Are you striving to improve the SEO of a page? Do you despair when you think you have to start over for the next page? I understand you it’s not nice to do it all over again. Fortunately it is possible to take advantage of the juice that is already arriving on the site. Do you ?
The method to do this is that of silos. You can thus avoid starting from 0.
Take 2 minutes to read this article and I will show you how to design an effective silo that will boost the SEO of all the pages on your site.
Citrus fruits and websites
We usually say that when a site links to another it transfers authority or “juice” to it. The image is good because the more the original site (A) is respected, the more juice it will transfer to the target site (B). Quite simply it is better to have a link from Wikipedia than from the blog of a teenager who tells his life.
Once site B receives more juice, its authority increases and it can transfer a little more juice to a new site (C). This is how part of the juice from A is passed to C via B. We call this phenomenon the transfer of juice.
Why am I telling you this? Because it also works for the pages of the same site.
The pages that receive the most juice are like front doors. We will therefore pass this juice to the other pages of your site. These are the internal links that do this. They can be seen as pipes that take the juice where you want it.
The silo technique in practice
A silo is the structure that I use to properly direct the juice on my sites. A grain silo (a real one) is vertical, we do the same thing on a site by passing the juice from one page to another. Each page points to only one other page.
The juice of a page is shared between all its links so the fewer there are and the more powerful they are.
Here are the different existing silos.
The downward silo
This type of silo consists of using the juice of an important page to help the referencing of deeper pages like articles and which have little competition. As a picture is worth 1000 words, that’s what it gives.
The reverse silo
This type of silo is the opposite of the previous one. These are the small pages that lead to the most important where there is a big competition.
This silo is used when you have one or two deep pages with lots of juice (links, shares, visits, etc.). They are well referenced and you want to use them to rank another page on a keyword with a lot of competition.
The looped silo
With the previous silos what happens when the juice arrives at the end of the silo?
Nothing. The juice stays there and waits. It is no longer used for anything.
The looped silo allows this juice to be reused.
A silo can be closed in on itself and keep its juice, nothing is lost (Silo 1). It can also be looped with another one as are silos 2 and 3.
I don’t really have a preference between the two but I only use the second technique when the themes on pages B and C have a link for the reader.
For a finance blog, for example, there could be a silo 1 on the theme of reducing spending and a silo 2 on increasing revenue. Each silo linking to the next.
The targeted silo
This last silo should be used when one page of your site is much more important than the others.
In such a silo we see that page B is the one to which all the links lead. To use this type of structure it is really necessary that page B has a vital interest.
Tips for designing a silo
What are the most important pages?
The principle that should guide you when designing a silo architecture is to know which are the most important pages of the site as well as their level of competition on search engines. The links should go to these pages.
Extensions of type “Similar items”
On WordPress (and on other CMS I imagine) there are extensions that add links to articles at the end of the content with a similar theme. Their use must be done with care. I know they are very popular but it ruins a silo. The juice of each page becomes too diluted to have an impact. Your silo is pierced.
There are already essential links on each page, no need to add any.
Are you ready to use this technique?
Not all pages on a site need to be in a silo, but the most important content should be there. This will benefit your SEO but also your readers who will easily find the relevant information.
I constantly see sites using WordPress categories or tags to group their articles without wondering if there is a better way to do it so please me, if you know someone who does not use the technique of silos send him this article to do him a favor.