{"id":84328,"date":"2026-05-28T17:15:16","date_gmt":"2026-05-28T16:15:16","guid":{"rendered":"https:\/\/www.freshpies.co.uk\/?p=84328"},"modified":"2026-05-28T17:15:16","modified_gmt":"2026-05-28T16:15:16","slug":"google-round-up","status":"publish","type":"post","link":"https:\/\/www.freshpies.co.uk\/fr\/google-round-up\/","title":{"rendered":"Un grand tour d'horizon de Google"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Le mois de mai a \u00e9t\u00e9 tr\u00e8s charg\u00e9 dans le monde des annonces Google et du r\u00e9f\u00e9rencement. Vous avez probablement vu beaucoup de titres sur l'IA de Google, beaucoup de discussions sur l'intelligence artificielle. <a href=\"https:\/\/www.freshpies.co.uk\/fr\/geo-et-seo\/\">GEO<\/a>, Les internautes sont de plus en plus nombreux \u00e0 s'int\u00e9resser \u00e0 l'Internet, mais ils ne savent pas exactement ce que cela signifie pour leur marketing. Il est difficile de s'y retrouver, m\u00eame pour ceux qui vivent de cette r\u00e9alit\u00e9. Voici donc un gros r\u00e9capitulatif de ce qu'il faut savoir sur Google.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 ez-toc-wrap-left counter-flat 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\">Contenu<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table des mati\u00e8res\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #0a0a0a;color:#0a0a0a\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #0a0a0a;color:#0a0a0a\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.freshpies.co.uk\/fr\/google-round-up\/#AI_In_Everything_Everywhere_All_At_Once\" >L'IA dans tout et partout \u00e0 la fois<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.freshpies.co.uk\/fr\/google-round-up\/#Organic_Challenges\" >Les d\u00e9fis de l'agriculture biologique<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.freshpies.co.uk\/fr\/google-round-up\/#Another_Update\" >Une autre mise \u00e0 jour<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.freshpies.co.uk\/fr\/google-round-up\/#Final_Slice\" >Derni\u00e8re tranche<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"AI_In_Everything_Everywhere_All_At_Once\"><\/span><span style=\"font-weight: 400;\">L'IA dans tout et partout \u00e0 la fois<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Google s'appr\u00eate \u00e0 superposer la g\u00e9n\u00e9ration de r\u00e9ponses par l'IA \u00e0 son mod\u00e8le de recherche traditionnel, plut\u00f4t que de remplacer enti\u00e8rement la recherche par clic. Le r\u00e9sultat est un syst\u00e8me hybride qui mon\u00e9tise les deux aspects de la recherche sur internet : l'attention et les entreprises qui veulent de l'attention.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La recherche d'informations sur Google est plus susceptible de d\u00e9clencher un aper\u00e7u de l'IA, qui vous encouragera \u00e0 \u2018poursuivre l'exploration\u2019 ou \u00e0 \u2018approfondir\u2019 avec le mode IA, qui est essentiellement le mod\u00e8le Gemini de la recherche.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cette initiative s'inscrit dans le cadre de l'effort renouvel\u00e9 de Google en faveur des formats publicitaires fond\u00e9s sur l'IA, afin de pouvoir proposer des annonces pertinentes d\u00e9clench\u00e9es par les donn\u00e9es de l'utilisateur. <\/span><a href=\"https:\/\/searchengineland.com\/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115\"><span style=\"font-weight: 400;\">\u00e9changes conversationnels<\/span><\/a><span style=\"font-weight: 400;\"> en mode IA.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cela signifie que les annonces de recherche traditionnelles \u00e9voluent en m\u00eame temps que le placement des annonces. Le ciblage par mot-cl\u00e9 reste essentiel, mais Google accorde plus d'importance aux signaux contextuels et s\u00e9mantiques.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les nouveaux inventaires publicitaires seront essentiels. Si vous ne vous adaptez pas, vous risquez fort d'\u00eatre distanc\u00e9.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En attendant la mise en place progressive de cette mesure, la concurrence devient de plus en plus rude pour les annonces en dehors des aper\u00e7us de l'IA. Les AIO peuvent <\/span><a href=\"https:\/\/www.reddit.com\/r\/PPC\/comments\/1pdvcxx\/google_ai_overviews_are_quietly_destroying_ad\/?utm_source=share&amp;utm_medium=web3x&amp;utm_name=web3xcss&amp;utm_term=1&amp;utm_content=share_button\"><span style=\"font-weight: 400;\">r\u00e9duire la visibilit\u00e9 de certaines requ\u00eates<\/span><\/a><span style=\"font-weight: 400;\">, Les annonces, y compris les publicit\u00e9s, m\u00eame si la qualit\u00e9 des clics qu'elles g\u00e9n\u00e8rent n'est pas toujours satisfaisante, ne sont pas prises en compte. <\/span><a href=\"https:\/\/www.searchenginejournal.com\/google-search-sessions-show-how-users-pause-scroll-reconsider-before-clicking\/575243\/\"><span style=\"font-weight: 400;\">peuvent \u00eatre plus \u00e9lev\u00e9s.<\/span><\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Organic_Challenges\"><\/span><span style=\"font-weight: 400;\">Les d\u00e9fis de l'agriculture biologique<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Si vous ne diffusez pas de publicit\u00e9s sur Google, votre contenu organique n'en est pas moins concern\u00e9. L'Internet \u00e9tant de plus en plus ax\u00e9 sur le mobile, un AIO particuli\u00e8rement volumineux peut signifier que votre annonce ne sera pas vue du tout si le d\u00e9filement n'a pas lieu. (Vous aurez tout de m\u00eame cette impression, car nous n'avons pas encore abandonn\u00e9 les mesures de vanit\u00e9).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cette visibilit\u00e9 r\u00e9duite tend \u00e9galement \u00e0 faire baisser le taux de clics. Le CTR reste un excellent indicateur de pertinence, mais il est actuellement mis \u00e0 mal.