Siloing your sitefor SEO success               @StephenCronin         WordCamp Sydney 2012
Confusingto people
Confusing tosearch engines
Less $
SEO vs IA
Who Am I?
intro to Siloing
Not that sortof theming!
Based onkeywordresearch
Content  organisedhierarchically
Reinforced by breadcrumbs,URLs & linking
Increased           keyword          relevancySiloing
Siloing TheoryBruce ClayMichael Gray (aka Graywolf)
Find an orange   jellybean
Now find anorange one
Which willGoogle prefer?
Where doesSiloing fit?
White hat
Foundationto build on
Still needlinks, etc
Doesn’t make top 10 lists
Title tags, H1 still biggestbang for buck
Siloing andWordPress
Siloing isnot here
Many of it’selements are
Not new toWordPress
There arepremiumsolutions
KeywordResearch
Google Adwords Keyword Tool
Google Analytics Organic Search
Google Analytics SEO Queries
Old StructureJobs     Blog       Resources       Big mess       of content
Keyword                 Opportunities•   how to get a job in china•   getting a job in China•   China jobs•   jobs in chin...
OrganisingYour Content
New StructureJobs          Living        Working        Chinese       TravelListings      Culture       Conditions     Cou...
Review              Content•   Keep?•   Rework?•   Remove?
Map Contentonto new IA
Removelow value content
I cut Matt!
Impmlenting  Siloing In WordPress
Hierarchy
Categories vs Pages
Category page =Silo landing pageCategory acts asfolder in URLStickies forimportant posts
Silos update automaticallyNormal posting updates siloStickies promote contentSilos have their own feed
URL Structure
Solution
ProblemActual Category URL:Desired Category URL:Post URL:
SolutionWP No Category Base:WordPress SEO by Yoast:
Potential Issue
SolutionRename duplicate tag or custom taxonomy slug
RedirectsWordPress mostlytakes care of thisCheck important    pages  Have manual redirects ready
Or go withvirtual silos
Menus andBreadcrumbs
Menus
Breadcrumbs
Keyword rich Home link No imagereplacement
Linking Rules
Only link to siblings                            & uncles, not cousinsJobs          Living        Working          Chinese...
Auto linkerwith silo mode
LimitLinks
With JavaScript
Without JavaScript
iFrames (responsive)Flash (iPad/iPhone)JavaScript / Ajax fornon essential contentNo unecessary links
No drop downs                Light sidebarTrade offNo fat footer
Silo landing pages
Cat descriptionSub categories Sticky posts Other posts
Works for mein WP 3.4.1
Tell WordPress:    No stickies in main loopIgnore posts in child categories  functions.php / 3.3 required
*              is set,    but   is not!
pulls  it altogether  For full code,follow link at end
Need to roll our own excerptsas                    doesntwork outside the loop
Just a word of
These techniques are finebut…Google is always watching
Vary anchor text   (in body)     Go easy on the        iFrames        Keep it natural
Weighing it up
Safe UX benefits:Trust/info scent Big and small Existing site?
Thanks
Questions@stephencroninhttp://scratch99.com/siloing
Image Credits 11 & 101. Silos by Thing Three http://www.flickr.com/photos/perry-moore-photography/2496009737/2 & 3. Screen...
Image Credits 241. Still Life 3 - A Challenger Appears! by pangalactic gargleblaster and the heart of gold     http://www....
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
Upcoming SlideShare
Loading in …5
×

Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012

6,091 views
6,186 views

Published on

Stephen Cronin explains how to use the Silo model of site structure to maximise your site's seo potential at WordCamp Sydney 2012

Published in: Technology, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
6,091
On SlideShare
0
From Embeds
0
Number of Embeds
2,907
Actions
Shares
0
Downloads
33
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012

