{"id":1984,"date":"2025-03-17T09:02:13","date_gmt":"2025-03-17T08:02:13","guid":{"rendered":"https:\/\/michaeldri.com\/blog\/?p=1984"},"modified":"2025-12-13T09:15:56","modified_gmt":"2025-12-13T08:15:56","slug":"google-affichages-ai-overviews-ctrs-chutent","status":"publish","type":"post","link":"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/","title":{"rendered":"Google : les affichages AI Overviews s&#8217;acc\u00e9l\u00e8rent mais le CTR chutent !"},"content":{"rendered":"<p data-pm-slice=\"1 1 []\">Google \u00e9volue, et avec lui, nos habitudes de recherche. Une r\u00e9cente \u00e9tude d&#8217;Advanced Web Ranking montre que les taux de clics (CTR) sur les r\u00e9sultats organiques sont en baisse. La raison ? L\u2019intelligence artificielle qui fa\u00e7onne de plus en plus les r\u00e9sultats et influence la mani\u00e8re dont les utilisateurs consomment l\u2019information. Alors, que faire pour ne pas perdre en visibilit\u00e9 ?<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_1 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">DANS CET ARTICLE<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/#Une_baisse_des_CTR_variable_selon_les_secteurs\" >Une baisse des CTR variable selon les secteurs<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/#Lessor_des_apercus_IA_trop_efficaces\" >L\u2019essor des aper\u00e7us IA : trop efficaces ?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/#Comment_sadapter_et_limiter_la_casse\" >Comment s\u2019adapter et limiter la casse ?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/#1_Optimiser_pour_les_snippets_et_les_apercus_IA\" >1. Optimiser pour les snippets et les aper\u00e7us IA<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/#2_Miser_sur_le_contenu_engageant_et_approfondi\" >2. Miser sur le contenu engageant et approfondi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/#3_Travailler_lexperience_utilisateur\" >3. Travailler l\u2019exp\u00e9rience utilisateur<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/#4_Diversifier_ses_sources_de_trafic\" >4. Diversifier ses sources de trafic<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/michaeldri.com\/blog\/seo\/google-affichages-ai-overviews-ctrs-chutent\/#Un_SEO_en_mutation\" >Un SEO en mutation<\/a><\/li><\/ul><\/nav><\/div>\n\n<h2><span class=\"ez-toc-section\" id=\"Une_baisse_des_CTR_variable_selon_les_secteurs\"><\/span>Une baisse des CTR variable selon les secteurs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>D\u2019apr\u00e8s <a href=\"https:\/\/www.advancedwebranking.com\/blog\/ctr-google-2024-q4\" target=\"_blank\" rel=\"noopener\">l\u2019\u00e9tude<\/a>, tous les secteurs ne sont pas touch\u00e9s de la m\u00eame mani\u00e8re. Par exemple, les sites du domaine scientifique en premi\u00e8re position sur desktop enregistrent un CTR moyen de 19,06 %, tandis que ceux li\u00e9s au droit, au gouvernement et \u00e0 la politique affichent un impressionnant 38,45 %.<\/p>\n<p>Entre le troisi\u00e8me et le quatri\u00e8me trimestre 2024, ces \u00e9carts ont fortement augment\u00e9 entre ces deux secteurs, passant de 5,96 \u00e0 19,39 points de pourcentage ! L\u2019impact des nouveaux r\u00e9sultats de recherche enrichis par l\u2019IA semble montrer que certains domaines souffrent plus que d&#8217;autres<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Lessor_des_apercus_IA_trop_efficaces\"><\/span>L\u2019essor des aper\u00e7us IA : trop efficaces ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Un des facteurs principaux de cette chute des CTR serait l\u2019augmentation des aper\u00e7us IA dans les r\u00e9sultats de recherche. Selon l\u2019\u00e9tude, ces aper\u00e7us sont pass\u00e9s en moyenne de 33,68 % \u00e0 42,51 % des r\u00e9sultats affich\u00e9s par <a href=\"https:\/\/michaeldri.com\/blog\/seo\/comment-apparaitre-ai-overviews-google-booster-visibilite\/\">Google AI Overviews<\/a>. En d\u2019autres termes, Google r\u00e9pond d\u00e9sormais directement \u00e0 de nombreuses requ\u00eates sans que l\u2019utilisateur ait besoin de cliquer sur un site web !<\/p>\n<figure id=\"attachment_1993\" aria-describedby=\"caption-attachment-1993\" style=\"width: 1585px\" class=\"wp-caption aligncenter\"><img fetchpriority=\"high\" decoding=\"async\" class=\"wp-image-1993 size-full\" src=\"https:\/\/michaeldri.com\/blog\/wp-content\/uploads\/2025\/03\/study-google-aio_resultat.webp\" alt=\"Courbe Google AIO affichage SERP\" width=\"1585\" height=\"1035\" srcset=\"https:\/\/michaeldri.com\/blog\/wp-content\/uploads\/2025\/03\/study-google-aio_resultat.webp 1585w, https:\/\/michaeldri.com\/blog\/wp-content\/uploads\/2025\/03\/study-google-aio_resultat-300x196.webp 300w, https:\/\/michaeldri.com\/blog\/wp-content\/uploads\/2025\/03\/study-google-aio_resultat-1024x669.webp 1024w, https:\/\/michaeldri.com\/blog\/wp-content\/uploads\/2025\/03\/study-google-aio_resultat-768x502.webp 768w, https:\/\/michaeldri.com\/blog\/wp-content\/uploads\/2025\/03\/study-google-aio_resultat-1536x1003.webp 1536w\" sizes=\"(max-width: 1585px) 100vw, 1585px\" \/><figcaption id=\"caption-attachment-1993\" class=\"wp-caption-text\"><em>Augmentation de l&#8217;affichage AIO sur les requ\u00eates informationnelles &#8211; Advanced Web Ranking<\/em><\/figcaption><\/figure>\n<p>C\u2019est particuli\u00e8rement visible sur les recherches informationnelles, celles qui commencent par &#8220;quoi&#8221;, &#8220;comment&#8221;, &#8220;quand&#8221;, etc. Les sites class\u00e9s dans les 4 premi\u00e8res positions pour ce type de requ\u00eates ont enregistr\u00e9 une perte combin\u00e9e de 7,31 points de pourcentage en CTR. Une vraie douche froide pour le trafic organique.