The provided materials detail the concept of website siloing as a method for organizing content to improve search engine rankings. Semantic Mastery plans to conduct a case study comparing a traditional, non-siloed website with two siloed sites—one utilizing a physical silo structure and the other a virtual silo structure—to assess the impact of this organizational strategy. The study aims to isolate the silo structure as the primary variable, controlling for factors such as domain name, niche selection, inbound links, and social signals. The materials also touch upon the importance of URL structure as one component of overall page optimization.
Understanding Website Siloing
Siloing, as described, is a technique for building a website by organizing keywords into thematic clusters. This involves identifying a primary, competitive keyword and establishing it as the “silo heading” or landing page. Supporting content, utilizing related keywords, LSI keywords, and longer-tail variations, is then created and placed within that corresponding silo. The intention is to categorize content to reinforce a specific theme, thereby improving the ranking potential of all content within that theme.
Physical vs. Virtual Silos
The materials identify two primary types of siloing: physical and virtual. The distinction between these methods is central to the planned case study. However, the provided text does not elaborate on the specific implementation details of either physical or virtual silos beyond their categorization as different approaches to structuring a website.
The Semantic Mastery Case Study Design
Semantic Mastery intends to conduct a comparative case study to demonstrate the effectiveness of siloing. The study will involve building three websites targeting the same niche, using brandable domain names. One site will be built using a traditional, non-siloed structure. The other two will employ siloed structures—one physical and one virtual. The study will attempt to maintain consistency across other ranking factors, including inbound links, social signals, and on-page elements (excluding the silo structure itself). The entire process, from site setup to link building, will be documented via video and the results shared.
URL Structure and Page Optimization
The materials emphasize that the URL is only one element of a broader page optimization strategy. While important, it should not be considered in isolation. A comprehensive page optimization process includes evaluating the URL, SEO title (meta title), H1 tag, H2 and lower-level headings, internal links, and media with appropriate alt text. Over-optimization of any single element, including the URL, can be detrimental. The materials suggest that if the SEO title and H1 tag are strong and relevant, a simple URL is often sufficient. Excessive keyword stuffing across all elements can raise “flags” indicating manipulation.
Page Optimization Order
The materials note that search engine bots scan pages in a predictable order: URL, SEO title, H1 tag, and then the remaining page content. This order highlights the importance of optimizing these initial elements to establish relevance and context for the bot.
Semantic Mastery Resources
Semantic Mastery offers training and resources for agencies and consultants, including case studies, weekly webinars (Hump Day Hangouts), and Standard Operating Procedures (SOPs) for local SEO professionals. The Hump Day Hangouts are described as a free Q&A webinar hosted every Wednesday at 4 PM Eastern Time. A checklist for improving Google Business Profile (GBP) results is also mentioned. The Semantic Mastery MasterMIND program is presented as a way to gain a competitive advantage and improve SEO skills.
Conclusion
The source materials focus on the concept of website siloing as a potential SEO strategy, outlining a planned case study to compare siloed and non-siloed website structures. The importance of URL structure is highlighted as one component of a broader page optimization process, emphasizing the need for a balanced approach. Semantic Mastery provides resources and training for SEO professionals interested in learning more about these techniques.
Sources
- https://semanticubiquity.wordpress.com/2019/04/22/how-to-seo-website-silo-architecture-2/
- https://professionalubiquity.tumblr.com/post/75604075395/how-to-seo-website-silo-architecture
- https://semanticmastery.com/the-right-way-to-structure-urls-for-seo-success/
- https://semanticmastery.com/