What is content siloing?
In simple terms, content siloing is organizing content. It is a SEO term meaning to structure your website for recognition by the search engine. A silo usually means a storage container for different things, for instance grains. Other names for silo is granary, a tank, or storehouse. Furthermore, one silo can store only one type of grain, for instance beans only. A different one will store corn. They do not mix.
A silo in the case of digital marketing means having different sections for different content or topics. Your website clarity is essential for your business to appear professional. What does your website say about your brand? Organized, high quality, informative, or plain frustrating?
How do you make a content silo?
You want to find the overriding theme for your website. Since you are a HVAC firm owner, this is the general theme of your website. It will determine where you place your mail, phone number, or booking form. From this theme you generate your silos. Moreover, your next two categories can be heating, ventilation, as well as air conditioning.
Divide the two further into different sub-categories. This way, you will have an organized website with article silos for the most frequently asked questions, the tips, and the services you provide for both heating and air conditioning. Although the levels you have created are different, they all go back to the general HVAC service provider theme.
What is the best practice for content siloing structure?
There are different website structures you can adapt to group content logically. A good site structure creates a good user experience for visitors. Additionally, it enables Google to crawl your content and present it in search results.
It involves grouping content into categories and subcategories. Think about a book and how it is divided into chapters, topics, and subtopics. The formatting alone helps to distinguish between the different levels of headings and subheadings. If everything was to be mixed up it would be difficult to connect the information in the book logically. Your website structure has the same quality.
As a HVAC company, your silo structure can be organized into the following categories and sub-categories.
Category: Heating
Sub categories: Heating services
Topics
- Heater installation
- Maintenance of the heater
- Heater repair
- Different topics on Tips and DIYs for Heater owners
- Recommendations, pros, cons, for heaters
Category: Air conditioning
Sub categories: Air conditioning services
Topics
- Air conditioner installation
- Air conditioner maintenance
- AC repair
- Different topics on Tips and DIYs for AC owners
- Recommendations, pros, cons, of different ACS
Can your content siloing structure affect SEO?
Structure is the opposite of chaos. What you want for your website, is smooth interaction between potential customers and your business. The structure affects the amount of traffic you get, which determines the sales you close.
Having a stable clear structure for your website increases the level of quality of the website. Google only recommends quality content on the search results. Your content can be a powerful tool in increasing website traffic and recognition by the search engine.
Is content Siloing necessary?
Aside from the obvious quality of creating clarity and flow of content on your website, content siloing is important for the following reasons:
User experience
Good user experience means happy customers. You need to provide the best user experience to have repeat customers. New website visitors will leave immediately if they encounter obstruction, slow leading speed, or a busy looking website they can barely understand. Your website visitors need ease of navigation and order so as to find the particular thing they came looking for within the shortest time.
Website appearance
If the website appears professional, you appear reliable. If people can find information they are looking for easily and readily when they need it, for example tips for caring for an air conditioner, they will associate you with being reliable and therefore, seek your services when they need them.
Keywords relevance
When you create article silos focusing on the different services you provide, you are also creating content targeting the keywords people mostly use on the search engine when they want tips and providers for these services. For instance, if you have written an article about when to schedule for heater maintenance services, it should be under the category of heating services. Consecutively, this makes sense to the search engine and your content is likely to be suggested for a search query which includes heater maintenance or related keywords.
It also tells the search engine you are an expert in one particular field as opposed to if you had a topic about finding a real estate lawyer under the category of heating services.
Quality internal link system
Using internal links helps your readers to find more relevant information to what they are reading. Having a content silo creates an organized interlinking system where you connect content from major groups to the subgroups in a sensible manner. This kinds of internal links helps
Google to crawl, read, and present your content on search results. It therefore improves the chances of Google to find all the relevant content according to the keywords used in a search query.
What is E.A.T SEO?
Enterprise, Authoritative, and Trustworthiness (EAT) are the qualities you require for your website to rank highly in search engine results. Google ranks pages with these characteristics to give users the best results from credible websites.
Expertise – highly knowledgeable and informative on different HVAC topics. You website should present quality and in-depth information about your industry.
Authoritativeness – what is your relationship with other experts in the industry, and people with authority websites, for example influencers? It also means people go to your website when they want specific information under the topics you cover. Do people recommend your content? Do they give examples and link to your articles? What do online reviews say about your company?
Trustworthiness – Your content and website need to be credible. Your Content has to have verifiable facts. You should include contact information and authors of your articles as this increases trust. Ensure people can trust your information about HVAC because this is your area of focus.
Creating content silos helps to maintain your relevance as a brand. It is one way to stay above the growing HVAC competition in the local market. If people and the search engine regard you as the expert, they will always associate with your web content and brand. Do you need a professional SEO company to create content silos for your business? Call us today and let’s get started.