Maximising SEO Potential with Content Silos: Building an Effective Website Structure
In the ever-evolving world of search engine optimisation (SEO), website structure plays an important role in driving organic traffic and improving user experience. Content silos are one of a number of powerful strategies for organising website content, enhancing relevance and topic authority, avoiding keyword cannibalisation and boosting SEO performance.
In this article, we’ll explore what content silos are, how to implement them, and the benefits they offer to your website’s visibility. Additionally, we’ll delve into the distinction between virtual and physical silos, and provide examples of the perfect website structure from a content silo perspective.
Understanding Content Silos
Content silos, also known as topical silos, are a method of structuring website content in a hierarchical manner based on related themes or topics. The idea behind content silos is to group together closely related content within specific sections of your website. By organising content into logical clusters, search engines can better understand the overall context and relevance of your website, resulting in improved search rankings and increased visibility. Sections of websites that store large amounts of different pages, many of which break down into different topic clusters are perfect candidates for content silos. For example, if you have 90 blog posts, and 30 of them are about SEO, 30 are about content marketing and 30 are about online PR, then SEO, content marketing and PR are your topic clusters.
It doesn’t just have to be blog sections though. Large e-commerce websites can often benefit from placing their products into variations of content silos. As with all things SEO, we thoroughly recommend discussing content silos and their correct implementation with your SEO agency, as there is rarely a one size fits all approach!
Implementing Content Silos
- Identify Core Themes: Start by identifying the primary themes or topics that are central to your website. These themes should represent the broad categories of your content. For example, if you run a fitness website, your core themes might include “strength training,” “cardiovascular fitness,” and “nutrition.”
- Create Siloed Sections: Once you have identified your core themes, create dedicated sections on your website for each theme. Each section should serve as a silo, housing relevant content exclusively related to that particular theme. This segregation ensures that search engines and users can easily navigate and comprehend your website’s structure.
- Internal Linking: Establish a strong internal linking structure within each content silo. Linking relevant content within the same silo creates a logical flow of information, allowing search engines to understand the relationships between different pages. Additionally, internal links help users discover and explore related content, enhancing their overall experience on your website.
- Optimise Silo Landing Pages: Each silo should have a well-optimised landing page that acts as the central hub for all the related content within that silo. This landing page should provide an overview of the topic, incorporate targeted keywords, and link to the individual pages within the silo. This strategy strengthens the topical relevance and authority of your website in the eyes of search engines.