{"id":77561,"date":"2026-03-19T09:33:31","date_gmt":"2026-03-19T13:33:31","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=77561"},"modified":"2026-03-30T14:59:36","modified_gmt":"2026-03-30T18:59:36","slug":"impact-zero-click-search-digital-marketing","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/","title":{"rendered":"Impacts of Zero-Click Search on Digital Marketing"},"content":{"rendered":"\n
\n

Have you noticed a drop in your click-through rate despite your rankings staying stable?\u00a0The Search Engine Optimization (SEO) landscape is undergoing a radical transformation. For any\u00a0digital\u00a0marketing specialist, understanding the Zero-Click search phenomenon has become an absolute priority. (Check out my recommended strategies<\/a> below) But what exactly is a Zero-Click search? It refers to a search query\u00a0in which the user gets their answer directly on the search results page,\u00a0without clicking through to a website. It is usually done by\u00a0generative AI. \u00a0In 2025, a study showed that 60% of research done on Google ended without any click on\u00a0a\u00a0website.\u00a0The Zero-Click Search\u00a0clearly\u00a0is redefining\u00a0digital marketing.\u00a0<\/p>\n<\/div>

\"Conceptual<\/figure><\/div>\n\n\n\n

As search engines become increasingly optimized with artificial intelligence, the Zero-Click search phenomenon has become a search engine marketer\u2019s digital nightmare. Zero-click search means losing out on website visits. For businesses, organic traffic from search engines will decrease drastically as customers are able to find whatever they\u2019re searching for on the search engine result page itself.<\/p>\n\n\n\n

Because of this digital landscape shift, metrics need to change. When websites are no longer satisfying search intent, Google\u2019s click-through rate metric won\u2019t matter as much. Instead, what businesses need to track is brand impressions and AI citations. Digital marketers should be optimizing their online presence so Google deems them a reliable source and pulls from their site for zero-click searches. Helping their customers make a purchasing decision without sending them to their website is still a win for brands. When used properly, zero-click search is shifting digital marketing from a click mindset to an authority mindset. <\/p>\n\n\n\n

Strategies to avoid the impacts of Zero-Click search<\/strong><\/h2>\n\n\n\n

As discussed, there are ways to combat it by adjusting your digital marketing strategy to meet search intent. As search engines are now answering basic queries with the search assistant, brands should now focus on creating more visually stimulating websites. Websites that provide information that is harder to get from artificial intelligence. What we\u2019ve learned from studying the Zero-Click search is that branding is more powerful than ever. How can you optimize your content despite the dominance of the Zero-Click search? There are two types of digital marketing strategies; <\/p>\n\n\n\n

Building a Zero-Click resilience <\/strong><\/p>\n\n\n\n

\"Conceptual<\/figure>
\n
    \n
  • Move beyond simple answers that Google can scrape such as original deep data or expert insight. <\/li>\n<\/ul>\n\n\n\n
      \n
    • Be unforgettable so that even if users do a Zero-Click search, they will remember your company and possibly come back eventually. <\/li>\n<\/ul>\n\n\n\n
        \n
      • Since clicks are rarer, they are more precious. The user map should be as easy as possible. <\/li>\n<\/ul>\n<\/div><\/div>\n\n\n\n

        Mastering generative answer engine optimization<\/strong> <\/p>\n\n\n\n

          \n
        • Add FAQ page or concise information that can be easily understood by AI. <\/li>\n<\/ul>\n\n\n\n
            \n
          • Use new metrics to monitor the impressions such as AI citations or brand search lift. <\/li>\n<\/ul>\n\n\n\n
              \n
            • Create citation worthy for AI. <\/li>\n<\/ul>\n\n\n\n

              In conclusion, Zero-Click search is pushing content creators to evolve their thinking when it comes to digital marketing. Instead of marking based on clicks, you should be focusing on influence. There\u2019s no escaping the Zero-Click search, so instead let\u2019s embrace that providing instant gratification is the new standard of the modern web and learn to use Zero-Click search to your advantage. <\/p>\n\n\n\n

              Reference<\/strong>s<\/h2>\n\n\n\n

              Amakobe, F., & Amakobe, F. (2025, December 19). What is Zero-Click Search and how this could be impacting you<\/em>. Acorn Digital Consultants. https:\/\/www.acorndigital.ca\/impact-of-zero-click-search\/<\/p>\n\n\n\n

