{"id":11972,"date":"2025-12-13T14:39:51","date_gmt":"2025-12-13T18:39:51","guid":{"rendered":"https:\/\/fad-fep.ca\/reporterPlus\/?p=11972"},"modified":"2025-12-16T22:56:54","modified_gmt":"2025-12-17T02:56:54","slug":"aeo-ia-generatives-et-parcours-dachat","status":"publish","type":"post","link":"https:\/\/fad-fep.ca\/reporterPlus\/2025\/12\/13\/aeo-ia-generatives-et-parcours-dachat\/","title":{"rendered":"L&rsquo;aube de l&rsquo;AEO : IA g\u00e9n\u00e9ratives et parcours d\u2019achat"},"content":{"rendered":"\n<p class=\"has-medium-font-size\" style=\"font-style:normal;font-weight:800\"><strong>Hier encore, c\u2019\u00e9tait simple&nbsp;: je Google et je trouve. <\/strong><strong>Aujourd\u2019hui, les ChatGPT de ce monde red\u00e9finissent la fa\u00e7on dont les consommateurs <\/strong><strong>d\u00e9couvrent et choisissent des produits<\/strong><strong>. <\/strong><strong>Les pages de r\u00e9sultats sont peu \u00e0 peu d\u00e9laiss\u00e9es au profit des moteurs de r\u00e9ponses g\u00e9n\u00e9ratives. Dans ce nouvel univers, le r\u00e9f\u00e9rencement SEO classique ne suffit plus. L\u2019enjeu pour les marques n\u2019est plus d\u2019\u00eatre trouv\u00e9es, mais d\u2019\u00eatre cit\u00e9es dans une r\u00e9ponse g\u00e9n\u00e9rative. <\/strong><strong>Bienvenue dans l\u2019\u00e8re de l\u2019AEO, <\/strong><strong>soit <em>l\u2019Answer Engine Optimization<\/em><\/strong><strong>.<\/strong><\/p>\n\n\n\n<p>En fournissant des r\u00e9ponses compl\u00e8tes sans diriger l\u2019utilisateur vers un site web, les moteurs de r\u00e9ponses comme ChatGPT, Perplexity et Gemini&nbsp;engendrent une baisse notable des clics vers les sites des entreprises. Selon Semrush, chef de file dans la gestion de la visibilit\u00e9 en ligne et le marketing de contenu, cette baisse atteint d\u00e9j\u00e0 entre 15 % et 35 % selon les industries. Ceci se traduit par une perte du contr\u00f4le du message, par une baisse des conversions, et donc, par une baisse de revenus pour les marques.<\/p>\n\n\n\n<h2 class=\"wp-block-heading has-large-font-size\" style=\"font-style:normal;font-weight:800\"><strong>Capturabilit\u00e9<\/strong><\/h2>\n\n\n\n<p><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"has-medium-font-size\" style=\"font-style:normal;font-weight:800\"><strong>\u00ab&nbsp;C\u2019est ici que l\u2019AEO entre en jeu. L\u2019AEO, c\u2019est l\u2019art d\u2019optimiser votre contenu et votre influence afin d\u2019augmenter votre capturabilit\u00e9 par les IA g\u00e9n\u00e9ratives. \u00bb<\/strong><\/p>\n\n\n\n<p class=\"has-small-font-size\" style=\"font-style:normal;font-weight:800\"><strong>Paul Guit\u00e9, vice-pr\u00e9sident principal en recherche et insights chez Plus Company, un regroupement international d&rsquo;agences marketing.<\/strong><\/p>\n<\/blockquote>\n\n\n\n<p>Cette capturabilit\u00e9 impose la restructuration du contenu des marques sur internet\u00a0: privil\u00e9gier des formats structur\u00e9s en questions-r\u00e9ponses, multiplier les textes faciles \u00e0 \u201ccapturer\u201d, mais surtout b\u00e2tir une cr\u00e9dibilit\u00e9 solide \u00e0 travers des plateformes tierces, comme Reddit, YouTube ou Wikip\u00e9dia. M. Guit\u00e9 explique que \u00ab\u00a0ces syst\u00e8mes ne se contentent plus de lire : ils \u00e9valuent l\u2019autorit\u00e9, la coh\u00e9rence et le sentiment autour d\u2019une marque avant d\u2019oser la recommander\u00a0\u00bb.<\/p>\n\n\n\n<p>Somme toute, l\u2019AEO ne sera pas un avantage temporaire, mais le m\u00e9canisme principal de la nouvelle r\u00e9alit\u00e9 num\u00e9rique. Par ailleurs, pour beaucoup d\u2019entreprises, ce sera bient\u00f4t une question de survie dans un parcours d\u2019achat enti\u00e8rement red\u00e9fini.<\/p>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"L&#039;aube de l&#039;AEO : IA g\u00e9n\u00e9ratives et parcours d\u2019achat\" width=\"563\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/hPJCD5tGlQY?