We’ve heard from website owners that they are struggling to rank their websites. One of the thing’s that tends to be missing is a strong URL and Link Flow Structure, so we thought it would be a good idea to look at a system that Raybird Designs uses every day; Silo Structuring. It’s a big subject and will be broken up across a few weeks, covering What Silo Structuring (or Siloing) is, the benefits of siloing, how to implement it in your website (both new and old websites) & much more!
Structuring a website correctly can make a huge difference when it comes to SEO rankings. We’ve seen massive increases in ranking positions for individual keywords, as well as new keywords appearing in the SERPs, in as little as 1-2 weeks!
We’re not saying this IS the thing stopping your site from ranking – it definitely makes a difference though! With that in mind, we’re going to look at the most effective structure type; The Silo Structure, or Siloing for short.
It’s not always a quick job, and if you’re just starting to build your own business website it’ll be a lot easier, but the rewards are worth it! (You might even make it easier for your customers to find what they’re after!)
Siloing at a glance
The basic idea behind a silo structure is to give your website an overall theme (your business industry/niche) and slowly introduce information which is separated into categories (your services/products). While it’s not always as simple as this (How do you silo a single-product website), getting it right can make huge improvements in your websites organic health.
There’s 2 distinct ways in siloing a website, and we use them both to squeeze as much link juice from the Search Engines.
A Physical Silo Structure focuses on the architecture of your website. This looks at how your websites URL and Directories are structured. One of the big issues we see is people setting all of their pages to the root of their site ie,
A better way to structure the second URL would be
www.example.com.au/service-1/more-info-about-service-1 because this helps ‘link’ the two pages, with Service-1 being the main landing page, and any pages after that are considered sub-pages.
These sub pages normally look at 1 aspect of the page before it, helping to break your content down into more in-depth and easy-to-read snippets of information. This helps to break content down and provide a ‘road map‘ to your content, showing search engines and users how to navigate your website to get the most out of it.
A Virtual Silo Structure focuses on the link layout and anchor text on your web pages. Creating an effective Virtual Silo requires a lot of detail with how you add links to other parts of your website.
The basic idea is to:
- Link Sub-Pages to the page above/below it in the Physical Silo
- Link to every other page on the same level (Sub-Pages that are part of this pages parent theme).
- Use synonyms or title keywords for each page you link to
- Link Sub-Pages to the Landing Page of other themes (only if they are relevant)
So you might be asking why we don’t link out to other sub-pages from different site themes. The main reason is Search Engines will use links to determine content that is similar or important to a theme (as you wouldn’t link to unrelated content, would you?). So if you’re linking to Sub-Pages from a different theme area, you might start to muddle and dilute the message you are trying to send.
While this is just a little introduction to the idea of siloing, there is so much that goes into (and comes out of) it, that’s it’s definitely worth your time to learn and understand. Next post, we’ll look at how to choose the topics for your site and organise your silos.
Want to make sure you get the most out of your SEO work? Let us help you restructure your website and implement siloing to get your business in front of as many people as possible!