Silo's and the role they play in WebSite SEO
Weather your a business located in Detroit looking to expand your reach to the entire state of Michigan or a Michigan based business looking to target consumers in the Detroit area, Geo specific SEO Silos are going to provide the results you're in search of.
If you're new to Search Engine Optimization methods you may be thinking, what the heck are Silo's. Allow me to explain. A website Silo refers to site structure, particularly the manner in which web pages are linked to one another.
An article written by Bruce Clay can provide a very detailed understanding of the Silo architecture methods. I highly recommend reading it for a complete understanding as I will not be covering the fundamentals of silo building in this particular posting. Instead let's discuss their advantages in Geo specific organic search results.
A geo specific search result is when some one searches for example
( Bike shops in detroit) and poof a handy list of detroit based bike shops appears in one of two places. 1. The Local Search Pack or 2. Geo specific organic results. * Note: Search diagram.
The Problem: What if your business located in Detroit but you would like to sell your products online to Grand Rapids consumers. How will your online shop be found in these out of area markets?
FYI: If you're thinking the answer is: " The Local Search Pack", that is incorrect. Local Search Packs are for locally verified business. Thus if your not verified for that area you won't show up. However that doesn't mean you can't rank organically!
To illustrate let's say you're running a bike shop in Detroit Michigan and you cater to the local residents for all their bicycle needs. While doing so you would also like to expand your geographic reach and target the Grand Rapids area for your online sales.
To begin, it's important to understand that without SEO you will not rank for any organic search traffic, no if ands or butts. However by applying search engine optimization methods such as Schema Markup and a geo specific Silo Architecture your are much more likely to be found in geo specific organic search results.
So to answer the question. How will customers find your online Detroit bike shop in Grand Rapids?
SEO Silo Template
Search-Engine Result Diagram
We recommend you construct Geo specific search term Silo's with high quality, and search term rich landing pages. (Landing pages will act as your top level parent page in the silo ). From there you will link out to subpages or post that are theme focused in regard to Grand Rapids and the Bicycle industry. Make sense?
If you read the Bruce Clay post you will understand that Silo's work by breaking up your website into individual themes, which equates to the search terms or keywords that you're attempting to rank for. By creating highly relevant theme based silos that are geo specific, your odds of being found for a Grand Rapds bike shop quiry increase exponentially and you could very well dominate Google's organic local search results.
Keep in mind that no SEO is guaranteed and it may take time with additional content. But if you practice the Silo methods you can often achieve local exposure that will prove to be profitable.
These are advanced optimization methods used by only the best Detroit SEO companies. By building a crawlable web structure we can clearly communicate with search engines through theme based silo's. Which enables them to fully understand what your website is about
which will increased levels of relevancy and allow your business to rank higher in relevant SERP's.
How to SEO a landing page in a geo specific Silo architecture.
Start by creating landing pages for every city you would like to rank for and optimized those pages for search terms like Bicycle shops in Detroit, Grand Rapids, Lansing, or Traverse City for example. Each of these pages should be rich with geo specific key words as well as the search term your trying to rank for.
Within these pages you should have h2 h3 and h4 tags to break up your content into individual topics. No need for an h1 if you're using wordpress as your page title is considered an h1 and having more than one h1 is not recommended. Within each of these headers tags you'll want to work in the targeted location and search term. It's important to not over do it though as we will be marking up images as well as url's with the location and search term. If you get overzealous your web page will look like spam and google won't rank it well.
Example: Search term is Chiropractors in Detroit..... You may want to break it up a bit for the actual content. Example: Chiropractors services and the rehabilitative effects they have on Detroit residents. Its most important that it read naturally within the content even if it isn't an exact match.
Once you have produced some content that is not keyword packed you should add some pictures and embed a localize map. Be sure to change the file names on all your images so they are relevant with Silo them or keyword. So for example I may add a picture of a bike but will rename the file to (best-bike-shops-detroit.jpg. ) Now when a spider crawls the page they will read this image file and understand that your page and image is about detroit bike shops. Note: use hyphens between your words NOT underscores as search engines read hyphens as spaces unlike underscores.
Most importantly is your url structure. Your url should encompass the theme of your page and location. Using the bike shop as an example you may use a url like this: www.example-site.com/detroit-bike-shops/ or www.example-site.com/bicycle-service-centers-detorit-mi/ .
Use search tools such as Google's Keyword planner to determine what combination of keywords will work best for your page url. Also NOT use (is,and,the,in) or words such as these in your urls as they are considered stop words and will be rejected by crawlers. If using wordpress you may want to install a custom permalink editor so you have full control over your structure. This is the permalink editor I use, Custom Permalinks.