Why Is Silo Structure Important?

The biggest thing that we start when we start talking about siloing is the structure of the website. A lot of this might seem a little bit basic, but it’s always a good place to start. So, why is a good silo structure so important? It directs the right traffic to the right place. A lot of times people will get frustrated and bounce rates are really high when people can’t get to where they want to go quickly.

Lets say you have a plumbing website that also does HVAC. Well, if somebody is there for HVHC, they don’t want to go through all the plumbing stuff to get to the HPAC part. So siloing dictates where you want your traffic to go. And I’ve always told my web designers and my team on the web design side that, you know, their job is to navigate where they want the traffic to go.

So depending on the client services location, you have the public side and you have the bot side two completely different animals. Um, once you get a good silo structure in place, you get a better quality, and it’s easier to micro-focus your content. Siloing will help in the following:

  • Direct The Right Traffic To The Right Place
  • Public and Bots
  • Better Crawl Quality
  • Easier to Micro Focus
  • Auto Ranking (Mass Page)
  • Go After More Keywords

Getting Started with your Silo

I’m all about research before I even dig into anything. I want to know everything I can about what I’m getting ready to get myself into. So, niche research, keyword research, URL structure, metatags and title tags, typically all the stuff that we do for a basic audit. We want to find out. What the current state of the website is now.

And then again, of course, where do we want that stage to be when we’re finished? There can be a number of different things, obviously, you know, changing the navigation structure, adding pages, taking pages and splitting them up. So there’s all kinds of different ways that we look and how we map out our silo structure.

That includes the the following:

  • Niche Research
  • Keyword Research
  • URL Structure
  • Meta Tags
  • Title Tags
  • Body Word Content
  • Internal Linking Structure
  • Navigation Structure
  • Footer Structure
  • Sidebar Structure

So we really want to have a good snapshot of what we’re getting ready to do.

URL Structure For Siloing

There’s a whole bunch of ways to look at this thing and we all run run up on all kinds of different types of URL structure. Lets look at the different types of URL structure:

Domain Structure:

Brand Only (salterrasite)

The best URL structure you can have is just a brand only.

  • Best for multiple services and locations
  • Best for Growth & Expansion
  • Best for Authority and Power
  • Partial Match (Salterra-web-design)
  • Good for specific service/multi locations
  • Good for growth into new locations
  • Not good for introducing new services
  • Exact Match (Boston-web-design)
  • Good for 1 service and 1 location
  • Not good for service expansion/new locations
  • Challenge to not over-optimize the urls

Inside URL Structure

Brand Only (salterrasite)

A brand only domain would just be a business that has multiple services and multiple locations. It is easily expandable into new services and locations, and there really good for authority and power in a bunch of different markets.

Partial Match (Salterra-web-design)

Partial match domains are for focusing on a brand and one service.

Like I put here sell Salterrawebdesign. So. It’s good for specific services and multi location. So I can go after all kinds of locations on the web design under the web design umbrella, but it does make it a little bit harder. And even in some spaces damn near impossible to go into. Other services such as, you know, internet marketing software to have a software development might be a little bit closer, but, you really start to trap yourself, especially if you’re in a high competition markets.

  • Salterrawebdesign.com/??
  • Salterrawebdesign.com/massachusetts
  • Salterrawebdesign.com/Boston

Exact Match (Boston-web-design)

Exact match domain, really only good for one service, one location, they’re not good for any type of expansion, whether it be services or locations. The challenge is, is it’s just very hard to not over-optimize the URL structure. So, if you have Boston web design.com and you do a bunch of blogs about web design and, you get into the different types about web development, then you’re getting into software development slash web design.

  • Bostonwebdesign.com
  • Bostonwebdesign.com /massachusetts
  • Bostonwebdesign.com/??

URL Structure Conclusion

You really got to watch how you build out your structure when you’re blogging and siloing your inside pages. The inside URL structure, we have done it a couple of different ways and we really haven’t seen much of a difference when it comes to inside page structure, but we always start off with, each service has its own service page.

I believe in the state structure then the city structure.

So, the Massachusetts web design would be the state. Top of the state silo for the web design and Massachusetts. And Boston would be the city page.

Obviously you saw through a web design.com and then slash Massachusetts, and then so Salterra web design.com/Boston. So, we can do Massachusetts slash Boston, you know, a bunch of different structures that way. It really doesn’t matter. But we do like to try to keep a shorter URL than the longer ones.

So, exact match, same type of thing by some web design slash Massachusetts. And then by some web design, you really can’t do much more for Boston except, you know, obviously load up supporting content. Okay.

Project Example of Siloing

We are going to build a structure around the following:

Project Locations

  • National
  • 3 States
  • 5 Biggest Cities/per state Min.

