Start Using Silos Instead of Writing Blogs

Before moving towards the technicality of this article, let’s first understand the meaning of both key terms; ‘blogs’ and ‘silos’. Though these both terms are used for the content related to digital marketing, SEO Companies or content marketing companies. But both of these are widely different from each other.

A Blog is a frequently updated online personal journal or diary. It is a place to express yourself to the world. A place to share your thoughts and your passions. Really, it’s anything you want it to be.While Silos are the type of deep structures which are logically organised. The hierarchical groupings are determined by topics and subtopics. Silos are basically a way to separate your website content into categories

Various companies create a vague concept of a website structure which includes pages that cover products or services offered by a client, and these pages typically stay there until the website is redesigned. All the new content is then posted on a blog. But blogs really don’t make sense from a website structure standpoint.

 What should be a Blog?

Any news, employee’s profile, announcements etc. are few of the topics which should be there in the blogs. Any informational content will not be the part of blog. If you’re worried about your readers and promotion, you can still post a blurb and link to your new pages from your blog.

What Does a Blog Look Like?

Blog usually looks disassociated from a website, to the point where the website is splitting into two sections. Blogs generally have a flat structure where every post is on a same level. You must follow a logical path to link blogs to various other pages.

Flat structure v/s deep site structure (Blog v/s Silos)!

Flat structures are also known as “horizontal structures”,are used typically on blogs; while Deep site structures are also known as  “vertical structure”. These deeper architectural structures allow for easier grouping of content and less navigational clutter. Deep structures also make it easier to understand metrics at each level.

Silo Structure:

A silo structure is a type of deep site architecture that I find to be very logically organized. The hierarchical groupings are determined by topics and subtopics; topically relevant content should be structurally close to other topically relevant content. Silos are basically a way to separate your website content into categories.

The more relevant content you write for Silo, the more relevant will be your website in the eyes of Google. The more keywords you use in your content, the best results will you get further.

For instance: if you are writing content for SEO Companies on digital marketing, you have ‘n’ number of sub topics to elaborate your topic. Like you can include SEO, SMO, PPC, content marketing, social media and many other topics while writing a Silo. You will find further silos while writing about these Silos. This will then create a hierarchy and  a deep site structure.

Silos help your website  to get more visits with the help of subtopics, because most of the keywords are been used in the content. So, user will type whatever related to the topics covered in the content, he will find this article in the home page and hence will get many visits.

Too many Clicks From The Home Page:

If you are getting too much visits from the home page, then do not misunderstand the fact that your website is getting traffic. Just clicking on the headline does not mean that each user is going through your content.

Successful content’s biggest driver will not be from people navigating your website. When creating your website, go with the number of topics/subtopics that makes sense, no more and no less.

Internal Linking

Going back to the idea of the website being split, internal links are often not considered with a blog. Usually, blogs will link out to product/service pages, but those pages rarely link back to the blog. This one-way linking is not a good practice, but it’s all too common.

If you create a silo structure, the structure will make your internal linking a lot easier to follow. Basically, each silo will likely link to lower and same-level pages, as well as upper-level pages, as the topics are in similar groups.

Don’t forget to plan how relevant pages will link to each other through a logical path. Including links to the content doesn’t make sense until and unless it is linked to a valuable page.

Next time whenever you write content for your website, keep in mind what you need to write either a blog or a silo. Don’t repeat the mistake of starting as an article and ending it up with a blog. This will impose negative impact on the image of your website.


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