What is a Content Silo?
What is a content silo?
A content silo is a system of organizing your pages on your website so that it is easier for both users and search engines to understand the depth and type of information that you have available on your website.
A content silo is typically organized on three main levels, although some topics may have more. At the top level is a general concept that defines the silo, such as alternative energy. On the second level, that topic is broken down a little further. In this example, secondary topics might be wind energy or solar power. Finally, on the third level, these topics are broken down even more to provide an in-depth exploration for those who want to explore more insight. You might have content related to affording solar panels or a piece exploring the costs and benefits of installing wind turbines for those who have a large piece of property, for example.
The goal of the silo is to take a topic and break it down further at each stage of the hierarchy. Since the pieces are organized and grouped together, Google is able to connect the information from your different pieces and can see your expertise in the subject matter far clearer than if you just had your pieces scattered around your website.
What is a silo structure in SEO?
A content silo has two main benefits to SEO:
- It will improve the user experience
- It will help search engines better understand your content
Customers understand your website by moving around through your internal links and using your navigation panels on your page. When you have your information organized in a content silo it is easier for people to find their way to related information that can further help them answer their question. By making content easier to find and consume, you make it easier to start building a relationship with these prospects.
Content silos also will help search engines understand the layout of your content. When Google understands the depth of knowledge you have on a particular subject, this can improve your domain authority. Domain authority is one of the factors that Google considers when ranking of all your pages within your site. Using content silos can help improve your domain authority, which can have a positive impact on how your site is ranked.
Since you will be improving your user experience as well, you will also encounter better engagement rates and lower bounce rates-- this will further help you improve your placement on the SERP.
How do content silos help with the buyer’s journey?
Content silos can also be helpful because they align well with your ideal customers’ buyer journeys. Your content should be organized to encourage people to move from one stage of the silo to the next.
Generally the upper level content will match up with the needs of users higher in the sales funnel. As they become more familiar with your brand and begin to research topics more in-depth related to your industry, your content should carefully guide them further down the funnel to lower levels of content.
Your internal links and your calls-to-action will be critical to helping prospects navigate through relevant materials. As you align your ideal customer personas with their buyer journeys, you will be able to clearly see the topics and styles that interest them the most at each level of the buyer’s journey, helping you to create an effective content silo that will have the most success.