Basic Site Structure

All Service base websites us the basic type or web site structure:

Standard Pages

  • Home
  • Contact
  • About
  • Services x 4
  • Terms of Service
  • Privacy Policy

Below is the new content we will need to build out the local areas:

New Content Site Structure

New Pages Needed Minimum

  • 3 State Pages
  • 5 City Pages
  • 4 Service Pages/City Info
  • 28 Total Pages

New Supporting Content Needed

  • 12 Blog Pages
  • 12 External Pages for Properties
  • 24 Total supporting Pages Month 1

52 Pages of New Content in the 1st Month

Home Page – Title, Description, H-Tags

Home page structure should follow the basics formats:

Keyword = Brand Services

  • Home Page
  • Brand Keyword in Title
  • Brand Keyword in Description
  • Brand Keyword in h1 (1-h1 top of page)
  • Keyword Variable in h2 (Web Designers)
  • Keyword Variable in h3 (business Web Design)
  • Keyword in Body of Text


Title – Salterra Web Services providing Web Design, SEO, Internet Marketing and Software Development.

Description – Salterra specializes in helping business with all things digital. Web Design, SEO, Internet Marketing and Software Development. Contact Salterra today

H1 – Web Design – SEO – Digital Marketing – Hosting

H2 – Web Design

H2 – SEO

H2 – Internet Marketing

H3 – Salterra Web Design Services

Salterra’s Perfect Silo

Salterra Homepage

So one of the biggest things we see people making a mistake on, people will try to rank their homepage for everything. So we want at the minimum, to rank for your state, you don’t want to rank really any city on your homepage. So you can cause keyword cannibalization, you can cause all kinds of problems by focusing. All your efforts on the homepage and not on your insight pages.

I tell people all the time your homepage is just to get somebody off of whether it be phone, call, email, or get off into an inside page and get into a silo structure. So one of the things that we try to make sure is that it’s all set up from a brand. On the homepage. So the brand keyword in the title and the description and the H1 keyword variables and H2 keyword variables and H3 and then keyword and the body of the text that’s normal.

So we also will take an H4 and put it at the bottom of the inside pages. So it’s Salterra web services, providing web design, SEO, internet marketing, and software development. So this is a nationwide site, so I’m not mentioning Arizona. We do all these services.

I’m not trying to rank the homepage for any of these services, except for Salterra.  The description. Salterra specializes in helping businesses with all things, digital web design, SEO, internet marketing, software development, contact us today. The H1, web design, SEO, digital marketing, and hosting.

That’s it, that’s the homepage. That’s what we do the entire websites about that. So, but again, I want them to get off of this page as quickly as possible.

Web Design Silo

This is a web design silo. So somebody comes in here and they click web design the link they’re going to pop into the web design silo. So this silo is all about web design.

My main nav structures changes. Most people do not do this. I started doing this about a year ago and started seeing just incredible results with ranking for multiple different keywords. It’s not that I went from page 2 to page 1 for a keyword. I just went from ranking for 300 keywords to ranking 600 keywords.

So web design, business websites, church websites, you can see the. The results from Google in six months ago, five months ago, um, e-commerce websites and WordPress websites hosting has its own silo. So target markets for our web design silo. Again, national, we do send National links there.

We’ll send state links, Arizona, Texas, Nevada, and Colorado. Those were the four that we were focusing on when we started. And then the internal link plan, same type of deal, web design, variations, naked variations, and brand topic.

SEO Silo

Here’s our SEO silo, same thing, local SEO, national SEO.

E-commerce SEO get a free quote, blah, blah, blah. So same type of thing. You know, we know we know what the results are and the numbers we go after the same target markets and our internal and external link plans are always the same. So it was kind of going through these internet marketing silos, same way software development, silo, the same way.

Internet Marketing Silo

Software Development Silo

Local Web Design Page

So city pages is where the money’s at. Some people call them city service pages, the same thing. So, we build ours very specifically and it’s just through all of our markets. And so I show mine here, you can go check this out and you can look and see what I’ve done here. I don’t have a problem with that. So basically the Phoenix web design page. Phoenix in general is one of the top five hardest markets, in the U S so just going after web design is pretty freaking difficult.

Target words for web design, honestly, Phoenix, web design and Phoenix web design variations, the page structure. I have web design content I have about Arizona content in the sidebar. I have about Phoenix content and accordions and the bottom. I have links to the Phoenix area. I have links to the GMB and I have driving directions to my office in Tempe.

And if you want to really see this page, Check out the schema on this page. The target market is Phoenix and Phoenix only. The link plan internal and external. I do do some, exact match here, but they’re typically through a tier one buffer site. I’m a big believer in buffers, but you can kind of just see the same thing, but the money page is the money page.

Keep Track Of Your Silo

It’s a very important to keep track of how your site, how your crawl map is looking. And once you do this, you’d find out what a successful prey page structure looks like. Um, and you can go check these. I don’t care if you check these rankings, but the whole thing I show this for is because it’s the inside pages that are ranking, not the home page.

Results Of A Perfect Website Silo

So out of all of these search volumes, The inside page is taking all the traffic. They’re not even going to the homepage. So this is why it’s important to have a solid silo structure, because you’re going to get the right pages ranking for the right terms. And that’s what you want. That’s that’s the way you don’t have any keyword cannibalization.


That’s the way you can clean up your structure and make it better for the boss and the consumer.

Salterra Website Silo Structure