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>Hier encore, c\u2019\u00e9tait simple\u00a0: je Google et je trouve. Aujourd\u2019hui, les ChatGPT de ce monde red\u00e9finissent la fa\u00e7on dont les consommateurs d\u00e9couvrent et choisissent des produits. Les pages de r\u00e9sultats sont peu \u00e0 peu d\u00e9laiss\u00e9es au profit des moteurs de r\u00e9ponses g\u00e9n\u00e9ratives. Dans ce nouvel univers, le r\u00e9f\u00e9rencement SEO classique ne suffit plus. L\u2019enjeu pour les marques n\u2019est plus d\u2019\u00eatre trouv\u00e9es, mais d\u2019\u00eatre cit\u00e9es dans une r\u00e9ponse g\u00e9n\u00e9rative. Bienvenue dans l\u2019\u00e8re de l\u2019AEO, soit l\u2019Answer Engine Optimization.<\/p>\n","protected":false},"author":11,"featured_media":11976,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[13,20,18],"tags":[417,423,403,343,236,235,422,420,421,418],"class_list":["post-11972","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-affaires","category-medias","category-technologie","tag-aeo","tag-capturabilite","tag-chatgpt","tag-ia","tag-ia-generative","tag-intelligence-artificielle","tag-moteur-de-reponses","tag-perplexity","tag-referencement","tag-seo"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>L&#039;aube de l&#039;AEO : IA g\u00e9n\u00e9ratives et parcours d\u2019achat - Reporter<\/title>\n<meta name=\"description\" content=\"Avec les ChatGPT de ce monde, l\u2019enjeu pour les marques n\u2019est plus d\u2019\u00eatre trouv\u00e9es sur Google, mais bien d\u2019\u00eatre cit\u00e9es par les IA g\u00e9n\u00e9ratives.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fad-fep.ca\/reporterPlus\/2025\/12\/13\/aeo-ia-generatives-et-parcours-dachat\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L&#039;aube de l&#039;AEO : IA g\u00e9n\u00e9ratives et parcours d\u2019achat - Reporter\" \/>\n<meta property=\"og:description\" content=\"Avec les ChatGPT de ce monde, l\u2019enjeu pour les marques n\u2019est plus d\u2019\u00eatre trouv\u00e9es sur Google, mais bien d\u2019\u00eatre cit\u00e9es par les IA g\u00e9n\u00e9ratives.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fad-fep.ca\/reporterPlus\/2025\/12\/13\/aeo-ia-generatives-et-parcours-dachat\/\" \/>\n<meta property=\"og:site_name\" content=\"Reporter\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-13T18:39:51+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-17T02:56:54+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fad-fep.ca\/reporterPlus\/wp-content\/uploads\/2025\/12\/AEO-referencement-intelligence-artificelle-IA-moteur-de-reponses-unsplash.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Francis Dubuc\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Francis Dubuc\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/2025\\\/12\\\/13\\\/aeo-ia-generatives-et-parcours-dachat\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/2025\\\/12\\\/13\\\/aeo-ia-generatives-et-parcours-dachat\\\/\"},\"author\":{\"name\":\"Francis Dubuc\",\"@id\":\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/#\\\/schema\\\/person\\\/6107f1817808955f7198b91822822091\"},\"headline\":\"L&rsquo;aube de l&rsquo;AEO : IA g\u00e9n\u00e9ratives et parcours d\u2019achat\",\"datePublished\":\"2025-12-13T18:39:51+00:00\",\"dateModified\":\"2025-12-17T02:56:54+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/2025\\\/12\\\/13\\\/aeo-ia-generatives-et-parcours-dachat\\\/\"},\"wordCount\":386,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/2025\\\/12\\\/13\\\/aeo-ia-generatives-et-parcours-dachat\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/wp-content\\\/uploads\\\/2025\\\/12\\\/AEO-referencement-intelligence-artificelle-IA-moteur-de-reponses-unsplash.jpg\",\"keywords\":[\"AEO\",\"Capturabilit\u00e9\",\"ChatGPT\",\"IA\",\"IA g\u00e9n\u00e9rative\",\"Intelligence artificielle\",\"moteur de r\u00e9ponses\",\"Perplexity\",\"r\u00e9f\u00e9rencement\",\"SEO\"],\"articleSection\":[\"Affaires\",\"M\u00e9dias\",\"Technologie\"],\"inLanguage\":\"fr-FR\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/2025\\\/12\\\/13\\\/aeo-ia-generatives-et-parcours-dachat\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/2025\\\/12\\\/13\\\/aeo-ia-generatives-et-parcours-dachat\\\/\",\"url\":\"https:\\\/\\\/fad-fep.ca\\\/reporterPlus\\\/2025\\\/12\\\/13\\\/aeo-ia-generatives-et-parcours-dachat\\\/\",\"name\":\"L'aube de l'AEO : IA g\u00e9n\u00e9ratives et parcours d\u2019achat - 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