{"id":16650,"date":"2021-05-28T13:48:38","date_gmt":"2021-05-28T13:48:38","guid":{"rendered":"https:\/\/ebrandservices.fr\/?p=16650"},"modified":"2024-07-10T13:17:14","modified_gmt":"2024-07-10T13:17:14","slug":"contrefacon-et-referencement-detecter-lusage-abusif-des-balises-titres","status":"publish","type":"post","link":"https:\/\/ebrand.com\/fr\/blog\/contrefacon-et-referencement-detecter-lusage-abusif-des-balises-titres\/","title":{"rendered":"CONTREFA\u00c7ON ET R\u00c9F\u00c9RENCEMENT : D\u00c9TECTER L\u2019USAGE ABUSIF DES BALISES TITRES"},"content":{"rendered":"<h2><strong>Les marques sont souvent victimes, \u00e0 leur insu, d\u2019un d\u00e9tournement de r\u00e9f\u00e9rencement naturel par l\u2019usage abusif de m\u00e9tatags, ces marqueurs qui permettent aux moteurs de recherche d\u2019indexer une page web. Comment d\u00e9tecter cet usage frauduleux\u00a0? Et que faire en cas d\u2019atteinte\u00a0?<\/strong><\/h2>\n<p>On les appelle m\u00e9tatags ou balises m\u00e9ta. \u00c9crits sous forme de code et plac\u00e9s dans une page web, ils repr\u00e9sentent un mot-cl\u00e9 qui permet aux robots des moteurs de recherche d\u2019indexer une page en fonction d\u2019un th\u00e8me donn\u00e9. Il en existe plus d\u2019une centaine mais la <strong>\u00ab\u00a0balise titre\u00a0\u00bb<\/strong> (ou \u00ab\u00a0balise title\u00a0\u00bb), s\u2019av\u00e8re l\u2019\u00e9l\u00e9ment essentiel pour gagner en visibilit\u00e9 en termes de r\u00e9f\u00e9rencement naturel (autrement dit, sans frais \u00e0 payer). Elle s\u2019affiche de fa\u00e7on visible pour les internautes \u00e0 deux emplacements distincts\u00a0:<\/p>\n<ul>\n<li><strong>dans l\u2019onglet du navigateur<\/strong><\/li>\n<\/ul>\n<figure id=\"attachment_41856\" aria-describedby=\"caption-attachment-41856\" style=\"width: 510px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"size-full wp-image-41856\" src=\"https:\/\/ebrand.com\/wp-content\/uploads\/2021\/05\/Onglet.jpg\" alt=\"\" width=\"510\" height=\"60\" srcset=\"https:\/\/ebrand.com\/wp-content\/uploads\/2021\/05\/Onglet.jpg 510w, https:\/\/ebrand.com\/wp-content\/uploads\/2021\/05\/Onglet-300x35.jpg 300w\" sizes=\"(max-width: 510px) 100vw, 510px\" \/><figcaption id=\"caption-attachment-41856\" class=\"wp-caption-text\">Screenshot<\/figcaption><\/figure>\n<ul>\n<li><strong>dans les r\u00e9sultats de recherche issus de n\u2019importe quel moteur.<\/strong><\/li>\n<\/ul>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone size-full wp-image-41848\" src=\"https:\/\/ebrand.com\/wp-content\/uploads\/2021\/05\/REcherche-quant-768x275-1.jpg\" alt=\"\" width=\"768\" height=\"275\" srcset=\"https:\/\/ebrand.com\/wp-content\/uploads\/2021\/05\/REcherche-quant-768x275-1.jpg 768w, https:\/\/ebrand.com\/wp-content\/uploads\/2021\/05\/REcherche-quant-768x275-1-300x107.jpg 300w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/p>\n<p>Comme une enseigne permet au chaland de se diriger sans h\u00e9siter vers telle ou telle boutique, la balise titre, par l\u2019interm\u00e9diaire du moteur de recherche, conduit l\u2019internaute vers la page qu\u2019il souhaite visiter. Dans \u00ab\u00a0Le meilleur des mondes\u00a0\u00bb, c\u2019est probablement le cas. Mais dans celui d\u2019Internet, pas toujours&#8230;<\/p>\n<p>En effet, il arrive fr\u00e9quemment qu\u2019un r\u00e9sultat de recherche, correspondant a priori \u00e0 la demande de l\u2019internaute, dirige celui-ci, \u00e0 son insu, vers une page produit autre que celle de la marque cit\u00e9e dans la \u00ab\u00a0balise titre\u00a0\u00bb\u00a0: il peut s\u2019agir d\u2019une page web sans rapport avec la marque cit\u00e9e (d\u00e9tournement de trafic) ou d\u2019une page web proposant des produits identiques ou similaires, bien souvent concurrents. Or, <strong>en application de l\u2019<a href=\"https:\/\/www.legifrance.gouv.fr\/codes\/article_lc\/LEGIARTI000039381601\/\">article L.713-2 du Code de la propri\u00e9t\u00e9 intellectuelle<\/a><\/strong>, <strong>l\u2019utilisation d\u2019une marque sans autorisation de l\u2019ayant droit est interdite.