1 00:00:00,000 --> 00:00:02,040 You're listening to "The Podcast Factory Org". 2 00:00:02,040 --> 00:00:06,462 Welcome to a special episode from our non-profit association "The 3 00:00:06,462 --> 00:00:07,960 Podcast Factory Org". 4 00:00:07,960 --> 00:00:11,283 Why special? Because it isn't presented like the other episodes; 5 00:00:11,283 --> 00:00:12,680 it's a multi-podcast episode. 6 00:00:12,760 --> 00:00:16,738 It will be featured across all our podcast channels produced by "The 7 00:00:16,738 --> 00:00:19,600 Podcast Factory Org" for us, namely hrmeetup.©, 8 00:00:19,600 --> 00:00:22,742 Midoricast, Le Podcast High Tech, What's Your Story, 9 00:00:22,742 --> 00:00:26,200 and PodBXL. Why this unique format for this episode? 10 00:00:26,360 --> 00:00:29,929 Because in this short segment we are going to announce a great 11 00:00:29,929 --> 00:00:33,356 partnership that we are establishing with info-lux.com, 12 00:00:33,356 --> 00:00:37,200 and it was useful and relevant to introduce you to our new partner. 13 00:00:37,200 --> 00:00:40,523 And representing them across from me is Benoît Georges, 14 00:00:40,523 --> 00:00:43,069 commonly and affectionately known as Ben, 15 00:00:43,069 --> 00:00:44,840 Monsieur Ben. Hello! 16 00:00:43,960 --> 00:00:45,280 Hello Michel. 17 00:00:45,320 --> 00:00:48,765 Thrilled and enthusiastic to present this new collaboration, 18 00:00:48,765 --> 00:00:52,535 we are going to help our listeners understand why this collaboration 19 00:00:52,535 --> 00:00:54,160 exists and what it will bring. 20 00:00:54,160 --> 00:00:56,454 But before that, what I really want is a casual, 21 00:00:56,454 --> 00:00:59,158 friendly chat with you, just like in any native podcast 22 00:00:59,158 --> 00:01:01,392 where we speak informally and chat together, 23 00:01:01,392 --> 00:01:03,508 with our listeners being flies on the wall. 24 00:01:03,510 --> 00:01:06,014 And we're going to share a bit of the story of info-lux; you're its 25 00:01:06,014 --> 00:01:08,145 worthy representative, even if you weren't the one who 26 00:01:08,145 --> 00:01:10,930 originally founded info-lux. Let's turn to the origins of info-lux—can 27 00:01:10,930 --> 00:01:13,190 you explain a bit about how it all started? What was it? 28 00:01:13,230 --> 00:01:17,420 Info-lux was created in 2008, and in 2008 it was a relatively 29 00:01:17,420 --> 00:01:21,275 basic website that served as a showcase for companies, 30 00:01:21,275 --> 00:01:25,549 freelancers, and businesses in the province of Luxembourg. 31 00:01:25,590 --> 00:01:26,990 Right, so it was a directory? 32 00:01:27,030 --> 00:01:28,070 An online directory. 33 00:01:28,070 --> 00:01:30,240 It evolved into an events directory, 34 00:01:30,240 --> 00:01:34,302 and then quite naturally—people like seeing themselves—it evolved 35 00:01:34,302 --> 00:01:37,452 into photo reporting; people eagerly returned to see 36 00:01:37,452 --> 00:01:41,162 photos of themselves at the events the website had posted in the 37 00:01:41,162 --> 00:01:42,702 preceding days and weeks. 38 00:01:42,750 --> 00:01:45,222 This website became a blog, because event coverage led 39 00:01:45,222 --> 00:01:46,350 into cultural coverage? 40 00:01:46,390 --> 00:01:50,147 Of course, of course. That is truly the current editorial line: 41 00:01:50,147 --> 00:01:52,430 to be a positive news media outlet. 42 00:01:52,550 --> 00:01:56,477 And within that positivity, well, our guiding principle really 43 00:01:56,477 --> 00:01:59,967 focuses on two main themes: culture in the broadest sense 44 00:01:59,967 --> 00:02:01,349 possible, and events. 45 00:02:01,390 --> 00:02:04,574 We're positive through and through. When did this media outlet 46 00:02:04,574 --> 00:02:05,829 begin to transform? 47 00:02:05,870 --> 00:02:08,400 There was a first milestone around 2014, 48 00:02:08,400 --> 00:02:11,304 when it truly became, and almost exclusively, 49 00:02:11,304 --> 00:02:15,473 a website promoting culture mainly in the province of Luxembourg, 50 00:02:15,473 --> 00:02:19,120 since the site, the mother ship, was born in the province of 51 00:02:19,120 --> 00:02:22,577 Luxembourg. And then, one thing leading to another, 52 00:02:22,577 --> 00:02:26,731 we reached the early 2020s, and that's when I personally joined 53 00:02:26,731 --> 00:02:29,979 the adventure. So Vincent is based in the province of Luxembourg, 54 00:02:29,979 --> 00:02:31,988 while I'm personally based in Walloon Brabant. 55 00:02:31,988 --> 00:02:32,630 In Braine! 56 00:02:32,630 --> 00:02:35,336 In Braine-l'Alleud, and so I made him a proposal, 57 00:02:35,336 --> 00:02:38,900 telling him, "Why don't we expand Info-lux with other sites like 58 00:02:38,900 --> 00:02:41,738 info-bw, info-namur, info-liège (Michel Godart: 59 00:02:41,738 --> 00:02:44,840 bw for Walloon Brabant), info-hainaut"—bw for Walloon 60 00:02:44,840 --> 00:02:47,957 Brabant—and he said, "Okay, let's do it." From a single 61 00:02:47,957 --> 00:02:51,230 website, we were really going to turn into a media group. 62 00:02:51,270 --> 00:02:54,704 We first started developing info-liège because we had quite a 63 00:02:54,704 --> 00:02:57,741 bit of activity and quite a few photographers in Liège, 64 00:02:57,741 --> 00:03:01,042 and so info-Liège was born, info-bw for Walloon Brabant was 65 00:03:01,042 --> 00:03:03,220 born, and one thing leading to another, 66 00:03:03,220 --> 00:03:05,531 the group expanded with different sites, 67 00:03:05,531 --> 00:03:07,170 so to speak. There's the mother ship, 68 00:03:07,170 --> 00:03:09,562 and then there are the little offspring being born and growing up 69 00:03:09,562 --> 00:03:13,088 bit by bit. And so the goal here is really to go even further, 70 00:03:13,088 --> 00:03:17,101 because we have a medium-term vision to also have an info group 71 00:03:17,101 --> 00:03:19,958 in each major city in Wallonia and Brussels. 72 00:03:20,120 --> 00:03:22,400 And to give an idea of our current audience, 73 00:03:22,400 --> 00:03:25,060 in Belgium we span from Brussels, all of Wallonia, 74 00:03:25,060 --> 00:03:27,975 the Grand Duchy of Luxembourg, and the northern half of 75 00:03:27,975 --> 00:03:30,000 France—that is our usual readership. 76 00:03:30,040 --> 00:03:33,171 Which makes you a media outlet that is becoming increasingly important, 77 00:03:33,171 --> 00:03:35,737 with a large audience and a huge number of visits to the site, 78 00:03:35,737 --> 00:03:37,482 and without getting ahead of ourselves, 79 00:03:37,482 --> 00:03:40,048 I'll still drop a little hint: you're also quite high-tech, 80 00:03:40,048 --> 00:03:41,840 and we'll talk about that in just a moment. 81 00:03:41,880 --> 00:03:43,831 Because you're becoming web media experts, 82 00:03:43,831 --> 00:03:46,677 especially with the rise of AI, which has changed a lot of things. 83 00:03:46,680 --> 00:03:48,240 But before diving into the subject, I'll let you continue. 84 00:03:48,240 --> 00:03:50,299 I would also like to add two things: 85 00:03:50,299 --> 00:03:54,133 first of all, we are an independent media outlet (Michel Godart: 86 00:03:54,133 --> 00:03:57,967 Right), and when you see how the Belgian landscape has evolved in 87 00:03:57,967 --> 00:04:00,878 recent months, where all the major media groups, 88 00:04:00,878 --> 00:04:02,937 whether radio, TV, or print press, 89 00:04:02,937 --> 00:04:05,980 are now brought together into a single large group. 90 00:04:05,980 --> 00:04:07,100 A single entity! 91 00:04:06,180 --> 00:04:08,618 Private. It's the Rossel Group, to name names, 92 00:04:08,618 --> 00:04:11,180 which is becoming a media monster on every level. 