              Kietsirikul, P. (2024, May 12). Customer pain points analysis concept. Customer analysis for. . .<\/em> iStock. https:\/\/www.istockphoto.com\/photo\/customer-pain-points-analysis-concept-customer-analysis-for-improvement-and-gm2152546136-573542614?searchscope=image%2Cfilm<\/p>\n\n\n\n

              Kietsirikul, P. (2022, July 21). Resilience business for sustainable and inclusive growth concept. The. . .<\/em> iStock. https:\/\/www.istockphoto.com\/photo\/resilience-business-for-sustainable-and-inclusive-growth-concept-the-ability-to-deal-gm1409806013-460227202?searchscope=image%2Cfilm<\/p>\n\n\n\n

              Kuryatnik, V. (2026, March 13). 2025 Organic Traffic Crisis: Zero-Click & AI Impact Analysis Report<\/em>. Digital Marketing Agency for Predictable Growth. https:\/\/thedigitalbloom.com\/learn\/2025-organic-traffic-crisis-analysis-report\/#:~:text=This%20research%2C%20compiled%20from%20industry%20reports%2C%20publisher%20data%2C,to%20a%20website%2C%20up%20from%2058%25%20in%202024.<\/p>\n\n\n\n

              Ngu, T. (2026, March 8). The Death of Zero-Click: What it means for SEO and your digital strategy<\/em>. Hashmeta. https:\/\/hashmeta.com\/blog\/the-death-of-zero-click-what-it-means-for-seo-and-your-digital-strategy\/ <\/p>\n\n\n\n

              <\/p>\n\n\n\n

              <\/p>\n","protected":false},"excerpt":{"rendered":"

