French media traffic drops sharply

French media outlets have experienced a significant decline in website traffic, with 40 information brands losing more than 22.9% of their visits in one year, according to data from ACPM cited by The Media Leader. Le Parisien, for instance, saw its visits drop from 103.5 million to 61.2 million during the same period.

AI Overviews linked to traffic decline

This decline followed the launch of Google's AI Overviews in France on July 22. However, Google has stated that it has not observed a significant decrease in traffic since the launch of AI summaries, and no direct link could be established between the two. A possible sign of this dependency is that applications of the same media, which do not go through AI Overview, only declined by 12.9% in September.

AI Overviews work mechanism

The mechanism of AI Overviews involves users potentially being satisfied with the summary and not clicking on the articles, leading to a decrease in traffic. The challenge for media is becoming a preferred Google source, which opens a new door with preferred sources.

User choices reshape search visibility

Internet users can now select the media they want to see prioritized in the AI Mode, AI Previews, and the "Top Stories" section. The condition is that the media must publish recent content on the topic searched. This represents a shift in logic, where positioning oneself well on a query is no longer enough; the user must actively choose the media.

Brand awareness becomes key

Brand awareness, audience loyalty, and regular publication frequency are becoming visibility criteria in search results. For publishers, encouraging their readers to add them as a preferred source could become a common practice, similar to subscribing to a newsletter or downloading an application.

Small businesses face traffic changes

For small businesses, the launch of AI Snippets in France on July 22 has changed the role of their websites. Impressions have increased, but clicks have decreased. A consulting firm observed a 24% increase in impressions and a 20% decrease in clicks between April and September, with appearances in AI responses multiplying by 4.5 since July 22.

Clicks vs. impressions trend

Ahrefs noted a similar trend on a large scale, with a decrease in clicks as early as the first nine days after the launch. Small businesses may mistakenly conclude that their sites are not working as well, but this is often a misreading.

Content types react differently

Pages that answer specific questions, such as "how much does an accountant cost for an SARL" or "how to create a SCI," are likely to lose clicks because Google provides direct answers. However, these pages are cited in AI responses, helping to establish the business's name with new users.

Decision-driven pages remain strong

Pages that lead to decisions, such as those with pricing, appointment scheduling, or contact information, are more resilient because they are judged by the requests they trigger rather than by visits.

Local searches less impacted

Local searches remain less exposed to AI Snippets. According to a study by the agency Peak Ace cited by the JDN, only 43.2% of local intent searches display an AI Snippet, compared to 76.3% on average in their panel.

Ranking still matters in France

In France, the entrance remains the ranking, with 60% of pages cited in AI Snippets being in the top 10 of the same search, compared to 38% in the United States. In France, the top 10 remains the entrance to the summaries, and a page that declines loses on both charts.

Four strategies for small businesses

Four reflexes for small businesses this autumn include opening the AI report in the Search Console, which indicates which pages Google uses in its responses, and changing the indicator according to the page.

Different metrics for different pages

A page that answers is judged by its citations, while a decision page is judged by its contact requests. Ensuring that well-ranked pages do not age is crucial, as a page that declines loses on both charts.

Focus on clarity and action

Clear pricing, one-click contact, and concrete evidence are essential for visitors who are less curious and more decisive. The AI Snippets do not signal the end of the small business's website but shift its role: fewer visits from curious people and more visits from people ready to act.

Clarity over size

For a small structure that knows its trade and can explain it simply, clarity matters more than size.