{"id":81467,"date":"2026-07-30T10:36:00","date_gmt":"2026-07-30T14:36:00","guid":{"rendered":"https:\/\/memberpress.com\/?p=81467"},"modified":"2026-07-29T13:52:48","modified_gmt":"2026-07-29T17:52:48","slug":"google-proof-case-study-blending-for-good","status":"publish","type":"post","link":"https:\/\/memberpress.com\/fr\/blog\/google-proof-case-study-blending-for-good\/","title":{"rendered":"Le fondateur de Vitamix a b\u00e2ti un empire gr\u00e2ce au trafic g\u00e9n\u00e9r\u00e9 par Google. Puis il a cr\u00e9\u00e9 quelque chose que Google ne pouvait pas \u00e9galer."},"content":{"rendered":"\n

Pendant dix ans, Lenny Gale a \u00e9t\u00e9 \u201c le sp\u00e9cialiste du Vitamix \u201d : la r\u00e9f\u00e9rence la plus fiable sur Internet pour savoir si le mixeur $500 valait le coup. Puis, du jour au lendemain, l\u2019algorithme de Google a chang\u00e9, et lui et sa femme Shalva ont d\u00fb cr\u00e9er un projet dont la survie ne d\u00e9pendait pas des r\u00e9sultats de recherche.<\/em><\/p>

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CE QU'IL Y A \u00c0 L'INT\u00c9RIEUR<\/p>\nToggle<\/span>
Regardez l'interview dans son int\u00e9gralit\u00e9<\/a><\/li>
Des smoothies au blanc d'\u0153uf \u00e0 \u201c l'homme au Vitamix \u201d<\/a><\/li>
Pourquoi \u00ab Blending for Good \u00bb a renonc\u00e9 au trafic provenant de la recherche Google<\/a><\/li>
Comment un abonnement Premium prot\u00e8ge une entreprise contre une mise \u00e0 jour de Google<\/a><\/li>
Comment \u00ab Blending for Good \u00bb a d\u00e9velopp\u00e9 sa base d'adh\u00e9rents gr\u00e2ce \u00e0 MemberPress<\/a><\/li>
Ce que \u00ab Blending for Good \u00bb cherche encore \u00e0 d\u00e9terminer<\/a><\/li>
La philosophie : \u00ab Donner de la valeur pour en recevoir en retour \u00bb<\/a>
Construire quelque chose que Google ne peut pas atteindre<\/a><\/li><\/ul><\/li>
O\u00f9 trouver \u00ab Blending for Good \u00bb ?<\/a><\/li><\/ul><\/nav><\/div>\n\n\n\n\n
Aux \u00c9tats-Unis, entre cinq et dix millions de foyers poss\u00e8dent un Vitamix.<\/p>\n\n\n\n
Toute l'activit\u00e9 de Lenny et Shalva Gale repose sur un constat simple, bien qu'un peu d\u00e9rangeant, concernant la plupart d'entre eux : Ils ne s'en servent pas.<\/strong><\/p>\n\n\n\n
C'est l\u00e0 tout le principe sur lequel repose Un m\u00e9lange pour le bien<\/a><\/strong>, l'entreprise bas\u00e9e \u00e0 Minneapolis dirig\u00e9e par Lenny et Shalva \u2013 un revendeur agr\u00e9\u00e9 Vitamix proposant en outre un abonnement payant.<\/p>\n\n\n\n
Il est con\u00e7u pour transformer la phrase \u201c Je devrais vraiment m'en servir davantage \u201d en une habitude quotidienne r\u00e9elle<\/strong>. <\/p>\n\n\n\n
Ce programme d'adh\u00e9sion, lanc\u00e9 il y a six mois, fonctionne sur MemberPress<\/a><\/strong>, et compte d\u00e9j\u00e0 de v\u00e9ritables membres qui b\u00e9n\u00e9ficient d'une s\u00e9lection hebdomadaire de recettes et d'un cours d'initiation con\u00e7u pour leur permettre d'acqu\u00e9rir cette habitude en une semaine.<\/p>\n\n\n\n
\u00c7a marche. Mais il a fallu que les Gales\u2026 quinze ans<\/strong>, un changement complet d'image de marque et un effondrement brutal du trafic \u00e0 l'\u00e9chelle du secteur pour en arriver l\u00e0.<\/p>\n\n\n\n
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<\/span>Regardez l'interview dans son int\u00e9gralit\u00e9<\/span><\/h2>\n\n\n\n
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<\/iframe><\/div><\/span>\n<\/div><figcaption class=\"wp-element-caption\">D\u00c9COUVREZ comment ce blog Vitamix a surv\u00e9cu \u00e0 la chute de son trafic provoqu\u00e9e par Google<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h2 class=\"wp-block-heading\">Des smoothies au blanc d'\u0153uf \u00e0 \u201c l'homme au Vitamix \u201d<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Lenny n'avait pas pour objectif de vendre des mixeurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'\u00e9tait un consultant itin\u00e9rant, dipl\u00f4m\u00e9 en comptabilit\u00e9, qui travaillait pour l'un des grands cabinets, et il d\u00e9testait \u00e7a.