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‘Ewe’tilizing Silos: Help Your Pages Rank Higher

April 12th, 2011 | | Basic SEO Tips, Information Architecture, Nuts & Bolts of Optimization

Sticking with the farming theme from my last post, today I’d like to cover using silos in your SEO strategy. I think it’s been too long since anyone’s talked about silos, and I find it to be a crucial SEO best practice. Silos refer to the way in which you organize and group your site content. In other words, you want each page of your site to have ‘themed,’ keyword-relevant content. If you haven’t been using silos to organize your site’s keywords, content, and architecture – or you’re not familiar at all with this concept – here’s a rundown of why to use them:

 

In my opinion, that alone is reason enough to utilize silos when putting together content for your site. But, here are some more reasons if you’re on the fence:

  • Keep it friendly: As an SEO, your job is to make a site friendly to both search engines and users. Using silos helps you do both! For search engines, silos basically allow you to help them understand the theme of each page, and this can even help you rank better for long-tail terms because the search engines will be better able to recognize your authority on a specific topic. For users, it’s simple: you need to quickly convince them that your site is where they want to be and you offer what they’re looking for. When each page of your site is easy to navigate and easy to understand, there’s a better chance they’ll stay on your site!
  • Be the authority: When each page of your site is highly organized and has relevant content, the search engines will consider your site an authority on that product or topic. Keep in mind that search engines are looking for keywords on each page as well as how relevant your content is to keywords.
  • Focus inbound links: If you organize your content into keyword-rich themes for each page, this will help you focus on and distribute your links to the page content that will get the most benefit.
  • Increase your rankings: The result of all of these is better rankings on the SERPs! And who doesn’t want that??

So How Do You Create Silos?

At Hanapin Marketing, we consider siloing a best practice when creating a site structure (you can also check out a great post on SEOmoz about site architecture!). As you’ve read, there are too many benefits to having highly themed, keyword-rich pages to not use silos. Search engines will love you more, users will love you more, and clients will love you more for helping their site rank higher!

There are three types of silos (and we recommend that you use all three):

 


Ultimately, silos really are crucial to a great SEO strategy (…and they’re a little bit common sense, too). Utilizing silos will make your site more search engine and user friendly, you’ll be able to focus inbound links, and you can become an authority on your product/service – all while improving your page rank! When done right, silos will improve your site.

 

Abby is an Account Executive at Hanapin Marketing, a search engine marketing firm focused on generating results through PPC and SEO.

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