The Ultimate Guide to SEO Siloing - Dominate Google in 2018

King89

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I read an article few days ago where google confirmed that it is not essential.
Can't remember where I read it.

Of course you should do that link structure anyway, but it is not the way to give your site a main boost or something like that.

It is something that is a basic part of seo, beside dozens of other things you should do. Nothing major.

When I find the article, I gonna post it here.

@tNK let me know how I can help you with it. Let's discuss it on here, so we can give some value to other members, or even we get more input from others, too.
 
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nodyguy

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I read an article few days ago where google confirmed that it is not essential.
Can't remember where I read it.

Of course you should do that link structure anyway, but it is not the way to give your site a main boost or something like that.

It is something that is a basic part of seo, beside dozens of other things you should do. Nothing major.

When I find the article, I gonna post it here.

@tNK let me know how I can help you with it. Let's discuss it on here, so we can give some value to other members, or even we get more input from others, too.
Google also says that link building is forbidden and you should focus on Content, and you're still here on BH forum :)
Don't listen to what Google "confirms", instead go with what working.
 

King89

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I only mentioned, siloing is not the holy grail. It is important for basic seo. But it won't do shit without doing other basic seo tasks.

Of course it works, but it is not a standalone solution.
 

nodyguy

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I only mentioned, siloing is not the holy grail. It is important for basic seo. But it won't do shit without doing other basic seo tasks.

Of course it works, but it is not a standalone solution.
I get what you're saying.
There aren't standalone solutions in SEO, however, proper silo is more than a basic seo technique.
Doing it right will boost your relevant and will use the maximum potential of your link juice.
 
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cx3571

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Read Google and... do the opposite: it will work great !!!
 

fillionaire

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I read an article few days ago where google confirmed that it is not essential.
Can't remember where I read it.

Of course you should do that link structure anyway, but it is not the way to give your site a main boost or something like that.

It is something that is a basic part of seo, beside dozens of other things you should do. Nothing major.

When I find the article, I gonna post it here.

@tNK let me know how I can help you with it. Let's discuss it on here, so we can give some value to other members, or even we get more input from others, too.

Always remember - GOOGLE LIES
 

shieldone

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I use Silo on one of my websites. I work for online marketing agenture and I manage a few websites. Silo is a great way how to have everything in summary. I hope that your article will help others to decide how to manage their websites.
 

splishsplash

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I read an article few days ago where google confirmed that it is not essential.
Can't remember where I read it.

Of course you should do that link structure anyway, but it is not the way to give your site a main boost or something like that.

It is something that is a basic part of seo, beside dozens of other things you should do. Nothing major.

When I find the article, I gonna post it here.

@tNK let me know how I can help you with it. Let's discuss it on here, so we can give some value to other members, or even we get more input from others, too.


You say that with such certainty. How many properly silo'd authority sites have you ranked? Have you compared different structures?

I have.

And I can tell you with absolute certainty based on real world experience that if you properly silo a site, you will achieve significantly better results.

What does better mean?

This is what I've observed :-

1) The site ranks for a lot of keywords very quickly. Within 6-8 weeks after only receiving a handful of backlinks.

2) It tends to outrank more generic/sloppy sites that don't have the topical relevance, but can be very very powerful in terms of authority/backlinks.

3) It gets exponentially stronger after 6 months when you have filled out quite a few silos. You notice a 1+1=3 effect where everything within certain silos you've added a lot of content to starts to rank a lot better.


Overall sites are just easier and stronger. When new content is added it ranks fast. Silo pages rank for broad keywords too which is a sign google understands the site.

If you have a silo about, let's say dog toys, containing articles like "Best Soft Toys for Dogs", "Best Toys for Small Dogs" and perhaps a couple of sub-silos, then a sign it's done right is you should be at least on page 5-6 for "dog toys". You wouldn't expect to rank page 1 for "dog toys" with a review site. An ecommerce site can. Google doesn't tend to rank heavy content pages for ecommerce terms like "white shirts", "dog toys" and so on, BUT, it should be ranking your core silo page, since it contains lots of articles of interest to someone searching for the generic "dog toys".

This is how you know you have a site google loves. Your silos will rank for the ecommerce type/generic terms, and your articles will rank for the best/review/top + other longtails.
 

Ashway

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Hi Splishsplash, i am bit confused. Can you please have a look at my site and let me know if its siloed correctly?
 

splishsplash

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Hi Splishsplash, i am bit confused. Can you please have a look at my site and let me know if its siloed correctly?

Sorry but I'm not able to individually look at people's sites. This would be too time consuming and amount to a free consulting service worth a lot of money.