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cependant, tout n'est pas perdu. Une \u00e9tude r\u00e9cente a montr\u00e9 que non seulement les utilisateurs dont les recherches d\u00e9clenchaient des AIO <\/span><a href=\"https:\/\/www.searchenginejournal.com\/google-search-sessions-show-how-users-pause-scroll-reconsider-before-clicking\/575243\/\"><span style=\"font-weight: 400;\">plus susceptibles de rester plus longtemps sur le SERP<\/span><\/a><span style=\"font-weight: 400;\">, ils \u00e9taient plus susceptibles de faire d\u00e9filer la page et de la remonter pour pr\u00eater plus d'attention aux r\u00e9sultats - une pr\u00e9misse int\u00e9ressante pour la notori\u00e9t\u00e9 et l'intention de la marque. Enfin, pour les r\u00e9sultats de la premi\u00e8re page \/ les 6 premiers r\u00e9sultats.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Another_Update\"><\/span><span style=\"font-weight: 400;\">Une autre mise \u00e0 jour<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Cette ann\u00e9e, nous avons d\u00e9j\u00e0 eu droit \u00e0 un certain nombre de mises \u00e0 jour de la part de Google : une mise \u00e0 jour Discover en f\u00e9vrier, une mise \u00e0 jour Core et une mise \u00e0 jour Spam en mars. Une autre mise \u00e0 jour de base a \u00e9t\u00e9 annonc\u00e9e pour le mois de mai !<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cela signifie que vous pouvez vous attendre \u00e0 une d\u00e9rive des classements qui se stabilisera environ un mois apr\u00e8s la fin de la mise \u00e0 jour. Il est possible que vous souhaitiez augmenter l\u00e9g\u00e8rement la cadence de publication de votre nouveau contenu afin de vous remettre sur les rails plus rapidement.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Final_Slice\"><\/span><span style=\"font-weight: 400;\">Derni\u00e8re tranche<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Le virage de l'IA de Google n'est pas pr\u00e8s de s'arr\u00eater, et pr\u00e9tendre qu'il s'agit d'un incident temporaire ne vous aidera pas \u00e0 am\u00e9liorer vos r\u00e9sultats. Mais l'IA n'est pas non plus la solution miracle - c'est un moyen, et non un substitut. Pensez-y comme si vous ajoutiez une bonne pinc\u00e9e de sel \u00e0 votre plat pour en faire ressortir la v\u00e9ritable saveur, et non comme si vous remplaciez tous les ingr\u00e9dients.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Les jeux qui ont fonctionn\u00e9 l'ann\u00e9e derni\u00e8re sont toujours importants, mais ils ne suffisent plus \u00e0 eux seuls. Adaptez votre contenu et votre strat\u00e9gie publicitaire aux nouvelles surfaces de l'IA, continuez \u00e0 bien faire les choses fondamentales, surveillez les r\u00e9sultats commerciaux r\u00e9els plut\u00f4t que les mesures de vanit\u00e9, et vous serez en avance sur la courbe lorsque le bruit se calmera.<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Le mois de mai a \u00e9t\u00e9 tr\u00e8s charg\u00e9 dans le monde des annonces Google et du r\u00e9f\u00e9rencement. Voici donc un r\u00e9capitulatif de ce qu'il faut savoir sur Google.<\/p>","protected":false},"author":9,"featured_media":84331,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[68,1174],"tags":[],"class_list":["post-84328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google-ads","category-digital-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v22.4 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A Big Fat Google Round Up - Fresh Pies<\/title>\n<meta name=\"description\" content=\"May has been a busy month in the world of Google Ads and SEO, so here&#039;s a google round up with the essentials for what you need to know.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.freshpies.co.uk\/fr\/google-round-up\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Big Fat Google Round Up\" \/>\n<meta property=\"og:description\" content=\"May has been a busy month in the world of Google Ads and SEO, so here&#039;s a google round up with the essentials for what you need to know.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.freshpies.co.uk\/fr\/google-round-up\/\" \/>\n<meta property=\"og:site_name\" content=\"Fresh Pies\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/freshpiesdigital\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-28T16:15:16+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.freshpies.co.uk\/wp-content\/uploads\/2026\/05\/Google-Roundup.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1364\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Sonnie Spenser\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@freshpies\" \/>\n<meta name=\"twitter:site\" content=\"@freshpies\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sonnie Spenser\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/google-round-up\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/google-round-up\\\/\"},\"author\":{\"name\":\"Sonnie Spenser\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/#\\\/schema\\\/person\\\/8d381e059c7d72b8d27cd8d9f17d42c6\"},\"headline\":\"A Big Fat Google Round Up\",\"datePublished\":\"2026-05-28T16:15:16+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/google-round-up\\\/\"},\"wordCount\":630,\"publisher\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/google-round-up\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.freshpies.co.uk\\\/wp-content\\\/uploads\\\/2026\\\/05\\\/Google-Roundup.png\",\"articleSection\":[\"Google Ads\",\"Digital Marketing\"],\"inLanguage\":\"fr-FR\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.freshpies.co.uk\\\/google-round-up\\\/\",\"url\":\"https:\\\/\\\/www.freshpies.co.uk\\\/google-round-up\\\/\",\"name\":\"A Big Fat Google Round Up - 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