Let’s try to answer the question of whether the introduction of Silo-architecture can be called an effective approach to the design of internal linking.
Recall, internal relinking is the structure of linking internal pages of the site by links between each other. A properly optimized internal linking structure helps to improve user experience, indexing and ranking.
For SEO promotion purposes, higher priority sections should receive more internal links and internal topical relevance (topical relevance) passed over them. The logic of linking sections to each other dramatically influenced the positions in the rendition once upon a time, but even now it is an effective method of promotion.
What is Silo-architecture?
Silo-architecture is a type of site structure where internal links distribute weight through semantically separate and non-overlapping clusters, or Silos.
A simple example is described here – a blog where entries dedicated to multiple topics are arranged horizontally, equidistant from the main one. Such a solution turns out to be less effective for promotion than a vertical Silo-structure.
Internal linking for SEO: Silo-structure
Silo – these are the pages of the main sections and their subsections. Second-order pages are categories dedicated to HF and HF queries: longreads and article collections. The content of supporting pages (dedicated to low-frequency queries) should be structurally close to the second-order pages.
- Clear navigation improves UX. Clearly structured content of Silo-hierarchy helps the user to find the necessary information faster and interact with the site more effectively.
- Improving the thematic relevance of the site. For example, a post about a healthy salad made from poplar fluff and chamomile petals should relate to the Silo section “recipes” on a site about weight loss and fitness.
- Crowling Management. Internal backlinks should help find related content. In the Silo funnel, the top categories that backlinks are placed on are linked to subcategories. The subcategories can then link back to the homepage. This relinking helps crawlers crawl the site more efficiently and helps subcategories rank faster for less frequent queries.
- Link weight management and anti-cannibalization. Various subspecies of Silo-relinking allow you to distribute link weight in favor of those pages that should be displayed in search with less risk of being “outranked” by inappropriate sections.
In terms of linking
- Looped pyramid
Linking from top to bottom, with the passage of link weight through all levels of the site and return to the main page of the section.
The main disadvantage is that the thematic distribution is not optimal for subsection pages, which receive only one link each from the sections above.
In addition, it is not always the best option if there is an attraction to the landing pages for long tail (refined low-frequency queries), because the “warmed up” client can go to a less relevant and more general section on the internal link.
- Reverse Silo
A similar model where internal linking is vertically bidirectional. A good and balanced option where both crawlers are fed and user experience is intact.
- Priority Silo
A subspecies of reverse Silo, where more link weight is distributed in favor of the page that has the highest link weight.
- Serial Silo
Subsections get only two relevance links – bottom and top/horizontal. With a branched structure, “Article 2” will get one link at all from “Article 3”, the topic of which has little to do with it, as it is dedicated to another long tail query. Parent sections will not get enough links, and users will be confused by the illogical structure.
- Porridge
In essence, this is a spammy relinking with reliance on the uncontrollable element of chaos. We don’t recommend this option.
Link to Google Slides with markup types
Among the arguments against Silo-structure stands out the thesis with which we completely agree – do not neglect common sense in pursuit of the ideal structure. Create content where easy navigation through sections is provided.
Practically speaking: if there is a semantic link between several Silo sections, put a link. With this exception, you will ease the visitor’s path and improve internal behavioral factors.
In our experience, Silo is a concept either for a new site, where logical relinking is important from the beginning of promotion, or for a site that has problems with internal backlinks, cannibalization of queries and ease of navigation.