  1. 1. Siloing your sitefor SEO success @StephenCronin WordCamp Sydney 2012
  2. 2. Confusingto people
  3. 3. Confusing tosearch engines
  4. 4. Less $
  5. 5. SEO vs IA
  6. 6. Who Am I?
  7. 7. intro to Siloing
  8. 8. Not that sortof theming!
  9. 9. Based onkeywordresearch
  10. 10. Content organisedhierarchically
  11. 11. Reinforced by breadcrumbs,URLs & linking
  12. 12. Increased keyword relevancySiloing
  13. 13. Siloing TheoryBruce ClayMichael Gray (aka Graywolf)
  14. 14. Find an orange jellybean
  15. 15. Now find anorange one
  16. 16. Which willGoogle prefer?
  17. 17. Where doesSiloing fit?
  18. 18. White hat
  19. 19. Foundationto build on
  20. 20. Still needlinks, etc
  21. 21. Doesn’t make top 10 lists
  22. 22. Title tags, H1 still biggestbang for buck
  23. 23. Siloing andWordPress
  24. 24. Siloing isnot here
  25. 25. Many of it’selements are
  26. 26. Not new toWordPress
  27. 27. There arepremiumsolutions
  28. 28. KeywordResearch
  29. 29. Google Adwords Keyword Tool
  30. 30. Google Analytics Organic Search
  31. 31. Google Analytics SEO Queries
  32. 32. Old StructureJobs Blog Resources Big mess of content
  33. 33. Keyword Opportunities• how to get a job in china• getting a job in China• China jobs• jobs in china for americans• expat jobs in china• international jobs in china
  34. 34. OrganisingYour Content
  35. 35. New StructureJobs Living Working Chinese TravelListings Culture Conditions Courses AttractionsInformation Environment Teaching Information HolidaysNews Food Work Permits Resources Hotels Health Tools Transport Life Money Moving Real Estate Study Pictures
  36. 36. Review Content• Keep?• Rework?• Remove?
  37. 37. Map Contentonto new IA
  38. 38. Removelow value content
  39. 39. I cut Matt!
  40. 40. Impmlenting Siloing In WordPress
  41. 41. Hierarchy
  42. 42. Categories vs Pages
  43. 43. Category page =Silo landing pageCategory acts asfolder in URLStickies forimportant posts
  44. 44. Silos update automaticallyNormal posting updates siloStickies promote contentSilos have their own feed
  45. 45. URL Structure
  46. 46. Solution
  47. 47. ProblemActual Category URL:Desired Category URL:Post URL:
  48. 48. SolutionWP No Category Base:WordPress SEO by Yoast:
  49. 49. Potential Issue
  50. 50. SolutionRename duplicate tag or custom taxonomy slug
  51. 51. RedirectsWordPress mostlytakes care of thisCheck important pages Have manual redirects ready
  52. 52. Or go withvirtual silos
  53. 53. Menus andBreadcrumbs
  54. 54. Menus
  55. 55. Breadcrumbs
  56. 56. Keyword rich Home link No imagereplacement
  57. 57. Linking Rules
  58. 58. Only link to siblings & uncles, not cousinsJobs Living Working Chinese TravelListings Culture Conditions Courses AttractionsInformation Environment Teaching Information HolidaysNews Food Work Permits Resources Hotels Health Tools Transport Life Money Moving If must link, use nofollow Real Estate Study Pictures
  59. 59. Auto linkerwith silo mode
  60. 60. LimitLinks
  61. 61. With JavaScript
  62. 62. Without JavaScript
  63. 63. iFrames (responsive)Flash (iPad/iPhone)JavaScript / Ajax fornon essential contentNo unecessary links
  64. 64. No drop downs Light sidebarTrade offNo fat footer
  65. 65. Silo landing pages
  66. 66. Cat descriptionSub categories Sticky posts Other posts
  67. 67. Works for mein WP 3.4.1
  68. 68. Tell WordPress: No stickies in main loopIgnore posts in child categories functions.php / 3.3 required
  69. 69. * is set, but is not!
  70. 70. pulls it altogether For full code,follow link at end
  71. 71. Need to roll our own excerptsas doesntwork outside the loop
  72. 72. Just a word of
  73. 73. These techniques are finebut…Google is always watching
  74. 74. Vary anchor text (in body) Go easy on the iFrames Keep it natural
  75. 75. Weighing it up
  76. 76. Safe UX benefits:Trust/info scent Big and small Existing site?
  77. 77. Thanks
  78. 78. Questions@stephencroninhttp://scratch99.com/siloing