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201c Je ne voyais aucune valeur intrins\u00e8que \u00e0 aider les PDG et les actionnaires \u00e0 gagner plus d\u2019argent \u201d,\u201d<\/strong> dit-il. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Il a donc d\u00e9cid\u00e9 de faire de la sant\u00e9 et du bien-\u00eatre son m\u00e9tier \u00e0 la place<\/strong>, sans savoir encore exactement ce que cela signifiait.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La premi\u00e8re id\u00e9e \u00e9tait <strong>blancs d'\u0153ufs<\/strong>. Lenny a cr\u00e9\u00e9 un blog intitul\u00e9 <em>La vie, c'est pas des \u0153ufs<\/em> en partant de l'id\u00e9e que les blancs d'\u0153ufs pasteuris\u00e9s en brique (prot\u00e9ines pures, sans mati\u00e8re grasse ni cholest\u00e9rol) pourraient constituer ce petit changement r\u00e9alisable qui inciterait les gens \u00e0 mieux s'alimenter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/memberpress.com\/fr\/blog\/setting-up-wordpress-for-a-food-and-recipe-site\/\" title=\"\">Il a appris WordPress tout seul.<\/a> lors de r\u00e9unions d'entreprise, et il a commenc\u00e9 \u00e0 consigner son parcours en mati\u00e8re de sant\u00e9 : des recettes de smoothies, des articles expliquant pourquoi le sucre cr\u00e9e une d\u00e9pendance, un texte sur le Dr Oz, ainsi qu'une page \u00e9tonnamment populaire consacr\u00e9e \u00e0 la pr\u00e9paration d'un steak de thon ahi achet\u00e9 chez Trader Joe's.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c En fait, je ne faisais que raconter mon parcours en mati\u00e8re de sant\u00e9 et de bien-\u00eatre, en cherchant \u00e0 trouver mon propre \u00e9quilibre alimentaire \u201d, explique-t-il.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est alors qu'il remarqua quelque chose. <strong>Ce n'\u00e9taient pas les blancs d'\u0153ufs qui faisaient toute la diff\u00e9rence. C'\u00e9tait la machine.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\"<strong>Cet appareil, le Vitamix,<\/strong> \u201d C'est en fait ce qui fait toute la diff\u00e9rence \u201c, dit-il. \u00ab Et avant m\u00eame de m'en rendre compte, <strong>C'\u00e9tait moi, le type de chez Vitamix.<\/strong>\"<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'id\u00e9e de mon\u00e9tiser son blog lui a \u00e9t\u00e9 souffl\u00e9e par un inconnu rencontr\u00e9 dans l'avion. Alors qu'il attendait \u00e0 l'a\u00e9roport de Denver apr\u00e8s son vol, Lenny a \u00e9voqu\u00e9 qu'il cherchait un moyen de gagner de l'argent gr\u00e2ce \u00e0 son blog : peut-\u00eatre vendre des blancs d'\u0153ufs, ou encore s'inscrire au programme de Vitamix\u2026 <a href=\"https:\/\/prettylinks.com\/blog\/affiliate-programs\/\" target=\"_blank\" rel=\"noopener\" title=\"\">programme d'affiliation.<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le type \u00e0 c\u00f4t\u00e9 de lui lui a demand\u00e9 quel \u00e9tait le pourcentage de commission. \u201c Quinze pour cent, ou quelque chose comme \u00e7a \u201d, a r\u00e9pondu Lenny. \u201c Et combien \u00e7a co\u00fbte ? \u201d \u201c Quatre ou cinq cents dollars. \u201d \u201c Vas-y, fais-le. \u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lenny a appel\u00e9 Vitamix pour leur dire qu'il serait leur <strong>principal partenaire d'affiliation<\/strong>, et a pass\u00e9 la d\u00e9cennie suivante \u00e0 le prouver.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il a construit<strong> La vie, c'est pas des \u0153ufs<\/strong> pour en faire un site de r\u00e9f\u00e9rence sp\u00e9cialis\u00e9 qui r\u00e9pondait pr\u00e9cis\u00e9ment aux questions que les internautes tapent sur Google avant d'acheter : \u00ab Est-ce que le Vitamix en vaut la peine ? \u00bb, \u00ab Lequel choisir ? \u00bb, \u00ab Vitamix ou Ninja ? \u00bb, \u00ab Comment s'en sert-on concr\u00e8tement ? \u00bb.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why_Blending_for_Good_Walked_Away_From_Google_Search_Traffic\"><\/span>Pourquoi \u00ab Blending for Good \u00bb a renonc\u00e9 au trafic provenant de la recherche Google<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Deux \u00e9v\u00e9nements ont mis fin \u00e0 l'ancien mod\u00e8le, l'un apr\u00e8s l'autre.