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Siloing and Link Building
The primary aim of Search Engine Optimization is to enhance your online visibility by improving the keyword ranking. With ranking you might find at times that your overall rank is good based on the general keywords but your rank might not be as good for specific ‘long tail’ keywords - it can be vice versa too. This is an issue that is mainly caused due to inferior page to page links or “interlinking” as I call it. If you use indiscriminate linking from one page to another then basically you end up diluting the entire organizational theme of your website and hence it becomes difficult to rank your keywords naturally in different search engines.
‘Siloing’ is the solution offered towards this kind of link dilution, which is sometimes referred to as unfocused linking (I know I don’t make this up). Siloing can resolve the poor linking problem and help you to achieve a high rank on search engines for specific as well as general keywords/specific keyword phrases - basically you get the best of both worlds. This is done mainly by using a themed vertical page construction or linking. The best way to achieve high ranks for keywords is by incorporating silos right into the website structure.
There are mainly two types of silos and they are:
1. Virtual silos
2. Directory based silos
Both the ‘virtual’ and ‘directory’ based silos are capable of creating a keyword theme using linking, but they achieve this method using very different methodologies. The ‘virtual silos’ are capable of creating content as well as subject relationships by cross-linking them so that a theme can be created. On the other hand, a directory based silo will create a relationship through linking different directories to a group.
If you use the directory silo method then it will build relationships between different pages by grouping similar-content pages under one directory and the directory theme will be then tied to the main directory structure (simple and most common). Most directory structures will need a minimum of five content pages that will support the topic that your directory is trying to address. One thing that you need to remember is that all directory silos will need to be extremely well structured as well as organized.
The only way to ensure that your directory silo has been implemented correctly; you will need to group similar-content into different directories. To understand it better, let us take an example of salami and cheese. You will need to create a separate directory for each of the themes, which are one for salami and one for cheese. You will have subsequent pages in the directory that are content rich in order to support your overall directory theme. Now if there are two types of cheese: feta cheese and Parmigiano reggiano then both the different types of cheese will be categorized under the main cheese page. We can extrapolate this idea with Salami, and build out pages based on type: Genoa, Hard, Soppreseta etc…see it’s easy and I’m getting hungry.
On the other hand, you can create a virtual silo theme through linking. In a virtual silo environment the page names are unimportant because the relationship between the pages might not necessarily be in under the same silo. The silo will always be defined by each of the pages it is linked to. Thus in a virtual silo, you are basically creating a theme that is based on links vis-à-vis a directory structure in directory silo.
By Jeremy Hermanns | July 10, 2008 | Filed Under Fascinating, SEO Advice
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