Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
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Transcript of Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012
![Page 1: Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012](https://reader034.fdocuments.net/reader034/viewer/2022052321/554bc872b4c90594278b5704/html5/thumbnails/1.jpg)
@StephenCronin
WordCamp Sydney 2012
Siloing your site
for SEO success
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Confusing to people
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Confusing to search engines
![Page 4: Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012](https://reader034.fdocuments.net/reader034/viewer/2022052321/554bc872b4c90594278b5704/html5/thumbnails/4.jpg)
Less $
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SEO vs IA
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Who Am I?
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intro to Siloing
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Not that sort of theming!
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Based on
keyword
research
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Content
organised
hierarchically
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Reinforced by
breadcrumbs,
URLs & linking
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Siloing
Increased keyword relevancy
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Siloing Theory
Michael Gray (aka Graywolf)
Bruce Clay
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Find an orange jellybean
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Now find an orange one
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Which will Google prefer?
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Where does Siloing fit?
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White hat
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Foundation to build on
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Still need links, etc
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Doesn’t make top 10 lists
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Title tags, H1 still biggest
bang for buck
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Siloing and WordPress
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Siloing is
not here
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Many of it’s
elements are
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Not new to
WordPress
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There are
premium
solutions
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Keyword Research
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Google Adwords
Keyword Tool
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Google Analytics
Organic Search
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Google Analytics
SEO Queries
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Jobs Blog Resources
Big mess
of content
Old Structure
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• how to get a job in china
• getting a job in China
• China jobs
• jobs in china for americans
• expat jobs in china
• international jobs in china
Keyword
Opportunities
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Organising Your Content
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Jobs Living Working Chinese Travel
Food
Culture
Real Estate
Life
Study
Environment
Money
Pictures
Health Transport
Holidays
Hotels
Attractions
Information
Resources
Tools
Courses
Teaching
Work Permits
Conditions
Moving
Listings
Information
News
New Structure
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Review Content
• Keep?
• Rework?
• Remove?
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Map Content
onto new IA
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Remove low value content
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I cut Matt!
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Impmlenting
Siloing In WordPress
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Hierarchy
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Categories vs Pages
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Category acts as folder in URL
Category page = Silo landing page
Stickies for important posts
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Normal posting updates silo
Silos update automatically
Stickies promote content
Silos have their own feed
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URL Structure
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Solution
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Post URL:
Actual Category URL:
Desired Category URL:
Problem
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WordPress SEO by Yoast:
WP No Category Base:
Solution
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Potential
Issue
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Solution
Rename duplicate tag or custom taxonomy slug
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Redirects
WordPress mostly takes care of this
Check important pages
Have manual redirects ready
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Or go with
virtual silos
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Menus and Breadcrumbs
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Menus
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Breadcrumbs
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Keyword rich Home link
No image replacement
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Linking Rules
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Jobs Living Working Chinese Travel
Food
Culture
Real Estate
Life
Study
Environment
Money
Pictures
Health Transport
Holidays
Hotels
Attractions
Information
Resources
Tools
Courses
Teaching
Work Permits
Conditions
Moving
Listings
Information
News
Only link to siblings & uncles, not cousins
If must link, use nofollow
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Auto linker with silo mode
![Page 60: Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012](https://reader034.fdocuments.net/reader034/viewer/2022052321/554bc872b4c90594278b5704/html5/thumbnails/60.jpg)
Limit Links
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With JavaScript
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Without JavaScript
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JavaScript / Ajax for non essential content
iFrames (responsive)
Flash (iPad/iPhone)
No unecessary links
![Page 68: Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012](https://reader034.fdocuments.net/reader034/viewer/2022052321/554bc872b4c90594278b5704/html5/thumbnails/68.jpg)
No drop downsLig
ht sid
ebar
No fat footer
Trade off
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Silo landing pages
![Page 70: Siloing your Site for SEO Success - Stephen Cronin - WordCamp Sydney 2012](https://reader034.fdocuments.net/reader034/viewer/2022052321/554bc872b4c90594278b5704/html5/thumbnails/70.jpg)
Cat description
Sub categories
Sticky posts
Other posts
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Works for me in WP 3.4.1
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Tell WordPress:
No stickies in main loop
Ignore posts in child categories
functions.php / 3.3 required
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* is set, but is not!
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pulls it altogether
For full code, follow link at end
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Need to roll our own excerpts as doesn't work outside the loop
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Just a word of
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Google is always watching
These techniques are fine
but…
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Vary anchor text
(in body)
Go easy on the
iFrames
Keep it natural
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Weighing it up
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Safe
UX benefits:
Trust/info scent
Big and small
Existing site?
