:
Easy to read in Shopify & Google Analytics.
Avoids encoding errors in tracking tools.
Standardizes ad campaign nomenclature.

Configuring your UTM for Meta Ads

Why add UTMs to Meta Ads?

Meta ads (Facebook & Instagram Ads) drive traffic to your Shopify store, but without accurate tracking, it’s difficult to properly attribute sales and optimize your campaigns.

UTM tags enable you to track each visitor, identify successful campaigns and measure the return on investment (ROI) of your advertising.

With UTMs, you can :
Identify which campaign generates the most sales on Shopify.
Compare performance between different ad formats (carousel, video, image…).
Track the precise origin of traffic and avoid discrepancies between Meta Ads and GA4.

Where to add UTM tags in Meta Ads?

To integrate UTM tracking into your Facebook & Instagram Ads campaigns, follow these steps:

Step 1: Access Meta Ads Manager

• Go to Meta Ads Manager and select the relevant campaign.
• Click on the ad to be modified.

Step 2: Add UTM parameters to Meta Ads

• Go to the “Follow-up” section.
• Find the “URL parameters” field.
• Add your URL with the generated UTMs in this recommended format
  utm_source={{site_source_name}}&utm_medium={{placement}}&utm_campaign={{campaign.name}}+-+{{adset.name}}&utm_content={{ad.name}}

Why use this format?
It allows you to identify which specific ad generated the visit and analyze the impact of each campaign, ad set and ad in Shopify and Google Analytics.
Since the format is dynamic, you can use it for all your Meta ads without modifying it, and it will adapt to all your campaigns.

Automate tracking with Meta’s dynamic parameters

Instead of modifying each ad by hand, use Meta:

{{site_source_name}} → Automatically replaces with facebook.com or instagram.com, depending on the display platform.
{{placement}} → Indicates the specific location where the ad is displayed (e.g. feed, story, reels).
{{campaign.name}} → Automatically inserts the campaign name.
{{adset.name}} → Adds the name of the ad set.
{{ad.name}} → Replaces with ad name.

Example of a dynamic UTM optimized for Meta Ads :

utm_source={{site_source_name}}&utm_medium={{placement}}&utm_campaign={{campaign.name}}+-+{{adset.name}}&utm_content={{ad.name}}

Advantages :
Faster: UTMs automatically adapt to campaigns.
More accurate: track every ad without manual errors.
Compatible with Shopify & Google Analytics 4 for optimized reporting.
Actionable data: Differentiation between Facebook and Instagram traffic in Shopify and Google Analytics.

Best practices for effective tracking

1. Use consistent nomenclature

A common mistake with UTMs is inconsistency in campaign and source names. Follow these best practices:
utm_source=facebook (avoid fb, FB Ads)
utm_medium=facebook_feed (very important to differentiate traffic coming from stories, feed, audience network)
utm_campaign=promo_winter_2024+-+retargeting_dpa (avoid accents and special characters – apostrophes, parentheses, spaces, question marks, etc.)

2. Test your UTMs before publishing

Before launching your campaign, test your URLs by :
Copying the URL with the UTMs into a browser to check redirection.
Using Google Tag Assistant or GA4 DebugView to ensure proper tracking.

3. Check performance in Shopify and Google Analytics 4

After setting up your UTMs in Meta Ads, track the performance of your campaigns:
In Shopify: go to Reports > Sessions by source to see where visitors and sales are coming from.
In GA4: go to Acquisition > Traffic > Campaigns to track the impact of Meta Ads campaigns.

Conclusion: Precise tracking for informed decisions

Correctly configuring your UTMs in Meta Ads is essential for tracking the real impact of your Facebook and Instagram ads on Shopify. By integrating UTMs in the “URL parameters” field and using dynamic settings, you get a detailed analysis of the performance of each ad.

Good tracking allows you to accurately measure your conversions,optimize your advertising budget andimprove the return on investment (ROI) of your campaigns.

Need a reliable UTM generator?
Try our UTM Builder and create your tracking links in seconds

Two worlds light-years apart

To understand the reasons for this collaboration and what’s at stake, it’s best to get to know both franchises.

Baccarat, the savoir-faire of French glassmaking

Baccarat is a French company that makes crystal objects. She specializes in the luxury market. It is defined by some as the icon of French glassmaking expertise. All the products manufactured by the brand are aimed at an elite clientele of influential individuals and collectors. It offers various collections of glass cutlery and games made by some of Europe’s greatest artists.

Pokémon, the video game franchise

Pokémon is a franchise created in 1996 by Satoshi Tajiri. At first, the company focused solely on launching video games for Nintendo. It was subsequently used to create an animated series, over a dozen films, a manga, and a series of derivative products such as clothing, plush toys and trading cards. These are so popular that over 24 billion of them are in circulation worldwide. They have even become auction darlings, such as the one organized by Vermot & Associés in Paris. The success of this franchise is such that it has become the most profitable license in the world.

Baccarat X Pokémon: why such a collaboration?

The opening up of Japan and the export of a portion of their cultural heritage around the world have led to the proliferation of Otaku culture, particularly within European society. For the record, an Otaku is a person who idolizes contemporary Japanese culture. Her hobbies include reading manga, playing video games such as Otomes Games, and in some cases collecting merchandise derived from their favorite anime. Pokémon is no exception. The franchise also has a strong fan base both in Japan and abroad.

Pokémon: the world’s most popular video game

Pokémon quickly became an international phenomenon, for two reasons. The first is the introduction of this brand to the international entertainment market. In fact, the game is sold almost everywhere in the world, and the cartoon has been translated into several languages, including English, French and Arabic. The second reason is the interest shown in the franchise by certain Youtubers. Many of them have posted videos of themselves playing Pokémon or unboxing Pokémon card packs. Youtubeur DavidLafragePokémon claims to have spent around 100,000 euros on the project.