93 00:04:11,220 --> 00:04:13,457 Then we still have RTBF, which is the traditional 94 00:04:13,457 --> 00:04:16,020 French-language media outlet, also still subsidized. 95 00:04:16,060 --> 00:04:18,540 And then after that, we have the whole series of local 96 00:04:18,540 --> 00:04:21,020 channels, provincial channels, local television. 97 00:04:21,060 --> 00:04:24,380 We have to keep our heads above water compared to those big groups. 98 00:04:24,420 --> 00:04:27,529 We remain independent, we decide our editorial line 99 00:04:27,529 --> 00:04:30,922 ourselves—that's the most important thing—basically, 100 00:04:30,922 --> 00:04:32,618 we have no editorial limits. 101 00:04:32,620 --> 00:04:35,784 When I say editorial limits, anything that is positive news 102 00:04:35,784 --> 00:04:36,860 fits into our media. 103 00:04:36,860 --> 00:04:37,820 But there is no politics. 104 00:04:37,820 --> 00:04:40,102 No politics, no petty crime stories, 105 00:04:40,102 --> 00:04:44,001 no war, no fluff columns about run-over dogs or squashed cats or 106 00:04:44,001 --> 00:04:46,577 anything like that—we remain truly free. 107 00:04:46,580 --> 00:04:49,707 And when I say we have no limits, for example regarding the photo 108 00:04:49,707 --> 00:04:51,772 galleries our photographers provide us, 109 00:04:51,772 --> 00:04:55,135 well, we don't limit ourselves to three or four photos like the print 110 00:04:55,135 --> 00:04:56,964 media does, even via their websites. 111 00:04:57,010 --> 00:04:58,837 We can publish a gallery of 500 photos. 112 00:04:58,837 --> 00:05:00,491 We have a partner, to name just one: 113 00:05:00,491 --> 00:05:03,342 the Braine-l'Alleud photo club, the Riva Bella photo club, 114 00:05:03,342 --> 00:05:06,766 which provided us with coverage of the Braine-l'Alleud triathlon with 115 00:05:06,766 --> 00:05:08,762 1,500 photos that can be found on the site. 116 00:05:08,770 --> 00:05:12,477 And that brings joy to the children because it was a triathlon with 117 00:05:12,477 --> 00:05:13,690 kids, teens, and all. 118 00:05:13,730 --> 00:05:15,934 It is very enjoyable for the children to see themselves in 119 00:05:15,934 --> 00:05:18,274 photos, but also to see their friends, and so it gets reshared 120 00:05:18,274 --> 00:05:20,815 with parents (Michel Godart: Wow), family, and colleagues. And 121 00:05:20,815 --> 00:05:23,345 so it provides visibility, first of all to the club that 122 00:05:23,345 --> 00:05:26,150 organized the triathlon—it really gives media coverage to a 123 00:05:26,150 --> 00:05:29,010 discipline—it pleases the photographers because they can at 124 00:05:29,010 --> 00:05:31,925 least provide all their photos and all their photos can be seen, 125 00:05:31,925 --> 00:05:33,245 which is not always the case. 126 00:05:33,290 --> 00:05:36,418 And it's great for us too, since we gain visibility across 127 00:05:36,418 --> 00:05:39,610 local as well as national, and even international events. 128 00:05:39,610 --> 00:05:42,190 The independence aspect really appealed to us, I must admit, in 129 00:05:42,190 --> 00:05:44,089 this aim and request to collaborate together. 130 00:05:44,130 --> 00:05:45,988 It's important (Michel Godart: Yeah). The independent media 131 00:05:45,988 --> 00:05:49,405 aspect. That's the first thing. And the second thing I really emphasize 132 00:05:49,405 --> 00:05:51,730 is that we are a collaborative media outlet. 133 00:05:51,730 --> 00:05:53,189 That's the collaborative side. 134 00:05:53,190 --> 00:05:56,209 Info-Lux. It's also a non-profit organization. So, for our listeners 135 00:05:56,209 --> 00:05:59,129 abroad, a non-profit association (ASBL), 136 00:05:59,129 --> 00:06:01,887 in all the regions where we have readers, 137 00:06:01,887 --> 00:06:06,754 we have photographers and reporters who send us stories and especially 138 00:06:06,754 --> 00:06:09,106 photo galleries of all the events. 139 00:06:09,110 --> 00:06:12,195 As I like to say, we promote everything from 140 00:06:12,195 --> 00:06:16,309 neighborhood flea markets to major events and concerts. 141 00:06:16,310 --> 00:06:18,888 We are currently working on promoting Lara Fabian's concert, 142 00:06:18,888 --> 00:06:21,905 which will take place in early November in Brussels. We work with 143 00:06:21,905 --> 00:06:23,990 major festivals like LaSemo. 144 00:06:23,990 --> 00:06:26,622 We had a photographer on site, like at Francofolies de Spa, 145 00:06:26,622 --> 00:06:29,630 like Les Solidarités in Namur, which just wrapped up last weekend. 146 00:06:29,670 --> 00:06:30,749 A big hello to all of them. 147 00:06:30,750 --> 00:06:34,574 They grant official credentials to our photographers; 148 00:06:34,574 --> 00:06:38,723 in return, we get great reports, and that also gives the site a 149 00:06:38,723 --> 00:06:40,269 certain credibility. 150 00:06:40,310 --> 00:06:43,650 For several years now, we've also had credentials for the 151 00:06:43,650 --> 00:06:46,500 Cannes Film Festival thanks to Thibaut De Meyer, 152 00:06:46,500 --> 00:06:49,282 our resident film buff, which is no small thing, 153 00:06:49,282 --> 00:06:52,690 and we really get live updates, all the press conferences, 154 00:06:52,690 --> 00:06:55,542 all the latest news, the releases—we have it all, 155 00:06:55,542 --> 00:06:59,360 and we publish one article a day just like the regular daily press. 156 00:06:59,400 --> 00:07:00,502 So there you have it, we are a media 157 00:07:00,502 --> 00:07:01,720 outlet that operates at their level. 158 00:07:01,760 --> 00:07:04,547 What I really like about what you're telling me here is the 159 00:07:04,547 --> 00:07:07,741 collaborative side—meaning you fully engage in collaboration, 160 00:07:07,741 --> 00:07:10,761 in a deeply committed way with a wide variety of contributors, 161 00:07:10,761 --> 00:07:12,909 and in my eyes, that is an enormous strength, 162 00:07:12,909 --> 00:07:13,953 so thank you for that. 163 00:07:13,960 --> 00:07:17,027 The beauty of this work is—I always use this example: 164 00:07:17,027 --> 00:07:20,861 if a photographer listening to us wants to collaborate on various 165 00:07:20,861 --> 00:07:24,278 events with us, we'll first offer them a feature profile of 166 00:07:24,278 --> 00:07:26,718 themselves and their work on our website. 167 00:07:26,760 --> 00:07:30,384 And then we'll link all the coverage they provide us to this 168 00:07:30,384 --> 00:07:32,899 central page; this page will be indexed, 169 00:07:32,899 --> 00:07:35,040 so there's a whole story behind it. 170 00:07:35,040 --> 00:07:36,709 But before receiving (Michel Godart: You tell a story), first we 171 00:07:36,709 --> 00:07:37,914 give (Michel Godart: You tell a story); before 172 00:07:37,914 --> 00:07:40,544 receiving, we give. And then the photographer will tell their own 173 00:07:40,544 --> 00:07:42,337 story, and as new reports come in, well, 174 00:07:42,337 --> 00:07:45,160 they'll tell us plenty of other stories through their images. 175 00:07:45,160 --> 00:07:47,102 And it's the same thing for a reporter. 176 00:07:47,102 --> 00:07:50,075 We have the opportunity—we're specifically looking for a 177 00:07:50,075 --> 00:07:51,349 literature specialist. 