How To Use Content Silos In SEO

Want to know how to use content silos in SEO? A content silo can help boost your SEO and content marketing strategy by implementing targeting and planned strategies.

Photo of Brodey Sheppard
Brodey Sheppard

In content marketing, having a clear strategy is often the difference between success and failure.

Your site may produce fantastic content, but there is no point in investing in a website if it fails to reach the masses. So, understandably, people employ SEO strategies to improve their website rankings.

Content Silos In Seo

One aspect of SEO is using content silos, making your site stand out among millions of other pages. With help from content silos, you get to know what other sites are doing better than you, how users respond to different services, and how to bring in more traffic.

Depending on the content, you can choose different silo strategies, making it easier for search engines to match the Google query to your page. Long story short, you can build a consistent theme around the site, meaning users will come back for more.

Today we’ll discuss how to use content silos in SEO for your benefit.

Content Silo

Before learning about how to use content silos in SEO, we must discuss how it works. Content silos allow a website to group together related content, depending upon the site’s themes or topical areas. In other words, it uses keywords to divide the content into categories, bringing similar content together.

It’s a type of SEO strategy that helps improve the website’s ranking and aims to create an SEO structure based on research and relevance.

Basic Content Silo Setup

Purpose Of A Content Silo

Content silos have a dual benefit both for search engines and prospective buyers. It helps search engines easily find keywords, matching your query to relevant posts, which leads to better marketing.

What’s more, page designers categorise website content through sitemaps and online stores, using keyword research and silo structure. So, in the following section, we’ll discuss why web pages need content silos in the first place.

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Importance Of Content Silos

As mentioned earlier, content silos help both humans and search engines find relevant information. Using silo architecture gives the search engines a chance to understand the content on websites better.

When you enter a Google query, the search engine wants to know everything about a website, including its location, how it’s structured, and what it’s about. Hence, with content silos, you can organise the home page, posts, and services available on the website according to a structure.

Understanding Silo Strategy

Thanks to a silo strategy, you can focus on the relevant keywords to bring more site visitors, thereby improving your page’s rankings. It also makes websites more relevant, meaning that it’s easier for the search engine to display proper search results.

What’s more, instead of having an entire page dedicated to one topic, you can categorise unrelated topics to enhance user experience. For example, if you want to have content related to mystery novels, creating a category labelled ’mystery’ is a good idea.

You can cater to different content, raising the web page’s reputation and improving its rank. Understandably, the bottom line is that having categories of dissimilar content is better for a web page, making it easier for search engines to find the right information.

Examples Of Silo Pages

Let’s look at some silo examples to grasp how it works. Suppose you want to create a travel blog about a particular area; it would be best to curate the website content according to restaurants, sightseeing spots, and hotels.

You can further divide each category based on name, location, cost, types of services, etc. And to do so, you’ll need to create URL structures supporting the silo architecture.

Advanced Silo Setup For Seo

Creating Content Silos

To create effective content silos, you can note the following points to bring in more site visitors.

1. Targeting Correct Keywords

Firstly, you must start with keyword research, ensuring that you have all the information at your disposal. You should know which keywords to use, making your website relevant for site visitors.

2. Surveying The Content Structure

You need to analyse the existing architecture to develop an effective strategy. Knowing which topics produce more hits, you can categorise blog posts according to different themes and create internal links for enhanced user experience.

3. Future Content Needs

All top-level websites spend time thinking about their future strategy. To attract visitors, it’s essential that you make improvements to the website architecture, like making the home page more user-friendly.

What’s more, it’s essential to filter out content that doesn’t work, focusing on the quality of blog posts and relevant internal links.

Common Themes For Content Silos

By now, you must be thinking about some of the common themes for using content silos. Before that, you must know when and where to use silos since it’s just one part of your larger SEO strategy.

You can create content silos after conducting keyword research, which will help you write relevant blog posts. Speaking of blog posts, it’s one of the prevalent themes that sees the use of SEO silo.

