What is Siloing in SEO?
Siloing in SEO is the concept of grouping website content by topic which helps optimize ranking on search engines like Google. The content is grouped by topic and subtopic in vertical silos (or folders) which makes it easier for search engines to understand which webpages cover specific topics.
How do I Group My Content Into Silos?
If you have a blog or an ecommerce site, you probably already use silos – they are the categories and subcategories. Ideally, all pages in your website should be in a logical silo.
Here’s a typical example where we have three main silos, books, music and films:
Within each, there will be sub silos (sub folders / sub categories):
When organizing your silos, think about what will be logical for your users when they are looking for information on the site. Generally speaking, this will also be logical and helpful for search engines.
How do I Use Siloing for Brand SERPs and Knowledge Panels.
So far, so good (and simple). What many people forget to do is to also silo the information about the company. This is also a topic in and of itself. And for Brand SERP optimization and Knowledge Panel management this silo is incredibly important and powerful.
Your “entity information” silo should contain pages that explain who you are, what you do and why your audience should choose you. Pages such as About Us, Contact Us, C-level employee profile pages, careers, and so on in a folder together name ‘company’ or ‘about’.
Jason Barnard offers this course for Optimising Your Brand SERP >>