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@stephencronin
http://scratch99.com/siloing
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Image Credits 1 1 & 101. Silos by Thing Three http://www.flickr.com/photos/perry-moore-photography/2496009737/
2 & 3. Screenshot of http://www.arngren.net/
4. Money by aresauburn http://www.flickr.com/photos/aresauburnphotos/2678453389/
5 & 67. Naha Tug-of-War by micsalac http://www.flickr.com/photos/mik2/6228577574/
6. Man Silhouette by Mohamed Ibrahim http://www.clker.com/clipart-24011.html
7. Silos by brianfuller6385 http://www.flickr.com/photos/birdwatcher63/5367727228/
8. Twenty Twelve screenshot from http://twentytwelvedemo.wordpress.com/blog/
9 & 29. Screenshot of Google Adwords Keyword Tool http://www.adwords.google.com/keywordtool
10. Ceramic Hierarchy by Travis S. http://www.flickr.com/photos/baggis/3576064503/
11. MLC by alexkess http://www.flickr.com/photos/akc77/455215385/
12. Stepping into Lahore Fort by Swamibu http://www.flickr.com/photos/swamibu/5410358978/
13. Silos by dsearls http://www.flickr.com/photos/docsearls/5500714140/
14 & 16. JellyBeans_0002 by Dancing Lemur http://www.flickr.com/photos/urbanrex/3453997822/
15 & 16. Jellybeans by gwire http://www.flickr.com/photos/gwire/35622285
17. Piece of a jigsaw by droetker0912 http://www.flickr.com/photos/droetker0912/5542920908/
18. Sea of Hats by oxcnpxo http://www.flickr.com/photos/oxcnpxo/6949315822/
19. Building Site – II by philip_john_jones http://www.flickr.com/photos/philipjohnjones/6469149345
20. Chain by rockpool73 http://www.flickr.com/photos/rockpool73/3723563478
21. Screenshot of http://www.searchenginejournal.com/top-10-helpful-seo-tips-for-small-business-owners/41085/
23 & 40. Silos and dandelions by gnuru http://www.flickr.com/photos/djbiesack/2571823750/
24 & 25. Screenshot of http://yoast.com/articles/wordpress-seo/
26 & 27. Screenshots of searches on http://www.google.com
28. Target by M i x y http://www.flickr.com/photos/ladymixy-uk/4063937414
30 & 31. Screenshots of https://www.google.com/analytics/
34. The Organized Life by csuspect http://www.flickr.com/photos/csuspect/5705047609
36. workers, citrus mutual tour 3 by mixedeyes http://www.flickr.com/photos/kateyaeger/2864140571
38. Alice Springs Bush Fires by Johan Douma http://www.flickr.com/photos/johandouma/6032041690/
39. DSC_8179 (Matt) by shizhao http://www.flickr.com/photos/shizhao/2878274831/
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Image Credits 2 41. Still Life 3 - A Challenger Appears! by pangalactic gargleblaster and the heart of gold
http://www.flickr.com/photos/almostinfamous/3008780121
42. Faceoff by kurichan+ http://www.flickr.com/photos/yamagatacamille/5365854337
43. Santo 17 camp where Plan is actively involved with the community by PlanUK
http://www.flickr.com/photos/planuk/4776751323
44. Advantage Egg! Advantage Bacon! by duncan http://www.flickr.com/photos/duncan/5865909474
45. Orange folders by MGShelton http://www.flickr.com/photos/melindashelton/376885883
53. Westside Menu [71:365] by ax2groin http://www.flickr.com/photos/ax2groin/4435825354
57. No entry for HDRs by Rajiv Ashrafi http://www.flickr.com/photos/bdgamer/3991166632
59. Screenshot of http://wordpress.org/extend/plugins/seo-ultimate/
60. Connemara speed limit sign by irishjaunt http://www.flickr.com/photos/irishjaunt/4337715963
61, 62 & 96. Screenshots of http://www.bruceclay.com
63 & 64. Screenshots of http://www.toyota.com/
65 & 66. Screenshots of http://www.att.com/
69. Silo, Farm, & Snow by Pam's pics- http://www.flickr.com/photos/35528040@N04/6794187206
71. Screenshot of http://wordpress.org/extend/plugins/allow-html-in-category-descriptions/
94. CAUTION by blech http://www.flickr.com/photos/blech/5231746257
95. Penguin Ponders by jammach_uk http://www.flickr.com/photos/jammach_uk/466959456
97. Checking for Penguins? by Susan Renee http://www.flickr.com/photos/susanrenee/425552672
98 & 99. Scales of Justice Brisbane Courts-1= by Sheba_Also http://www.flickr.com/photos/shebalso/7155723379
100. End of the road - IMG_0515_72dpi by Kevin Dean (www.betaart.com)
http://www.flickr.com/photos/kevindean/5836900722