Content Siloing – Short Conceptual Explanation

Content siloing is a method of organizing content into related groups on a website. Concepts that are related can be found under the same heading, with other items coexisting on a website underneath a different heading. This method of content organization is done to make searching a website easier for visitors, but it is also a technique used to enhance a website’s search engine optimization (SEO).

Content Siloing

The purpose of content siloing for website visitors

Content siloing serves two purposes. The first is to make it easier for visitors to browse a website.

A content silo is a method of organizing a website. It enables a website to contain different content themes by separating the themes into individual topics. The website is structured with more generic information on one page that is explained in later detail on a deeper page of the website.

For example, a professional mover will have a home page that contains tabs. One tab may be for residential moves, while another may be for commercial moves.

The visitor clicks on the tab that matches their query. Then, they are provided with even more options. When clicking on the residential tab, they will be able to click on a tab for local moves or long-distance moves, for example.

This kind of structure allows a website to create an intuitive layout that is easy for visitors to navigate.

Content Siloing

The purpose of content siloing for SEO

Not only does content siloing make it easy for visitors to browse a website, it also enhances the SEO of that website.

Search engines crawl the web and review websites in an attempt to determine if the content on that site would be useful for someone conducting a related search on the internet. Websites that contain relevant information on a particular page, as well as information that is relevant to the overall theme of the website, rank higher than websites that do not contain relevant information.

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How search engines gain information from siloing techniques

One efficient way for a bot that is deployed by a search engine to gain relevant information about a particular website is to look at how the website is structured. If a bot crawls an interior page of a professional mover, for example, it can look to that page’s URL to gain information about the rest of the website.

An example would be:

http://moving-website.com/residential-movers/local movers

Based on this URL, the bot knows there is information about residential moves as well as local moves, which increases its chances of being indexed highly.

In addition, linking is an effective siloing strategy for SEO. For example, if a link on the local movers page of a professional moving website links back to the residential movers page, that association is reinforced, further increasing the chances of that website being indexed highly in the query results of a search.

Using keywords is an important part of content siloing. If a website wants to rank well for a particular keyword phrase, it’s much better to create sections of content surrounding that phrase than it is to create just one page that features the phrase a few times.

Content Siloing

Creating content silos

Although much of content siloing is intuitive, doing research is an important step in making sure a website is structured with both visitors and SEO in mind.

A good content siloing plan includes keyword research. A site can build a structure that is based on high value keywords, increasing the site’s chances of being searchable for those terms.

Content silos can differentiate between different pages like:

  • Blogs
  • Products
  • Services

The structure can be reinforced in a number of ways that include:

  • Menus
  • Linking
  • URL structure

A good content siloing strategy includes existing content, but it also accounts for possible future content that can easily be integrated into the existing structure.