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Siloing for SEO
Often Overlooked, but Vitally Important to
Your Site's SEO The pages can be themed on your site to help you rank well for both broad keywords and phrases and the massive list of long-tail terms you want your site to be found for. Theming your pages for this purpose is known as siloing. It’s something most SEO experts are familiar with, but few online marketers comprehend. With a website, you’re not restricted to a certain amount of space (like one home page) as an offline retailer is restricted by square footage in a store. You can branch off and divvy-up your site according to multiple themes so that its structure is like a huge funnel, capturing traffic for a multitude of consumers rather than a single, narrow approach. When a search engine robot (or spider) visits your page to index it for the SERPs (Search Engine Results Pages), it’s going to base a lot of its decision on the content you provide. If you haphazardly link to various topics on your site, you’ll confuse the robots and they won’t give you a high ranking for either your broad or your long-tail words and phrases. For instance, if your have a website about herbs, and you link to pages that include medicinal herbs, cooking herbs, and specific herbs by name, the Googlebots and other indexing agents won’t know which topic you’re an authority on - it’s almost as if your expertise is diluted. There is a solution and that solution is known in the trade as siloing. Siloing is the technique of using a tight directory of themes to divide your content into groupings that are easy-to-understand for search engine robots. For instance, if your main domain was herbs.com, tack on the themes folder afterwards, and place all relevant content to that theme in the specific folder. So you might have the following theme on your domain: herbs.com/cooking/thyme along with herbs.com/cooking/oregano and herbs.com/cooking/mint. Then you would split up your medicinal herbs into folders under herbs.com/medicinalherbs/ (with the various herbs following on a page of their own). Siloing helps keep your expertise on track from a search engine viewpoint and as such it can, if done properly, give you a massive boost in the search engine rankings on not just a single word or phrases, but on a multitude of carefully chosen words and phrases.
Normally, putting together a site that has
a well thought out silo structure is a time-consuming and
manual process, but the latest version of XSitePro has made
siloing far easier than ever before by taking away the
complexity and making it much more automated. If you’ve
struggled with siloing in the past or you’ve never given it a
try, you now have no excuse. Get
siloing! About Paul Smithson - Paul Smithson is the founder of Intellimon and the driving force behind the best-selling XSitePro web site development tool. Since graduating in Business Strategy and Direct Marketing from two of Europe’s leading business schools, Paul has set up five multi-million dollar companies, one of which is now owned by the BBC. His areas of expertise include business strategy, e-commerce, on-line and off-line marketing, software development, and maximizing the potential of on-line businesses.
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