When speaking at conferences and in training, Bruce Clay often explains the importance of creating subject themes, or silos, by using the analogy that most websites are like a jar of marbles. The on-page process of achieving high rankings begins by having a clear understanding of a site’s subject themes. Siloing is not all there is to ranking, but without it the on-page relevancy battle is lost. In turn, search rankings enable a site to attract customers researching and shopping for products and services. When a site’s information has been stripped away from its design and layout, will it be the most relevant of all similarly themed sites? If so, then it has a high likelihood of achieving high rankings. To rank for keywords in Google and Bing, a site must provide information that is organized in a clear structure and format that search engines understand. However, a website’s subject matter expertise and clear themes are quite important to the ranking of the site. There are many factors of varying importance to consider when understanding how the search engines rank sites and determine each site’s relevance to searcher queries. Google’s mission as stated on the company information page is “to organize the world’s information and make it universally accessible and useful.” Publish relevant, expert-quality content that includes targeted keyword phrases within appropriate silos. Step 3: Building a Website Theme with Virtual SilosĬarefully examine the link structure implemented throughout the site, applying linking techniques between pages that reinforce site themes. We will later discuss the practice of virtual siloing, in which navigation and linking determine the themes. Step 2: Building a Website Theme with Physical SilosĬonsider whether you can implement physical siloing through the site’s directory structure, and apply this if possible. How can you implement clear subject themes?.How would a user search for your content (main search queries)?.What subject themes are legitimately relevant for your website?.
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