Baccarat X Pokémon: the first collaboration of its kind?

It’s worth noting that while this is a groundbreaking collaboration, it’s not the first of its kind in the world. In fact, the Pokémon brand has worked with other companies to create various derivative products.

These collaborations include one with Japanese company U-Treasure Japan pendentif, which has launched a series of Pokémon necklaces, and one with Ingrem, another Japanese company, which has in turn launched a series of iPhone covers featuring images inspired by the video game.

It has to be said that through these collaborations, the franchise offers its fans the chance to integrate their passion into various aspects of their everyday lives. It’s also an effective way of strengthening fans’ sense of belonging. Be able to show their preference through everyday objects.

The Baccarat x Pokémon adventure

This is not Baccarat’s first venture into the world of collectibles. The brand has already worked with Medicom Toy to create its Bearbrick series of crystal figurines. The French glass brand has also collaborated with the One Piece franchise to create a range of glass inspired by the manga characters. This latest collaboration marks the beginning of Otaku culture’s intrusion into the world of luxury and refinement.

The brand has been able to adapt to its customers’ new taste for Japanese culture, offering them the chance to live their passion to the full. After such a step, the brand is preparing to embark on an even more exciting new adventure. His collaboration with the Pokémon franchise marks his entry into the world of video games.

The collaboration of the century?

Pokémon fans can’t wait to discover what this collaboration has to offer. On social networks such as Facebook and Twitter, members of the Pokémon community are in a frenzy. Everyone tries to speculate on the nature of the final product.

All speculation is based on the brand’s past experience, notably with One Piece. Some speculate that Baccarat will offer a set of glasses engraved with motifs reminiscent of Pokémon or crystal figurines.

The launch of the Pokémon collection at Baccarat on November 8 put an end to all this speculation. Pokémon fans have finally discovered what this collaboration has in store for them.

Baccarat x Pokémon collection finally unveiled

On November 8, 2021, the big announcement was made. The French crystal brand announces its collaboration with Nintendo to celebrate the 25th anniversary of Pokémon. The unveiled collection is made up of 3 exclusive crystal pieces: :

The last word

The Baccarat x Pokémon collaboration caused quite a stir on the web and introduced the French brand to a very wide audience. We hope that the Pokémon community and collectors will be satisfied with the collection launched by Baccarat, and that the brand will launch new and exciting collaborations.

Programming a chatbot may seem to be the preserve of an elite group of professionals, confined to technical support. And yet,“conversational agents“, as the boring people say, are proving surprisingly effective in areas where they are least expected. And with good reason: while intelligent chatbots are gradually beginning to replace us in many tasks, some people seem reluctant to see them take the place of so-called relationship professions.

A process already in action

First of all, it might be naive to think that chatbots are mainly used by after-sales service providers. In mobile telephony with Orange, internet provider with Free (Eva), digital platform with OVH. Many companies selling products are opting for an initial after-sales service with chatbot. Why? Simply to save time. But can we classify these chatbots as intelligent? Not really, but it was just the beginning of what could be described as a revolution to come. Conversational agents are set to revolutionize marketing. That’s all there is to it.

While this may sound scary, there’s no need to worry about a simple after-sales chatbot. The more time passes, the more chatbots will no longer be defined by users as such. Does confusing AIs with humans at the conversational level sound familiar? The Turing test is exactly that. An AI is considered to have passed the Turing test when a human is unable to determine whether it is an AI or a human behind the keyboard. HAL 9000 you said?

Let’s get back to marketing, shall we? The first sign of corporate interest in chatbots, which follows the trend of the AI craze, is evolution. While after-sales chatbots have been around for a while, the last two years have seen the “massive” appearance of pre-sales chatbots, which operate before the customer buys. Once again, e-commerce sites regularly feature a chatbox, usually with a name. By extension, many start-ups and large companies are turning to chatbots. The latest craze is the smartphone.

Let me explain: have you ever noticed how many banks or of insurance company with a beautiful logo derived from the image of a message. Hello Bank by BNP, Fortuneo, Alan etc… All its companies have moved away from Customer / Sales to Customer / Chatbot / Supervisor exchanges. Initially, the user exchanges with the AI, and if a question is not understood, the supervisor takes over. Why? It saves an enormous amount of time, and paradoxically, you feel closer to the person you’re talking to through the application. In fact, where we imagine the banker as an adversary, we tend to place the personified chatbot as an ally.

And now it’s a real marketing argument. Now let’s see what can be done.

What professions are affected by chatbots?

“Concerned”, not “replaced”. There’s no need to think of bots, or even AI or robots, as entities that have come to take away your jobs. There will always be a need for a supervisor. And why not imagine a collaboration?

Imagine you’re in charge of recruiting for a position in a start-up company. Why not subject candidates to a preliminary interview with a chatbot? You’re a fashion blogger and your community is asking you questions. the same questions via your Facebook. Why not create a Messenger bot to answer recurring questions, all with your personality in the answers. These cases are already possible, and even rather easy to access. Like many companies, they help you stand out from the crowd and give your company a modern image. Soon it will be practically mandatory. Why not be one of the pioneers? It’s already possible to create your own Messenger bot pretty quickly, without necessarily being a super-good developer.

Last but not least, chatbots are likely to take over the leisure industry. Netflix proposals, for example? Twitch moderation? Pure conversation with Discord and its bots?

These indications are general and each case must be treated individually. If the subject interests you, you can contact us to discuss what would best suit your project and needs. As for me, I’ll see you next time, and hope to see you on this site!