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Comment_sadapter_et_limiter_la_casse\"><\/span>Comment s\u2019adapter et limiter la casse ?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Face \u00e0 cette \u00e9volution, inutile de paniquer, mais il faut adapter sa strat\u00e9gie SEO. Voici quelques pistes :<\/p>\n<h3><span class=\"ez-toc-section\" id=\"1_Optimiser_pour_les_snippets_et_les_apercus_IA\"><\/span><strong>1. Optimiser pour les snippets et les aper\u00e7us IA<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Si Google propose des r\u00e9ponses directement dans ses r\u00e9sultats, autant en tirer parti ! R\u00e9digez des contenus clairs, structur\u00e9s, et r\u00e9pondez directement aux questions des internautes pour maximiser vos chances d\u2019appara\u00eetre dans ces aper\u00e7us IA.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"2_Miser_sur_le_contenu_engageant_et_approfondi\"><\/span><strong>2. Miser sur le contenu engageant et approfondi<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Les aper\u00e7us IA fournissent souvent des r\u00e9ponses succinctes. Proposez du contenu plus d\u00e9taill\u00e9, exclusif, avec des analyses approfondies pour inciter les internautes \u00e0 cliquer pour en savoir plus.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"3_Travailler_lexperience_utilisateur\"><\/span><strong>3. Travailler l\u2019exp\u00e9rience utilisateur<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Un site rapide, attrayant et bien organis\u00e9 retiendra mieux l\u2019attention des visiteurs. Pensez \u00e0 l\u2019ergonomie mobile, au maillage interne efficace et \u00e0 la valeur ajout\u00e9e de votre contenu.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"4_Diversifier_ses_sources_de_trafic\"><\/span><strong>4. Diversifier ses sources de trafic<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Google reste le roi du Search, mais ne d\u00e9pendre que de lui est risqu\u00e9. Travaillez votre pr\u00e9sence sur les r\u00e9seaux sociaux, le marketing d\u2019influence et le r\u00e9f\u00e9rencement sur d\u2019autres plateformes comme YouTube ou Pinterest.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Un_SEO_en_mutation\"><\/span>Un SEO en mutation<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Le SEO ne cesse d\u2019\u00e9voluer, et l\u2019essor de l\u2019IA chez Google en est une nouvelle preuve. Moins de clics ne signifie pas la fin du trafic organique, mais plut\u00f4t une n\u00e9cessit\u00e9 d\u2019adapter ses strat\u00e9gies. Pour le moment, <a href=\"https:\/\/www.seroundtable.com\/google-ai-overviews-in-germany-switzerland-italy-38988.html\" target=\"_blank\" rel=\"noopener\">AI Overviews n&#8217;est pas disponible en Europe&#8230; Mais si des tests en douce sont en train d&#8217;\u00eatre faits en Allemagne, Italie et Suisse<\/a> !<\/p>\n<p>L\u2019important ? Rester agile, analyser les tendances et tester de nouvelles approches. Le monde du digital est en perp\u00e9tuelle mutation, alors autant en faire une force ! \ud83d\ude80<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Google \u00e9volue, et avec lui, nos habitudes de recherche. Une r\u00e9cente \u00e9tude d&#8217;Advanced Web Ranking montre que les taux de clics (CTR) sur les r\u00e9sultats organiques sont en baisse. La raison ? L\u2019intelligence artificielle qui fa\u00e7onne de plus en plus les r\u00e9sultats et influence la mani\u00e8re dont les utilisateurs consomment l\u2019information. Alors, que faire pour [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[137,7],"tags":[22,129,23],"class_list":["post-1984","post","type-post","status-publish","format-standard","hentry","category-intelligence-artificielle","category-seo","tag-google","tag-intelligence-artificielle","tag-news","entry"],"rank_math_title":"Google et l'AI : Affichages en hausse, CTRs en baisse","rank_math_description":"Google \u00e9volue, et avec lui, nos habitudes de recherche. Une r\u00e9cente \u00e9tude d'Advanced Web Ranking montre que les taux de clics (CTR) sur les r\u00e9sultats...","_links":{"self":[{"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/posts\/1984","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/comments?post=1984"}],"version-history":[{"count":4,"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/posts\/1984\/revisions"}],"predecessor-version":[{"id":1996,"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/posts\/1984\/revisions\/1996"}],"wp:attachment":[{"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/media?parent=1984"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/categories?post=1984"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/michaeldri.com\/blog\/wp-json\/wp\/v2\/tags?post=1984"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}