178 00:07:51,349 --> 00:07:54,686 We have offers from publishing houses that send us their books for 179 00:07:54,686 --> 00:07:57,356 free and, personally, I don't have time to read them, 180 00:07:57,356 --> 00:08:00,753 but we're looking for someone who loves reading and would be able to 181 00:08:00,753 --> 00:08:02,573 read them and write a short summary, 182 00:08:02,573 --> 00:08:05,000 a short feature, a quick review (Michel Godart: 183 00:08:05,000 --> 00:08:07,905 Wow). It's a valuable contribution—I'm thinking of French 184 00:08:07,905 --> 00:08:10,869 teachers or retirees who love reading and enjoy writing a bit, 185 00:08:10,869 --> 00:08:14,175 where this kind of collaboration is totally feasible in exchange for 186 00:08:14,175 --> 00:08:17,540 free books. So these are the kinds of exchanges we love to showcase! 187 00:08:17,740 --> 00:08:19,551 I always tell people who demonize AI: 188 00:08:19,551 --> 00:08:22,354 "Be careful, if you demonize it and take no interest in it, 189 00:08:22,354 --> 00:08:24,458 you will be forgotten by it and left behind. 190 00:08:24,460 --> 00:08:27,482 Meanwhile, those who do take an interest in it may not necessarily 191 00:08:27,482 --> 00:08:29,404 have great speeches, positive messages, 192 00:08:29,404 --> 00:08:32,539 or noble ideas, but they will seize this medium and use it to their own 193 00:08:32,539 --> 00:08:34,625 advantage." And you were smart enough to say, 194 00:08:34,625 --> 00:08:37,700 "We're going to become AI experts." Can you tell us a bit about that? 195 00:08:37,700 --> 00:08:42,140 Not only experts, but we've become influencers. 196 00:08:42,340 --> 00:08:46,161 Because with AI experts, if you do any search for AI expert, 197 00:08:46,161 --> 00:08:49,510 you'll come across engineers who specialize in AI. 198 00:08:49,550 --> 00:08:52,749 Now, you have to know exactly what you want to do with it. 199 00:08:52,790 --> 00:08:55,806 Before getting back to that, I always like to share this little 200 00:08:55,806 --> 00:08:58,474 anecdote because one day I ran into a reader who told me, 201 00:08:58,474 --> 00:09:00,794 "You work with AI, but I'm going to stay away from 202 00:09:00,794 --> 00:09:03,098 it." And I made this point to him, I said, 203 00:09:03,098 --> 00:09:05,781 "Sir," I said, "How did you get here?" And well, 204 00:09:05,781 --> 00:09:07,803 he told me, "I drove." "Do you live far away?", 205 00:09:07,803 --> 00:09:09,728 he told me, "No, I live two or three kilometers 206 00:09:09,728 --> 00:09:11,604 away." I said, "Why didn't you walk?", 207 00:09:11,604 --> 00:09:13,433 he told me, "It's much easier by car", 208 00:09:13,433 --> 00:09:15,557 I said, "Well, with AI, it's the same thing, 209 00:09:15,557 --> 00:09:17,327 with computers it's the same thing, 210 00:09:17,327 --> 00:09:19,270 with calculators it's the same thing." 211 00:09:19,270 --> 00:09:21,550 The tool isn't the problem, it's how humans manage it. 212 00:09:21,590 --> 00:09:23,762 Exactly. You have a car at your disposal, 213 00:09:23,762 --> 00:09:27,692 now, do you take the car to go buy bread 100 meters from your house? 214 00:09:27,692 --> 00:09:29,069 No. At least, I hope not. 215 00:09:29,350 --> 00:09:30,350 Yeah, exactly, we hope so. 216 00:09:30,350 --> 00:09:32,333 Right, you can do it, but there's also all the 217 00:09:32,333 --> 00:09:33,510 thought that goes into it. 218 00:09:33,510 --> 00:09:34,470 There's common sense. 219 00:09:34,470 --> 00:09:38,884 With AI, when you're a non-profit, when you have a website that needs 220 00:09:38,884 --> 00:09:41,827 to be secured, you have to pay for the servers. 221 00:09:41,830 --> 00:09:45,779 Just as an anecdote, we face between 8 and 12 million 222 00:09:45,779 --> 00:09:50,186 attacks per day on our independent positive news website 223 00:09:50,186 --> 00:09:51,930 (Michel Godart: Wow). 224 00:09:52,290 --> 00:09:55,481 So, if we don't have an expert behind it protecting our site, 225 00:09:55,481 --> 00:09:57,586 well, it gets blocked in less than a day; 226 00:09:57,586 --> 00:10:01,029 it's completely inundated with attacks from all over the world, 227 00:10:01,029 --> 00:10:03,770 so it's impossible for us to manage that ourselves. 228 00:10:03,810 --> 00:10:06,499 We have a colleague who handles this security (Michel Godart: 229 00:10:06,499 --> 00:10:08,722 Specialized), really hyper-specialized in that, 230 00:10:08,722 --> 00:10:10,170 and that's very important, so... 231 00:10:10,210 --> 00:10:12,520 Even if it's a non-profit, it incurs costs, 232 00:10:12,520 --> 00:10:14,896 and so when you already have those expenses, 233 00:10:14,896 --> 00:10:17,976 it's already very complicated, so if we talk about hiring 234 00:10:17,976 --> 00:10:20,735 journalists, if we talk about hiring freelancers, 235 00:10:20,735 --> 00:10:23,046 secretaries, photographers, reporters, 236 00:10:23,046 --> 00:10:25,190 it's impossible. And so what we did, 237 00:10:25,190 --> 00:10:28,530 and here is the second milestone, it's quite recent, 238 00:10:28,530 --> 00:10:32,173 it was September 2025, where Vincent and I told ourselves 239 00:10:32,173 --> 00:10:36,103 two things. The first thing was that we had to separate the site's 240 00:10:36,103 --> 00:10:39,265 activities a bit, so there's the technical activity, 241 00:10:39,265 --> 00:10:41,866 really the site's architecture, security, 242 00:10:41,866 --> 00:10:43,410 layout, all those things. 243 00:10:43,450 --> 00:10:46,016 And then there's the editorial side, what do we post online? All 244 00:10:46,016 --> 00:10:47,200 the press releases we receive, that we share 245 00:10:47,200 --> 00:10:48,320 The content and the container! 246 00:10:48,360 --> 00:10:52,013 And so, starting October 1, 2025, with Vincent Gallez, 247 00:10:52,013 --> 00:10:55,428 we made a decision: I would manage all the editorial 248 00:10:55,428 --> 00:10:59,400 side myself, and he would handle 100% of the technical side. 249 00:10:59,440 --> 00:11:02,013 On my end, it gave me much more work because, 250 00:11:02,013 --> 00:11:04,584 on top of separating that side, we decided, 251 00:11:04,584 --> 00:11:08,720 compared to what was done before, to have extremely regular content. 252 00:11:08,760 --> 00:11:11,595 So we went from, let's say between 15 and 20 253 00:11:11,595 --> 00:11:15,159 articles per week, we went to eight articles per day. 254 00:11:15,360 --> 00:11:17,196 Once you move to eight articles a day, 255 00:11:17,196 --> 00:11:20,334 in terms of search engines and artificial intelligence search 256 00:11:20,334 --> 00:11:21,814 engines as well, you become an 257 00:11:21,814 --> 00:11:23,118 information aggregator. 258 00:11:23,118 --> 00:11:23,760 A benchmark. 259 00:11:23,760 --> 00:11:25,680 A true reference point. And so all that, 260 00:11:25,680 --> 00:11:29,907 with the website created in 2008, meaning 18 years of experience, 261 00:11:29,907 --> 00:11:32,750 with the fact that we are a news media outlet, 262 00:11:32,750 --> 00:11:36,286 all those elements, plus the articles we publish where 263 00:11:36,286 --> 00:11:38,898 we index every village name or city name, 264 00:11:38,898 --> 00:11:41,819 every type of activity: festival, carnival, 265 00:11:41,819 --> 00:11:44,432 concert, artist trail, artist profile, 266 00:11:44,432 --> 00:11:46,737 music, all that kind of thing, well, 267 00:11:46,737 --> 00:11:49,190 we manage to be extremely well ranked. 268 00:11:49,230 --> 00:11:51,835 So that was starting from September 2025, 269 00:11:51,835 --> 00:11:54,126 October. And one thing leading to another, 270 00:11:54,126 --> 00:11:57,519 because Vincent and I don't live in the same place but we talk for 1 or 271 00:11:57,519 --> 00:12:00,003 2 hours a day, we manage to see eye to eye on things, 272 00:12:00,003 --> 00:12:02,424 we said to ourselves, "What do we need to do to get 273 00:12:02,424 --> 00:12:04,663 referenced by artificial intelligence?", 274 00:12:04,663 --> 00:12:07,750 which is a completely different ballgame from search engine 275 00:12:07,750 --> 00:12:09,808 optimization (Michel Godart: Classic, 276 00:12:09,808 --> 00:12:12,755 SEO, yes). Technically, Vincent will talk about it, 277 00:12:12,755 --> 00:12:14,376 but we have SEO, GEO, and AEO. 278 00:12:14,376 --> 00:12:16,742 PSO for podcasts, we'll get to the podcast 279 00:12:16,742 --> 00:12:20,390 collaboration, which is where this collaboration originated. 