Perfect On-Page SEO

Silo Structure

Silo Site Structure

Siloing a website means grouping related pages together, either structurally or through linking, to establish the site’s keyword-based themes. Hopefully this will help simplify the answer: ‘Silo’ in terms of SEO is referring to the internal linking structure of your website. For example, let’s say you are a law firm that specializes in criminal defense and personal injury law. You could proceed to build a “silo” for each of those practice areas – a “criminal defense silo” and a “personal injury silo”. This would be achieved by linking all criminal defense related pages up to the top level criminal defense page, and linking all of the personal injury related pages up to the top level personal injury page.

In essence creating virtual silos within your website. The SEO benefit comes from the tightly knit pages of content around particular topics, which builds “topical authority” and transcribes into authority (rankings in Google) for keyword phrases related to your silors.

Perfect Silo Example

How does that relate to SEO?

Search engines love websites that allow them to easily identify content. Websites with unorganized content make it difficult to understand what the page is about – making it difficult to rank for your target keywords.

By “siloing” your website, aka creating precise content groupings and link signals, you can clarify the message you’re sending to search engines.

There are Two Types of Silo:

Both are critical aspects that help search engine spiders better crawl your website.

Organizational Silo

How should you structure your website's content?

This is best explained by Bruce Clay (SEO expert) with his jar of marbles example. By moving your content into “jars” separated by classification, you clear up relevancy with search engines.  With organized silos you can have content about numerous topics and still rank for each of them’. 

Link Silo

How Should You Link Between Your Website's Content?

Links are what search engine spiders use to crawl from one web page to another. Generating links to your website is a great way to add trust, authority and ranking power with search engines (aka link building, link earning).

Linking content with your website is another powerful ranking tactic that has numerous benefits:

  1. Helps search engine spiders to crawl more pages on your site.
  2. Helps distribute the link juice from inbound links across more pages.
  3. Allows additional ranking signals through use of anchor text.