Content Silos and Internal Linking
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@badams Content Silos & Internal Linking Barry Adams Polemic Digital June 2017
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Transcript of Content Silos and Internal Linking
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Content Silos &
Internal Linking
Barry Adams
Polemic Digital
June 2017
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Barry Adams
➢ Doing SEO since 1998
➢ Founder of Polemic Digital
➢ Co-Chief at State of Digital
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Current Publishing Clients
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TheSun.co.uk
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Content Silos
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Content Silos Explained…
Mixed Marbles Separated Marbles Siloed Marbles
https://www.bruceclay.com/seo/silo.htm
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Non-Siloed Content
Hub Page
Article 1 Article 2 Article 3 Article 4 Article 5 Article 6 Article 7
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Siloed Content
Main Topic
Subtopic 1 Subtopic 2
Article 2.1 Article 2.3Article 2.2
Subtopic 3
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Website Content Silos
Home Improvement
Kitchen Bathroom
Taps & ShowerCabinets &
StorageBath & Tiles
Living Room
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Siloed URLs
DIY
Kitchen Bathroom
Taps & Shower
Cabinets & Storage
Bath & Tiles
Living Room
website.com/diy/
website.com/diy/bathroom/
website.com/diy/bathroom/bath-tiles/
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Content Silo Advantages
• Topical hub pages
➢ Increased ranking power
• Content Grouping
➢ Easy to find content
• Hierarchical URLs
➢ Good for SEO and UX
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Internal Linking
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The parameter d is a damping factor which can be set between 0 and 1. We usually set d to 0.85
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Homepage
Category 1 Category 3
Subcategory 3.1
Subcategory 3.3
Page 3.3.1 Page 3.3.2 Page 3.3.3 Page 3.3.4
Subcategory 3.2
Category 2
Website Structure
Loss of link value with
every step;
‘PageRank Damping’
effect
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Homepage
Category 1 Category 3
Subcategory 3.1
Subcategory 3.3
Page 3.3.1 Page 3.3.2 Page 3.3.3 Page 3.3.4
Subcategory 3.2
Category 2
Internal Linking
One-hop link to a key
destination page;
Minimal loss of link
value;
Higher rankings for
destination page.
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Key Advantage
• Full control over the link text;
To learn how to fix a leaking tap, click here.
Read more about how to fix a leaking tap.
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Internal Linking & Silos
DIY
Kitchen Bathroom
Taps & ShowerCabinets &
StorageBath & Tiles
Living Room
Within a content silo,
internal links should
point to pages within
the current silo.
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Internal Linking & Silos
DIY
Kitchen Bathroom
Taps & ShowerCabinets &
StorageBath & Tiles
Living Room
Within a content silo,
internal links should
point to pages within
the current silo.
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Optimise Content in to Silos
1. Create topical hub pages
2. Silo your content according to topical focus
3. Interlink articles within a content silo
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Optimising Internal Links
1. Find your pages with the most inbound links from
external sites
2. Identify link opportunities in the content
3. Implement internal links with the best possible link text to
content in the same silo