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le premier \u00e9tait <strong>structurel<\/strong>. Les commissions d'affiliation de Vitamix sont bas\u00e9es sur l'attribution : vous n'\u00eates r\u00e9mun\u00e9r\u00e9 que si votre lien a \u00e9t\u00e9 le dernier sur lequel l'utilisateur a cliqu\u00e9 avant d'effectuer un achat. Avec la multiplication des sites de bons de r\u00e9duction, les ventes g\u00e9n\u00e9r\u00e9es par Lenny continuaient d'\u00eatre attribu\u00e9es au lien d'une autre personne plut\u00f4t qu'au sien.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La solution consistait \u00e0 cesser d'\u00eatre un affili\u00e9 pour devenir un v\u00e9ritable <strong>revendeur agr\u00e9\u00e9<\/strong> \u2013 une petite boutique ind\u00e9pendante qui a r\u00e9ussi, d\u2019une mani\u00e8re ou d\u2019une autre, \u00e0 se faire une place aux c\u00f4t\u00e9s de Williams Sonoma et Crate & Barrel.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c Ce n'\u00e9tait pas un hasard \u201d, d\u00e9clare Lenny. \u201c Depuis plus d'une d\u00e9cennie, nous sommes le partenaire le plus d\u00e9vou\u00e9 et le plus fid\u00e8le au service de cette entreprise. \u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La deuxi\u00e8me \u00e9tait d'ordre existentiel. <strong>Entre 2023 et 2024, les mises \u00e0 jour de Google relatives au \u00ab contenu utile \u00bb ont litt\u00e9ralement an\u00e9anti le type m\u00eame de site que repr\u00e9sentait Life Is No Yolk.<\/strong> \u2013 utile, sp\u00e9cialis\u00e9 et optimis\u00e9 pour le r\u00e9f\u00e9rencement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c C'\u00e9tait avant que les r\u00e9sultats de recherche ne se r\u00e9sument plus qu'\u00e0 une r\u00e9ponse g\u00e9n\u00e9r\u00e9e par l'IA, sans aucun clic \u201d, explique Lenny. Quatre-vingt-dix pour cent de son trafic provenait de Google. Ce n'\u00e9tait plus le cas, et il n'est jamais revenu.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"692\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-1024x692.png\" alt=\"Citation de Lenny Gale : ' Nous avions le sentiment qu'il fallait cr\u00e9er quelque chose qui aille au-del\u00e0 de la recherche, sans d\u00e9pendre en aucune fa\u00e7on de Google. '\" class=\"wp-image-81477\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-1024x692.png 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-300x203.png 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-768x519.png 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-50x34.png 50w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-252x170.png 252w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-840x568.png 840w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-1012x684.png 1012w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-700x473.png 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-156x105.png 156w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site-1080x730.png 1080w, https:\/\/memberpress.com\/wp-content\/uploads\/2026\/07\/Lenny-Gale-Quote-Google-Proof-Site.png 1480w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">C'est lors d'une r\u00e9union de club de lecture que la derni\u00e8re pi\u00e8ce du puzzle s'est mise en place. Shalva discutait avec un groupe d'amies de leurs Vitamix, et six femmes pr\u00e9sentes dans la pi\u00e8ce en poss\u00e9daient un.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c Aucun d'entre eux n'avait l'impression de s'en \u00eatre r\u00e9ellement servi \u201d, explique Lenny.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Apr\u00e8s avoir pass\u00e9 dix ans \u00e0 convaincre les gens que le Vitamix valait le coup d\u2019\u00eatre achet\u00e9, c\u2019est \u00e0 ce moment-l\u00e0 que les Gale ont pris conscience que leur mission avait chang\u00e9. Leur nouvelle mission n\u2019\u00e9tait plus de vendre davantage de mixeurs, mais de faire en sorte que ceux qui tra\u00eenaient d\u00e9j\u00e0 dans les placards soient utilis\u00e9s.