Although you need a silo strategy for the entire web page, creating blog categories is a major part of effective marketing. For example, silos help pages, comprising product reviews and services to attract more site visitors.

Apart from these, it’s crucial that you reinforce the silo structure related to other aspects of the page like home page menus and breadcrumbs. Also, don’t forget to create internal linking and URL structures that deliver noticeable results.

Building Website Silo Architecture

Let’s get down to the nitty-gritty of siloing, starting with website silo architecture. Here, we’ll tell you why it’s important and how it helps in website designing.

To make your webpage more relevant, you need to focus on intent and theme. When users type a query on Google, the search engine finds the website with the top keyword ranking based on these two factors. This ensures that a user gets value for spending time on your page.

Most sites fail to divide their content into categories, creating a mix of unrelated information. Needless to say, that the ranking suffers and your target audience decreases.

Informational Architecture Design Layout

You must note that siloing isn’t the only factor that improves ranking but neglecting it certainly leads to a lack of relevance for users. So, creating the best website entails organising the content like a research paper with a clear format and strategy.

With an SEO silo structure in place, you can ensure that the website gets the desired limelight rather than remaining hidden despite having terrific content.

Choosing A Website Theme

First of all, you need to find a website theme that will make the information more accessible to users. While there are numerous factors that allow search engines to rank websites according to relevance, having a dedicated theme should be a site’s priority.

To do so, you must organise the information according to a format and structure by using an SEO silo strategy. This makes it easier for search engines to understand what your website is all about.

Now, there’s a high possibility that different sites might share a similar design to attract the same target audience. To stand out, you must determine whether content, like blog posts, retains its relevance if you remove the site’s design and structure. If the answer is affirmative, rest assured that the content pages will achieve a higher rank.

It’s also important to know what doesn’t work to improve your marketing strategy. Two factors that prove detrimental in achieving marketing success are having very little information and irrelevant content.

So, let’s talk about creating relevant content in the following section.

Existing Themes On A Website

You need to gather data about the themes that receive the most hits on the site. Hence, it would help to look at the data traffic history, including PPC programs, Google Search Console, keyword research, and tracked keyword phrases.

Now, we’ll discuss these topics individually to explain siloing in SEO.

1. PPC Programs

PPC translates to pay-per-click and is mostly related to Google Ads on the website. By using Google Ads for PPC advertising, you’ll have more information regarding which keywords work best to attract users to the site.

Along with this, it’s possible to use PPC for testing keywords that you think will improve the website’s ranking.

How Ppc Works Graphic

2. Google Search Console

Using the Google Search Console, you can find out the history of organic search on your website. Long story short, you can see which queries your web pages helped solve by analysing the search results.

Similarly, you can find out what led to more Google users visiting your pages over a certain period. What’s more, this Google tool is free and provides invaluable information for better content marketing.

Example Of Google Search Console

3. Tracking Keywords

An important aspect of the best silo pages is determining which keywords are the most important. If a certain keyword keeps repeating, it will help determine what type of content the company is looking to develop to improve its organic search ranking.

It’s also important to use relevant keywords rather than random phrases, making it easy for Google to relate relevant content pages to the search query.

4. Keyword Research

When it comes to SEO, keywords are important, and you must conduct proper keyword research. In simple terms, using correct keywords increases the relevance of your page, allowing the search engine to rank it higher among content pages.

Step By Step Guide To Keyword Research

Now, before you start siloing, it’s essential to review the existing content on the page to get an idea if your SEO strategy is working. As part of the SEO structure, you also need to think about future posts for better marketing opportunities. But to do either, you’ll need to conduct keyword research.

You can rest assured that the data gathered from keyword research will improve your chances of taking the site to the top of the rankings. We suggest that you create a database of the top 10 or 100 keywords that are most relevant to the services on the web page.

