How to use the silo structure to catapult your search rankings


Discussions about SEO have become so advanced that some important parts of SEO are overlooked. The silo structure is one example.

SEO grandmaster Bruce Clay put it best when he said, “To rank for keywords in Google and Bing, a site needs to provide information in a clear structure and formats that search engines do. Understand… The silo isn’t all there is to ranking, but without it the battle for on-page relevance is lost.

That’s right. Google and other search engines prioritize easy-to-index sites for the simple reason that they make the job of search engines easier and people happier.

But rather than lyrical about it, let’s put into perspective the benefits of having a siled structured website.

SEO Advantages of the silo structure

Easy indexing of your web pages

As you already know, search engine bots follow a simple and well-known indexing model: link paths.

According to Google:

The key message here is, “They’re using links on these sites to find other pages.”

Every now and then Google crawls websites looking for fresh content for indexing and ranking.

Well-structured websites and artfully linked web pages help Google do its job hassle-free, and these websites will be rewarded, all other things being equal, with improved search rankings.

Decreased bounce rate

There have been arguments as to whether bounce rate is a ranking factor or not. But this Moz study and another Backlinko find succeed in establishing that bounce rate and engagement time have effects on search rankings.

In any case, what we shouldn’t ignore here is a logical argument that I once read from Neil Patel.

That does say something to the effect that when you keep readers on your website long enough, you’re telling Google that your page is what searchers are looking for and it should come up.

Namely, if Google sends you traffic for a particular keyword and these visitors bounce off the SERPs in seconds, it’s hard to imagine that Google has no way of knowing.

As the silo structure helps your site visitors see several other relevant articles and keep them longer, your site will gain Google’s trust with their long stay.

A balanced distribution of bond juice

When it comes to bonding, there’s not even a way to distribute it. Some pages are always bigger and usually contain more links. This can be your pillar page or even what is called the money page.

However, it has been proven time and time again that the link juice that goes through good blog post interconnection benefits otherwise less important posts.

For example, my blog post on how to start a fitness blog is just one part of a successful blogging series. It got to page # 1 on Google in six weeks without any external links, but it took advantage of link juice from other pages very well.

The siled link structure allows for a less stressful way to distribute the juice of fine links across multiple pages at once.

Construction silo structure

Start with keyword research

It sounds obvious, but I’m not just talking about keyword research. This is about properly planning your topic group before you dive into the structure of the site.

We are in the age of topic groups, where a main page serves as a pillar for several pages of content and these pages are linked to each other as well as to the pillar page.

Before writing an article (how much does it take to develop a full silo), you should do your keyword research and put together a list of related content that can form a silo.

Another thing you’ll want to watch out for while doing this is the Keyword Difficulty (KD) of each keyword.

Unless you are a large company or have a large budget for SEO, I will advise you to eliminate keywords with a high KD when doing this.

Site theme

We’ve talked about keyword research, and that’s where you’ll use it.

As you develop the architecture of your site, build the structure based on the themes of the topic groups you created during your keyword research.

Take a look at the graphic below:

(Photo credit)

Look at it this way. The first image here has three categories (silos), each of them has three subcategories (subcategories) and these three subcategories also have subcategories, all correctly linked to each other. This means a well-structured website with related topics grouped together in one place – to the delight of search engines and humans alike.

But the second has a flat structure. It represents a website that does not have a neat silo of topics. And neither search engines nor humans will like crawling them.

If you’re blogging about content marketing, for example, according to the silo structure image representation above, your theme will look, for example, like this on paper:

Home page

Silo n ° 1:

Theme: Email Marketing


  • How to write an email subject that opens
  • Tried and Proven Techniques for Building a Mailing List
  • 15 Email CTA Examples You Can Copy

Silo n ° 2:

Theme: Content writing


  • How to correctly place keywords in your article
  • How Expert Content Writers Beat Writer’s Block
  • 30 new ways to get content ideas

Silo # 3:

Theme: On-page SEO


  • Here’s why you should listen to Yoast SEO
  • How to structure your blog content for SEO
  • Why internal networking is crucial for your SEO success

Do you see that?

Take a look at these three visual representations of WordStream’s silos:

Notice how each silo has several sub-silos.

WordStream ranks for any of the keywords in all of these categories because they are matched correctly.

As you can see, it’s easier to navigate than the one that looks like the jelly candy in the jar below.

Photo credit: Bruce Clay

Build a virtual silo

Virtual silo is the process of linking pages in order to show search engines that they are linked and to ensure that every page in a silo also links to the pillar page.

It has many purposes, the most important of which is the ability to provide powerful binding juice as we have seen before.

As a general rule, the more links a site has, the higher it ranks in the search SERPs.

And note that a physical silo is not a getaway from a virtual silo. Nothing can replace the crosslinking in the content.

Virtual silos are therefore the most important of silo structures that even a website that contains only virtual silos without physical silos can still have the relevance of a silo structured website.

To build a virtual silo, follow these simple steps:

  1. Create at least three blog posts around a chosen keyword
  2. Link each blog post to another under this silo
  3. Your blog posts under the silo should only be linked to this silo
  4. Each post must link to the pillar page
  5. Repeat this on each silo you have

Some other things you should optimize your site for

We know that a good SEO campaign involves intensive keyword research, writing in-depth articles around those keywords, optimizing your articles for search engines, working your on-page SEO, getting backlinks and the right structure of your site, among other things.

But there are other areas of search engine results that are not very pronounced.

Let’s take a look at some of them.

Optimize for voice search

As far as I know, written articles aren’t going to go away any time soon, but the means of research are taking new forms.

Voice search that was once a necessary thing when individuals felt too lazy or too busy to type is now becoming the norm.

In fact, Campaign Live found that 50% of searches in 2020 were done using voice command assistants.

Don’t reverse this trend.

Blog frequently

Even as penchants for video content continue to soar, texts aren’t going away anytime soon. A result from Impact revealed that 77% of Internet users regularly read blog posts.

Neil Patel now produces more podcasts than written content, he still finds a way to blog every week.

The reason is not far-fetched. It’s been proven time and time again that businesses that blog frequently generate more leads than those that don’t.

In this article, Neil explains why he spends a lot of money on creating podcasts even though Google doesn’t rank them and also points out that he writes a blog post every week.

To outperform your competition, compete by updating your site with new blog posts every now and then and see how far you stay ahead of the SEO game.


You can get your SEO quite right and get Google to deliver leads to your website in droves, but there would be absolutely no profit if you couldn’t get them to act.

Most of the time, the distance between a prospect clicking the buy button and leaving is as long as a well-written copy.

When a copy on your website tells a prospect that a solution they’re looking for, not someone else, is to perform a particular action on your website, the click becomes irresistible.

As such, don’t do SEO without an emphasis on copywriting. If you can hire expert writers right now, you can start by using the service of some blog writing software because some of them are completely free.

A backlink remains the most important external ranking factor

Keep in mind that many algorithm updates have been made by Google in order to raise the bar in search rankings. But despite many years of updates, the backlink still holds a central place in the SEO world.

It doesn’t look like that would change anytime soon. But while building links, be strategic and focus strictly on white hat link building strategies as other link building programs will penalize your website.


The race for the top position on Google is a bloodbath, and if you’ve read this article this far, it’s because you can’t take risks.

What I want you to understand is that the silo structure alone cannot rank your site, but without it you are unlikely to go far. Even if you have focused your efforts on several other things, remember that ranking signals number in the hundreds, and anything that can give you more advantage is a competitive advantage and it’s worth putting. implemented.

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