              As of 2025, approximately 60% of Google searches result in Zero-Click outcomes, where users find their answers directly on the search page. For businesses, this shift often leads to a significant decline in traditional organic traffic. The article argues that Zero-Click search isn’t an inevitable nightmare but a call to evolve. The focus must shift from simple information delivery to building high-level Brand Authority.<\/p>\n","protected":false},"author":2129,"featured_media":77564,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[650,1,1052],"tags":[636,2878,2877,643,2876],"class_list":["post-77561","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-strategy","category-non-classifiee","category-search-engine-marketing","tag-digital-marketing-en","tag-organic-traffic","tag-search-generative-experience","tag-seo-en","tag-zero-click"],"acf":[],"yoast_head":"\nImpacts of Zero-Click Search on Digital Marketing<\/title>\n<meta name=\"description\" content=\"As of 2025, approximately 60% of Google searches result in Zero-Click outcomes, where users find their answers directly on the search page. For businesses, this shift often leads to a significant decline in traditional organic traffic. The article argues that Zero-Click search isn't an inevitable nightmare but a call to evolve. The focus must shift from simple information delivery to building high-level Brand Authority.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Impacts of Zero-Click Search on Digital Marketing\" \/>\n<meta property=\"og:description\" content=\"As of 2025, approximately 60% of Google searches result in Zero-Click outcomes, where users find their answers directly on the search page. For businesses, this shift often leads to a significant decline in traditional organic traffic. The article argues that Zero-Click search isn't an inevitable nightmare but a call to evolve. The focus must shift from simple information delivery to building high-level Brand Authority.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing num\u00e9rique | Digital Marketing | HEC Montr\u00e9al\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/fr-ca.facebook.com\/HECMontreal\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-03-19T13:33:31+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-30T18:59:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/03\/image-15.png\" \/>\n\t<meta property=\"og:image:width\" content=\"570\" \/>\n\t<meta property=\"og:image:height\" content=\"379\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"ostiguymelie\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"ostiguymelie\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":[\"Article\",\"BlogPosting\"],\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/\"},\"author\":{\"name\":\"ostiguymelie\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#\\\/schema\\\/person\\\/6a3bbd4ab01298799c2175138adcf46c\"},\"headline\":\"Impacts of Zero-Click Search on Digital Marketing\",\"datePublished\":\"2026-03-19T13:33:31+00:00\",\"dateModified\":\"2026-03-30T18:59:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/\"},\"wordCount\":738,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/image-15.png\",\"keywords\":[\"digital marketing\",\"organic traffic\",\"search generative experience\",\"SEO\",\"Zero-Click\"],\"articleSection\":[\"Marketing Strategy\",\"Non classifi\u00e9(e)\",\"Search Engine Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/#respond\"]}]},{\"@type\":[\"WebPage\",\"ItemPage\"],\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/\",\"url\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/\",\"name\":\"Impacts of Zero-Click Search on Digital Marketing\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/image-15.png\",\"datePublished\":\"2026-03-19T13:33:31+00:00\",\"dateModified\":\"2026-03-30T18:59:36+00:00\",\"description\":\"As of 2025, approximately 60% of Google searches result in Zero-Click outcomes, where users find their answers directly on the search page. For businesses, this shift often leads to a significant decline in traditional organic traffic. The article argues that Zero-Click search isn't an inevitable nightmare but a call to evolve. The focus must shift from simple information delivery to building high-level Brand Authority.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/#primaryimage\",\"url\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/image-15.png\",\"contentUrl\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2026\\\/03\\\/image-15.png\",\"width\":570,\"height\":379},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/impact-zero-click-search-digital-marketing\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Impacts of Zero-Click Search on Digital Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/\",\"name\":\"Marketing num\u00e9rique | Digital Marketing | HEC Montr\u00e9al\",\"description\":\"Fait par des \u00e9tudiants pour des \u00e9tudiants\",\"publisher\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#organization\",\"name\":\"HEC Montr\u00e9al\",\"url\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2025\\\/09\\\/Favicone.png\",\"contentUrl\":\"https:\\\/\\\/digital.hec.ca\\\/wp-content\\\/uploads\\\/2025\\\/09\\\/Favicone.png\",\"width\":512,\"height\":512,\"caption\":\"HEC Montr\u00e9al\"},\"image\":{\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/fr-ca.facebook.com\\\/HECMontreal\\\/\",\"https:\\\/\\\/www.youtube.com\\\/user\\\/HECMontreal\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/#\\\/schema\\\/person\\\/6a3bbd4ab01298799c2175138adcf46c\",\"name\":\"ostiguymelie\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d8111f6e430f4d891de671a974c475f2a77a4501b4b047d5402b8e3b7b291e87?s=96&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d8111f6e430f4d891de671a974c475f2a77a4501b4b047d5402b8e3b7b291e87?s=96&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d8111f6e430f4d891de671a974c475f2a77a4501b4b047d5402b8e3b7b291e87?s=96&r=g\",\"caption\":\"ostiguymelie\"},\"url\":\"https:\\\/\\\/digital.hec.ca\\\/en\\\/blog\\\/author\\\/ostiguymelie\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Impacts of Zero-Click Search on Digital Marketing","description":"As of 2025, approximately 60% of Google searches result in Zero-Click outcomes, where users find their answers directly on the search page. For businesses, this shift often leads to a significant decline in traditional organic traffic. The article argues that Zero-Click search isn't an inevitable nightmare but a call to evolve. The focus must shift from simple information delivery to building high-level Brand Authority.