For keyword research to be successful, you need to expand the database as much as possible. Thus, you can pick blog posts and themes even loosely related to the topic. One essential hack involves using discovery tools for identifying keyword synonyms, giving the content silo more chances to achieve the desired result.

Once the database is ready, proceed to enter all the keywords into the ’Manage Keywords’ tool and name this category of phrases. Then, using a Ranking Monitor, you can view keywords with the highest and lowest hits before cross-referencing them with your ranking data.

This will help you filter out the non-relevant keywords and produce suitable content for the website.

Creating Content Relevant Pages

The difference between a site realising its true potential and remaining under the radar is relevant content. So, you need to find content that isn’t currently part of your SEO strategy but can improve your site’s ranking and relevance.

You can try out some common SEO tools mentioned below to improve your marketing services.

1. Single Page Analyser

You can start by using a Single Page Analyser, showing the frequency and distribution of a keyword. All you need to do is analyse the page to determine if you’ve maintained a prevalent theme throughout, including internal links and URL structures.

You can find out if the keyword usage is low to make the required changes. Once you’ve narrowed down the recurring theme of the page, you need to spread the keyword throughout the page evenly.

2. Multiple Page Analyser

Another technique is to compare your page to other sites using a Multi-Page Analyser, displaying the top SEO pages and their URL strategy. You get to know how the best pages work and the number of times your chosen keyword features on those pages. Following this, you can design your page accordingly, using an SEO silo structure.

3. Search Engine Index Tools

If you remember, we had spoken about leaving a mark compared to other content marketing sites. So, you’ll need to provide in-depth information related to a topic making your page the best. Using advanced search engine tools, users can analyse the content of different search engines.

You can explore various online domains to see how your terms rank on other pages. It’s important to understand the structure of these pages, allowing you to develop efficient website siloing.

Clear Content Themes

Once you know what keywords to use and how to curate your unique content, it’s essential to develop clear content themes. Virtual marketing services are all about making it easy for prospective buyers to meet their needs.

We recommend that you plug the gaps in content siloing by looking for services that are full of potential but currently lack the information on the page. It’s important to include these categories, allowing the site to match the best website and pages. This is the first step to being competitive in the content marketing world.

To have a dominant theme on the website, you need to consider primary and secondary content categories. But if any content seems irrelevant, don’t hesitate to remove it as it might lead to a dip in the rankings.

Implementing The SEO Strategy

There is more than one type of silo content strategy in SEO so that users and search engines can easily recognise the marketing theme. These are physical silos and virtual silos, and although both function similarly by formulating internal linking strategies, there is an inherent difference.

We believe that you can create a top website without using physical silos, while its virtual counterpart is more important. However, physical silos help lay emphasis on the themes, so you can decide whether or not to use them, depending on your preference.

Irrespective of your choice, it would help to strategise the silos, allowing you to design the page with greater control. Now, we’ll discuss both these processes individually in the next section.

1. Using Physical Silos

Physical silos help you systematically organise content pages, almost like a telephone directory. You must have a total of five pages, delivering a concrete theme so that the search engines can easily identify the subject matter.

Just as a telephone directory without a clear structure is of no use; similarly, a disorganised website doesn’t hold any value in content marketing. Moreover, you should divide each category into sub-categories for better reach and improved rank.

That said, don’t create too many categories, leading to confusion. As a rule, the best content silos don’t allow you to go deeper than 2-3 sub-categories because it might lead to issues with inbound links.

Now, using extra silos is good; however, don’t neglect regular terms in the process. It would be best to lay equal emphasis on both keywords and regular phrases, delivering more chances of securing a higher rank.

Now, despite using separate themes, you may want to connect them for an improved user experience. So, if a page shares a topical reference with another page, it would help link the silos together, providing users with all the information. In other words, the search engine sees that you have silos for different topics, meaning that the pages stand out.