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_a_Premium_Membership_Protects_a_Business_From_a_Google_Update\"><\/span>Comment un abonnement Premium prot\u00e8ge une entreprise contre une mise \u00e0 jour de Google<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L'histoire de Lenny illustre concr\u00e8tement un argument que nous avons d\u00e9j\u00e0 avanc\u00e9 : <strong>Un abonnement premium constitue l'un des meilleurs moyens dont dispose un site web pour se pr\u00e9munir contre le risque de tout perdre \u00e0 la suite d'un simple changement d'algorithme.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nous avons abord\u00e9 ce sujet en d\u00e9tail dans <a href=\"https:\/\/memberpress.com\/fr\/blog\/the-secret-to-protecting-your-wordpress-website-from-google-algorithm-updates\/\">Le secret pour prot\u00e9ger votre site WordPress des mises \u00e0 jour des algorithmes de Google<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Si une grande partie de votre trafic et de votre chiffre d'affaires d\u00e9pend du classement que Google vous attribue, vous \u00eates <strong>une mise \u00e0 jour suffirait pour g\u00e2cher le trimestre<\/strong>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est en donnant aux internautes une raison de revenir vers vous directement, en vous mentionnant par votre nom, que Google les redirige vers vous ou non, que vous vous pr\u00e9munissez contre ce risque.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/memberpress.com\/fr\/blog\/faqs-for-starting-a-membership-site\/\" title=\"\">Une adh\u00e9sion<\/a> C'est exactement ce qu'il fait. Il transforme les visiteurs occasionnels, venus par le biais d'un moteur de recherche, en visiteurs cibl\u00e9s \u2013 des personnes qui tapent votre nom directement dans la barre d'adresse d'un navigateur plut\u00f4t que dans un moteur de recherche. <a href=\"https:\/\/memberpress.com\/go\/box\/\" title=\"Lien d'affiliation de la bo\u00eete\" class=\"pretty-link-keyword\"rel=\"nofollow \" target=\"_blank\">bo\u00eete<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00ab Blending For Good \u00bb en est la preuve vivante : <strong>bien plus de la moiti\u00e9 du trafic du site provient d\u00e9sormais de YouTube<\/strong>, soit directement \u00e0 partir d'une vid\u00e9o, soit parce que quelqu'un a trouv\u00e9 les Gales sur ce site et a saisi l'URL par la suite.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aucune partie de ce trafic ne peut \u00eatre an\u00e9antie par une mise \u00e0 jour de Google, car il ne d\u00e9pend pas de Google au d\u00e9part.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c Nous avons estim\u00e9 qu'il fallait cr\u00e9er quelque chose qui aille au-del\u00e0 de la recherche, quelque chose qui ne d\u00e9pende absolument pas de Google \u201d, explique Lenny.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>C'est gr\u00e2ce \u00e0 un abonnement payant, soutenu par l'audience dont disposaient d\u00e9j\u00e0 les Gale, qu'ils ont pu concr\u00e8tement mettre cela en place.<\/strong><\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"How_Blending_for_Good_Built_Its_Membership_With_MemberPress\"><\/span>Comment \u00ab Blending for Good \u00bb a d\u00e9velopp\u00e9 sa base d'adh\u00e9rents gr\u00e2ce \u00e0 MemberPress<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">L'adh\u00e9sion repose sur deux \u00e9l\u00e9ments : un <strong>cours d'initiation<\/strong> qui se d\u00e9roule pendant la premi\u00e8re semaine, et un programme hebdomadaire <strong>\u201c menu d\u00e9gustation \u201d<\/strong>,<a href=\"https:\/\/memberpress.com\/fr\/monetize-food-blog\/\" title=\"\"> une s\u00e9lection de recettes<\/a> class\u00e9s non pas par type d'aliment, mais en fonction du probl\u00e8me concret que l'on cherche \u00e0 r\u00e9soudre, par exemple un plat \u00e0 apporter \u00e0 un repas o\u00f9 chacun apporte quelque chose ou un d\u00eener qui ne demande pas trop de r\u00e9flexion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lenny souhaitait que ce cours donne moins l'impression d'\u00eatre une vid\u00e9oth\u00e8que ferm\u00e9e \u00e0 cl\u00e9 et davantage celle de recevoir un petit mot d'un ami, un sujet \u00e0 la fois.