An SEO technique of organizing content into topic-based clusters.
Hey there! Does your website feel like a messy drawer of random content? I know that disorganized feeling can hurt your rankings. Today, I am sharing the ultimate secret to structuring your site for Google’s approval and user happiness. Get ready for actionable tips to organize your website and establish true topical authority.
What is Silo Structure?
So, What is Silo Structure? It is a planned website architecture that groups related content pages into distinct, thematic categories, or “silos.” I create a hierarchy where a main pillar page links to all its supporting, detailed sub-pages. This organization tells search engines exactly what my site is truly about.
The primary goal is to concentrate link equity and authority around specific core topics. This clear structure makes it easier for search bots to crawl and understand the contextual relevance of my content. A strong silo structure is a powerful foundation for building topical expertise.
Impact on CMS Platforms
The CMS I use affects whether I implement a “physical” silo (via folders) or a “virtual” silo (via internal links).
WordPress
With WordPress, I create physical silos by using the category feature to define the top-level folders in my URL structure. I then use careful internal linking within the category to connect all the related posts and pages. I utilize the platform’s ability to easily manage breadcrumbs, which visually reinforces the silo structure.
Shopify
For Shopify, I use the main collection pages as my silo hubs, defining the primary themes of my products. I rely heavily on virtual siloing, using in-content links and smart navigation to connect related products and sub-collections. The URL structure automatically creates clear physical silos for product paths.
Wix
Wix users can implement a simple silo structure by using their main navigation categories as the silo hubs. I ensure the menu clearly organizes the content and that all related pages are linked back up to the main category page. I focus on creating a clear, simple hierarchy for easy user navigation.
Webflow
Webflow is excellent for implementing both physical and virtual silos due to its clean CMS and URL customization. I define my main topic silos using parent folders in the CMS structure for clear URLs. I then use contextual internal linking between Collection Items to reinforce topical depth.
Custom CMS
With a custom CMS, I enforce a rigid physical silo structure by building specific folders into the site’s directory and URL paths. I have complete control over the internal linking templates to ensure link equity flows precisely within each thematic group. This allows for the most rigorous and scalable siloing implementation.
Application Across Industries
Silo structure is adapted to organize the specific type of content for each industry.
Ecommerce
In ecommerce, silos are the main product categories, like ‘Camping Gear,’ ‘Tents,’ and ‘Sleeping Bags.’ I ensure all individual product pages link up to their relevant sub-category and main category pages. This helps me rank for broad, high-volume category keywords.
Local Businesses
For local businesses, I silo content by service type or location, such as ‘Plumbing Services’ or ‘Boiler Repair [City Name].’ I create a main service page that links to sub-pages detailing specific offerings. This structure helps me build authority for localized service queries.
SaaS (Software as a Service)
SaaS content is siloed by feature, problem solved, or use case, like ‘API Integration Guides’ or ‘Project Management Tutorials.’ I use a main hub page to introduce the topic and link out to deep-dive articles. This demonstrates comprehensive expertise on the platform’s capabilities.
Blogs
On my blogs, I create content silos (or topic clusters) by defining 5-7 main topics, each with a pillar page that links to 10+ supporting articles. I strictly link all supporting posts back to the pillar page. This ensures all my content’s authority is consolidated around the main theme.
FAQ
1. What is the difference between a ‘Physical’ and a ‘Virtual’ Silo?
A Physical Silo uses the site’s URL structure to organize content into folders, like domain.com/category/subtopic/. A Virtual Silo uses strategic internal links and navigation to group content, even if the URLs are flat. I often use a hybrid approach for maximum effect.
2. Does Silo Structure help with my site’s Crawl Budget?
Yes, it helps significantly. A clear silo structure guides search engine crawlers efficiently through my site, focusing their attention on related, important content. This prevents Google from wasting my limited crawl budget on low-value, isolated pages.
3. Does Silo Structure prevent Keyword Cannibalization?
Yes, it is one of the best defenses against cannibalization. By forcing me to group tightly related topics, the silo structure helps me clearly define the primary keyword for each page. This separation ensures I am not accidentally targeting the same term with multiple different pages.
4. Should I link between different silos on my website?
I advise limiting cross-silo linking to keep the authority focused on the theme of the silo. I only link between silos when there is a strong, contextual, and necessary reason. Too much cross-linking defeats the purpose of creating distinct, thematic groups.
5. Is the main category page the most important part of the silo?
Yes, the main category page, or pillar page, is the most important part. It acts as the hub that links to all the supporting pages. I invest heavily in the content and internal linking of this pillar page to pass maximum authority to the pages beneath it.
