How the Best SEO Company Uses Silos and The CMS

Staff Writer: Jessica Ross

Date: 7.25.2012


Common problems an SEO services company run into are poorly done information architecture and an inefficient content management system (CMS).  There are many factors that go into making a website a search engine optimization success, but information architecture, or siloing, and a proper CMS are huge aspects that determine the way a site is picked up by search engines, how user-friendly the site is, as well as, how the site owners run it.

The design, build, and organization of a website can boost or hinder search engine optimization.  Search engine optimization ready web design and development is part of the cornerstone needed for a web marketing plan.  Having an SEO-ready web design makes SEO and conversions more affordable and more effective.  This is because straightening out a website with poor performance due to inefficient CMS and content in disarray, not to mention the cost of the conversion.  Sites that lack being setup for SEO success work harder for rankings and conversions.  When a conversion does happen the cost is likely higher due to the time, resources invested.

This is why the best SEO company suggests starting off with a web design that has been build with SEO in mind by having a solid content management systems and strategic siloing.  When some of these problems are addressed, quick and long-term wins will create a strong foundation for web marketing initiatives.

A site’s content needs to be silo’d to improve visitor experience and boost rankings.  Signs of bad siloing are when you have to dig for information on a site or only receiving bits of information on a topic and you have to search elsewhere for answers.  The goal of siloing is to not only provide enough information for search engines, but to have quality information for those visiting your site.  This is why siloing boosts ranking and traffic, “what’s good for the user is good for Google.”

Siloing works by creating and organizing information into categories within a site to optimize general and supporting (long-tail) keywords along with Meta information that shows search engines what the site is about.  Search engines often favor a page for ranking if enough quality content surrounds the keywords chosen for an individual page.  This helps give the website subject-matter authority when it comes to search engines.  Have a landing page with a number of supporting content pages on the subject.

Having the right CMS is extremely important to an SEO campaign.  A good content management system is needed for search engines to crawl and index a site easily as well as allow a web marketing team access to key elements in SEO.  If a spider can’t crawl easily through a page, it won’t know the information it needs once it’s there.

When considering a content management system, it’s best to think about your marketing strategy and the different tasks that must work in the system to accomplish the overall goal.   Content management system (CMS) is about providing a simpler way to make SEO efficient throughout.

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