Content siloing is a vital SEO concept that many entrepreneurs misunderstand. Having good silos will help your pages rank highly. It’ll boost your rankings not just for a few pages, but across the board throughout your entire site. Implementing silos takes some upfront thinking, but once you have the silo structure in place, it more or less runs itself.
What is Siloing?
Siloing means dividing your website into different categories and grouping all your content into those categories. For example, let’s say you run a women’s fashion advice website. Simply publishing a hodgepodge of articles on “fashion” is going to make it very difficult to rank for anything. Instead, silo your website into categories like:
Blazers and Jackets
Pants and Trousers
Bras, Underwear, Lingerie
The vast majority of your content should fall into one silo category, though it’s OK every once in a while to publish content that’s more general.
Why Google Looks for Content Silos
Google’s goal is to provide relevant content for their readers. When they look at websites, they’re looking for themes, not just keywords. Google doesn’t want to send their users to a website that’s targeted to a specific keyword. Instead, they want to send users to a website that’s an authority on that subject.
Siloing does that for you. If your website is just a giant grab bag of topics, Google isn’t going to consider you an authority on anything. On the other hand, if you silo your site into 4-5 different categories, Google can easily see what you are an authority on.
In the case of our women’s fashion site, the site has gone from trying to rank for “fashion in general” to five specific topics. Any content they publish within those five categories will be much more likely to rank well.
How to Silo Your Site Quickly
Go into your analytics software and take a look at the list of your most trafficked pages. Now group your top 10 to 30 pages into 3 to 5 categories. Those are your silos. Group the rest of your content into those silos. Starting with your most popular pages makes it easy to silo based on existing demand.
Asking yourself these questions can help you come up with or fine tune your silos:
- Why do my users come to my website?
- How are my competitors siloing their sites?
- How would someone naturally search for content on my site?
You can also plug your site into the Google Keyword Tool to see what keywords Google already thinks you should rank for.
Maximizing the Impact of Your Silos
Pages within one silo should link to other pages within the same silo. It’s okay to link to pages outside of a silo, but your internal linking should mostly be focused within the same silo. Use breadcrumb navigation and have a top-level category page for each silo. Make sure you build backlinks to pages deep in your site, not just your home page or top level pages.