Today, optimizing a website for natural referencing is one of the best ways to improve online visibility. Many are content with search for keywords on which to write articles, but that’s not all…
There are two complementary visions which make it possible to analyze its referencing: the granular (or microscopic) vision and the macroscopic vision.
The granular vision makes it possible to study the different elements that make up a website: its web pages. The macroscopic vision, it focuses on the website as a whole.
You must combine these two visions to improve the SEO of your website.
In this article, we’ll take a closer look at what’s behind these visions, and what you can work on right now to improve your position in search engine results.
Let’s start with the granular vision of a website: the web page alone.
Definition: what is the granular vision of a website?
The granular (or microscopic) view of a website is used to describe a single page of the website. This is the vision used by any search engine.
When you do a search on the query “webmarketing” for example, Google will offer a list of results that are only granular visions of websites (these are only simple URLs). In this case, the search engine judges that one of the most relevant web pages for my search is the homepage of Webmarketing & co’m.
Several elements can be optimized by taking into account the granular vision of a website to improve its natural referencing.
Meta tags of your web page (including its title and description) will allow search engines to understand its content. Microscopic vision allows you to ensure that your page is optimized for a precise and relevant keyword.
Thanks to the granular vision, you will be able to verify that the content of your web page is:
- Relevant to the targeted keyword;
- Unique and quality;
- Useful and meets the needs of your readers.
It is the internal linking that will help search engines to understand the structure of your site and to interpret the importance of the pages in relation to each other. From a granular point of view, it is above all a question of verifying that your internal links have relevant anchors for the targeted keywords, and that navigation is fluid for users and search engine robots alike.
Images and other media
Having beautiful images or interesting media can bring a lot of value to your website. However, it is by analyzing the granular vision (so each page of your site) that you will be able to verify that they do not slow down the loading time too much and that they are optimized to respond to a specific and targeted request.
Optimization for mobile
Google now highlights web pages that are mobile friendly. The granular view allows you to ensure that every URL on your site is readable on both computers and smartphones.
404 errors will affect the user experience on your website. You must therefore, with a granular vision, identify 404 errors to correct them (for example by using a 301 redirect).
Now let’s move on to the macroscopic vision of the website: the site as a whole.
Definition: what is the macroscopic view of a website?
The macroscopic vision corresponds to the global vision of a website. It includes in particular the analysis of the navigation structure, the performance, the quality of the contents, or the external links.
This global vision makes it possible to understand how the different elements of a site interact with each other to contribute to the overall user experience.
Macroscopic vision improves natural referencing by optimizing different aspects of the website.
Good/bad page ratio
The pages of your website can be classified between good quality pages and bad quality pages. The notions of good or bad quality are to be interpreted from a granular point of view. On the other hand, from a macroscopic point of view, we are interested in the ratio between these two. The goal is to have as many good quality pages as possible and to avoid poor quality (or dormant) pages to improve the ratio of the website.
Structure of the site
The structure of the site is analyzed with the macroscopic vision using SEO tools that will crawl your pages. This will allow search engines to understand which pages are most important.
Macroscopic vision makes it possible to ensure that the external links point to quality sites related to the theme of your website. They will help search engines understand the relevance and authority of your site.
Conclusion: combining granular and macroscopic visions
It is important to combine granular and macroscopic visions when working on the SEO of your website. Indeed, it will allow search engines to realize that:
- The page in question is of good quality (granular vision)
- And in addition, it is located on a good quality website (macroscopic vision)
As a result, the search engine will give it even more visibility in its results page.
There is no point in working only to have a good SEO of a specific web page (granular vision) if your website does not have a clear structure or has no backlinks (macroscopic vision).
And conversely, having a site that has a very advanced macroscopic vision will be of no use to you if your pages, taken one after the other, are not well worked out.
It is the combination of these two elements that improves the referencing of a website.
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