Hey, it’s Troy here again. Today I thought I’d talk about the exciting world of siloing your WordPress blog content… yeah! I knew you’d be excited!
As I work through a killer head cold this week and continue to enjoy (not really) the groggy side effects of a morning after taking NyQuil, I’ll try not to ramble too much as I explain what siloing is, and how silo theming and architecture come into play to give you better search rankings.
SEO siloing exciting? Okay, maybe exciting isn’t the right word for it, but I think you’ll find the results of correctly using this technique can be both exciting and rewarding.
Siloing: Silo theming is a way to structure your WordPress blog to rank for chosen keywords by correctly interlinking static pages and categories to create a chain of relevant information that is easy for the search engines to navigate, thereby rewarding you better search ranking.
A Solid Blog Foundation
For most of my adult life I have been involved in the real estate industry. I’ve bought and sold fixers, flipped homes, purchased investment properties, and even built new custom homes.
From that experience I can tell you, if the property has a bad foundation, the whole structure will show it.
It is much the same when structuring your WordPress blog. If you build a solid foundation, you will enjoy the rewards of traffic and better search ranking. If you skimp on building a ground up solid foundation, your whole site will pay the price. Like it or not, that’s just how it is.
What do I do if I already have a blog with lots of content but little or no search rankings? Cry… then get over it… and get to work! I’m not going to lie and tell you it’s not a lot of work to fix, but past blog structural mistakes can be corrected. Yes, it can be tiresome. Yes it can be worth it.
There are times, however that it’s just best to scrap the old and start fresh. You’ll just need to decide which is better. If you go this route, you can always transfer your “good” content over to the new blog.
A Better Blog Structure
It’s true, the way you structure the foundation of your WordPress blog will absolutely influence whether your site will do well in the search engines or not.
Creating content takes time, and my time is valuable. That’s why I think it’s absolutely insane to spend time creating a piece of content that will never get picked up by the search engines, and will never be read because of the faulty blog structure.
It might help you get your mind around siloing if you understand that search engines work by gathering and indexing information into different categories based on subjects. If you can understand this one point, you’re now ready to start planning your blog structure.
Be subject (keyword) minded, then build relevance and support for that subject through interlinking additional static pages and blog posts within the site.
Still a little cloudy huh? Okay let me explain…
Siloing Your Blog
What most people call siloing is technically called silo theming. It’s creating a keyword related topical flow throughout your blog. This diagram shows my method for silo theming. There are several other variations, some better than others.
Successful siloing will always consist of creating relevancy and support for the subject keywords. When creating new sites, I choose to create several static pages surrounding a focused keyword or phrase. Keep in mind, I’m talking about static pages here, not blog posts.
The menu tab will be the first page of your silo, or the “parent”. SEO guys sometimes call it the silo landing page, not to be confused with an sales funnel landing page.
The first page will also be the main broad keyword that your silo is trying to rank for and one of the main keywords you want to rank you blog for.
Each additional page will be based around more specific keywords on the subject and will be published under the parent, and located in a drop down menu under that first silo page.
The page above always links to the following page in the silo all the way down until you reach the last page of the silo. The last page then links back up to the top of the silo.
Keep in mind, each page under the silo landing page should provide support and relevance for the silo landing page. If it doesn’t, don’t use it.
2 Tips To Siloing:
- You may find it appropriate to link from a static pages in one silo to a static page in a different silo. Only do this if it creates support and relevance for the keyword you are trying to rank for.
- It is a good SEO practice to link relevant blog content to a silo static page, but I do not link out from my silo to my blog.
Got it? Good, let’s move on…
As I mentioned earlier, I use static pages for my main menu silos. Some people choose to use blog posts as their home page silos. It is my opinion that it’s better to use static pages as I explained above.
Besides, WordPress pretty much automatically silos your blogroll for you, as long as you’re using categories. Linking from relevant blog content to silo pages can be very effective to achieve better search rankings.
One more thing about interlinking with blog posts to silo pages. When linking to a silo static page from a blog post, it is not necessary to link to the silo landing page. As long as you’re linking to the most relevant page in the silo, the whole silo benefits.
EXAMPLE OF A SEO SILO.
Type of Site: Athletic Sport Shoe store. 5 Page Content Silo.
- My #1 page, and the tab you will see in the menu is the silo landing page titled “Athletic Shoes. The keyword I’m trying to rank for with this silo is athletic shoes. This page is linked from my homepage with the “athletic shoes” anchor text link.(menu). (Anchor text link to the next page (running shoes)
- hint: create a few blog posts about general athletic shoes, etc. and link to this page.
- 2nd page. My next page under the silo landing page might be Running Shoes. The keywords provide support and relevance to the athletic shoe silo. Link to the (Anchor Text to the next page.
- hint: create a few blog posts about running shoes, reviews, etc. and link them to this page.
- 3rd page. This page might be key worded for Cross-Trainer Shoes. (Anchor Text to 3rd page.)
- 4th page. This page might be keyworded for Basketball Shoes. (Anchor Text to the next page.) Etc.
- 5th page. The final page in the silo might be about rock climbing shoes. It will either anchor text link back to the top of the silo, and/or to another relevant silo (if appropriate).
I know it’s a lot to take in and siloing can seem a little overwhelming, especially for the newbie. At the very least, I hope your still awake…
But seriously I hope this information helps you see the importance of siloing your WordPress blog for better search ranking.