I'm happy to write guides, share my knowledge and answer specific questions, but I can't do free-setups or analysis for people.
 

Francis Begbie

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Introduction

Back in march last year(2016) I wrote a super guide to creating amazon review sites, and as part of that guide I had an entire chapter on siloing.

I had a lot of success with the way I used to silo, but I never quite reached that crazy level of success that was always promised from siloing.

This always bothered me. Deep down I knew there was *something* I was missing. I just wasn't happy with the way I was doing it. Everything I read online confirmed the way I was doing it was correct, but this wasn't good enough for me.

So early this year, I decided enough was enough. I was going to set aside 2 weeks to research and rip apart everything I could to figure out how the heck you silo properly.

I started by re-reading Bruce Clay's famous guide to siloing. It's highly theoretical and doesn't really explain implementation very well, but it was a start.

Then, a few days into my research. EUREKA! I HAD IT! I actually had it! I cracked the code.

9 months after launching that first site silo'd properly. Here's the results.. These screenshots speak for themselves. No more do I feel like there's something missing. I absolutely have nailed it, and I have decided, after much contemplate and inner debate, that I'm going to share it with the world. Although this kind of information is incredibly rare and just not shared outside of tight inner circles, I've decided that the potential downsides of more people knowing about this are outweighed by the upsides. I strongly believe that sharing creates more opportunities and it's my mission in life to bring success and excitement to the world through business, and this is perfectly in line with that. So, please enjoy this information. Implement it, succeed with it and be happy in life. I will be available to answer questions in the thread, so you're all welcome to ask away, but don't PM me with questions, as I want to everyone to benefit so keep them public. If you want to just reach out and say hello, by all means drop me a message, but keep the questions in public. Thanks!

( If the mods would like me to prove ownership of this the site in the screenshot below I'm happy to do that. A couple of my clients have seen it too, so I'm sure someone will vouch for it being real. )


Image%202017-11-08%20at%201.23.35%20AM.png



What is Siloing
Siloing is creating a structure that allows the google bot to very easily understand what your website is about. At its core it's about building huge topical relevancy in dozens and dozens of small areas, which in turn, build topical relevancy for the larger area.

Ie, if you're selling laptops, you want to build topical relevancy in every area that google considers related to laptops. Brands, types, different processors, different screen sizes, repairs, guides.

Why Everyone Else is Wrong about How to Silo
The way everyone else, including the way I used to teach siloing is just plain wrong.

They also over-complicate things drastically.

Most guides will just talk about creating parent pages and support articles. Mostly having your parent page being the higher volume keyword and the support being longtails. This isn't really how to do it to get the best results.

The way to actually silo properly is fairly simple.

My Siloing Method Explained
The way to silo is to actually use category pages. Your category pages should be the parent topics, not the topics with the most search results.

For example, laptops

mysite.com/laptops

You have a title like "Laptops for Sale"

Your H1 would be "The Latest Laptops & Buyer Guides"

Always have your title/h1 different so you can grab more keywords and don't over-optimize.

Next, you have 100-300 words of unique content about laptops. Within that content you link to 2-3 internal pages. Either internal silos, or important internal pages WITHIN the silo.

Next, very simply, you just have ALL your pages within laptops listed.

You want to display the latest 20 to google, and use ajax to let users display more. Don't use /page-2 type stuff. If you have a huge site, yes, too many products will be displayed, but you can use ajax to let users sort the laptops, and you'll have sub-silos so people can narrow in on the type of laptop they want.

The most important thing is that google can see the latest 20 laptops you add.

Now, let's say you now have multiple sub-silos

yoursite.com/laptops/hp
yoursite.com/laptops/dell

and so on.

You have the same setup on each of these. Your content at the top, the 2-3 links and all the hp/dell articles inside each silo.

So if you have an HP laptop article or product, it'll appear as yoursite.com/laptops/hp/some-hp-laptop.html, so it's physically silo'd inside laptops/hp, BUT, the article/product its self will appear in yoursite.com/laptops *AND* yoursite.com/laptops/hp

For an ecommerce site with a lot of ways to sort, you don't want to create multiple silos for each type. Pick one main physical silo, you can use ajax to sort by type/size/specs etc on the category page.

You pick the best way to categorize, which for laptops imo would be by brand.

For an informational based site you have your articles/reviews/content all within the category page, and for an ecommerce site you'd have 2 sections, one called Products at the top, and below that you can have another called Guides/Helpful Articles/Information or whatever is relevant, where you can add in extra content to the silo, which can be further silo'd.

So continuing with this example.

