Content Siloing

Content siloing is a search engine optimization (SEO) technique. It involves optimizing the structure of a website in order to positively influence its ranking with search engines such as Google. This is to be achieved by clearly structuring the website into certain main topics, so-called silos, which contain corresponding content.

A silo is a container in which, for example, grain or cement is stored. Content siloing takes the approach of dividing a website thematically into different “silos” and building the website’s information architecture accordingly. This means that the individual subject areas of a website coexist, but that their content is clearly separated thematically. Ideally, the content of the individual subject areas does not mix.

This clear demarcation of the individual main topics of a website is intended to strengthen the site’s categories. This is intended to show comprehensive topic relevance so that the website operator can establish itself as an expert in specific areas. Furthermore, the thematic structure is intended to make it easier for search engines such as Google to find out the focus of the website – which can pay off in terms of ranking and ultimately lead to more traffic.

After all, search engines want to deliver results that are as relevant as possible to users’ various types of search queries. For websites that are thematically siloed for their relevant keywords, the likelihood of delivering a thematically inappropriate result for certain search terms is rather low.

In order to organize a website according to a silo structure, the content should be bundled in thematically suitable environments. This includes, for example, linking content only within a thematic focus, if possible.

Clustering topics in the context of content siloing

But how can the main topics of a website be determined and how can the corresponding content silos be defined?

The basis for content siloing is a data-based analysis of relevant keywords. With the help of the Google Keyword Planner and other SEO tools, it is possible to find out which keywords are particularly relevant for a website.

In addition, it helps for content siloing to ask yourself certain questions:

  • What relevant topics does my website cover?
  • What would a visitor search for/what are the main search queries?
  • Do I need to restructure my site? If so, what content do I keep, what do I remove?
  • How can I support my main topics with links?

Once the main topics are defined based on the target keywords, the content silos can be built around them. The individual silos should then be strengthened, for example, by linking the respective content to each other.

Content siloing involves organizing and bundling content on websites into key topics. By focusing the site structure on certain topics and the associated bundling of content, the relevance of a website to its target keywords should be increased. In order to perform content siloing, it is first necessary to determine the main topics of a website and then to fill these with content for the respective topic area.

Do you need help with content siloing? As part of the Textbroker Managed Service, Textbroker also offers support in the content marketing process. We analyze the search volume on Google and the potential for each given keyword. Then we cluster the identified topic suggestions optimally for your users and search engines. Subsequently, we realize a complete topic world for your relevant keywords in professional text quality.


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