280 00:12:20,390 --> 00:12:22,800 We worked on the site architecture, 281 00:12:22,800 --> 00:12:25,611 we worked on information loading speeds, 282 00:12:25,611 --> 00:12:29,627 on how to make our content accessible to AIs (Michel Godart: 283 00:12:29,627 --> 00:12:30,830 Yeah, that's it). 284 00:12:30,870 --> 00:12:34,787 So that's extremely important, that's hyper-technical work, 285 00:12:34,787 --> 00:12:36,932 it's work that needs to be refined, 286 00:12:36,932 --> 00:12:39,593 developed, improved, adjusted every day, 287 00:12:39,593 --> 00:12:41,070 it really is a daily job. 288 00:12:41,110 --> 00:12:43,140 And Vincent, I can tell you, there's one day a week, a full day 289 00:12:43,140 --> 00:12:44,519 (Michel Godart: He's dedicated to that, 290 00:12:44,519 --> 00:12:45,850 basically) where he does nothing else. 291 00:12:45,850 --> 00:12:46,730 Yeah, I've heard. 292 00:12:46,730 --> 00:12:49,929 It's checking that what we put online comes up the way we 293 00:12:49,929 --> 00:12:50,970 want it to come up. 294 00:12:51,010 --> 00:12:53,040 So, right on that point, let's still give something 295 00:12:53,040 --> 00:12:55,638 concrete, because we talked a bit technically and I'm afraid some 296 00:12:55,638 --> 00:12:58,377 listeners might tune out due to the technical side, let's illustrate 297 00:12:58,377 --> 00:13:01,610 all this with an example. I was extremely impressed by one thing: 298 00:13:01,610 --> 00:13:04,010 You have a client, we're going to name them, 299 00:13:04,010 --> 00:13:06,770 right? I think we can, he has no website, 300 00:13:06,770 --> 00:13:09,330 no social media presence whatsoever, 301 00:13:09,330 --> 00:13:13,810 and when you search for a brewer distributing drinks in the Walloon 302 00:13:13,810 --> 00:13:14,930 Brabant region. 303 00:13:14,930 --> 00:13:15,770 Exactly. 304 00:13:14,970 --> 00:13:16,490 He comes up first. 305 00:13:16,490 --> 00:13:18,369 It's one query among many. 306 00:13:18,410 --> 00:13:21,227 When we publish content, to make the connection, 307 00:13:21,227 --> 00:13:25,005 we manage to highlight cultural and event activities through our 308 00:13:25,005 --> 00:13:28,164 articles, and we get cited as a reference by artificial 309 00:13:28,164 --> 00:13:30,250 intelligences. And that service. 310 00:13:30,290 --> 00:13:31,530 We make it available to the self-employed. 311 00:13:31,530 --> 00:13:33,543 We decided to offer it to self-employed 312 00:13:33,543 --> 00:13:35,129 professionals, to companies. 313 00:13:35,129 --> 00:13:35,690 Wonderful. 314 00:13:35,690 --> 00:13:38,574 So regardless of the sector (Michel Godart: Well, yes), he's one of the 315 00:13:38,574 --> 00:13:41,213 first clients we had here in Walloon Brabant—we have others, but 316 00:13:41,213 --> 00:13:43,266 in Walloon Brabant, the client is called DG Drink, 317 00:13:43,266 --> 00:13:44,488 Didier Goudelouf, that's the 318 00:13:44,488 --> 00:13:45,660 name of the owner of DG Drink. 319 00:13:45,660 --> 00:13:46,220 Shout-out to him, right! 320 00:13:46,220 --> 00:13:49,003 So, a quick hello to Didier; to make the connection, 321 00:13:49,003 --> 00:13:51,978 he is the official brewer of the Happy Family festival. 322 00:13:52,020 --> 00:13:54,100 And so he told me, "I don't have a website." 323 00:13:54,140 --> 00:13:55,641 Yeah, so he thought, "Well, AI isn't going to be of any 324 00:13:55,641 --> 00:13:57,177 use to me because I don't have anything to start with." 325 00:13:57,180 --> 00:13:59,985 He didn't know anything about it, he just asked me to take charge of 326 00:13:59,985 --> 00:14:01,617 the promotion and his communication. 327 00:14:01,620 --> 00:14:03,552 Then I told him, "Listen, here's what we'll do: 328 00:14:03,552 --> 00:14:06,129 we're going to promote you on search engines and on artificial 329 00:14:06,129 --> 00:14:10,134 intelligence." So we started discussing what his activities are, 330 00:14:10,134 --> 00:14:11,380 his core business. 331 00:14:11,420 --> 00:14:14,459 And we ended up with three main points and one point that connects 332 00:14:14,459 --> 00:14:16,766 them, so for the listeners to get a clear picture, 333 00:14:16,766 --> 00:14:19,637 well, his core business is: he distributes drinks to private 334 00:14:19,637 --> 00:14:21,608 customers, so he has a warehouse, a store, 335 00:14:21,608 --> 00:14:23,180 he sells to private individuals. 336 00:14:23,180 --> 00:14:25,504 He sells to the Horeca sector, meaning hotels, 337 00:14:25,504 --> 00:14:27,769 restaurants, cafes, and he's also a beverage 338 00:14:27,769 --> 00:14:29,020 distributor for events. 339 00:14:29,060 --> 00:14:32,868 Those are the three main elements, and what ties it all together is 340 00:14:32,868 --> 00:14:35,980 that he offers a delivery and surplus return service. 341 00:14:36,020 --> 00:14:39,883 We worked on those keywords in various articles we published on 342 00:14:39,883 --> 00:14:43,597 the site, while making sure that the site doesn't turn into an 343 00:14:43,597 --> 00:14:44,760 advertising site. 344 00:14:44,800 --> 00:14:48,723 So, we place those articles in a section of the site that isn't the 345 00:14:48,723 --> 00:14:51,120 most accessible to the general public. 346 00:14:51,120 --> 00:14:55,114 The ultimate goal of those articles is to be cited as a reference in 347 00:14:55,114 --> 00:14:57,873 his field by search engines and by artificial 348 00:14:57,873 --> 00:14:59,398 intelligence. And so... 349 00:14:59,400 --> 00:15:01,120 Because it answers questions, and AIs love (Benoît 350 00:15:01,120 --> 00:15:02,160 Georges: Exactly) questions. 351 00:15:02,160 --> 00:15:05,580 Listeners now don't even need to type on their touchscreen anymore; 352 00:15:05,580 --> 00:15:07,320 they take their phone and dictate. 353 00:15:07,360 --> 00:15:10,298 Hey Gemini, find me a brewer delivering to Horeca in 354 00:15:10,298 --> 00:15:11,320 Walloon Brabant. 355 00:15:11,360 --> 00:15:12,360 And boom, we come across him. 356 00:15:12,360 --> 00:15:15,318 And so he ranks first ahead of one of the largest Belgian beverage 357 00:15:15,318 --> 00:15:17,015 delivery groups, without a website, 358 00:15:17,015 --> 00:15:18,933 with social media that isn't developed at 359 00:15:18,933 --> 00:15:20,080 all. Well, we started... 360 00:15:20,600 --> 00:15:22,390 Well, that's quite a saving for him, right? He doesn't have to put 361 00:15:22,390 --> 00:15:23,881 (Benoît Georges: Of course) resources into that, and 362 00:15:23,881 --> 00:15:25,439 it's (Benoît Georges: No website) time gained and money 363 00:15:25,439 --> 00:15:25,640 saved. 364 00:15:25,640 --> 00:15:29,257 And with the fact that we regularly publish cultural and event 365 00:15:29,257 --> 00:15:32,040 activities in the Braine-l'Alleud, Nivelles, 366 00:15:32,040 --> 00:15:35,518 Waterloo, Lasnes area, the entire Central Walloon Brabant 367 00:15:35,518 --> 00:15:39,065 region, well, we manage to develop responses to queries that 368 00:15:39,065 --> 00:15:42,890 immediately (Michel Godart: Support) go right behind Waterloo, 369 00:15:42,890 --> 00:15:44,629 Braine-l'Alleud, Nivelles. 