Gary Capps has over 10 years of experience in SEO. He discusses how site architecture, also known as siloing, means organizing a website into relevant categories or "silos" to help search engines understand the site's content and help users find information. Proper siloing involves in-depth keyword research to identify key terms and related topics to structure content around, with deeper pages and long-tail keywords supporting higher-level categories and terms. A well-built silo structure provides many SEO and user experience benefits, but on-page optimization of individual pages is also still important.

1. Digital Marketing & Training
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2. Gary Capps - Who?
• Building Services Engineering degree
• Studied Process Logic Control (PLC) Programming
• Built the first internet based Building Services system in Australia (UNSW)
• Have been working in SEO the last 10 years or so
• Headed up SEO for 2 large digital agencies in Sydney
(prior to moving to the Sunny Coast)
• Most weekends you’ll find me paddle boarding with my dogs 
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3. • What I am saying here today is based on my experience
• You may have read something different on the interwebs (That’s ok)
• I’ve only got 20 mins so we can’t cover everything on SEO today
• Unfortunately, I do not know Google’s algorithm (Sorry)
#justsayin’
Just To Be Clear
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4. Just Some Of The Brands I HaveWorked Across
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5. 1. What Siloing Means to Different People
2. What Is Siloing?
3. What Siloing Is Not
4. How To Build A Silo
5. Benefits of A Silo
6. What Else Do We Need?
7. Beyond SEO
8. Takeaways
9. Q & A ?
What We Are Going To Look At
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6. Site architecture can mean a lot of
different things to different people
Marketing Managers
Mental models
Target audience
Organising information
Labels
Usability tests
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7. Site architecture can mean a lot of
different things to different people
SEO’s (some at least)
Content silos
Crawlability
Indexation
Tags
PageRank Sculpting
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8. Site architecture can mean a lot of
different things to different people
Waste Of Money
Delays To Market
Pointless
Waste Of Time
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CEO
The (Wo)Man With Cash

9. So What Is SEO Siloing?
Silo Theming: "A website architecture based on a linking structure that
segregates various themes into different 'silos' so that people and search
engines can easily identify the main topics of a website”.
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10. Site Structure Is NOT Your Navigation
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11. Site Structure Is NOT Your Navigation
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12. So Keep Everything Near The Top?
A lot of SEO’s say
• Use a flat site structure
• As few clicks as possible from the front page!
•But, what if my site is HUGE!
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13. Order Is Lost!
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14. Building A Proper Silo Theme
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The fundamentals of a good Silo Theme are
1. Proper Keyword Research
2. Organised into a themed structure

15. Building A Proper Silo Theme
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1. Pick your main terms
2. Support them with related terms
3. Use Long tail terms
4. Try not to duplicate (cheap, bargain, discount)

16. Structure
Head Term
Category
Sub-
Category
Sub
Category
Long Tail
Once we have our keyword research completed then we
can begin the process of building a site structure to fit our
target key terms into.
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17. So For Best Results Have Depth
Front page
‘recipe’
Top category
‘paste recipe’
Sub category
‘pasta recipe with ham’
Specific recipe
description
‘pasta carbonara’ recipe
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18. Site Architecture For Ranking
Recipes
Pasta
recipes
Pasta
recipes with
ham
Pizza recipes
with ham
Pasta
carbonara
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19. Link To Other Related Content
From Within The Body Text
Relevant links from within
the body text are the most
valuable of all links.
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20. Good Examples – Best Western
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21. Good Examples - NRMA
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22. Good Examples - NRMA
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23. Benefits Of A Silo Structure
1. Provides structure to managing content
2. Allows you to build dedicated landing pages for main head terms
3. Provides proper “internal support” from related content to
landing pages
4. Allows Search Engines to easily crawl and understand your sites
theme / content
5. Vastly improves your chances to rank for both long tail and head
terms
6. User friendly for visitors browsing the site
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24. Still Lots To Do!
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On Site or On Page SEO is the practice of creating the best
optimised page for our target key term we can that the search
engines will find relevant for the content on it.
This involves optimising specific areas of the site including:
1. Title Tags
2. Meta data
3. On page content
4. Internal linking
5. Heading tags
6. Schema markup
7. And more………

25. In Closing
If your website / business model / user proposition looks
like this………
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26. In Closing
No amount of SEO can save you………..
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27. In Closing
However, if you have an attractive user proposition……….
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28. In Closing
Investing in technical SEO can provide a great boost to your
business and help you reach your full potential
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29. Takeaways
1. Your site structure is NOT your navigiation
2. Do PROPER keyword research
3. Understand how your theme structure fits together
4. Support main terms with subcategories
5. Support subcategories with long tail content
6. Create a solid internal linking structure
7. Write naturaly for Humans!
8. Don’t try to turn a Pig into a Silk Purse with SEO
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30. Free SEO Audit
Go Here >> http://jagdigital.com.au/seo-review-request/
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31. The End?
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