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@badams
Content Silos &
Internal Linking
Barry Adams
Polemic Digital
June 2017
@badams
Barry Adams
➢ Doing SEO since 1998
➢ Founder of Polemic Digital
➢ Co-Chief at State of Digital
@badams
Current Publishing Clients
@badams
TheSun.co.uk
@badams
Content Silos
@badams
Content Silos Explained…
Mixed Marbles Separated Marbles Siloed Marbles
https://www.bruceclay.com/seo/silo.htm
@badams
Non-Siloed Content
Hub Page
Article 1 Article 2 Article 3 Article 4 Article 5 Article 6 Article 7
@badams
Siloed Content
Main Topic
Subtopic 1 Subtopic 2
Article 2.1 Article 2.3Article 2.2
Subtopic 3
@badams
Website Content Silos
Home
Improvement
Kitchen Bathroom
Taps & Shower
Cabinets &
Storage
Bath & Tiles
Living Room
@badams
Siloed URLs
DIY
Kitchen Bathroom
Taps &
Shower
Cabinets &
StorageBath & Tiles
Living Room
website.com/diy/
website...
@badams
Content Silo Advantages
• Topical hub pages
➢ Increased ranking power
• Content Grouping
➢ Easy to find content
• ...
@badams
Internal Linking
@badams
@badams
The parameter d is a damping factor which can be
set between 0 and 1. We usually set d to 0.85
@badams
Homepage
Category 1 Category 3
Subcategory
3.1
Subcategory
3.3
Page 3.3.1 Page 3.3.2 Page 3.3.3 Page 3.3.4
Subcate...
@badams
Homepage
Category 1 Category 3
Subcategory
3.1
Subcategory
3.3
Page 3.3.1 Page 3.3.2 Page 3.3.3 Page 3.3.4
Subcate...
@badams
@badams
@badams
Key Advantage
• Full control over the link text;
To learn how to fix a leaking tap, click here.
Read more about ho...
@badams
Internal Linking & Silos
DIY
Kitchen Bathroom
Taps & Shower
Cabinets &
Storage
Bath & Tiles
Living Room
Within a c...
@badams
Internal Linking & Silos
DIY
Kitchen Bathroom
Taps & Shower
Cabinets &
Storage
Bath & Tiles
Living Room
Within a c...
@badams
Optimise Content in to Silos
1. Create topical hub pages
2. Silo your content according to topical focus
3. Interl...
@badams
Optimising Internal Links
1. Find your pages with the most inbound links from
external sites
2. Identify link oppo...
@badams
That’s All Folks!
barry@polemicdigital.com
www.polemicdigital.com
@polemicdigital
@badams
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Content Silos and Internal Linking

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Slides from my presentation at the Amazon & Sistrix event in London on June 29th 2017, where I spoke about building content silos and optimising internal linking.

Published in: Internet
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Content Silos and Internal Linking

  1. 1. @badams Content Silos & Internal Linking Barry Adams Polemic Digital June 2017
  2. 2. @badams Barry Adams ➢ Doing SEO since 1998 ➢ Founder of Polemic Digital ➢ Co-Chief at State of Digital
  3. 3. @badams Current Publishing Clients
  4. 4. @badams TheSun.co.uk
  5. 5. @badams Content Silos
  6. 6. @badams Content Silos Explained… Mixed Marbles Separated Marbles Siloed Marbles https://www.bruceclay.com/seo/silo.htm
  7. 7. @badams Non-Siloed Content Hub Page Article 1 Article 2 Article 3 Article 4 Article 5 Article 6 Article 7
  8. 8. @badams Siloed Content Main Topic Subtopic 1 Subtopic 2 Article 2.1 Article 2.3Article 2.2 Subtopic 3
  9. 9. @badams Website Content Silos Home Improvement Kitchen Bathroom Taps & Shower Cabinets & Storage Bath & Tiles Living Room
  10. 10. @badams Siloed URLs DIY Kitchen Bathroom Taps & Shower Cabinets & StorageBath & Tiles Living Room website.com/diy/ website.com/diy/bathroom/ website.com/diy/bathroom/bath-tiles/
  11. 11. @badams Content Silo Advantages • Topical hub pages ➢ Increased ranking power • Content Grouping ➢ Easy to find content • Hierarchical URLs ➢ Good for SEO and UX
  12. 12. @badams Internal Linking
  13. 13. @badams
  14. 14. @badams The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85
  15. 15. @badams Homepage Category 1 Category 3 Subcategory 3.1 Subcategory 3.3 Page 3.3.1 Page 3.3.2 Page 3.3.3 Page 3.3.4 Subcategory 3.2 Category 2 Website Structure Loss of link value with every step; ‘PageRank Damping’ effect
  16. 16. @badams Homepage Category 1 Category 3 Subcategory 3.1 Subcategory 3.3 Page 3.3.1 Page 3.3.2 Page 3.3.3 Page 3.3.4 Subcategory 3.2 Category 2 Internal Linking One-hop link to a key destination page; Minimal loss of link value; Higher rankings for destination page.
  17. 17. @badams
  18. 18. @badams
  19. 19. @badams Key Advantage • Full control over the link text; To learn how to fix a leaking tap, click here. Read more about how to fix a leaking tap.
  20. 20. @badams Internal Linking & Silos DIY Kitchen Bathroom Taps & Shower Cabinets & Storage Bath & Tiles Living Room Within a content silo, internal links should point to pages within the current silo.
  21. 21. @badams Internal Linking & Silos DIY Kitchen Bathroom Taps & Shower Cabinets & Storage Bath & Tiles Living Room Within a content silo, internal links should point to pages within the current silo.
  22. 22. @badams Optimise Content in to Silos 1. Create topical hub pages 2. Silo your content according to topical focus 3. Interlink articles within a content silo
  23. 23. @badams Optimising Internal Links 1. Find your pages with the most inbound links from external sites 2. Identify link opportunities in the content 3. Implement internal links with the best possible link text to content in the same silo
  24. 24. @badams That’s All Folks! barry@polemicdigital.com www.polemicdigital.com @polemicdigital @badams

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