The Silo Effect

Feb 15, 2017
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So What is The Silo Effect? 

Is the Silo Effect just another word for categories? In a way, that is exactly what the silo effect is. Silos are content taxonomies and linking structures that help to index your content, create link juice, add additional relevancy signals and push up your rankings. Google just loves silo sites.

Search engines award top keyword rankings to those sites that show the best fit for the relevancy of a subject or theme which also matches the users query. 

With SEO, the primary goal is to improve the website so that the site is about more than just targeted keyword and phrases.

The Silo Effect is about much more than that, it’s about the theme matching the keywords. 

More often than not, a Blog becomes nothing more than a disjointed array of completely unrelated information and has no clear central structure or theme and therefore suffers in search engine rankings for the sought after keywords.

The Silo effect is used to Isolate each system, process or department from each other thereby creating an effective way to clarify the the relevance of the the websites content, thus laying out the groundwork for high keyword rankings.

By using the “Silo Effect” you are creating a building block for search engine optimization. Sounds complicated? well not really, you see in simple terms all a silo is doing is grouping related content into distinct and organised sections within the website.


The Silo Effect

Instead of just writing an article and publishing it to your site you should consider its relevance to other articles of a similar nature and inter link them under a common theme. For example lets say you website is about Dogs.

There are many different breeds each with their own individual traits, it makes sense therefore to create a theme say about one particular breed and link all articles relating to that breed to each other such as diet, grooming, exercise, health problems, temperament etc. This would be a “Silo“.

Writing a number of articles to your site about disjointed topics or themes will not help your search engine rankings despite the number of quality keywords contained within it.

There are many really great websites which fail in their efforts to rank with the search engines because of their lack of a search engine optimization strategy or because there is no clear subject relevance or Silo effect in their structure. 

According to its Company Information Page, Google’s mission is “to organize the world’s information and make it universally accessible and useful.” In order to rank for Your keywords within Google, Yahoo and Bing, your site must provide information that is organized in a clear structure and a language that search engines will understand.

There is much more to ranking than simply Siloing however without it your efforts in the battle for on-page relevancy is lost. 

There are two ways to silo a website.

  1. Physical Siloing – Done through the directory structure.
  2. Virtual Siloing  – Done through the linking structure.

Let’s look at physical siloing first.

The URL address of each web page gives both users and bots important clues about itself. For example, the URL below reveals that this page from Amazon is about books.

When using the physical URL directory structure of a website you are creating a filing cabinet system which organizes all related pages.

These are physical silos. Each theme within the site has its own group of pages saved together under one Cetegory (folder) which is dedicated to that specific category.

SEO TIP – (You don’t want the same page contents to be indexed under more than one URL.)

Virtual Siloing – involves using the internal link structure of a site (i.e., how pages link to other pages). so for example what we want this time is to:-

  • Connect groups of related pages together.
  • Separate unrelated pages.
  • Strengthen the primary landing pages of each silo.

So while physical siloing requires its theme-related pages to be located within the same directory of the site, a virtual silo is held together by hypertext links between the theme-related pages.

In fact, from an SEO point of view, connecting related pages through text links can be very effective because the search engine spiders crawl a site’s contents by following its links. Therefore making Virtual Siloing Very Powerful.

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