370 00:15:44,750 --> 00:15:47,786 That is what makes the work we offer for companies and 371 00:15:47,786 --> 00:15:49,510 freelancers extremely fast. 372 00:15:49,510 --> 00:15:51,167 People can contact you, and for a fee (Benoît Georges: Of 373 00:15:51,167 --> 00:15:53,106 course) with certain packages (Benoît Georges: Of course), they 374 00:15:53,106 --> 00:15:54,230 can say, "Hey, write me an article..." 375 00:15:54,270 --> 00:15:55,670 So, what we call a pillar article. 376 00:15:55,710 --> 00:15:58,636 Right, exactly. And then a series of articles behind it that will 377 00:15:58,636 --> 00:16:00,070 ensure this visibility exists. 378 00:16:00,070 --> 00:16:02,361 To me, the rates are, when you think about it, 379 00:16:02,361 --> 00:16:04,844 super affordable. So yes, it's paid in a single payment, 380 00:16:04,844 --> 00:16:07,593 but when you calculate it monthly, these aren't large amounts; I was 381 00:16:07,593 --> 00:16:09,618 quite surprised to see the difference compared to 382 00:16:09,618 --> 00:16:10,630 major media ad networks. 383 00:16:10,670 --> 00:16:12,938 We also adapt to the type of business (Michel Godart: 384 00:16:12,938 --> 00:16:15,413 To small structures, exactly), there are companies that 385 00:16:15,413 --> 00:16:17,166 can put down €3,000 or €6,000 all at once, 386 00:16:17,166 --> 00:16:19,383 that's no problem for them, there are freelancers, 387 00:16:19,383 --> 00:16:21,083 non-profits, or festivals, whatever, 388 00:16:21,083 --> 00:16:23,817 we accept all types of clients, but we can invoice a deposit and a 389 00:16:23,817 --> 00:16:25,150 final balance, that is really. 390 00:16:25,150 --> 00:16:27,309 The financial aspect is important because we have to make a living, 391 00:16:27,309 --> 00:16:29,310 the site of (Michel Godart: And pay...) The site has to live... 392 00:16:29,310 --> 00:16:30,870 The IT people behind it. 393 00:16:30,910 --> 00:16:34,258 Of course, our friend Michael, who handles website security, 394 00:16:34,258 --> 00:16:36,437 is freelance. He charges for his services, 395 00:16:36,437 --> 00:16:38,840 but we need someone highly specialized for that, 396 00:16:38,840 --> 00:16:40,129 and he's the right person. 397 00:16:40,130 --> 00:16:44,595 But what we really want to show here is that we can actually—well, 398 00:16:44,595 --> 00:16:46,911 I say influence AIs, but we don't, 399 00:16:46,911 --> 00:16:50,716 we don't influence them, in fact we produce content in a 400 00:16:50,716 --> 00:16:54,604 certain way so that it gets ingested extremely quickly. 401 00:16:54,610 --> 00:16:57,582 But beyond that, you can't just feed an AI any old 402 00:16:57,582 --> 00:17:00,191 nonsense. If I say "Michel is the most handsome, 403 00:17:00,191 --> 00:17:03,198 Michel is the nicest," we can write ten articles like that, 404 00:17:03,198 --> 00:17:05,651 AIs will go verify it, they will cross-check the 405 00:17:05,651 --> 00:17:07,369 information with other sources. 406 00:17:07,410 --> 00:17:09,870 If unfortunately you didn't win Mister Belgium, 407 00:17:09,870 --> 00:17:12,210 AIs are going to have a hard time believing you, 408 00:17:12,210 --> 00:17:13,650 and therefore believing us. 409 00:17:13,690 --> 00:17:16,582 So, if behind all that there are very positive reviews, 410 00:17:16,582 --> 00:17:18,970 Google reviews become extremely important. 411 00:17:18,970 --> 00:17:22,775 Because the way people make search queries nowadays has completely 412 00:17:22,775 --> 00:17:26,248 changed; a few months ago, we were typing away on touchscreens 413 00:17:26,248 --> 00:17:27,970 or keyboards. Now, what do we do? 414 00:17:27,970 --> 00:17:30,501 We take our mobile phone and dictate to it: 415 00:17:30,501 --> 00:17:32,886 "Tell me the best pizzeria in Waterloo, 416 00:17:32,886 --> 00:17:36,668 give me the cheapest pizzeria in Namur." We'll use words like: 417 00:17:36,668 --> 00:17:39,470 expert, specialist, the best, the cheapest, 418 00:17:39,470 --> 00:17:41,903 the one with the best customer reviews, 419 00:17:41,903 --> 00:17:44,780 with delivery service, with this or with that. 420 00:17:44,820 --> 00:17:47,782 We've taken it up a notch, and AIs make that possible now 421 00:17:47,782 --> 00:17:50,486 compared to search engines; with a search engine, 422 00:17:50,486 --> 00:17:53,577 you'll say "Find me the best pizzeria in Waterloo," well, 423 00:17:53,577 --> 00:17:55,511 it will list pizzerias in Waterloo, 424 00:17:55,511 --> 00:17:57,507 it won't necessarily put the top one, 425 00:17:57,507 --> 00:17:59,503 which won't necessarily be the best, 426 00:17:59,503 --> 00:18:02,144 or the cheapest, or the one with the best delivery 427 00:18:02,144 --> 00:18:05,995 service. The critical qualitative, quantitative aspect—the most, 428 00:18:05,995 --> 00:18:08,433 the best, the cheapest, the highest-rated, 429 00:18:08,433 --> 00:18:11,660 with the best reviews—is going to be extremely important. 430 00:18:11,780 --> 00:18:13,380 Well, Google reviews still have their limits, don't they? 431 00:18:13,420 --> 00:18:16,115 Now, it's never pleasant to receive a negative review, 432 00:18:16,115 --> 00:18:19,337 but sometimes a negative review is constructive (Michel Godart: 433 00:18:19,337 --> 00:18:22,617 Yes, there are malicious people—and there's nothing we can ever do 434 00:18:22,617 --> 00:18:25,778 about it—who will sabotage you, even without having been there. 435 00:18:25,820 --> 00:18:29,293 A restaurant gets a negative review because it was fully booked and 436 00:18:29,293 --> 00:18:30,657 turned the customer away. 437 00:18:30,700 --> 00:18:32,678 Yes, sometimes it's even competitors sabotaging with 438 00:18:32,678 --> 00:18:33,080 reviews. 439 00:18:33,080 --> 00:18:34,738 Yes, exactly. But on the other hand, 440 00:18:34,738 --> 00:18:37,730 there are guides at Google, so when you leave good reviews, 441 00:18:37,730 --> 00:18:39,196 you rank up as a Google Guide. 442 00:18:39,200 --> 00:18:41,092 I am one personally; when I leave a review, 443 00:18:41,092 --> 00:18:42,172 if it's good, it's good. 444 00:18:42,172 --> 00:18:44,711 I'm not going to leave a review just to tear someone down. 445 00:18:44,711 --> 00:18:46,873 First, I'll mention everything that went well, 446 00:18:46,873 --> 00:18:48,493 and then I'll say, "Be aware, we were 447 00:18:48,493 --> 00:18:49,790 served in 1 h 20, whereas..." 448 00:18:49,840 --> 00:18:51,680 That's what you call a constructive review. 449 00:18:51,680 --> 00:18:54,173 Exactly. A review—I try to give constructive feedback. If it's just 450 00:18:54,173 --> 00:18:55,615 to leave a review saying "Everything is 451 00:18:55,615 --> 00:18:56,839 sunshine and roses," it's not... 452 00:18:56,880 --> 00:18:57,880 It serves no purpose. 453 00:18:58,280 --> 00:18:59,468 Right. It gives—you give five stars 454 00:18:59,468 --> 00:19:00,519 just for the sake of giving five stars. 455 00:19:00,560 --> 00:19:02,000 What other services do you offer? 456 00:19:02,000 --> 00:19:03,838 For the self-employed, what you offer is a goldmine! 457 00:19:03,840 --> 00:19:05,680 For AIs, we offer two packages. 458 00:19:05,720 --> 00:19:08,960 A package with one pillar article and then one article per month, 459 00:19:08,960 --> 00:19:11,960 which is an affordable package for virtually any business. 