<\/strong><\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<h2><strong>PAS VU, PAS PRIS\u00a0? PAS SI S\u00dbR\u00a0!<\/strong><\/h2>\n<p>Les tribunaux ayant eu \u00e0 se prononcer sur de tels cas ont tranch\u00e9. L\u2019utilisation de la marque d\u2019un tiers dans une balise titre constitue non seulement un <strong>acte de contrefa\u00e7on<\/strong> mais \u00e9galement un <strong>acte de concurrence d\u00e9loyale et de parasitisme<\/strong>. Un tel agissement est en outre susceptible d\u2019engendrer un <strong>risque de confusion dans l\u2019esprit du consommateur<\/strong> et d\u2019affecter son comportement \u00e9conomique tout en permettant au fraudeur de tirer profit des investissements r\u00e9alis\u00e9s par le titulaire de marque l\u00e9gitime. Malheureusement, la d\u00e9couverte de ce type d\u2019atteinte est souvent le fruit du hasard.<\/p>\n<p>Dans un contexte o\u00f9 l\u2019impunit\u00e9 sur Internet semble avoir force de loi, on a tendance \u00e0 \u00ab\u00a0laisser faire\u00a0\u00bb. En t\u00e9moigne le relativement faible nombre de plaintes connu par rapport au nombre d\u2019atteintes estim\u00e9. <strong>Or les outils de surveillance du net permettent aujourd\u2019hui de rep\u00e9rer, entre autres, les utilisations frauduleuses des balises titres.<\/strong><\/p>\n<h2><strong>LE CONSEIL D\u2019EBRAND<\/strong><\/h2>\n<p><strong>ARGOS<\/strong>, l\u2019outil de surveillance d\u2019EBRAND, permet ce type de d\u00e9tections. Celles-ci sont ensuite analys\u00e9es par des experts juridiques qui confirment leur caract\u00e8re contrefaisant afin d\u2019en demander la suppression aupr\u00e8s de l&rsquo;\u00e9diteur du site. En outre, l\u2019outil permet d\u2019identifier des informations utiles sur les fraudeurs et ainsi de contribuer au n\u00e9cessaire travail d\u2019enqu\u00eate, en vue d\u2019une action diligent\u00e9e dans le ou les pays concern\u00e9(s), notamment pour les r\u00e9cidivistes.<\/p>\n<h3>Pour b\u00e9n\u00e9ficier d\u2019un audit gratuit et d\u00e9couvrir cet outil de surveillance, rendez-vous sur le lien d\u00e9di\u00e9\u00a0:\u00a0<a href=\"https:\/\/ebrandservices.fr\/services\/lutte-anti-contrefacon\/\">EBRAND ARGOS<\/a><\/h3>\n<p><em>Par Rapha\u00ebl TESSIER et Sophie AUDOUSSET pour EBRAND France.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les marques sont souvent victimes, \u00e0 leur insu, d\u2019un d\u00e9tournement de r\u00e9f\u00e9rencement naturel par l\u2019usage abusif de m\u00e9tatags, ces marqueurs qui permettent aux moteurs de recherche d\u2019indexer une page web. Comment d\u00e9tecter cet usage frauduleux\u00a0? Et que faire en cas d\u2019atteinte\u00a0? On les appelle m\u00e9tatags ou balises m\u00e9ta. \u00c9crits sous forme de code et plac\u00e9s [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":41864,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[900,895],"tags":[],"class_list":["post-16650","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-contrefacon","category-droit"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.1) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>CONTREFA\u00c7ON ET R\u00c9F\u00c9RENCEMENT : D\u00c9TECTER L\u2019USAGE ABUSIF DES BALISES TITRES - EBRAND<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ebrand.com\/fr\/blog\/contrefacon-et-referencement-detecter-lusage-abusif-des-balises-titres\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"CONTREFA\u00c7ON ET R\u00c9F\u00c9RENCEMENT : D\u00c9TECTER L\u2019USAGE ABUSIF DES BALISES TITRES\" \/>\n<meta property=\"og:description\" content=\"Les marques sont souvent victimes, \u00e0 leur insu, d\u2019un d\u00e9tournement de r\u00e9f\u00e9rencement naturel par l\u2019usage abusif de m\u00e9tatags, ces marqueurs qui permettent aux moteurs de recherche d\u2019indexer une page web. Comment d\u00e9tecter cet usage frauduleux\u00a0? Et que faire en cas d\u2019atteinte\u00a0? 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