Si vous vous intéressez au référencement naturel (SEO), vous avez probablement déjà entendu parler du “duplicate content”. En quoi consiste-t-il et quel impact a-t-il sur le référencement d’un site Internet ?
Qu’est-ce que le duplicate content ?
Le duplicate content, ou contenu dupliqué en français, concerne tout contenu sur internet présent sur au moins deux pages web différentes. Il peut s’agir de quelques lignes de textes comme de l’intégralité d’un article par exemple.
Aucun site Internet n’est épargné par le contenu dupliqué. En effet, certains contenus vont obligatoirement se répéter sur plusieurs pages de votre site, comme votre menu de navigation par exemple. De la même façon, les pages de vos produits sur un site e-commerce ont de fortes chances de suivre la même structure, comporter les mêmes rubriques et/ou les mêmes intitulés.
Il est même parfois possible que votre stratégie ne puisse empêcher la duplication de contenu. Cela peut par exemple concerner des pages de votre site existant à la fois en version mobile et en version ordinateur. Dans ce cas-là, bien qu’il s’agisse de deux fichiers HTML différents, on parle tout de même de duplication de contenu.
Ainsi, supprimer totalement le contenu dupliqué d’un site est quasiment impossible. Il est toutefois important de le minimiser autant que possible, car il peut avoir un impact négatif sur votre référencement naturel.
Enfin, il est important de garder en tête que reproduire le contenu d’une marque sur sa page web est tout à fait illégale s’il n’est pas fait mention de son créateur original. Soyez donc très attentif à toujours citer vos sources lorsque vous vous inspirez d’un contenu extérieur.
Quel est l’impact du contenu dupliqué sur le SEO ?
Bien que cette idée soit très rependue, le contenu dupliqué n’a pas un impact direct sur votre référencement. Google l’a d’ailleurs affirmé sur la Google Search Central : aucune pénalité n’est accordée sur le classement d’un site en raison de contenu dupliqué, sauf si l’intention de ce dernier est de manipuler les résultats de son moteur de recherche.
L’impact n’est pour autant pas inexistant : face à deux pages au contenu identique, Google se chargera de déterminer celui qui, d’après lui, est le contenu original. En réutilisant le contenu d’un site extérieur sur le vôtre, il est ainsi probable que votre URL ne ressorte jamais dans les résultats.
Enfin, un contenu dupliqué sur plusieurs pages de votre site a également un impact négatif sur l’expérience utilisateur (UX). Pour cette raison, évitez le duplicate content au maximum afin d’offrir une navigation agréable et authentique à vos visiteurs.
Comment éviter d’être pénalisé par du contenu dupliqué ?
Utiliser les URL canoniques
Comme nous l’avons vu, il est impossible d’éviter le contenu dupliqué dans certains cas.
Prenons l’exemple d’une boutique e-commerce. Il est assez courant de rattacher un produit à plusieurs catégories. Par exemple, une paire de chaussure en cuir pourrait être classée dans la catégorie “chaussure” et “cuir” simultanément.
Le produit apparaîtrait donc sur deux URL distinctes, du type :
https://www.mon-site-ecommerce/produits/chaussures/chaussures-en-cuirehttps://www.mon-site-ecommerce/produits/cuir/chaussures-en-cuireIl est possible dans ce cas précis d’utiliser les URL canoniques pour préciser à Google quel contenu afficher dans les résultats de recherche.
Mettre en place des redirections 301
Une redirection 301 vous permet de renvoyer un utilisateur vers l’URL de votre choix lorsqu’il tente d’accéder à une page de votre site. Cette méthode peut vous permettre d’éviter d’impacter négativement l’expérience de navigation de vos utilisateurs dans le cas de pages aux contenus identiques.
Les redirections 301 sont par ailleurs utiles dans plusieurs situations :
- lorsqu’une page web a été supprimé et renvoie une erreur 404 ;
- lorsqu’un site a changé de domaine et est donc accessible sur une nouvelle URL ;
- lorsque la version “http”, et donc non sécurisée, d’un site est accessible
Il est toutefois important de ne pas abuser des redirections 301 et ne les utiliser qu’en cas d’extrême nécessité.
Quels outils pour vérifier si mon site comprend du duplicate content ?
Il existe de nombreux outils en ligne, gratuits pour la plupart, vous permettant de scanner les pages de votre site Internet et vérifier la présence de contenu dupliqué.
Duplicate content checker par SEO Review Tools
Mis en place par l’entreprise SEO Review Tools, spécialisée dans la création d’outils SEO à destination de professionnels du référencement, Duplicate content checker est particulièrement simple à utiliser. L’outil vous offre deux options : simplement renseigner l’URL de la page que vous souhaitez analyser ou directement le texte concerné. Complètement gratuit, l’outil ne donne que très peu d’informations sur la quantité de contenu dupliqué trouvé, mais est très utile pour vérifier rapidement si une page web contient du duplicate content.
Duplichecker
Également gratuit, Duplichecker permet lui aussi de vérifier la présence de duplicate content simplement grâce à une URL. Il donne toutefois certaines informations intéressantes, comme la proportion de contenu dupliqué, le texte concerné ainsi que les URL des pages présentant des similarités.
Vous avez désormais toutes les clés pour éviter de publier du contenu dupliqué sur votre site. L’enjeu est particulièrement important face à l’émergence des contenus créés par des intelligences artificielles : l’algorithme de Google est en effet davantage sensible aux contenus uniques, apportant une réelle valeur ajoutée.
Vous souhaitez améliorer le référencement de votre site Internet ? Soumettez-moi votre lien pour un audit gratuit !
Table des matières
- Qu’est-ce que le duplicate content ?
- Quel est l’impact du duplicate content sur le SEO ?
- Comment éviter d’être pénalisé par du duplicate content ?
- Utiliser les URL canoniques
- Mettre en place des redirections 301
- Quels outils pour vérifier si mon site comprend du duplicate content ?
- Duplicate content checker par SEO Review Tools
- Duplichecker
52 réponses sur « Contenu dupliqué : le guide complet »
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