460 00:19:12,000 --> 00:19:14,023 And then we have an, quote unquote, 461 00:19:14,023 --> 00:19:17,862 expert package where we really boost visibility on AIs and search 462 00:19:17,862 --> 00:19:21,558 engines, offering one pillar article and one article per week. 463 00:19:21,560 --> 00:19:25,412 By article, we mean content, and we can include a lot of things: 464 00:19:25,412 --> 00:19:29,042 we can do product presentations, service presentations, 465 00:19:29,042 --> 00:19:31,930 a profile of the owner, or a profile of the team. 466 00:19:31,970 --> 00:19:33,154 Basically, you tell stories (Benoît Georges: About the 467 00:19:33,154 --> 00:19:34,210 team as well, of course), and that's what matters. 468 00:19:34,250 --> 00:19:38,081 It's content. People love content; they love knowing who is behind the 469 00:19:38,081 --> 00:19:39,609 story. Take, for instance... 470 00:19:40,090 --> 00:19:41,090 A marble masonry business that... 471 00:19:41,090 --> 00:19:42,872 We forget it too often, we don't just sell a product or a 472 00:19:42,872 --> 00:19:45,102 service, above all we sell a story; behind it is the human element. As 473 00:19:45,102 --> 00:19:46,402 I always say, there can be 20 million coaches on the internet 474 00:19:46,402 --> 00:19:47,494 (Benoît Georges: Of course), but there's only one 475 00:19:47,494 --> 00:19:49,341 that will suit you (Benoît Geroges: Yes). And it's a matter of 476 00:19:49,341 --> 00:19:49,770 affinity. 477 00:19:49,770 --> 00:19:53,607 For instance, we have stories with companies that are family stories, 478 00:19:53,607 --> 00:19:55,168 it's the fourth generation. 479 00:19:55,210 --> 00:19:57,641 And then we have stories that are one year old, 480 00:19:57,641 --> 00:20:00,135 but it's 20 or 30 years of career, a life change, 481 00:20:00,135 --> 00:20:01,730 a burnout, whatever it may be. 482 00:20:01,770 --> 00:20:04,880 We can have all kinds of stories, we can have entrepreneurs who 483 00:20:04,880 --> 00:20:08,047 struggled for ten years and then found the right client and then 484 00:20:08,047 --> 00:20:10,531 took off. Many great stories started in a garage, 485 00:20:10,531 --> 00:20:12,958 right? Take the biggest companies in the world, they all started 486 00:20:12,958 --> 00:20:15,551 tinkering in their garage (Michel Godart: Yeah). Well, some tinker in 487 00:20:15,551 --> 00:20:17,146 their warehouse, some tinker with their van, and 488 00:20:17,146 --> 00:20:19,129 then one thing leads to another and they become great stor... 489 00:20:19,370 --> 00:20:20,702 There are more than you'd think in their garage (Benoît Georges: Of 490 00:20:20,702 --> 00:20:21,748 course, of course, of course), there are more than we 491 00:20:21,748 --> 00:20:22,210 think. 492 00:20:22,210 --> 00:20:24,636 We know the biggest ones, but there are very small ones, 493 00:20:24,636 --> 00:20:26,850 and thriving businesses that started in a garage. 494 00:20:26,890 --> 00:20:29,658 Well, I also want to talk about an area of expertise that has strongly 495 00:20:29,658 --> 00:20:32,525 developed through the story we've just heard and understood, which is 496 00:20:32,525 --> 00:20:34,809 that you now also offer self-employed professionals an 497 00:20:34,809 --> 00:20:36,996 analysis of their web visibility and their websites. 498 00:20:37,080 --> 00:20:39,504 Indeed, that's also a service we offer (Michel Godart: 499 00:20:39,504 --> 00:20:42,378 A thermometer). Yes, we always tend to say that a 500 00:20:42,378 --> 00:20:45,360 website is important, yes, it is important. 501 00:20:45,360 --> 00:20:49,149 If it's a beautiful storefront but with no traffic coming through, 502 00:20:49,149 --> 00:20:51,809 it's useless. You can have a nice photo gallery, 503 00:20:51,809 --> 00:20:55,039 you can have great text, but major elements will be missing. 504 00:20:55,080 --> 00:20:56,678 The design 'wow' factor is no longer enough. 505 00:20:56,720 --> 00:20:57,759 It is no longer enough (Michel Godart: Exactly) at all. 506 00:20:57,759 --> 00:20:58,604 That's what people need to (Benoît Georges: It's no longer enough...) 507 00:20:58,604 --> 00:20:58,920 understand. 508 00:20:58,920 --> 00:21:00,853 Not at all, you have to bring certain things to the table. So 509 00:21:00,853 --> 00:21:03,516 there are certain things—editorial, even artistic, photography, 510 00:21:03,516 --> 00:21:06,178 layout—it's clear that what is beautiful is always (Michel Godart: 511 00:21:06,178 --> 00:21:07,999 Attracts) attractive, compared to something 512 00:21:07,999 --> 00:21:08,760 But that's the human side. 513 00:21:08,760 --> 00:21:11,761 that is ugly. But behind that, there's the technical side, 514 00:21:11,761 --> 00:21:14,938 which is becoming absolutely essential to lighten websites, 515 00:21:14,938 --> 00:21:17,319 make them dynamic, code them, and enrich them. 516 00:21:17,360 --> 00:21:19,360 So, these are all things that we offer. 517 00:21:19,360 --> 00:21:22,496 Before doing anything, we can run an audit (Michel Godart: 518 00:21:22,496 --> 00:21:25,120 That's right) of the website; it's upfront work. 519 00:21:25,160 --> 00:21:27,402 And it provides a report and a complete overview of what's 520 00:21:27,402 --> 00:21:29,970 happening (Benoît Georges: Exactly). Because what we're saying 521 00:21:29,970 --> 00:21:32,071 here (Benoit Georges: Exactly) is super important to 522 00:21:32,071 --> 00:21:34,638 point out; people very often forget that there are three aspects. 523 00:21:34,640 --> 00:21:37,214 There's the aspect of what humans see with their eyes, 524 00:21:37,214 --> 00:21:38,874 what they hear, what they can read, 525 00:21:38,874 --> 00:21:42,192 but what they aren't aware of—and that's natural since it's not their 526 00:21:42,192 --> 00:21:45,224 job—is that behind a website hide Google bots and crawlers that 527 00:21:45,224 --> 00:21:46,880 automate the analysis of the site. 528 00:21:46,880 --> 00:21:49,330 They don't read like we do; they read tags, 529 00:21:49,330 --> 00:21:51,852 code, etc. And so there, there's work to be done to be 530 00:21:51,852 --> 00:21:53,320 visible—that's the famous SEO. 531 00:21:53,480 --> 00:21:55,766 For AIs, it's SEO, and there are other things that 532 00:21:55,766 --> 00:21:57,552 come into play: scripts, schema.org, 533 00:21:57,552 --> 00:21:59,563 contexts (Benoît Georges: That's right), 534 00:21:59,563 --> 00:22:02,409 and all these technicalities—we don't want to scare people. 535 00:22:02,409 --> 00:22:04,362 Well, if you don't take that into account, 536 00:22:04,362 --> 00:22:06,594 well, as you say, you have a very pretty website, 537 00:22:06,594 --> 00:22:07,876 but with very few visitors. 538 00:22:07,880 --> 00:22:11,281 I always like to ask a client—whether it's a non-profit, 539 00:22:11,281 --> 00:22:14,466 an event organizer, or a festival organizer—what is 540 00:22:14,466 --> 00:22:17,240 your actual job? What is your core business? 541 00:22:17,240 --> 00:22:19,320 Is it doing roofing, is it doing masonry, 542 00:22:19,320 --> 00:22:24,121 is it organizing? Do your job and leave the underlying architecture 543 00:22:24,121 --> 00:22:27,449 of your online visibility to a specialist. 544 00:22:27,490 --> 00:22:30,382 If I need to redo my roof, I'm not going to call a plumber, 545 00:22:30,382 --> 00:22:32,330 I'm going to call a roofer and slater. 546 00:22:32,330 --> 00:22:35,605 If I need web work done, I'm going to call a specialist in 547 00:22:35,605 --> 00:22:39,450 websites, SEO, and now AI-driven SEO—it's becoming mandatory. 548 00:22:39,490 --> 00:22:42,049 We are right in the thick of it, whether we like it or not. 549 00:22:42,250 --> 00:22:43,657 Yeah, exactly. And that's why it's so important to understand (Benoît 550 00:22:43,657 --> 00:22:44,210 Georges: I take...) the nuance. 