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Digital Marketing & Training

Gary Capps - Who?• Building Services Engineering degree• Studied Process Logic Control (PLC) Programming• Built the first internet based Building Services system in Australia (UNSW)• Have been working in SEO the last 10 years or so• Headed up SEO for 2 large digital agencies in Sydney (prior to moving to the Sunny Coast)• Most weekends you’ll find me paddle boarding with my dogs

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• What I am saying here today is based on my experience• You may have read something different on the interwebs (That’s ok)• I’ve only got 20 mins so we can’t cover everything on SEO today• Unfortunately, I do not know Google’s algorithm (Sorry)

#justsayin’

Just To Be Clear

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Just Some Of The Brands I Have Worked Across

1. What Siloing Means to Different People2. What Is Siloing?3. What Siloing Is Not4. How To Build A Silo5. Benefits of A Silo6. What Else Do We Need?7. Beyond SEO8. Takeaways9. Q & A ?

What We Are Going To Look At

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Site architecture can mean a lot of different things to different peopleMarketing Managers

Mental models

Target audience

Organising information

Labels

Usability tests

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Site architecture can mean a lot of different things to different people

SEO’s (some at least)

Content silos

Crawlability

Indexation

Tags

PageRank Sculpting

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Site architecture can mean a lot of different things to different people

Waste Of Money

Delays To Market

Pointless

Waste Of Time

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CEO The (Wo)Man With Cash

So What Is SEO Siloing?Silo Theming: "A website architecture based on a linking structure that segregates various themes into different 'silos' so that people and search engines can easily identify the main topics of a website”.

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Site Structure Is NOT Your Navigation

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Site Structure Is NOT Your Navigation

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So Keep Everything Near The Top?

A lot of SEO’s say• Use a flat site structure• As few clicks as possible from the front page!

•But, what if my site is HUGE!

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Order Is Lost!

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Building A Proper Silo ThemeThe fundamentals of a good Silo Theme are

1. Proper Keyword Research2. Organised into a themed structure

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Building A Proper Silo Theme1. Pick your main terms2. Support them with related terms3. Use Long tail terms4. Try not to duplicate (cheap, bargain, discount)

Structure

Head Term

Category

Sub- Category

Sub Category

Long Tail

Once we have our keyword research completed then we can begin the process of building a site structure to fit our target key terms into.

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So For Best Results Have Depth

Front page‘recipe’

Top category‘paste recipe’

Sub category‘pasta recipe with ham’

Specific recipedescription

‘pasta carbonara’ recipe

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Site Architecture For Ranking

Recipes

Pasta recipes

Pasta recipes with ham

Pizza recipes with ham

Pasta carbonara

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Link To Other Related Content From Within The Body Text

Relevant links from within

the body text are the most

valuable of all links.

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Good Examples – Best Western

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Good Examples - NRMA

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Good Examples - NRMA

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Benefits Of A Silo Structure1. Provides structure to managing content2. Allows you to build dedicated landing pages for main head terms3. Provides proper “internal support” from related content to

landing pages4. Allows Search Engines to easily crawl and understand your sites

theme / content5. Vastly improves your chances to rank for both long tail and head

terms6. User friendly for visitors browsing the site

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Still Lots To Do!On Site or On Page SEO is the practice of creating the best optimised page for our target key term we can that the search engines will find relevant for the content on it.

This involves optimising specific areas of the site including:

1. Title Tags2. Meta data3. On page content4. Internal linking5. Heading tags6. Schema markup7. And more………

In ClosingIf your website / business model / user proposition looks like this………

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In ClosingNo amount of SEO can save you………..

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In ClosingHowever, if you have an attractive user proposition……….

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In ClosingInvesting in technical SEO can provide a great boost to your business and help you reach your full potential

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Takeaways1. Your site structure is NOT your navigiation2. Do PROPER keyword research3. Understand how your theme structure fits together4. Support main terms with subcategories5. Support subcategories with long tail content6. Create a solid internal linking structure7. Write naturaly for Humans!8. Don’t try to turn a Pig into a Silk Purse with SEO

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Free SEO AuditGo Here >> http://jagdigital.com.au/seo-review-request/

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The End?