SEO siloing is organising your website’s content into categories and subcategories. It is not only better for users but also for search crawlers. They discover connections between related pages and therefore better understand how your content is grouped and what it is all about. Search engine’s job is to determine your website’s main topics and see whether they can serve as a credible and exhaustive source of information for different users around the world. We differentiate between physical siloing and virtual siloing. Here’s what it is in more detail.
Physical Siloing vs Virtual Siloing
Physical siloing is when you are organising themes on your website into folders and subfolders. Think of it like when you have a file that holds a bunch of documents that are related together. Let’s say you have a website on beauty products. Your main themes can be hair products, makeup, and skin treatment. Hair products can be a very broad term. Let’s assume that your business offers styling and hair care products. If you wanted to create a silo structure for that particular theme, it would look somewhat like this:
Hair Products Page
Hair Styling Page
The above is the example of well-organised content that is clear to both visitors and search crawlers. This strategy needs to be applied to all themes on your website. What is virtual siloing then and how it differs from physical siloing? Virtual siloing is based on an internal linking strategy. You include internal links to other pages within the same theme so that Google knows they are related. It is highly advisable to combine physical siloing with virtual siloing for even better SEO results.
The importance of keywords
Keyword research is an essential part of your website siloing. And, here’s why. When people want to find specific information on any topic of their interest, they go to Google. They type in a search query, and when they hit enter, they are presented with a few paid links at the top of the first page of Google and a few other organic results. These URLs are the best ranking pages for that particular query they typed in. This is why it is so important to look for the search terms that bring people to your site. You also may want to determine what is currently ranking well for your site and whether it is relevant to what your business offers. And, if it is a keyword that is relevant to your business, strengthen it by building silos. In other words, group or link other pages with a related content to that particular service page that already ranks high.
URLs, files, directories and sitemaps
When designing URLs, it is good to remember about a few things. URLs should not be too long because they can be flagged by robots as spammy. They should have a clear structure and be relatively short. Also, individual pages should be placed in a subfolder rather than in the root directory (website siloing). As stated above, it will help humans and robots to understand better the whole site structure. Finally, a sitemap is an organised list of all or the most important pages that are on your website. There are two types of sitemaps: HTML and XML. HTML sitemap is coded using HTML and it lists all the pages of a smaller website and the high-level pages or categories of a larger website. The XML sitemap is useful only to robots that crawl your website. All URLs listed in an XML sitemap should be valid pages that contain high-quality and original content.
SEO siloing is grouping relevant pages together structurally and through internal linking. It is to establish the website’s main themes and make it clear to both visitors and search engines. Ideally, you should plan your website’s architecture before designing your website but that is not always the case. You can still improve your ranking by siloing your website’s content. Start from the keyword research. Search your competitors and find the most common search queries for your type of business. Next, try to group the content of your website into themes. Design the link structure based on the keyword research for your website’s content. The best practice is also going for keywords you have a realistic chance of ranking for. And, finally, implement the silo. In WordPress, it is usually done by setting up parent and child pages and creating relevant categories and subcategories that help to group relevant pages together. All in all, clean and hierarchical structure of your website along with other SEO strategies can significantly boost your rankings in search engines.