551 00:22:44,210 --> 00:22:48,609 For example, do a search—anyone, do a search on Google right now. 552 00:22:48,610 --> 00:22:52,361 First, you're going to get the artificial intelligence results, 553 00:22:52,361 --> 00:22:55,295 and then after that, you'll get the standard Google 554 00:22:55,295 --> 00:22:58,159 search engine results; whether you like it or not, 555 00:22:58,159 --> 00:23:01,705 the AI side is going to analyze everything you put in your query 556 00:23:01,705 --> 00:23:02,930 and bring it up first. 557 00:23:03,090 --> 00:23:04,967 Yeah, exactly, we can't change the way the world is evolving, there's 558 00:23:04,967 --> 00:23:07,021 nothing we can really do to stop it indirectly... It's like the web: 559 00:23:07,021 --> 00:23:09,211 when it appeared, people cried wolf, saying, "The web 560 00:23:09,211 --> 00:23:11,499 is a huge carbon consumer, we're heading straight into a 561 00:23:11,499 --> 00:23:14,240 wall," but people didn't stop using the web because of that. We use it 562 00:23:14,240 --> 00:23:16,322 intensively on all smartphones (Benoît Georges: Of course) and 563 00:23:16,322 --> 00:23:18,919 across all social media. And yet the IPCC reports were warning about 564 00:23:18,919 --> 00:23:20,960 global warming; well, here we are, and yet it still 565 00:23:20,960 --> 00:23:23,575 continues, so... All we can do is remind ourselves once again—and I 566 00:23:23,575 --> 00:23:26,095 repeat—the tool isn't the problem, it's how mankind manages it and 567 00:23:26,095 --> 00:23:27,130 how humans handle the tool. 568 00:23:27,170 --> 00:23:30,446 I always illustrate it like this: the rolling pin was invented to 569 00:23:30,446 --> 00:23:33,418 roll dough, to make pies, but some people use it to hit their 570 00:23:33,418 --> 00:23:34,449 wives and children. 571 00:23:34,450 --> 00:23:36,750 So there you go, we can find something negative in 572 00:23:36,750 --> 00:23:39,596 everything. For example, for us, when people talk to me 573 00:23:39,596 --> 00:23:41,486 about pollution, I completely agree, 574 00:23:41,486 --> 00:23:44,616 so I collaborate with Vincent, we are 200 kilometers apart from 575 00:23:44,616 --> 00:23:47,758 each other. Just imagine if either he or I had to travel 200 576 00:23:47,758 --> 00:23:50,530 kilometers every day to meet up, it's impossible. 577 00:23:50,570 --> 00:23:54,074 So we use videoconferencing, we use online media that are 578 00:23:54,074 --> 00:23:56,410 available, and we do the same thing... 579 00:23:56,410 --> 00:23:57,210 And to illustrate that. 580 00:23:57,210 --> 00:23:57,970 With our collaborators. 581 00:23:57,970 --> 00:23:59,873 And to illustrate that, it's very simple, 582 00:23:59,873 --> 00:24:02,210 those who still have doubts, check out Infomaniak. 583 00:24:02,210 --> 00:24:03,875 They created a data center with AI, 584 00:24:03,875 --> 00:24:06,802 featuring a unique water circuit that cools the data center, 585 00:24:06,802 --> 00:24:09,442 where water continuously circulates in a closed loop, 586 00:24:09,442 --> 00:24:11,451 and, and which reheats and heats the city; 587 00:24:11,451 --> 00:24:13,746 solutions exist, but people need to get to work, 588 00:24:13,746 --> 00:24:16,787 take ownership of the solution, and invest in these solutions, 589 00:24:16,787 --> 00:24:19,770 but we're not going to start a political debate or go off topic. 590 00:24:19,810 --> 00:24:22,649 No, but in fact we are in the infancy of artificial intelligence, 591 00:24:22,649 --> 00:24:25,120 and especially all the technical complexity behind it. 592 00:24:25,160 --> 00:24:27,640 So data centers, cooling systems, since we are 593 00:24:27,640 --> 00:24:30,375 really at the beginning, we are going to move toward 594 00:24:30,375 --> 00:24:32,537 solutions with batteries, with panels, 595 00:24:32,537 --> 00:24:34,317 with geothermal energy, with... 596 00:24:34,360 --> 00:24:36,631 And all of this is already on its way (Michel Godart: 597 00:24:36,631 --> 00:24:38,942 Evolving). Because let's not kid ourselves, 598 00:24:38,942 --> 00:24:42,164 these big companies that manage these data centers also want to 599 00:24:42,164 --> 00:24:43,198 reduce those costs. 600 00:24:43,400 --> 00:24:45,423 Let's get back to it, we still have a big announcement to 601 00:24:45,423 --> 00:24:47,974 make, since it's about introducing you, and then the second part was, 602 00:24:47,974 --> 00:24:50,567 well, we're forming a partnership together. Now, we know that with 603 00:24:50,567 --> 00:24:52,418 AIs, when you ask, "Hey, how can I improve my 604 00:24:52,418 --> 00:24:54,680 business?", many AIs will answer, "Start a podcast. 605 00:24:54,680 --> 00:24:56,943 It's important because AIs want structured, 606 00:24:56,943 --> 00:24:59,387 dated data," and a podcast, through its RSS feed, 607 00:24:59,387 --> 00:25:02,005 does just that. But I'll let you explain to us a bit, what interests 608 00:25:02,005 --> 00:25:03,767 you in the partnership with "The Podcast Factory 609 00:25:03,767 --> 00:25:04,880 Org" and what is the objective? 610 00:25:04,920 --> 00:25:08,394 So indeed, as you said, there are different ways to promote 611 00:25:08,394 --> 00:25:12,272 oneself. With the Info-Lux group, the core business is actually 612 00:25:12,272 --> 00:25:14,360 publishing articles with photos. 613 00:25:14,400 --> 00:25:17,814 So we get search engine optimization on titles, 614 00:25:17,814 --> 00:25:19,520 text, and still images. 615 00:25:19,560 --> 00:25:23,332 The medium-term goal is to introduce audio, 616 00:25:23,332 --> 00:25:27,919 especially podcasts, and we were fortunate enough to 617 00:25:27,919 --> 00:25:30,060 meet about a year ago now. 618 00:25:30,060 --> 00:25:30,693 At the Relay for Life (Benoît Georges: At the Relay for Life in 619 00:25:30,693 --> 00:25:31,302 Braine-l'Alleud), in Braine-l'Alleud, actually. Yeah, 620 00:25:31,302 --> 00:25:32,302 shout-out to them! 621 00:25:32,820 --> 00:25:36,562 And so indeed, incorporating podcasts along with text, 622 00:25:36,562 --> 00:25:40,225 titles, and the ability to add photos will really boost 623 00:25:40,225 --> 00:25:41,420 SEO for everyone. 624 00:25:41,460 --> 00:25:42,802 And transcripts for the deaf and hard of 625 00:25:42,802 --> 00:25:43,899 hearing, which is our strength. 626 00:25:43,940 --> 00:25:45,618 Yes, of course, when I mentioned text, 627 00:25:45,618 --> 00:25:46,980 I indeed meant the transcript. 628 00:25:46,980 --> 00:25:47,500 Complete. 629 00:25:47,500 --> 00:25:49,970 Full podcast integration, that's magnificent. And we are 630 00:25:49,970 --> 00:25:52,459 truly inclusive at that level; in this regard, 631 00:25:52,459 --> 00:25:55,011 I'd like to acknowledge two of our journalists: 632 00:25:55,011 --> 00:25:56,160 Thibaut Demeyer, Mr. 633 00:25:56,160 --> 00:25:57,819 Cinema, has reduced mobility. 