1. Information Silos and SEO - Information
and Strategies for You
©2011, Oracle Digital

2. Choosing a niche is important for anyone who wants to profit from a website online. Not only
will choosing a niche help you to find an audience but it will help you benefit from an SEO
standpoint as well. Companies with strong SEO strategies and who leveraged silos have a better
chance of withstanding major algorithm changes, such as Google Panda.
A hodgepodge or pot pourri website might be fun for you to produce — writing a bit about this
and a bit about that and then putting up some advertisements and hoping someone will click or
buy— but if your site isn’t closely connected in content and in context, you’ll have a pretty small
chance of success.
Latent Semantic Indexing
Something that Google looks seriously at is latent semantic indexing. The more relevant the
subjects in your site are to your overall site theme, the easier it is for Google to determine the
sort of traffic your site would appeal to. Information silos can be important for SEO and for your
overall online marketing strategy.
By organising silos of information, you’ll have an opportunity to capitalise on a lot of different
keyword phrase. The more highly searched keywords in your niche you can rank for, the better
your chances of profit. You’ll also create a progression of information that could reduce
your bounce rate and a high bounce rate can hurt SEO rankings. Piquing someone’s interest
with a piece of content and then intra-site linking to relevant content that expands on the
subject matter further can help you escort visitors through a silo that can be akin to a profitable
sales funnel. The longer they travel through the silo, the closer they get to the finish line — the
call to action.
Silos help you create something logical on your site. Search engine spiders like logic. The search
engine spiders are run with programs that are logical and that logic helps the spider determine
rankings. If your site follows logical patterns, you’re feeding the spiders the information they
need to be able to rank your pages.
Let’s look at a popular silo example: Apple
If a site’s theme is ‘Apple’ the search engine can’t immediately figure out which traffic to send.
This is because Apple can refer to more than one thing. And if you break things down further
by saying MacIntosh, this still isn’t all that helpful because Apple and MacIntosh can both refer
to fruit and to technology. By drilling down further, search engines can figure out whether
you’re talking about fruit or about technology. By organizing your site logically, you can help
search engines send the right visitors to you.
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3. Silos help in terms of visitor experience as well. By providing silos of information, you can
appeal to visitors who will dig deeper into your site for information.
Tip:
Make every page give readers a chance to learn more through a deeper click. By
anticipating what people may want to know, you can keep them on your site longer.
Here are some ideas to help you use silos on your site:
SEO Silo Strategies
Research your keywords carefully and plan a content strategy around several categories
within your niche.
Look for relevant authority sites within your niche and within your sub niche for
reference points and for your backlinking strategy.
Utilise categories and tags well. Make mention of them in your titles, tags, links, and
images. Write strong Meta descriptions for your search engine teaser so that you will
lure traffic in. Make sure you deliver on whatever promise you make in that Meta
description.
Write a series. If you have a blog, for instance, create sets of topic series. This will
create a high degree of relevance to a subject, give you excellent intrasite linking
opportunities, and you can compel users to dig deeper after initially landing on a page.
Always strive for quality over quantity and over keyword density. Optimize for visitors
first, search engines second.
Guest post for relevant sites and build links with strong and relevant keyword anchors.
If you are focusing on specific keywords in a silo, use one of those keywords as your
anchor text.
Make sure your website’s design or theme is a strong one with good navigation and
elements that let you take advantage of on page optimisation techniques. A premium or
custom WordPress theme, for example, could be a great way to take advantage of SEO
siloing.
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4. Need help figuring out a great silo and overall SEO strategy? Talk to Oracle Digital. We know
Google SEO, have helped websites rebound after major algorithm changes, and we can help
you strategise and execute a sound SEO and internet marketing strategy.
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