Everything you need to know about SEO, published jointly with Search Engine Land every Thursday.
Everything Should Not Be A Blog Post: Start Using Silos
Having trouble deciding how content should be organized on your website? Rather than put everything on your blog, columnist Patrick Stox recommends a silo structure.
Why is it that when SEOs write any new content, the content will inevitably end up on a blog?
Most companies create a vague concept of a website structure which includes pages that cover products or services offered by a client, and these pages typically stay there until the website is redesigned. All the new content is then posted on a blog. But blogs really don’t make sense from a website structure standpoint.
Instead of doing keyword research early and planning topics/subtopics for a proper website structure, most companies end up with a few basic top-level service pages. All of the good content then gets lumped into blog posts.
I urge you to think about your website structure, how your users will navigate to any additional pages and how you will link to additional pages before building the website.
What Should Be A Blog?
News, employee profiles, company announcements, various media and entertainment are types of content that should be in your blog. Any informational resources (or resources that fit into any of the content groups on your website) should not be a blog.
If you’re worried about your readers and promotion, you can still post a blurb and link to your new pages from your blog.
Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.