{"id":114121,"date":"2016-05-05T14:07:00","date_gmt":"2016-05-05T19:07:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/content-silos-the-secrets-to-seo-success\/"},"modified":"2024-12-23T00:35:46","modified_gmt":"2024-12-23T05:35:46","slug":"content-silos-the-secrets-to-seo-success","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/content-silos-the-secrets-to-seo-success\/","title":{"rendered":"Content Silos: The Cycle of SEO Success"},"content":{"rendered":"<p>When people think of digital marketing, they probably think of <a href=\"https:\/\/ambergreeninternetmarketing.com\/digital-marketing-services\/seo-website-audit\/\">SEO<\/a>. Even people with only a general awareness of digital marketing have probably heard of SEO (even if they don\u2019t know what all the letters mean).<\/p>\n<p>For those of us who live and breathe SEO, the search for the latest tactics is always on our minds. But with an ever-changing cycle of new algorithms and changing user behaviours, there are a few staples that have not only withstood the evolving industry but also evolved themselves, becoming the vital foundation to any good SEO strategy.<\/p>\n<p>Read on to learn how content silos hold the secrets to SEO success.<\/p>\n<p><a href=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/05\/Cycle-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-6145 aligncenter\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/05\/Cycle-2.png\" alt=\"Content Silos\" width=\"711\" height=\"473\" \/><\/a><\/p>\n<h3><\/h3>\n<h3>Link Equity<\/h3>\n<p>The concept of a content silo is very simple: picture a silo, and then put some content in it.<\/p>\n<p>Okay, so it\u2019s more sophisticated than that, but it\u2019s also just as achievable. All good digital marketers can implement content silos on their websites to improve search rankings.<\/p>\n<p>A content silo is essentially a method of categorising content into a structure (visualise an actual silo), placing entry-level content at the top and increasing specificity as you go down the customer funnel. You can then utilise this structure to transfer authority through a whole website by focusing on link equity.<\/p>\n<p>Often underused, equity links are value-passing links such as follow links or 301 Permanent Redirects, which pass value from one page to another.<\/p>\n<p>There are two types of equity links:<\/p>\n<ul>\n<li><strong>Internal:<\/strong> by using internal links, you can strategically pass more keyword-focused value from one page to another. Benefits of internal linking are numerous:\n<ul>\n<li>Passing link equity from page to page<\/li>\n<li>Increasing page views<\/li>\n<li>Increasing Page Authority<\/li>\n<li>Reducing bounce rate<\/li>\n<li>Enabling search engines to crawl and index your website<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li><strong>External:<\/strong> the more valuable and more elusive of the two, external links are from another domain or external website and link to a page on your own website. When coming from relevant or important sites, these links can have a significant impact on SEO.<\/li>\n<\/ul>\n<h3>The SEO \u201cCycle\u201d<\/h3>\n<div id=\"attachment_6146\" style=\"width: 719px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/05\/Cycle-4.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6146\" class=\"size-full wp-image-6146\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/05\/Cycle-4.png\" alt=\"Content Silos\" width=\"709\" height=\"472\" \/><\/a><p id=\"caption-attachment-6146\" class=\"wp-caption-text\">Braving the wonderful wilderness&#8230;of SEO<\/p><\/div>\n<p>Now let\u2019s look at a practical example of how passing link equity through content silos will improve your SEO and encourage lower bounce rates by making your site more navigable. And since we\u2019re looking at ways of succeeding in the ever-changing SEO cycle, let\u2019s say you are the proud purveyor of an outdoor activities website with a focus on cycling.<\/p>\n<p>As you can see below, your site has two main content silos: one for \u201cCycling Routes\u201d and one for \u201cCycling Tours.\u201d Although both are related to cycling, there are two different topics, presenting the opportunity to produce specific content for each subject \u2013 and that is the beginning of a content silo.<\/p>\n<p>We have also created regional cycling pages for each activity, giving us the opportunity to produce highly-relevant, regionally-focused content through which we can harness long-tail keywords or local searches (for example, \u201ccycling routes in Edinburgh\u201d).<\/p>\n<p>To increase the specificity of our content, we\u2019ve expanded the \u201cCycling Routes\u201d into further categories: \u201cEdinburgh\u201d and \u201cGlasgow,\u201d with each sub-category featuring multiple routes. This website structure will be familiar to most SEO\u2019s.<\/p>\n<p>And now you have the skeleton of your content silo.<\/p>\n<div id=\"attachment_6229\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/05\/Content-Silos.jpg\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6229\" class=\"wp-image-6229 size-medium\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/05\/Content-Silos-800x321.jpg\" alt=\"Content Silos\" width=\"800\" height=\"321\" \/><\/a><p id=\"caption-attachment-6229\" class=\"wp-caption-text\">An example of two content silos<\/p><\/div>\n<p>&nbsp;<\/p>\n<h3><strong>Building Page Authority<\/strong><\/h3>\n<p>Take a closer look at \u201cEdinburgh Cycling Route 2.