Information Silos and SEO - Information and Strategies for You
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  • 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 onlywill choosing a niche help you to find an audience but it will help you benefit from an SEOstandpoint as well. Companies with strong SEO strategies and who leveraged silos have a betterchance 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 thisand a bit about that and then putting up some advertisements and hoping someone will click orbuy— but if your site isn’t closely connected in content and in context, you’ll have a pretty smallchance of success.Latent Semantic IndexingSomething that Google looks seriously at is latent semantic indexing. The more relevant thesubjects in your site are to your overall site theme, the easier it is for Google to determine thesort of traffic your site would appeal to. Information silos can be important for SEO and for youroverall online marketing strategy.By organising silos of information, you’ll have an opportunity to capitalise on a lot of differentkeyword phrase. The more highly searched keywords in your niche you can rank for, the betteryour chances of profit. You’ll also create a progression of information that could reduceyour bounce rate and a high bounce rate can hurt SEO rankings. Piquing someone’s interestwith a piece of content and then intra-site linking to relevant content that expands on thesubject matter further can help you escort visitors through a silo that can be akin to a profitablesales funnel. The longer they travel through the silo, the closer they get to the finish line — thecall to action.Silos help you create something logical on your site. Search engine spiders like logic. The searchengine spiders are run with programs that are logical and that logic helps the spider determinerankings. If your site follows logical patterns, you’re feeding the spiders the information theyneed to be able to rank your pages.Let’s look at a popular silo example: AppleIf 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 furtherby saying MacIntosh, this still isn’t all that helpful because Apple and MacIntosh can both referto fruit and to technology. By drilling down further, search engines can figure out whetheryou’re talking about fruit or about technology. By organizing your site logically, you can helpsearch engines send the right visitors to you.©2011, Oracle Digital Page | 1
  • 3. Silos help in terms of visitor experience as well. By providing silos of information, you canappeal 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.©2011, Oracle Digital Page | 2
  • 4. Need help figuring out a great silo and overall SEO strategy? Talk to Oracle Digital. We knowGoogle SEO, have helped websites rebound after major algorithm changes, and we can helpyou strategise and execute a sound SEO and internet marketing strategy.©2011, Oracle Digital Page | 3