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong><a href=\"https:\/\/memberpress.com\/fr\/docs\/dripping-and-expiring-content\/\" title=\"\">La fonctionnalit\u00e9 \u00ab Drip Content \u00bb de MemberPress<\/a>, associ\u00e9 \u00e0 son <a href=\"https:\/\/memberpress.com\/fr\/docs\/email-marketing-addons-by-memberpress-edition\/\" title=\"\">Int\u00e9gration du marketing par e-mail<\/a>s, a \u00e9t\u00e9 con\u00e7u pour offrir pr\u00e9cis\u00e9ment cette exp\u00e9rience.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Configurez une formation une seule fois, puis publiez-la le\u00e7on par le\u00e7on selon un calendrier d\u00e9fini, en l'associant \u00e0 une solution d'e-mailing telle que <a href=\"https:\/\/memberpress.com\/go\/activecamp\/landing\/\" target=\"_blank\" rel=\"noopener nofollow sponsored\" title=\"\">Campagne active<\/a>, <a href=\"https:\/\/memberpress.com\/go\/constant\/\" target=\"_blank\" rel=\"noopener nofollow sponsored\" title=\"\">Constant Contact<\/a>ou <a href=\"https:\/\/memberpress.com\/go\/convertkit\/\" target=\"_blank\" rel=\"noopener nofollow sponsored\" title=\"\">Kit<\/a> \u2013 ainsi, chaque nouvelle le\u00e7on arrive directement dans la bo\u00eete de r\u00e9ception des membres, qui n\u2019ont donc pas besoin de se connecter pour aller la chercher.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"744\" src=\"https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-1024x744.jpg\" alt=\"\" class=\"wp-image-51817\" srcset=\"https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-1024x744.jpg 1024w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-300x218.jpg 300w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-768x558.jpg 768w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-234x170.jpg 234w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-840x610.jpg 840w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-941x684.jpg 941w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-700x509.jpg 700w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-156x113.jpg 156w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1-1080x785.jpg 1080w, https:\/\/memberpress.com\/wp-content\/uploads\/2023\/02\/ContentDrippingOfLessonsMemberPress-1.jpg 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">La formation \u00ab Jumpstart \u00bb de Blending For Good comprend toujours des vid\u00e9os pour les sujets qui le n\u00e9cessitent \u2013 Lenny \u00e9voque notamment une le\u00e7on sur les jus verts accompagn\u00e9e d\u2019une vid\u00e9o explicative. Le contenu est simplement dispens\u00e9 au rythme qu\u2019il a choisi, plut\u00f4t que d\u2019\u00eatre pr\u00e9sent\u00e9 d\u2019un seul coup.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c Les personnes \u00e0 qui nous nous adressons n\u2019ont pas forc\u00e9ment deux heures et demie \u00e0 consacrer \u00e0 s\u2019asseoir et \u00e0 assimiler ce que vous voulez leur transmettre \u201d, explique Lenny. \u201c C\u2019est simple, mais le sentiment qui se cache derri\u00e8re, je pense, est plus efficace \u2013 et peut-\u00eatre m\u00eame plus pr\u00e9cieux \u2013 qu\u2019un d\u00e9luge de contenu qui vous est d\u00e9vers\u00e9 d\u2019un seul coup. \u00bb.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201d Nous \u00e9crivons un e-mail. Ce sont des amis qui \u00e9crivent un e-mail \u00e0 des amis. \u00bb<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Le reste de la configuration repose sur quelques-uns de <strong><a href=\"https:\/\/memberpress.com\/fr\/addons\/\">MemberPress add-ons<\/a><\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/memberpress.com\/fr\/docs\/memberpress-gifting-add-on\/\" title=\"\">Les <strong>Cadeaux<\/strong> compl\u00e9ment<\/a> permet aux membres d'offrir un abonnement \u00e0 un ami \u2013 le niveau d'abonnement le plus \u00e9lev\u00e9 du site comprend m\u00eame deux abonnements cadeaux inclus.