Silo structures on a website can wreak havoc on top SEO services efforts.
Silos essentially isolate parts of a website, preventing search engines from fully crawling and indexing all relevant content. This results in low search visibility, duplicate content penalties and lost revenue.
As a digital marketer, overcoming silos should be a top priority. With the right strategies, you can seamlessly connect website content and enhance organic rankings.
How Do Silos Develop on Websites?
Silos frequently crop up when:
- Websites rapidly expand new sections and pages.
- Multiple teams work on-site content independently.
- Sites transition to new CMS platforms haphazardly.
Often website owners are unaware of silo structures. But even minor silos can limit SEO success.
For instance, our agency dealt with a multi-location dental practice website. Each office used separate page templates and navigation for their unique services pages.
From an SEO perspective, this essentially created 10 different siloed websites under one domain. Not surprisingly, the inconsistent site architecture plagued SEO campaigns.
Identify Silos by Analyzing Site Link Structures
The first step is diagnosing existing and potential silos.
Thoroughly review internal linking structures across all site pages and sections. Pay attention to:
- Pages with very few inbound and outbound links
- Sections that seem disconnected from the main navigation
- Duplicate or missing links between related content
Third-party tools like ScreamingFrog can analyze link patterns and quickly pinpoint siloed areas.
Areas with minimal connections have higher silo risks. Our agency reviews link structures monthly to catch issues early.
Connecting Silos with Strategic Internal Linking
Improving internal links helps connect disparate silos.
Here are 5 internal linking tips for joining silos:
- Interlink-related content extensively – Add contextually relevant links across all site sections.
- Break down orphan pages – Ensure orphan pages link to/from other associated pages.
- Bridge navigations – Connect the main site nav with section navigation links.
- Centralize similar content – Redirect or merge duplicate content with one canonical version.
- Repeat key links – Reuse important “pillar” links like service pages throughout the site.
Eliminating overly niche navigation can also help consolidate content and prevent new silos.
Optimizing Site Architecture for Seamless SEO
Along with linking, adjusting site architecture solves SEO silos at their core.
3 architectural strategies include:
- Consolidate content pillars – Organize site sections around major content topics and keywords.
- Implement site-wide templates – Use consistent site-wide templates for page elements like headers, footers, and sidebars.
- Simplify navigation – Minimize complex nested navigation to improve crawlability.
With well-planned information architecture, your website will function as a cohesive unit instead of a disjointed maze to search engines.
Eliminating Silos Leads to SEO Success
An interconnected site provides search engines with clear crawling pathways to fully index and rank pages.
Silo-free websites enjoy:
- Higher organic reach – More indexed pages improve keyword targeting opportunities.
- Top rankings – Consolidating content optimizes ranking potential for top pages and keywords.
- Increased conversions – Users easily find relevant content to convert on goals.
- Greater SEO ROI – Higher visibility and lower duplicate content issues maximize SEO investments.
By identifying and addressing silos, you set websites up for search engine success. Follow these SEO silo tips for smoother site architecture and higher rankings.
