The silo structure website was mentioned briefly in the article “What is Technical Optimization?” and is a big enough topic to warrant its own post. As previously mentioned, a silo structure website is one that has a certain level of interconnectedness between its pages. Because of this design, it is valued and ranked higher by Google and other search engines
Having a silo structure website is only a small portion of properly optimizing the technical aspects of your website, but it is a great place to start. It is called the silo structure because of the theoretical shape that the pages in your site create in relation to each other. Let’s start at the top.
Basics of the Silo Structure
The top of the silo (the dome that connects all of the sides and supports), is your website as a whole. You could also see it as your home or landing page, but for the sake of explanation, we’ll say it’s your entire website.
The goal of having a silo structure website is to increase traffic to your whole site. Your site includes all of the pages under the same domain name. Successful endeavors always have a strong foundation to build off of, and this includes your website. Your site needs web pages underneath it, supporting it, and holding it up.
The next step down from the top of the silo would be the vertical supports, or pillars. Imagine these as the beams that stretch from the ground all the way to the top. These are vital to the structure and lift the top off of the ground.
The parallel in your website would be your main subpages. These would include your About Us, Contact Us, Resources, and main services pages. The purpose of these pages is to provide your visitors with important information in an easy to understand, and readily available manner.
These pillars will provide a barebones structure for your site, but won’t make it the rock solid foundation you need to completely succeed. In order to do this, the pillars must be connected to each other to increase the structural soundness of the site.
Building links between your service pages, contact and about pages, and home page will start to create a web of links. By making all of your pages relevant to each other, and linking them together, search engines begin to notice that all of these pages are worthwhile. It is really similar to how traditional link-building and SEO tactics work, but instead of building links between sites, you build links within your own site and between your own pages.
Why a Silo Structure?
A properly built silo structure website should have easily definable categories that each of your pages fall into. These pages should then be interlinked through relevant anchor text, and above all, contain high quality content that assists your visitors.
So why exactly do you need a silo structure website? Simply put, this type of organization for websites has been tested and proved to increase rankings. Any successful SEO campaign starts with the proper technical optimization, and on-site optimization. The restructuring of your website will help search engines pick your site out from the crowd. On top of simply ranking higher in search results, a silo structure website is intuitive and extremely easy to navigate for the end-user. This type of organization and user-friendly nature is why search engines prefer sites built with the silo structure in mind.