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'acc\u00e8s au contenu repose sur un syst\u00e8me de balisage simple, d\u00e9velopp\u00e9 \u00e0 l'aide de <strong><a href=\"https:\/\/memberpress.com\/fr\/docs\/rules-overview\/\" title=\"\">R\u00e8gles d'acc\u00e8s de MemberPress<\/a><\/strong>: toutes les recettes sont verrouill\u00e9es par d\u00e9faut, \u00e0 l'exception de celles portant la mention \u201c gratuite \u201d, un petit ensemble gr\u00e2ce auquel les Gales se sont forg\u00e9 leur r\u00e9putation \u00e0 leurs d\u00e9buts et qu'ils ne souhaitent pas supprimer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Lorsqu'un non-membre tombe sur l'une d'entre elles, <strong>la page leur explique clairement<\/strong> C'est un cadeau de Blending For Good : un geste de bonne volont\u00e9 d\u00e9lib\u00e9r\u00e9, int\u00e9gr\u00e9 d\u00e8s la conception du syst\u00e8me d'acc\u00e8s.<\/p>\n\n\n\n<div class=\"block-mp-button-wrap\">\n\t<a id=\"button-block_61629292fc64027769d19760ba172180\" href=\"https:\/\/memberpress.com\/fr\/blog\/how-to-create-a-food-and-recipe-website\/\" class=\"button button-blue center\">READ Comment cr\u00e9er un site web sur les aliments et les recettes<\/a>\n<\/div>\n\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les recettes elles-m\u00eames sont pr\u00e9sent\u00e9es <a href=\"https:\/\/memberpress.com\/fr\/blog\/setting-up-wordpress-for-a-food-and-recipe-site\/\">WP Recipe Maker<\/a>, ce que Lenny acc\u00e9l\u00e8re gr\u00e2ce \u00e0 une astuce inhabituelle : il a <strong>Claude<\/strong> convertir les ingr\u00e9dients et la m\u00e9thode d'une recette au format d'importation JSON du plugin, transformant ainsi ce qui prenait auparavant une heure de saisie manuelle en un simple copier-coller.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il a utilis\u00e9 la m\u00eame approche pour cr\u00e9er une page de boutique personnalis\u00e9e permettant de parcourir les diff\u00e9rents mod\u00e8les Vitamix. \u201c Je ne pense m\u00eame pas que nos d\u00e9veloppeurs sachent que j'ai fait \u00e7a \u201d, dit-il.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_Blending_for_Good_Is_Still_Figuring_Out\"><\/span>Ce que \u00ab Blending for Good \u00bb cherche encore \u00e0 d\u00e9terminer<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Six mois apr\u00e8s le lancement, Lenny reconna\u00eet sans d\u00e9tour qu'il reste encore beaucoup \u00e0 mettre en place.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les flux de cadeaux ne sont pas encore enti\u00e8rement mis en place. La transition du statut d'affili\u00e9 \u00e0 celui de revendeur \u201c n'a pas \u00e9t\u00e9 aussi facile que nous le pensions \u201d, et le trafic est encore en train de se remettre de la chute de Google.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il se montre \u00e9galement franc au sujet d'un v\u00e9ritable <strong>regret<\/strong>. \u00c0 l'approche de <a href=\"https:\/\/memberpress.com\/fr\/blog\/checklist-for-launching-a-new-membership-site\/\">lancement de l'adh\u00e9sion<\/a>, les Gales ont suspendu la publication de leur lettre d'information hebdomadaire pendant environ six mois afin de se consacrer \u00e0 la construction.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c Si je devais revenir en arri\u00e8re, je dirais que je regrette d'avoir suspendu notre newsletter \u201d, confie-t-il. \u201c Ce serait mon plus grand regret. \u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Il a d\u00e9j\u00e0 d\u00e9cid\u00e9 de le relancer chaque semaine, car d'apr\u00e8s son exp\u00e9rience, il vaut mieux appara\u00eetre r\u00e9guli\u00e8rement dans la bo\u00eete de r\u00e9ception de quelqu'un \u2013 m\u00eame de mani\u00e8re imparfaite \u2013 plut\u00f4t que de se faire discret pendant qu'on travaille \u00e0 cr\u00e9er quelque chose de mieux.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D'apr\u00e8s lui, ce qui fonctionne est plus simple que n'importe quelle technologie : <strong>les gens cuisinent vraiment.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201c Je pense que les gens sont tout simplement ravis de pr\u00e9parer les plats que nous leur apprenons \u00e0 faire \u201d, explique-t-il. \u201c Beaucoup de gens ach\u00e8tent ce Vitamix en se disant : \u2018J\u2019ai de grands projets\u2019 \u2013 et puis il finit au fond d\u2019un placard. \u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Les membres qui restent sont ceux qui ont finalement r\u00e9ussi \u00e0 mener ce projet \u00e0 bien.