July 11, 2008
Here is a brief synopsis of integrating SEO, Link Building and a (CMS) Content Management System for optimal results. After studying the top ranking sites in multiple niches, one thing is resolute regardless of the industry.
- The introduction of consistent, fresh content.
- A pliable content management system
- Intricate naming conventions supported by a logical semantic infrastructure
- strong internal linking
- A method to encourage external links (RSS, Social Media, Forum participation or large user base) external link popularity.
When using a CMS (content management system) to create content, the categories (subfolders) you create and what they are named determine how strong and deep the information silos become. Think of siloing as layering content to create relevance for that topic/folder.
The folder /category name should be one of the main keywords you are trying to rank for, this way you chip away at it through the capacity of one of the prime ranking factors allinurl (what is in the name of the domain or naming convention). Example site.com/keyword/keyword-topic.html
For consistencies sake, if you create a category, plan to add at least 10 posts or pages in it so that the content can reciprocate and create a cohesive theme. Otherwise add the content to a related topic / theme before embarking on creating abandoned folders.
In addition, the semantic relationships for the silo / category also have greater significance if they are about a related topic.
Ideally having more than 15-20 categories on your CMS/Blog does one of two things (1) dilutes your theme if you don’t have enough external links to make the page rank buoyant to support the root folder or (2) it can create a juggernaut-like effect when those pages age (every 2-3 months) and start to shift internal link weight around and through the rest of the site.
Chronology and content development are synonymous with future top 10 placement. Under this premise, “the SEO percolator effect” or “SEO pressure cooker technique” suggests that you write today transforms into the top 10 rankings of tomorrow (depending on your theme and linking structure stabilize and how popular from external links the reputation become). These are just analogies I use to describe similar events in context to SEO.
The ideal formula is a strong aged page to anchor a new page. Linking from a related post or linking to an older post or page from a new page gives it credibility to either updraft / up link and pull the new page into the SERPs (search engine result pages) by the affinity of the stronger page (by serving as a resource) or by linking to a new page from an old one the older page becomes the ideal back link.
To simplify, look for linking opportunities that spawn logical progression and can aid the reader in gaining more context for the content that is presented. This strategy is priceless over time (most wikis and authority sites are based on this model) the premise is, use your own sites equity so a user does not have to leave to satisfy their thirst or hunger for more information about the topic.
The more cohesive your content and presentation, the longer readers spend perusing the said pages, which ultimately has an impact on how your site is viewed by search engines and people. This is the first stage of building authority for your own content so you do not have to rely on other sites as much to catapult rankings into the top 10.
A post or page carefully selected for impact, a crisp title gleaned from keyword research and a few links from the right places (including internal links) can go a long way.
In addition, you can now build links to the silo site.com/keyword/ (folder) to create expression and rankings for every page in the silo. This combined with strong links to internal pages, social media engagement or external links to the site and the category rich naming conventions make your content a candidate for future top 10 placement.
Another added bonus is the ability to leverage the authority and link value generated by creating powerful topical silos. Under the proposed scenario, landing pages are ideal (link from each article to the landing page but not vice versa) as well as link from your oldest and most relevant page in the root (if you don’t have one use the homepage) to create a future top 10 position (that protects itself by default with pure SEO defense).
Jeffrey Smith is an active internet marketing optimization strategist, consultant and the founder of Seo Design Solutions Seo Company http://www.seodesignsolutions.com. He has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and fresh marketing strategies to individuals involved in online business.