ALL laptop guides will appear within yousite.com/laptops, but you can create silos like:

laptops/repairs
laptops/buyers-guides
laptops/comparisons
laptops/performance-tests
laptops/reviews

then have content like

laptops/repairs/how-to-factory-reset-a-dell-laptop, and in this you can even link off to laptops/dell.

laptops/comparisons/dell-vs-hp-whos-best-in-2017

laptops/performance-tests/hp-envy-x360-benchmarked-and-tested

laptops/reviews/hp-envy-x360

And again in each sub-silo you have your 100-300 words of unique content, and all the content displayed in the category page(which is what your silo should be).


Your homepage should generally contain links to the silos/sub-silos of your site, and this can just be in the form of having a giant silo. Say 500-1000 words of content at the top, with all the latest articles appearing on the page. For an ecommerce site you wouldn't have all the latest products appear here, since that's a bit iffy, but for an informational site you would just have the latest 20 articles appear. What that does is make sure that juice goes from the homepage to new articles.

So with this structure, mysite.com/laptops/reviews/hp-envy-x360 gets juice from mysite.com/laptops/reviews, mysite.com/laptops and mysite.com/

laptops/reviews gets relevancy for laptop reviews, and laptops/ gets relevancy for everything related to laptops, and the homepage gets relevancy for *everything* on the entire site.

Simple, clean and it works.

I also like to link out to each sub-silo on each silo.

So on mysite.com at the bottom of the page I'll have a tree structure linking to all the sub-silo pages. This is useful for the user, and for google.

On mysite.com/laptops, I'll have a tree structure linking to reviews, comparisons, repairs, performance-tests and all the brands if I'm an ecommerce site.

The more you fill out each silo, the better they'll rank. You can then backlink the silos, the money pages, the product pages and the support articles.

With the support articles just link back to either parent silos, grandparent silos, other support articles or money articles/products.

When building support articles to rank a money article, make sure you include the keyword in your support article's title.

Ie, you want to rank for "best small laptops", then write some support articles like "Why the Dell Blah is a Great small laptop"

"Top 13 Reasons Why Small Laptops are Amazing" and so on.

Then link back with an LSI/long partial anchor, such as "our guide to getting the best small laptop"

I'm going to leave it there. How to silo properly does not require a mammoth 10,000 word article. It's a very very simple concept that does not need to be over-complicated.

Now go and make lots of $$ on Google, guys. Any questions, post in the thread and I'll be happy to help!


Cheers,
Tom

Great article, Tom. Thanks for taking the time to share.
 

Francis Begbie

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For a non-ecommerce site would the following be okay, when example 1,2,3 are variants of a type of service but in their own right are distinct from each other?

services/example-1
services/example-2
services/example-3
services/example-4
services/example-5
services/example-6
services/example-7

And then ensuring that the most recent blogposts related to that particular service are pulled onto the page to help with siloing?

Thanks
 

splishsplash

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For a non-ecommerce site would the following be okay, when example 1,2,3 are variants of a type of service but in their own right are distinct from each other?

services/example-1
services/example-2
services/example-3
services/example-4
services/example-5
services/example-6
services/example-7

And then ensuring that the most recent blogposts related to that particular service are pulled onto the page to help with siloing?

Thanks


One of the things with siloing is, you need to avoid generic words like 'services', since those aren't topics.

Ie, if you had a monitors topic, you wouldn't have things like monitors/wide, monitors/super-wide because those aren't topics.

You want to stick with actual topic words in your physical silos.

For example, you're an seo service provider called john smith. You wouldn't create

johnsmith.com/services/seo

You would have

johnsmith.com/seo

johnsmith.com/seo/guest-posting

johnsmith.com/seo/pbns

johnsmith.com/seo/on-page


Then inside your seo silo you could have

johnsmith.com/seo/hire-me.html or johnsmith.com/seo/services.html (I write html so you can see the difference between a page/node and a silo)


You might have guest post and pbn services, so you could have your seo/services.html page which is more general and talks about hiring you as a consultant, but also have a johnsmith.com/seo/guest-posting/johns-guest-posting-service.html and johnsmith.com/seo/pbns/buy-pbn-posts.html

You can create a menu called 'Services' that links to the services, but you still maintain your physical silo structure.

Your virtual silo structure doesn't have to be 100% tight and it shouldn't as that's unnatural and too constrained.

And you make sure your services pages are actually targeting searches. "Guest Post Service" has searches. There's no point having a guest post service page in a guest post silo called "Superhero Link Builders Package" for example. It won't gain any ranking benefit from being in the guest post silo.

The goal is to make your site more informational, so if you want to sell seo services, you build up silos and sub silos with topical relevance in seo topics, then have a page in there targeting a group of keywords for seo services.
 