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\">\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_Philosophy_Put_Value_Out_Get_Value_Back\"><\/span>La philosophie : offrir de la valeur, en recevoir en retour<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Son conseil \u00e0 ceux qui h\u00e9sitent \u00e0 se lancer dans la cr\u00e9ation d'une cha\u00eene YouTube aujourd'hui est sans d\u00e9tour : <strong>\u201c Si vous avez quelque chose \u00e0 enseigner au monde, rendez-vous sur YouTube et partagez-le, car pour l'instant, l'IA ne peut pas vous priver de votre visage, de votre voix, de votre authenticit\u00e9 et de votre histoire. \u201d<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quinze ans plus t\u00f4t, alors qu'il travaillait comme consultant, il avait d\u00e9clar\u00e9 qu'il n'y avait aucune valeur intrins\u00e8que \u00e0 aider les actionnaires \u00e0 s'enrichir. Aujourd'hui, c'est une autre histoire. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u201c Si vous apportez quelque chose au monde, vous pouvez transmettre votre savoir aux autres, et ils vous le rendront en retour \u201d,\u201d<\/strong> dit-il.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C'est sur cela que repose Blending For Good : une d\u00e9cennie de contenu fiable et personnalis\u00e9, d\u00e9sormais ancr\u00e9 dans un syst\u00e8me d'abonnement qui ne subit pas les al\u00e9as des mises \u00e0 jour de Google.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Construire quelque chose que Google ne peut pas atteindre<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pendant dix ans, c'est Google qui a d\u00e9cid\u00e9 qui pouvait voir le travail de Lenny. Puis, sans pr\u00e9venir, cela a cess\u00e9, et il n'y avait rien qu'il puisse y faire.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">D\u00e9sormais, ses membres ont choisi d'en faire partie \u2013 et <strong>aucune mise \u00e0 jour d'algorithme ne peut changer cela<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Si vous avez pass\u00e9 des ann\u00e9es \u00e0 acqu\u00e9rir une v\u00e9ritable expertise, c'est un pari qui vaut la peine d'\u00eatre pris : cessez de \u00ab louer \u00bb votre audience via les r\u00e9sultats de recherche et commencez \u00e0 \u00e9tablir directement une relation avec elle.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/memberpress.com\/fr\/plans\/pricing\/\">MemberPress<\/a> g\u00e8re les aspects techniques de ce changement ; <strong>Il ne te reste plus qu'\u00e0 d\u00e9terminer quelle valeur tu peux apporter \u00e0 ton cr\u00e9neau et pour laquelle les gens seront pr\u00eats \u00e0 payer.<\/strong>.<\/p>\n\n\n\n<div class=\"full-width-cta blue image-left\">\n\t<div class=\"full-width-cta-container\">\n\t\t<div class=\"full-width-cta__image\">\n\t\t\t<img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1.webp\" alt=\"caract\u00e8re cta\" loading=\"lazy\" width=\"485\" height=\"432\" srcset=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/transparent.gif 1w, https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1-mobile.webp 543w, https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/Guy1.webp 485w\" sizes=\"auto, (max-width: 767px) 1px, (max-width: 1023px) 543px, 485px\">\n\t\t<\/div>\n\t\t<div class=\"full-width-cta__text\">\n\t\t\t<h3>Obtenez MemberPress d\u00e8s aujourd'hui !<\/h3>\n\t\t\t<div><p>Commencez \u00e0 \u00eatre pay\u00e9 pour le contenu que vous cr\u00e9ez.<\/p>\n<\/div>\n\t\t\t<div class=\"pricing-cta\">\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/fr\/plans\/pricing\/\" class=\"cta-button\">\n\t\t\t\t\tObtenir MemberPress maintenant\n\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/memberpress.com\/wp-content\/themes\/memberpress-theme\/images\/long-arrow-right-white.svg\" class=\"arrow-red\" alt=\"fl\u00e8che\" width=\"20\" height=\"14\">\n\t\t\t\t<\/a>\n\t\t\t\t<a href=\"https:\/\/memberpress.com\/fr\/features\">Voir toutes les caract\u00e9ristiques<\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Where_to_find_Blending_for_Good\"><\/span>O\u00f9 trouver \u00ab Blending for Good \u00bb ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Si vous \u00eates <strong>Vitamix<\/strong> Si cela vous intrigue, ou si le v\u00f4tre prend la poussi\u00e8re sur le plan de travail de la cuisine, Blending For Good propose un <strong>D\u00e9fi \u00ab Queso \u00bb<\/strong> Pour vous aider \u00e0 d\u00e9marrer : cinq e-mails articul\u00e9s autour d'une recette qui va changer votre fa\u00e7on de voir votre Vitamix.