  79. 79. Image Credits 11 & 101. Silos by Thing Three http://www.flickr.com/photos/perry-moore-photography/2496009737/2 & 3. Screenshot of http://www.arngren.net/4. Money by aresauburn http://www.flickr.com/photos/aresauburnphotos/2678453389/5 & 67. Naha Tug-of-War by micsalac http://www.flickr.com/photos/mik2/6228577574/6. Man Silhouette by Mohamed Ibrahim http://www.clker.com/clipart-24011.html7. Silos by brianfuller6385 http://www.flickr.com/photos/birdwatcher63/5367727228/8. Twenty Twelve screenshot from http://twentytwelvedemo.wordpress.com/blog/9 & 29. Screenshot of Google Adwords Keyword Tool http://www.adwords.google.com/keywordtool10. Ceramic Hierarchy by Travis S. http://www.flickr.com/photos/baggis/3576064503/11. MLC by alexkess http://www.flickr.com/photos/akc77/455215385/12. Stepping into Lahore Fort by Swamibu http://www.flickr.com/photos/swamibu/5410358978/13. Silos by dsearls http://www.flickr.com/photos/docsearls/5500714140/14 & 16. JellyBeans_0002 by Dancing Lemur http://www.flickr.com/photos/urbanrex/3453997822/15 & 16. Jellybeans by gwire http://www.flickr.com/photos/gwire/3562228517. Piece of a jigsaw by droetker0912 http://www.flickr.com/photos/droetker0912/5542920908/18. Sea of Hats by oxcnpxo http://www.flickr.com/photos/oxcnpxo/6949315822/19. Building Site – II by philip_john_jones http://www.flickr.com/photos/philipjohnjones/646914934520. Chain by rockpool73 http://www.flickr.com/photos/rockpool73/372356347821. Screenshot of http://www.searchenginejournal.com/top-10-helpful-seo-tips-for-small-business-owners/41085/23 & 40. Silos and dandelions by gnuru http://www.flickr.com/photos/djbiesack/2571823750/24 & 25. Screenshot of http://yoast.com/articles/wordpress-seo/26 & 27. Screenshots of searches on http://www.google.com28. Target by M i x y http://www.flickr.com/photos/ladymixy-uk/406393741430 & 31. Screenshots of https://www.google.com/analytics/34. The Organized Life by csuspect http://www.flickr.com/photos/csuspect/570504760936. workers, citrus mutual tour 3 by mixedeyes http://www.flickr.com/photos/kateyaeger/286414057138. Alice Springs Bush Fires by Johan Douma http://www.flickr.com/photos/johandouma/6032041690/39. DSC_8179 (Matt) by shizhao http://www.flickr.com/photos/shizhao/2878274831/
  80. 80. Image Credits 241. Still Life 3 - A Challenger Appears! by pangalactic gargleblaster and the heart of gold http://www.flickr.com/photos/almostinfamous/300878012142. Faceoff by kurichan+ http://www.flickr.com/photos/yamagatacamille/536585433743. Santo 17 camp where Plan is actively involved with the community by PlanUK http://www.flickr.com/photos/planuk/477675132344. Advantage Egg! Advantage Bacon! by duncan http://www.flickr.com/photos/duncan/586590947445. Orange folders by MGShelton http://www.flickr.com/photos/melindashelton/37688588353. Westside Menu [71:365] by ax2groin http://www.flickr.com/photos/ax2groin/443582535457. No entry for HDRs by Rajiv Ashrafi http://www.flickr.com/photos/bdgamer/399116663259. Screenshot of http://wordpress.org/extend/plugins/seo-ultimate/60. Connemara speed limit sign by irishjaunt http://www.flickr.com/photos/irishjaunt/433771596361, 62 & 96. Screenshots of http://www.bruceclay.com63 & 64. Screenshots of http://www.toyota.com/65 & 66. Screenshots of http://www.att.com/69. Silo, Farm, & Snow by Pams pics- http://www.flickr.com/photos/35528040@N04/679418720671. Screenshot of http://wordpress.org/extend/plugins/allow-html-in-category-descriptions/94. CAUTION by blech​ http://www.flickr.com/photos/blech/523174625795. Penguin Ponders by jammach_uk http://www.flickr.com/photos/jammach_uk/46695945697. Checking for Penguins? by Susan Renee http://www.flickr.com/photos/susanrenee/42555267298 & 99. Scales of Justice Brisbane Courts-1= by Sheba_Also http://www.flickr.com/photos/shebalso/7155723379100. End of the road - IMG_0515_72dpi by Kevin Dean (www.betaart.com) http://www.flickr.com/photos/kevindean/5836900722

×