However, try to ascertain a similarity among the various categories and stick to your SEO silo strategy. If you try internal site linking for two very dissimilar pages, the search engines will find it difficult to understand the basic theme of the page.

2. Using Virtual Silos

To understand the impact of virtual silos, you can think of the website as a collection of pages or as a stand-alone page on the internet. The search engine’s job is to analyse and organise the data into specific categories, delivering success in content marketing.

Furthermore, topical relevance involves internal linking within the website, ensuring that the content holds more relevance for users. Virtual silos help you design drill-down cross-linking structures by breaking the content into different categories.

Once you create the home page, all other pages act as support by linking the content to the query through search engine bots. Mostly, people with established pages use virtual siloing to develop an effective site architecture.

Importance Of Supporting Pages

When it comes to virtual silos, supporting pages play a crucial role to improve rankings and create an efficient linking structure. You need to link all supporting pages to the home page and category landing page, delivering a consistent theme.

Now, depending on your silo strategy, you can define the theme of the page through the cross-linking structure. This is essential because, in virtual silos, you don’t need to have pages in the same category to be recognised by the silo structure or search engine bots. Instead, URL links hold the key to develop an effective silo strategy.

Search Engine Bots

For search engines to rank your page in terms of relevance, you must link pages in the same category to the landing page. This tells the search engine bots that the content between these pages is related, improving your site’s ranking.

How Do Search Engines Work

Furthermore, if you have more than one sub-category of support pages, remember to link them together, without which the virtual silo won’t work. We suggest that you enable navigation and create a category-sitemap to link the pages. Doing so will take you higher up the rankings, meaning search engines will find the content relevant.

Maintaining Silo Integrity

It’s easy to get caught up in internal linking, but you must remember to not compromise on the integrity of your silo strategy. Therefore, we recommend linking similar pages to the content landing page and including relevant URL links to other pages.

While internal linking on the website, don’t neglect your keywords and general phrases while building different silo themes. However, linking two support pages could impact the silo design so it would help to add a “no-follow” link. This link ensures that the search engine doesn’t pass the Page Rank, meaning that the page remains unaffected.

Site Linking

We’ve spoken about site linking several times, so it would be best to provide a couple of pointers for your benefits.

Overall, there are three major linking techniques - inbound, outbound, and internal site linking - ensuring that your virtual silo process is spot on. So, let’s discuss these techniques in greater detail.

1. Anchor Text

Before we delve into the intricacies of SEO silo linking, you must know about anchor texts. The anchor text determines the relevancy of the subject matter after linking, thereby attracting the target audience. One way is to use relevant keywords as the anchor text, making the content relevant for site visitors.

10 Types Of Anchor Texts Semrush

2. Inbound Silo Links

Having a proper link strategy boosts the rankings and helps attract the target audience. With inbound links, you need to include the company name in the link text, allowing the website to rank along with other companies.

Similarly, to rank according to the content, all you need to do is include relevant content keywords in the link text. But there is a chance that search engines may pick up on this trick, suspecting manipulation. So, the use of words needs to be natural and free-flowing rather than restrictive.

To judge the effectiveness of inbound links, Google relies on the following factors.

A) Suitable Anchor Text

Firstly, the link text should have the relevant subject matter according to the page, ensuring that the content is worthwhile for consumers. What’s more, adding keywords to the anchor text works better for the silo strategy in SEO.

B) Using relevant Links

You must link secondary pages to the website that have the possibility of attracting more customers. But you must link responsibly as search engines don’t care much for irrelevant content.

Ahref What Makes A Good Link

C) Don’t Buy Links

For effective link creation, never buy links to increase hits on the site. You could face hefty fines and your rankings may drop if search engines find engagements in unethical practices.

D) Natural Link Acquistion

Focus on natural link acquisition, getting the best websites to link to your silo pages. Again, it would be best to mix up the number of sites that link to your page, as having only top websites will lead to inquiries from the search engines.