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">L'abonnement payant vous donne acc\u00e8s \u00e0 l'int\u00e9gralit\u00e9 du cours \u00ab Jumpstart \u00bb, au \u00ab Menu d\u00e9gustation \u00bb hebdomadaire et \u00e0 la biblioth\u00e8que compl\u00e8te de recettes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Site web<\/strong>: <a href=\"https:\/\/blendingforgood.com\/\">blendingforgood.com<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>D\u00e9fi \u00ab Queso \u00bb gratuit<\/strong>: <a href=\"https:\/\/blendingforgood.com\/queso-challenge\/\">blendingforgood.com\/queso-challenge<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Instagram<\/strong>: <a href=\"https:\/\/www.instagram.com\/blendingforgood\/\">@blendingforgood<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>YouTube<\/strong>: <a href=\"https:\/\/www.youtube.com\/@blendingforgood\">@blendingforgood<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Cette interview vous a plu ? Abonnez-vous \u00e0 la\u00a0<a href=\"https:\/\/www.youtube.com\/@MemberPressPlugin\">Cha\u00eene YouTube de MemberPress<\/a>\u00a0pour d\u00e9couvrir d'autres entretiens avec des propri\u00e9taires de sites d'adh\u00e9sion et des entrepreneurs en ligne qui d\u00e9veloppent leur activit\u00e9 autour de leur passion.<\/em><\/p>\n<\/body><\/html>","protected":false},"excerpt":{"rendered":"<p>D\u00e9couvrez comment Blending for Good a utilis\u00e9 la strat\u00e9gie MemberPress pour transformer une activit\u00e9 Vitamix d\u00e9pendante de Google en un mod\u00e8le d'abonnement payant fond\u00e9 sur des relations durables avec son public.<\/p>","protected":false},"author":73814,"featured_media":81741,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"_strive_editorial_status":"complete","_strive_copy_of":0,"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_FSMCFIC_featured_image_caption":"","_FSMCFIC_featured_image_nocaption":"","_FSMCFIC_featured_image_hide":"","_strive_checklists":"\"\"","_strive_active_checklist":"62291e2bb2422","_strive_post_notes":"","footnotes":""},"categories":[69,144,377,1553,120,1559,1481,1474,102,854,1558],"tags":[1596,462,1597],"class_list":["post-81467","post","type-post","status-publish","format-standard","has-post-thumbnail","category-advice","category-business","category-case-studies","category-community","category-content","category-food-and-recipe-sites","category-memberpress-features","category-membership-site","category-monetization","category-use-case","category-use-cases","tag-blending-for-good","tag-membership-business","tag-the-vitamix-guy","entry"],"acf":{"plans":["scale"],"is_featured":false,"download_source":"none","mothership_slug":"","download_url":""},"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t<meta name=\"description\" content=\"See how Blending for Good used MemberPress to turn a Google-dependent Vitamix business into a paid membership built on lasting audience relationships.\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Victoria Lloyd\"\/>\n\t<meta name=\"keywords\" content=\"blending for good,membership business,the vitamix guy\" \/>\n\t<link rel=\"canonical\" href=\"https:\/\/memberpress.com\/fr\/blog\/google-proof-case-study-blending-for-good\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO Pro (AIOSEO) 4.9.6.2\" \/>\n\t\t<meta property=\"og:locale\" content=\"fr_FR\" \/>\n\t\t<meta property=\"og:site_name\" content=\"MemberPress\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"The Vitamix Guy Built an Empire on Google Traffic. 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