The Way Of The SEO Silo Structure
A silo structure is a systematic way to categorise and order your web pages to effectively distribute link equity throughout a website. This works particularly well on smaller sites without being massively costly. This will not only help with the design process of the site in terms of core structure, but it is also beneficial for both stability and usability.
Why Should I Build My Site With Silo In Mind?
If you haven’t yet built your website, then setting out architecture in the premise of a silo structure is a fantastic way to lay it out for effective crawlability, indexability and link equity distribution. This technique combined with Information architecture can help you and your team to build an outstanding website that it is fully optimised not only for Google’s algorithm but also for the best user experience possible for your potential clients. Let’s take a little look at what silo structure within website architecture actually looks like and then we can go into more detail about why it is so important in aiding you in the SERPs (see below).
How Will This Benefit My Business?
This will benefit your overall site design as this helps to promote user experience throughout your site. This is important as this then helps to ensure that your site is fit for purpose and provides a positive user experience for your target market.
By using the implementation of IA (information architecture) you get to plan out the site before it gets put together. This is important from a development point of view as this ensures that all the small elements are ironed out before the site is live. This is beneficial for your site as this clear layout boosts overall user experience and ensures that all information is displayed correctly.
In the same sense as gaining link equity from external relevant sources, you want to be able to use the links you are gaining the highest possible value. By implementing the above structure as well as implementing IA within the development process, you will be able to essentially supercharge your link building efforts and increase the quality of the site that you are creating.
As you can see in the example above, the silo (topics/categories) is split and does not interlink, except with the direct sub and subcategories they are relevant to. This, therefore, ensures that the sitemap is useable and also keeps all relevant information together.
*Note: it is important not to scrimp on the quality of all of these silos. I would suggest around 1000-1500 words of unique, relevant and interesting content on the top level (silo 1) then 700 minimum on the sub and subpages below.
This effectively works like chapters in a book on a subject because the categories and subcategories are linking to each other effectively, making your website more authoritative on the subject that the silo revolves around.
Here’s a text example of this in URL format:
- com/topic–2/subtopic–1 . . .
- com/topic–3/subtopic–1 . . .
*Note: This method will only work effectively if the links are contextual (within the body of the content and making sure that no other contextual links within that silo are going to any pages other than the subsequent silo below in the website architecture).
As you can see in the diagram that I have created above, the subpages are linking back up to the top level category page. This helps circulate the link equity to the most important page that requires the majority of equity. Completing this in the form of closed silo blocks, you will not be crossing over with any other categories.
Using the silo structure within SEO will effectively allow you to diversify your keywords across multiple pages, using different keyword sets with various long tails for the subpages. You will then be able to build powerful and authoritative links to the homepage and the category (silo 1) pages, boosting the positions of all sub silos as well as your main homepage.
The silo structure can be extremely powerful if utilised effectively and this structure will also protect you from thin content issues further down the line as well as useful site links within the SERPs (which is an added bonus). This is key to the potential success of your site as this will ensure that you have the relevant content with rich backlinks that Google looks for within its algorithm.
Due to the recent E-A-T metric update on August 1st, the more authority your links have on a subject, the more of a benefit this link will be to your site. However, if the backlinks are completely different to the subject of the website and look spammy, this can have a negative effect on any SEO efforts that you are making and could lead to the site being penalised under the Penguin algorithm update.
Although this is sometimes an accidental process and can lead to an unexpected result, it is important to ensure that this is prevented. There are a number of ways that you can prevent this and help to ensure that the structure of your site is beneficial to not only you as a company but also the user in order to help you get the highest number of conversions available.
If you want to look at real-world examples of silo structures in action then Wikipedia is a great place to start. They have amazing silo structure website architecture in place. For more details about improving your site, get in touch with our expert team at Absolute Digital Media on 0800 088 6000 to get started, today.