Site Architecture: Cross Linking vs. Siloing

[DonnieCooper]

Respectfully, what's the difference between the nearby hotels example and the cars example?
More specifically, If these 'nearby hotels' links might dilute that articles topical focus, why wouldn't a link to 'mercedes' from a 'BMW' page?
Thanks Alan.

[AlanBleiweiss]

just to clarify regarding my input - my perspective is based on my experience with client sites on all scales, small, medium, large and mega sites.

To me it's more important to see how things work on our own sites and evolve them over time as compared to purely looking for what others do or say as it's own reason for taking action.

[DonnieCooper]

Also agreed. However, when new SEOs enter the sphere, they must start somewhere. And, clearly there's value in studying other's work to help clarify, expand or even challenge one's own hypothesis and practices. I also avoid implementing a tactic/ strategy on a paid client project, if reputable SEO's and/or the community as a whole, recommend against it. I may try it on my personal site, but not a customer's. Thanks for all your help Alan.

[AlanBleiweiss]

If I have a category California Hotels, sub-category San Francisco Hotels, then having links in a sub-navigation bar to each (if there's only a handful), each of those links reinforces the strength of the top level Hotels, 2nd level California, and third level San Francisco related phrases.  They all support each other.

If, on the other hand, I have a link to "nearby hotels", that implies I'm going from a single hotel details page to a uniquely filtered "geo" category page that shows hotels based on some criteria - it might be all San Francisco, or all within a distance radius, or all within a zip code radius.

Even if it's all other hotels in San Francisco, it's not a link pointing to another (or several) same-level page(s).  It's pointing one layer higher.

That's a filter more than a properly constructed category drill-down.  And it implies that the page I'm on will NOT be listed on that target of the "nearby" link.

[AlanBleiweiss]

You're dead on accurate in the need for and importance of how "consensus" can help new people get started.  The trick is helping them find enough truly experienced people who have done that testing on a wide enough variety of sites, as well as lots of disclaimers being plainly stated on all such discussions.  It's why I strive to always refer to "in my experience"...

[DonnieCooper]

Indeed Alan, that's good advice we all should follow. Thanks. I'll follow suit from here-on

[EGOL]

This is a great question and an even better discussion.

Special thanks to Alan for sharing all of the details. 

[DonnieCooper]

Sorry for the confusion Alan, and thank you very much for the discussion.

To help clarify for others reading this discussion (and for myself), are we both agreeing that: in the attached image it is an 'SEO AND usability best practice' for the hotel detail pages inside the Tallahassee category/directory to link to each other?

*Of course, there are always caveats,  such the maximum outbound link limit recommended by Google, etc.

But as a general practice, would you have "Hotel 1", "Hotel 2" and "Hotel 3" (inside the "Tallahassee" category) link to one another?

D1i8j.jpg

[dignan99]

Agreed.

I spent some time working on a hybrid silo structure in my blog, and proper cross linking on the main area of the site thanks to the discussion here.

[AlanBleiweiss]

Having all listed and linked is ideal for SEO, however you rapidly cross into usability problems if there are more than a handful. (Would you want 50 or hundred links in a sidebar nav? ) When a site is so big that there are more than a handful that could be linked from that sidebar, it's actually best practice to NOT have any others linked from the sidebar, else you confuse users even more (listing only some, but not all). User Experience is paramount when making these decisions. Even at the expense of SEO in some cases. And if that happens, other tactics need to be employed. Like having a separate, dedicated funnel for "featured properties". Which requires even more unique content in that funnel. But it at least boosts the ranking value for those properties included.

[DonnieCooper]

I think you're right Alan, that makes great sense. Thanks. Do you think Etsy's sidebar is a good compromise between the two? I'm sure testing each site is the best way to figure out what users prefer on that specific site. But in general, do you think that's a good balance to use in order to keep too many links off the page, yet still keep detail pages within a category linking to each other?

[dignan99]

I found a relatively "ghetto" approach to silo using wordpress, since I don't have the time or technical skill to implement it perfectly.  Using a specific plugin, it will compare posts and reference a set number of related at the bottom, creating a link structure similar to a silo.  It's not perfect but it is easy.

[AlanBleiweiss]

Etsy's got a good structure with their category and sub-category sidebar that balances SEO and user experience.  note though that when you get deep into the individual Etsy stores, that's gone, because it would dilute the individual store owner's account focus and distract users.

[DonnieCooper]

Yeah, your right. I would image those links aren't relevant when on store pages, and would definitely distract some people

On their product pages though, they use some cross linking to relevant topics. But I'm sure it's at the bottom- out of site- as to not distract people. So I would image those are mostly there for SEO. Would you agree?

[dignan99]

I found a relatively "ghetto" approach to silo using wordpress, since I don't have the time or technical skill to implement it perfectly.  Using a specific plugin, it will compare posts and reference a set number of related at the bottom, creating a link structure similar to a silo.  It's not perfect but it is easy.

[AlanBleiweiss]

exactly.  "Tags" and "materials" are not exactly top level category stuff

[DonnieCooper]

Anyone have anything else they'd like to toss into the discussion?

Any examples you'd like to share of detail page linking vs. silos?

[edit] Just found this (old) blog post by Google about the importance of (internal) link architecture... I quote:

Q: Let's say my website is about my favorite hobbies: biking and camping. Should I keep my internal linking architecture "themed" and not cross-link between the two?

A: We haven't found a case where a webmaster would benefit by intentionally "theming" their link architecture for search engines. And, keep-in-mind, if a visitor to one part of your site can't easily reach other parts of your site, that may be a problem for search engines as well.

[toddmumford]

I agree with Alan, and would like to add that I believe that using the silo method can increase the proximity of closely connected clusters of keywords better. In other words, by nature, in a silo structure, tightly knit keywords support each other and pass theme and relevance value to each other by default when a strong supportive breadcrumb is in place. Often with a flat site architecture extra programming needs to be done to establish those relationships as they relate to internal pages.

[DonnieCooper]

Hey Todd, thanks.

While I definitely agree about having tightly themed categories, I'm not quite sure I am sold on using a silo. Correct me if I'm wrong here please, but isn't a silo when you don't cross link detail pages (within the same category) with each other? I think Alan feels the same way, or perhaps I've misunderstood.

Check this post about the importance of link architecture by Google. Specifically, the last Q&A.

[helpwanted]

Hi Alan...

Is there a case study -- where a silo is broken down  and analyzed that I can use to understand this siloing concept !

My understanding of A Silo is -- you for example if you have a grocery store website - you create a dairy section then all related dairy products are found here and a deli dept then all cold cuts in this section  etcc where all the pages are themed from the top then on downward, and trying to keep the silo 3 clicks from home

The breadcrumb -- not sure how this comes into play but if I keep the site 3 clicks from home at any time someone needs to get back to where they started from they are able to do it, so how does the breadcrumb help if I am already trying to keep the structure a 3 click structure for easy navigation and easy exit back to beginning.