Google AI Overviews in France : what the drop in SEO traffic means for agencies

Since July 22, 2026, Google has been rolling out its AI Overviews in France, with full coverage of eligible queries expected by September 23. This shift concretely changes the landscape for businesses relying on organic search and requires a deep rethinking of webmarketing agencies' strategies.

Traffic drops already measured in exposed markets

In markets where AI Overviews have been active for longer, studies converge on one finding: the presence of an AI-generated summary at the top of results reduces clicks to sites. According to Ahrefs data, the average click-through rate of a page in first position can decrease by 58% when an AI Overview appears above the traditional results. Other specialized firms, like Seer Interactive, measure declines ranging from 45% to 69% on certain informational queries, while the average trend observed in markets that have already switched is around −20% SEO traffic for this type of search.

Not all pages are affected in the same way: brand queries, local searches and transactional queries (purchase, booking) hold up much better than purely informational content, which is the first to be absorbed by generative summaries.

From SEO to GEO: a change in method, not just in tools

In light of this observation, specialized agencies no longer talk only about SEO but about GEO, Generative Engine Optimization: the art of being cited and reused in the synthesized answers produced by generative engines like AI Overviews or conversational assistants. The principle remains close to classical search optimization — authority, clear structure, reliable sources — but the objective changes: it's no longer just about being first on a results page, but about being the source cited in a generated answer.

• Generic or shallow content loses visibility, as the AI favors sources that provide verifiable, well-structured information.
• Technical aspects (speed, data structuring, markup) matter more because they facilitate the extraction of content by generative systems.
• Brand and transactional queries remain the area where traditional SEO retains most of its value.

What this means for French businesses

For SMEs and e-merchants, the immediate challenge is not to bet everything on historical positions in the classic results. Industry professionals recommend diversifying acquisition channels, strengthening high-value content (case studies, original data, verifiable expertise) and closely monitoring traffic evolution by query type to adjust editorial strategy over the coming months.

This transition, still recent in France, is expected to accelerate by the end of the year as AI Overviews coverage extends to more queries. Businesses that anticipate these adjustments now reduce the risk of seeing their organic traffic erode abruptly. To go further, it can be useful to compare the offerings of a webmarketing and SEO agency, to follow trends in the tech and AI sector, or to get informed about issues related to e-commerce.

Frequently asked questions

What is an AI Overview on Google?

It is an artificial intelligence–generated summary that appears at the top of Google search results, synthesizing several sources to directly answer the user's query.

Are all searches affected by the traffic drop?

No. Informational queries are the most affected, while brand, local or transactional searches behave similarly to classic SEO.

What is GEO and how does it differ from SEO?

GEO (Generative Engine Optimization) aims to be cited as a source in AI-generated answers, whereas traditional SEO primarily seeks to obtain the best position in the conventional results.

Sources

EY France — AI Overviews: fewer clicks, more at stake —
Ahrefs — AI Overviews in France, what you need to know —
Blog du Modérateur — What studies reveal about the impact of AI Overviews

This article was written with the help of artificial intelligence. Editorial policy