634 00:25:57,860 --> 00:26:00,590 And Leo Van Notte, who is our gaming specialist, 635 00:26:00,590 --> 00:26:02,910 is a young guy who is totally into gaming; 636 00:26:02,910 --> 00:26:05,571 he also has a lot of difficulty getting around, 637 00:26:05,571 --> 00:26:09,121 but you can't tell from his articles or all his reviews because 638 00:26:09,121 --> 00:26:11,405 he tests them. In fact, it has become a strength; 639 00:26:11,405 --> 00:26:13,951 it has become a strength to develop something else in the face of 640 00:26:13,951 --> 00:26:17,019 difficulties, that's the first thing. And so the podcast arsenal 641 00:26:17,019 --> 00:26:19,179 comes in to reinforce everything else. 642 00:26:19,220 --> 00:26:22,394 And to go even further, the vision we have at info-lux is 643 00:26:22,394 --> 00:26:25,292 to take the outlet and really make it a media group, 644 00:26:25,292 --> 00:26:28,743 meaning truly covering all readership areas with targeted 645 00:26:28,743 --> 00:26:32,402 URLs, covering provinces, cities, regions—that's really the 646 00:26:32,402 --> 00:26:35,013 foundation. And in the near future, 647 00:26:35,013 --> 00:26:39,087 to integrate a slightly more open editorial line. 648 00:26:39,130 --> 00:26:41,361 So we are going to keep, with local media, 649 00:26:41,361 --> 00:26:43,528 the cultural and event-driven aspect, 650 00:26:43,528 --> 00:26:46,812 and we will probably develop sites that are already online, 651 00:26:46,812 --> 00:26:47,928 called info en plus. 652 00:26:48,010 --> 00:26:50,662 So there, info en plus isn't tied to a province; 653 00:26:50,662 --> 00:26:54,198 we'll be able to bring in things that don't have a direct link to 654 00:26:54,198 --> 00:26:57,938 events or culture to offer a slightly more traditional editorial 655 00:26:57,938 --> 00:26:59,970 line, national and international. 656 00:26:59,970 --> 00:27:02,657 And to that we're going to add the possibility of doing an online 657 00:27:02,657 --> 00:27:04,635 radio station, or even a Web TV (Michel Godart: 658 00:27:04,635 --> 00:27:07,624 Wow). So the project is there, it's mapped out; 659 00:27:07,624 --> 00:27:10,346 it lacks resources, and the online radio won't 660 00:27:10,346 --> 00:27:12,650 necessarily always be streaming live. 661 00:27:12,650 --> 00:27:15,608 We have the opportunity to produce podcasts, featured reports (Michel 662 00:27:15,608 --> 00:27:17,186 Godart: And to fill a feed) and juggle, 663 00:27:17,186 --> 00:27:18,369 fill, fill that up, right... 664 00:27:18,369 --> 00:27:19,130 With short segments, yeah. 665 00:27:19,130 --> 00:27:21,176 With music, cultural announcements, 666 00:27:21,176 --> 00:27:22,710 weekly schedules, exactly. 667 00:27:23,110 --> 00:27:24,906 We already have lots and lots of projects, 668 00:27:24,906 --> 00:27:26,190 we have to take it step by step. 669 00:27:26,230 --> 00:27:27,790 And so, for now we have to keep developing. 670 00:27:27,790 --> 00:27:28,990 Ambitions for the future? 671 00:27:28,990 --> 00:27:32,068 Do we also have the ambition to expand into Dutch? 672 00:27:32,070 --> 00:27:34,785 International? We don't have to reveal everything, 673 00:27:34,785 --> 00:27:37,019 but in any case, here in our partnership we already 674 00:27:37,019 --> 00:27:39,466 have a key strength: our podcast episodes are produced 675 00:27:39,466 --> 00:27:42,337 in video format on our YouTube channel @thepodcastfactoryorg, 676 00:27:42,337 --> 00:27:44,200 and they are subtitled in five languages: 677 00:27:44,200 --> 00:27:46,270 French, Dutch, German, English, and Spanish. 678 00:27:46,350 --> 00:27:47,950 Indeed, that's very important. 679 00:27:47,950 --> 00:27:50,966 For now, we publish 100% of the content in French, 680 00:27:50,966 --> 00:27:55,084 but with online translation tools offering instant translation, 681 00:27:55,084 --> 00:27:59,270 it's already possible to read our articles in different languages. 682 00:27:59,270 --> 00:28:02,603 But the goal here in the coming weeks—we're not talking about 683 00:28:02,603 --> 00:28:06,003 months, we're talking about weeks—is to work on multilingual 684 00:28:06,003 --> 00:28:08,863 websites. It really is one of the very next projects: 685 00:28:08,863 --> 00:28:12,435 having our articles in different languages to also optimize SEO in 686 00:28:12,435 --> 00:28:14,794 those different languages (Michel Godart: 687 00:28:14,794 --> 00:28:16,915 Yes). Because with machine translation, there isn't 688 00:28:16,915 --> 00:28:20,126 necessarily SEO indexing (Michel Godart: Indeed). And so here, 689 00:28:20,126 --> 00:28:24,008 well, this will help broaden the readership across the entire 690 00:28:24,008 --> 00:28:27,217 foreign community living in our circulation area, 691 00:28:27,217 --> 00:28:30,500 and ultimately expand into other geographic areas. 692 00:28:30,540 --> 00:28:32,169 Thank you. Thank you for coming over, 693 00:28:32,169 --> 00:28:34,696 thank you for sharing all this passion with us; we feel so welcome 694 00:28:34,696 --> 00:28:37,066 at your place. And I think that as a result, this podcast can really 695 00:28:37,066 --> 00:28:39,543 be featured across all our episodes and a whole series of RSS feeds. We 696 00:28:39,543 --> 00:28:41,750 have a special feature in all our podcasts: 697 00:28:41,750 --> 00:28:44,632 we have a link to a voicemail, and so our listeners who are 698 00:28:44,632 --> 00:28:47,696 grateful for what you shared and for your positive mindset, 699 00:28:47,696 --> 00:28:51,007 or who would like to ask info-lux a question or submit a request to 700 00:28:51,007 --> 00:28:53,153 info-lux, can contact you via voicemail. 701 00:28:53,153 --> 00:28:55,177 So you take your smartphone—as we said, 702 00:28:55,177 --> 00:28:57,506 there's always a microphone in a smartphone, 703 00:28:57,506 --> 00:28:59,285 so you use it like a voice recorder, 704 00:28:59,285 --> 00:29:00,939 speaking into your smartphone. 705 00:29:00,940 --> 00:29:03,422 On the page you're following, there is a "Record" button; you 706 00:29:03,422 --> 00:29:05,904 leave your message for Ben and make sure to tell me at the end—I 707 00:29:05,904 --> 00:29:08,629 insist—"Yes, I share publicly. Or no, I don't share publicly." If 708 00:29:08,629 --> 00:29:10,909 it's a no, I forward it to Ben privately, and he'll reply to you 709 00:29:10,909 --> 00:29:13,503 privately, because you will need to enter your email to send the voice 710 00:29:13,503 --> 00:29:15,980 message. And if it's a yes, well, we'll feature your voice 711 00:29:15,980 --> 00:29:18,471 message as a comment on future releases of this podcast, 712 00:29:18,471 --> 00:29:21,174 and Ben will be able to reply to you through that same channel. 713 00:29:21,180 --> 00:29:22,659 Thank you, Ben, see you very soon. 714 00:29:22,700 --> 00:29:24,060 My pleasure, see you soon. Thank you. 715 00:29:24,060 --> 00:29:25,060 The website? 716 00:29:25,060 --> 00:29:29,874 Info-lux.com. And from info-lux, there are all the links to all the 717 00:29:29,874 --> 00:29:32,818 other regional media outlets, as well as city websites. 718 00:29:32,860 --> 00:29:33,860 Sounds good! See you soon. 719 00:29:33,860 --> 00:29:34,300 See you soon. 720 00:29:34,300 --> 00:29:36,300 You're listening to "The Podcast Factory Org". 721 00:29:36,340 --> 00:29:39,663 This podcast project is an initiative created and produced by 722 00:29:39,663 --> 00:29:43,115 the non-profit organization "The Podcast Factory Org" with the 723 00:29:43,115 --> 00:29:46,311 sponsorship of "transforma bxl - Innovation playground", 724 00:29:46,311 --> 00:29:47,780 a coworking space in Evere. 725 00:29:47,860 --> 00:29:49,917 Since January 2025, and for five years, 726 00:29:49,917 --> 00:29:52,161 we are also sponsored by "Plugin Company", 727 00:29:52,161 --> 00:29:55,340 our preferred charging station and charging card operator. 728 00:29:55,380 --> 00:29:58,661 "The Podcast Factory Org" is very proud to be a member of "KAYA" - 729 00:29:58,661 --> 00:30:02,128 Coalition of Ecopreneurs and to collaborate with the "Love Health 730 00:30:02,128 --> 00:30:05,632 Center". You will find all episodes of all our podcasts on the website 731 00:30:05,632 --> 00:30:06,980 "What's Your Story dot be". 732 00:30:07,140 --> 00:30:09,869 Don't forget to subscribe to our YouTube channel 733 00:30:09,869 --> 00:30:13,664 @thepodcastfactoryorg, where we offer the podcast in video format 734 00:30:13,664 --> 00:30:16,460 with subtitle transcripts in several languages.