August 10th, 2016
Search Engine Optimization
SEO Siloing is a best practice for how a website should be structured. Siloing is the act of dividing a website’s content into different categories and subcategories — groupings known as silos. Sorting and linking related pages means a website will carry more clout in search engine rankings, and index your web content. It also allows for optimizing onsite content around a wider array of keyword groups. Siloing for SEO is considered an essential SEO step when creating a new website.
The algorithms responsible for search engine rankings favor order. Not only do unorganized websites make content confusing for human readers, but it also complicates the way a search engine is able to crawl and sort content.
There are two techniques to silo a website.
Physical siloing involves the creation of a content hierarchy.
Here is how physical siloing should be done, using a high education institution website as an example:
Another way for your website to be better understood by search engines is to appropriately link relevant pages within a site to each other.
When publishing blog posts or website pages, it’s important to link to relevant content found elsewhere on your site. In your analytics, look at the pages that are most popular with visitors. Then spread the love — by linking to other not-so-popular, yet relevant, pages from your highly read ones, you’re more likely to distribute web traffic and page authority throughout your site.
Let’s take the example of the higher education institution mentioned earlier. Remember that the four silos on that hypothetical website are “programs,” “courses,” “meet the staff,” and “blog.” Link-based siloing occurs when a post in the blog silo links to a piece of content in another silo, say a page in the “meet the staff” section. To further appeal to search engines, create one more link where the first blog post links readers to another blog entry.
If a blog post is about the new psychology course being offered at the school, your first link may be to the professor’s biography page in the “meet the staff” silo. Another link in that post may connect readers to a previous blog entry about summer university news.
By manually creating these internal site connections, search engines will do the same.
With these two SEO siloing techniques, new sites and existing ones can be better organized to more effectively speak the language of search engines and rank higher in search engine results.
Author Bio: Derek Roach is the SEO Manager at Main Path Marketing. He has over 7 years’ experience in digital marketing and has helped multiple businesses with their SEO and digital marketing strategies. From CRO to optimizing websites, Derek has a solid understanding of digital marketing to help businesses have that competitive edge. Outside of marketing, Derek enjoys discovering and playing music or doing some outdoor activity in beautiful, sunny San Diego.
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