Hence, mix and match with upcoming websites to steadily increase your site’s relevance.

Understanding Links And Link Quality

3. Outbound Silo Links

Simply put, if you link to other websites, then you’re using outbound links. To easily understand how these links work, let’s look at the process step-by-step.

Now, it’s perfectly valid to think that using outbound links will harm your chances of attracting visitors. Some of these links may direct users to sites with more relevant information, causing you to lose out on prospective buyers. Understandably, most people focus on inbound rather than outbound links to bring in more traffic.

However, people fail to realise that avoiding outbound links may prove detrimental to the site’s success. This is because, as an expert, you must direct your website to other relevant content so that users can trust your site. Failing to do so will create an imbalance that you can only correct by using appropriate keywords.

Instead of providing links to rival silo pages, you can use SEO to link your website to other relevant content available out there.

4. Internal Site Links

You’ll find that inner-silo and cross-silo linking are together known as internal site linking. The basic purpose of this technique is to make your content stand out, for which you can use on-page elements and on-site navigation tools.

Furthermore, going over the site history helps you design the website by arranging the popular topics rationally. You may develop a website having colourful images and graphics, but search engines look at the content stripped off its design. So, while it may help readers navigate better, search engines may find it difficult to rate the website.

The most important aspect is the home page and how it appears to the search engine. For example, the menu items available on the main page must support the content available in that category. This is known as first-level navigation on a site.

In contrast, second-level navigation refers to individual landing pages, comprising both primary and secondary silos. Depending on the services available, a user will choose the sub-category from the drop-down menu suitable to his/her needs.

An example of this would be the left or right menu option, proving it convenient for users and search engines alike to find the desired information.

SEO Silo Requirements

To develop an effective silo strategy in SEO, it’s essential to know about your content requirement. The main aim should be keyword-rich content, but you need to determine how much content is suitable for competing with the top pages.

The basic principle of securing better rankings is to have enough content, meaning users have more than adequate information. Additionally, you must measure the content and track the requirements of people, depending on the services that receive the most hits.

This will provide a good idea of which category is best suited to the site and which pages aren’t performing well.

Role Of Social Media

Social media proves extremely useful in fulfilling the potential of your silo strategy. One of the crucial aspects of SEO silos is to reach out to the audience, generating organic traffic for the site. So, social media is indispensable in helping you build a target audience to improve your rank.

Revive Digital Users On Social Media Statistics

Irrespective of the services you provide, social media acts as the launching pad to succeed in content marketing. For example, consumers browsing through Facebook or Instagram will come across your blog posts, and they will click on the link if it’s suitable for their needs.

Along with this, you can make a database of users who find the content desirable, helping you build the site architecture. It will also allow you to weed out content lacking in relevancy to maintain a consistent theme throughout the site.

Circle Silo

If you already have an established silo page, we recommend employing the circle silo strategy. Think of it as a fishing net that gathers all the information and directs it towards your site.

All you need to do is develop a circular silo of blog posts around the main silo site. These blog posts help improve organic traffic on the site, allowing search engines to place your page higher up the list.

You can start by producing blog content based on a specific topic, forming the crux of the silo page. Next, you need to link the posts to one another within the framework of the content silo. In turn, every content must have a link that takes you back to the main page.

Remember that every blog must link to only one silo page, as more links can confuse search engines and have the opposite effect.

Creating Your Content Silos

We hope that you now have a better idea about how to use content silos in SEO.

Sometimes it takes time to get the desired results, so don’t panic and trust your silo strategy. Also, only siloing will not make your site better than others; you must back it up with additional SEO architecture.

Photo of Brodey Sheppard

Brodey Sheppard

Brodey is the CEO of sitecentre and a data-analyst in the SEO, Paid advertising space who uses machine learning and AI to advance sitecentre as an industry-leading digital marketing agency across Australia.

Find them on their website: sitecentre, Facebook and LinkedIn.

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