Website Siloing

silo technique

What is Siloing?

Siloing is a method of grouping related pages together in an architectural structure or link-based hierarchy.

This sorting and organizing your web silo is similar to how a grocery store organizes its products. You may not connect Coffee and Granola bars, but they are both found in the breakfast aisle. This sorting and organizing make it easier to locate and better understand what new products are used for.

Search engines closely review your site structure to define your site’s primary topics and whether there is sufficient keyword-supporting content.

Siloing is an internet marketing technique used to improve the relevancy of your page for your desired search term. Links are strategically used within sections passing PageRank (e.g., linking value) between closely related pages and landing pages, reinforcing these topics.

Google’s Panda algorithm, which rewards quality content, can identify if your website is based on many keywords thrown together or valuable content created for users; this is why Silo’ing your website is so important.

Types of Siloing

There are two silo techniques: 

  • Physical Siloing: through the directory structure 
  • Virtual Siloing: through the linking structure

What Is Physical Siloing?

Physical siloing is organizing your pages under a parent/child structure. This structure organizes topics.  

example.com/dogs/husky
example.com/dogs/rhodesian-ridgeback
example.com/dogs/weimaraner

When silo’ing, you can never have one topic in two-parent categories. 

example.com/android/android-chargers/
example.com/iphone/iphone-chargers/

Although similar, they must stay in their category.

What Is Virtual Siloing?

Virtual siloing uses the internal link structure by grouping related pages together, separating unrelated pages, and strengthening the siloed landing pages.

While physical siloing requires related pages to be located within the same directory, a virtual silo is ​created by links between theme-related pages.

Clearly defined goals deliver clearly defined results. 

By linking tightly related themes, you are consolidating topic-relevance to a section of your site, adding top-level parent pages and supportive children pages for each SEO silo; a site hierarchy emerges based on linking patterns alone.

Supporting pages should always link up to their silo landing page. Cross-links between silos should be avoided except for silo top landing pages. Random links between silos would weaken the theme; no subpage within a silo should link to a subpage in another silo.

Silo Structure
Silo Structure

We suggest using the virtual silo approach, reinforced by the physical silo approach when possible, for the best effectiveness.

Flat vs Siloed Site Structure

Flat architecture, or “horizontal architecture,” is regularly used on blogs. Many SEOs suggest a flat structure for sites, but I prefer silo content “vertical architecture.”

Siloed Web Structure
Siloed Web Structure

Deeper architectural structures allow for logical grouping of content and less navigational confusion. Deep structures make it easier to understand web traffic at each level.

flat web structure
Flat Website Structure

Blogs have a flat structure; this is why everything shouldn’t be a blog post. 

News, corporate announcements, various PR, and entertainment are types of content that should be in your blog. Any informational resources should not be a blog.

Benefits of Siloing

Silos convey topic relevance, depth, and expertise to search engines. This technique emphasizes expertise to your site by spotlighting the central topics of your site in a hierarchy-based system. It regularly results in notable traffic increases for primary pages.

How to Silo Your Website

Here is the process of siloing a website:

  1. Determine an overall content and topics strategy for your website. 
  2. Choose your siloing strategy and layout. 
  3. Plan your linking structure. 
  4. Implement and build your silos. 

If you have any questions about silo’ing strategies for your business to improving ROI, please don’t hesitate to contact us.


Published on: 2021-02-19
Updated on: 2021-02-19

Isaac Adams-Hands

Isaac Adams-Hands is an SEO Director, Full Stack Developer, and InfoSec enthusiast. He received his Bachelor’s Degree from the University of Western Sydney before joining various marketing positions in search portals, higher education, and addiction recovery marketing agencies.