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/","og_locale":"en_US","og_type":"article","og_title":"Impacts of Zero-Click Search on Digital Marketing","og_description":"As of 2025, approximately 60% of Google searches result in Zero-Click outcomes, where users find their answers directly on the search page. For businesses, this shift often leads to a significant decline in traditional organic traffic. The article argues that Zero-Click search isn't an inevitable nightmare but a call to evolve. The focus must shift from simple information delivery to building high-level Brand Authority.","og_url":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/","og_site_name":"Marketing num\u00e9rique | Digital Marketing | HEC Montr\u00e9al","article_publisher":"https:\/\/fr-ca.facebook.com\/HECMontreal\/","article_published_time":"2026-03-19T13:33:31+00:00","article_modified_time":"2026-03-30T18:59:36+00:00","og_image":[{"width":570,"height":379,"url":"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/03\/image-15.png","type":"image\/png"}],"author":"ostiguymelie","twitter_card":"summary_large_image","twitter_misc":{"Written by":"ostiguymelie","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":["Article","BlogPosting"],"@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/#article","isPartOf":{"@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/"},"author":{"name":"ostiguymelie","@id":"https:\/\/digital.hec.ca\/en\/#\/schema\/person\/6a3bbd4ab01298799c2175138adcf46c"},"headline":"Impacts of Zero-Click Search on Digital Marketing","datePublished":"2026-03-19T13:33:31+00:00","dateModified":"2026-03-30T18:59:36+00:00","mainEntityOfPage":{"@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/"},"wordCount":738,"commentCount":0,"publisher":{"@id":"https:\/\/digital.hec.ca\/en\/#organization"},"image":{"@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/03\/image-15.png","keywords":["digital marketing","organic traffic","search generative experience","SEO","Zero-Click"],"articleSection":["Marketing Strategy","Non classifi\u00e9(e)","Search Engine Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/#respond"]}]},{"@type":["WebPage","ItemPage"],"@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/","url":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/","name":"Impacts of Zero-Click Search on Digital Marketing","isPartOf":{"@id":"https:\/\/digital.hec.ca\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/#primaryimage"},"image":{"@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/#primaryimage"},"thumbnailUrl":"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/03\/image-15.png","datePublished":"2026-03-19T13:33:31+00:00","dateModified":"2026-03-30T18:59:36+00:00","description":"As of 2025, approximately 60% of Google searches result in Zero-Click outcomes, where users find their answers directly on the search page. For businesses, this shift often leads to a significant decline in traditional organic traffic. The article argues that Zero-Click search isn't an inevitable nightmare but a call to evolve. The focus must shift from simple information delivery to building high-level Brand Authority.","breadcrumb":{"@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/#primaryimage","url":"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/03\/image-15.png","contentUrl":"https:\/\/digital.hec.ca\/wp-content\/uploads\/2026\/03\/image-15.png","width":570,"height":379},{"@type":"BreadcrumbList","@id":"https:\/\/digital.hec.ca\/en\/blog\/impact-zero-click-search-digital-marketing\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/digital.hec.ca\/en\/"},{"@type":"ListItem","position":2,"name":"Impacts of Zero-Click Search on Digital Marketing"}]},{"@type":"WebSite","@id":"https:\/\/digital.hec.ca\/en\/#website","url":"https:\/\/digital.hec.ca\/en\/","name":"Marketing num\u00e9rique | Digital Marketing | HEC Montr\u00e9al","description":"Fait par des \u00e9tudiants pour des \u00e9tudiants","publisher":{"@id":"https:\/\/digital.hec.ca\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/digital.hec.ca\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/digital.hec.ca\/en\/#organization","name":"HEC Montr\u00e9al","url":"https:\/\/digital.hec.ca\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/digital.hec.ca\/en\/#\/schema\/logo\/image\/","url":"https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/09\/Favicone.png","contentUrl":"https:\/\/digital.hec.ca\/wp-content\/uploads\/2025\/09\/Favicone.png","width":512,"height":512,"caption":"HEC Montr\u00e9al"},"image":{"@id":"https:\/\/digital.hec.ca\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/fr-ca.facebook.com\/HECMontreal\/","https:\/\/www.youtube.com\/user\/HECMontreal"]},{"@type":"Person","@id":"https:\/\/digital.hec.ca\/en\/#\/schema\/person\/6a3bbd4ab01298799c2175138adcf46c","name":"ostiguymelie","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/d8111f6e430f4d891de671a974c475f2a77a4501b4b047d5402b8e3b7b291e87?s=96&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/d8111f6e430f4d891de671a974c475f2a77a4501b4b047d5402b8e3b7b291e87?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d8111f6e430f4d891de671a974c475f2a77a4501b4b047d5402b8e3b7b291e87?s=96&r=g","caption":"ostiguymelie"},"url":"https:\/\/digital.hec.ca\/en\/blog\/author\/ostiguymelie\/"}]}},"views":9,"_links":{"self":[{"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/posts\/77561","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/users\/2129"}],"replies":[{"embeddable":true,"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/comments?post=77561"}],"version-history":[{"count":6,"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/posts\/77561\/revisions"}],"predecessor-version":[{"id":77752,"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/posts\/77561\/revisions\/77752"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/media\/77564"}],"wp:attachment":[{"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/media?parent=77561"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/categories?post=77561"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/digital.hec.ca\/en\/wp-json\/wp\/v2\/tags?post=77561"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}