\u201d Once we\u2019ve done our job, this page will be packed with high-quality content relating to \u2013 wait for it \u2013 Edinburgh Cycling Route 2. By optimising the page with relevant and interesting content, you\u2019ll produce a page with high Page Authority.<\/p>\n<p>Page Authority (or PageRank, as used by Google and named after one of their founders, Larry Page), is the metric used by Moz to predict a page\u2019s ranking potential in search engines. This metric is calculated by analysing various pages\u2019 relevance and quality of links.<\/p>\n<p>In other words, they\u2019re looking at the calibre of your content silos.<\/p>\n<p>A higher Page Authority increases the likelihood of a webpage\u2019s showing closer to the top of the search results. \u201cEdinburgh Cycling Route 2,\u201d for example, automatically contributes to the overall PageRank of the \u201cCycling Routes\u201d section simply by having been categorised within the \u201cCycling Routes\u201d content silo.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_6a1da8ab4f2e3'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_6a1da8ab4f2e3');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 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This all culminates at the top-of-the-silo \u201cCycling\u201d page. SEO best practices dictate that anchor text is relevant to the page being linked to, as well, which will only strengthen your efforts.<\/p>\n<p>It\u2019s important to remember that the process doesn\u2019t simply end once you\u2019ve created your content silo. Here at Ambergreen Internet Marketing, for example, we continually monitor keyword groups for our clients in order to ensure that each silo is optimised for maximum SEO.<\/p>\n<p>Occasionally, we\u2019ll experience a slight drop in one of our keyword ranking positions. Any number of issues can cause this, including having been outranked by a competitor, experiencing on-page issues, or losing external links.<\/p>\n<p>The good news is that this is a completely fixable issue; all you need to do is go back to basics with your content silo\u2019s structure.<\/p>\n<p>Let\u2019s say \u201cGlasgow Cycling Route Y\u201d keywords are losing ranking positions. We can take advantage of our \u201cCycling\u201d content silos to pass link equity via internal linking to areas of the site where rankings are decreasing.<\/p>\n<p>Just as we can pass link equity <em>up<\/em> through the site, we can also pass it <em>down,<\/em> as well. By backlinking using keyword-focused anchor text, we can link down using a hyperlink from the \u201cCycling\u201d landing page to \u201cGlasgow Cycling Route Y,\u201d giving the latter page the link equity boost it needs to improve its ranking.<\/p>\n<p>And don\u2019t forget to make use of all the tools on your digital marketing belt. Use <a href=\"https:\/\/adwords.google.co.uk\/KeywordPlanner\">Google Keyword Planner<\/a> to select the most relevant keyword to use in the anchor text, and use <a href=\"https:\/\/moz.com\/researchtools\/ose\/\">Moz Open Site Explorer<\/a> to measure Page Authority. Moz is an extremely useful metric to identity which pages on your website require some extra attention, whether that be through increased linking or extra content.<\/p>\n<h3><strong>What\u2019s the Next Step?<\/strong><\/h3>\n<div id=\"attachment_6147\" style=\"width: 757px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/05\/Cycle-6.png\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-6147\" class=\"size-full wp-image-6147\" src=\"https:\/\/ambergreeninternetmarketing.com\/wpe-content\/uploads\/2016\/05\/Cycle-6.png\" alt=\"Content Silos\" width=\"747\" height=\"466\" \/><\/a><p id=\"caption-attachment-6147\" class=\"wp-caption-text\">Master the cycle of SEO success<\/p><\/div>\n<p>See, silos don\u2019t just hold grain \u2013 they hold the secrets to SEO success.<\/p>\n<p>Here at Ambergreen, we use analytics and SEO to track the keywords within our content silos. By grouping keywords in silos and analysing the data on a weekly basis, we are able to monitor any ranking fluctuations and take swift and appropriate action for our clients.<\/p>\n<p>Ready to take your SEO to the next level? <a href=\"https:\/\/ambergreeninternetmarketing.com\/contact\/\">Get in touch<\/a> to discover how we can work together to make your website stronger than ever before.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When people think of digital marketing, they probably think of SEO. Even people with only a general awareness of digital marketing have probably heard of SEO (even if they don\u2019t know what all the letters mean). For those of us who live and breathe SEO, the search for the latest tactics is always on our [&hellip;]<\/p>\n","protected":false},"author":103,"featured_media":113680,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Technical","reading_level_confidence":0.82,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[309,484,341,748,489,747,500,492],"class_list":["post-114121","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-search-optimization","tag-ambergreen","tag-content-2","tag-content-marketing","tag-content-silos","tag-digital-marketing-2","tag-keyword-research","tag-seo-2","tag-strategy-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Content Silos: The Cycle of SEO Success | DAC<\/title>\n<meta name=\"description\" content=\"The foundation of any good SEO strategy is keyword research, but what do you do when those pages begin to lose authority? 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