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Online businesses today are making every effort possible to improve their SERP’s (Search Engine Ranking Positions). Whether selling products online, offering opt in specials, or simply just presenting information, it is a dog eat dog world where the top 20% are making 80% of the profit while the rest nibble on their crumbs. Gaining search traffic is the life blood of any e-biz, so having effective search engine optimization in place is paramount for success.
Having tried multiple SEO strategies to improve my clients and my own personal web presence, I have found that siloing web content is one of the most powerful and effective technique to gain better SERP’s (search engine ranking positions). Next to inbound linking, siloing is on the top of my SEO to do list.
Siloing is not a magic trick that only a few know, but rather it is a stupidly simple logical approach to building a website.
Let me first start with saying this. Having a properly developed website is foundational to gaining better SEO and holding it. Having built a myriad of bad websites and a lot of well deigned sites, I can attest to the validity of siloing. We all can confirm the age old adage of "you wouldn’t build a house on shaky sand", so in direct respect why would we build our e-business this way? I will say that taking time to focus on your content siloing should be the first and foremost thing that you do before you build your site or doing any inbound linking. In return, by doing so, especially if you silo your content and make a logical layout for Google, you will naturally gain and hold better SEO over the lifespan of your website.
What is siloing you may ask? Well, as I stated previously it is not some magical blackhat approach to better SEO but rather a logical procession to segment content and build a deeper more robust website.
Take a jar of black, blue and red marbles and jumble them together. This is how most webmasters build their sites. They combine multiple themes (marbles) on each of their pages and dilute what the overall page subject is about. Google looks at this and wonders, "what the hell"? This would be considered bad siloing of content and the site would appear very flat and one dimensional. So what would be good siloing of content.
The way that I would typically approach building a site would be to take my jar of marbles (content) and separate them into various logical groups (directories). I would make a /red group (directory) and write about red marbles, create a /black group (directory) and write about black marbles, and finally create a /blue group (directory) and write about blue marbles. I would create individual pages for these groups (directories) that would support the overall all topic of each silo. In this approach I would be segmenting my content into different subjects groups all the while building value to my websites overall theme. Google loves this. It keeps logic on my site and keeps Google from have to guess what my site is all about.
I have seen time and time again when I silo content in a logical pattern that my rankings go up quite drastically. I currently re-siloed my website and found that my rankings jumped up nearly 100 ranking positions for my top keywords. I now rank on the 1st and 2nd pages of Google for my top keywords.
Bruce Clay is a huge proponent of siloing and he teaches this at his SEO training courses. Billboard Alley has SEO consultants that have graduated from Bruce Clays training courses and have found that his methodologies work wonders for better Search Engine Optimization.
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| Posted by shane horner: 02.25.2009 |
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