Francis Begbie

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One of the things with siloing is, you need to avoid generic words like 'services', since those aren't topics.

Ie, if you had a monitors topic, you wouldn't have things like monitors/wide, monitors/super-wide because those aren't topics.

You want to stick with actual topic words in your physical silos.

For example, you're an seo service provider called john smith. You wouldn't create

johnsmith.com/services/seo

You would have

johnsmith.com/seo

johnsmith.com/seo/guest-posting

johnsmith.com/seo/pbns

johnsmith.com/seo/on-page


Then inside your seo silo you could have

johnsmith.com/seo/hire-me.html or johnsmith.com/seo/services.html (I write html so you can see the difference between a page/node and a silo)


You might have guest post and pbn services, so you could have your seo/services.html page which is more general and talks about hiring you as a consultant, but also have a johnsmith.com/seo/guest-posting/johns-guest-posting-service.html and johnsmith.com/seo/pbns/buy-pbn-posts.html

You can create a menu called 'Services' that links to the services, but you still maintain your physical silo structure.

Your virtual silo structure doesn't have to be 100% tight and it shouldn't as that's unnatural and too constrained.

And you make sure your services pages are actually targeting searches. "Guest Post Service" has searches. There's no point having a guest post service page in a guest post silo called "Superhero Link Builders Package" for example. It won't gain any ranking benefit from being in the guest post silo.

The goal is to make your site more informational, so if you want to sell seo services, you build up silos and sub silos with topical relevance in seo topics, then have a page in there targeting a group of keywords for seo services.

Okay thanks for clarifying, if Services was to become Solutions (as in messaging solutions) would that, in your opinion make it less generic?

Thanks
 

splishsplash

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Okay thanks for clarifying, if Services was to become Solutions (as in messaging solutions) would that, in your opinion make it less generic?

Thanks


Well..

Is "solutions" a topic?

Do you get sites that specialize in solutions? Is it a topic you can learn about and and become an expert in? If you the answer to these questions is no, then it should not be a silo, ever

The goal isn't to make something "less generic".

Google isn't going to look at your "solutions" silo and say "Ok, this site is an expert/authority in solutions, so he'll rank for all the solutions longtails.

What about dog grooming solutions? Fitness solutions, fishing solutions, health solutions, tech solutions, marketing solutions. Any sort of solutions. It isn't a topic. At all.
 
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Francis Begbie

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Well..

Is "solutions" a topic?

Do you get sites that specialize in solutions? Is it a topic you can learn about and and become an expert in? If you the answer to these questions is no, then it should not be a silo, ever

The goal isn't to make something "less generic".

Google isn't going to look at your "solutions" silo and say "Ok, this site is an expert/authority in solutions, so he'll rank for all the solutions longtails.

What about dog grooming solutions? Fitness solutions, fishing solutions, health solutions, tech solutions, marketing solutions. Any sort of solutions. It isn't a topic. At all.

Okay, if there were these solutions grouped in the following it would be better, for example, however please note that solution would be the actual solution, like email and then sub solution could be bulk email marketing:

Example.com/solution/sub-solution
Example.com/solution/sub-solution
Example.com/topic
Example.com/topic

Then this would be better? Would it be a problem to have an inconsistent nav where Services is only the name in the navigation but does not links through to an actual page? However the others, like about-us for example would actually link through to a page?

Thanks a lot!!
 

splishsplash

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Okay, if there were these solutions grouped in the following it would be better, for example, however please note that solution would be the actual solution, like email and then sub solution could be bulk email marketing:

Example.com/solution/sub-solution
Example.com/solution/sub-solution
Example.com/topic
Example.com/topic

Then this would be better? Would it be a problem to have an inconsistent nav where Services is only the name in the navigation but does not links through to an actual page? However the others, like about-us for example would actually link through to a page?

Thanks a lot!!


No, you don't silo based on services. That isn't a silo, it's just a services section like every other company has.

There's no difference between email marketing and bulk email marketing. Email marketing is a topic, but an email marketing solution is not a topic, it's just a single page offering a service.

A silo needs to have at least 5 pieces of content within it to support the topic and build relevance.

The navigation is linking through to actual pages.

johnsmith.com/seo/guest-posting/johns-guest-posting-service.html and johnsmith.com/seo/pbns/buy-pbn-posts.html

They just aren't lumped together in a "services" silo. They are contained in the topical area where they belong and linked to for the user from a services menu.
 

Imz

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Some really interesting debates in this topic, found it at a good time as I'm reworking my ecommerce site and looking into Siloing.
 
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