When it comes to marketing in a saturated market, you need to do everything in your power to grab your audience’s attention.
That’s why most brands are turning to visual content to attract and engage their customers using a variety of tools.
But creating visual content and randomly scattering it all over your website won’t do you any good. You must be strategic about it.
You need to create content silos with your visual content.
In SEO and content marketing, content silos are a technical SEO (and website architecture) strategy in which related content is grouped so that it forms several layers of material on a single topic.
Content silos help you organize your website’s content in such a way that it will have clear keyword-based themes.
These make it easy for both users and search engines to navigate your website.
To achieve this, there are two main types of content silos you can employ:
In short, content silos help improve usability and crawlability.
Now that you know what content silos are let’s briefly look at a few reasons you must create them for your visual content.
And just so we’re on the same page, visual content refers to any kind of content that contains imagery.
For example, take this guide on remote work from MarketerHire:
At the end of the day, your brand can’t afford to ignore visual content in its content strategy.
That’s because research shows that the use of visual content increased by 10.5% from 2018 to 2019.
That’s a testament to the fact that visual content is effective in helping brands achieve their business goals.
If your website features a lot of visual content, it’s advisable to use content silos to keep it well organized. That’s because content silos help improve your:
One of the biggest reasons brands should create content silos with their visual content is it helps improve their website’s information architecture (IA).
A good IA helps your website users find the information they are looking for fast and as efficiently as possible.
Of course, the easier you make it for your customers to get the information they need, the higher your conversion rates become.
Good IA is crucial for every website. But more so for websites with a lot of product categories.
And that’s exactly what content silos help you achieve.
Another benefit you get from organizing your visual content into content silos is that it helps improve user experience (UX).
Because content silos make it easy for your customers to navigate through your website (especially if you have countless products), they’ll have a positive experience on your site.
Of course, UX plays a big role in offering a positive customer experience (CX). And this is important as studies show that CX has become the biggest brand differentiator, ahead of product and price.
SEO plays a huge role in succeeding in running an online business. And content silos are a great way to boost your website’s SEO. That’s because content silos:
Creating content silos with visual content is something that every brand should be implementing. Let’s quickly dive into how you can do just that.
Now that we’ve laid a solid foundation, it’s time to get practical. It’s time to create content silos with your visual content.
The first step to creating content silos with your visual content is determining your website’s core topics/themes. Of course, this is largely influenced by the products/services you offer.
Or if you’re running a service-based website or an informational blog, it’s determined by your service offerings and what you’re starting to blog about.
The main focus of any website is to push your business goals. In short, it’s to sell your products and services.
For it to succeed in doing so, you have to turn your website into a sales machine.
And that’s where content silos come into play.
If you can define your website’s main focus, it becomes easier to know how you’re going to silo your visual content in a way that encourages conversions.
Once you’re clear on your main themes, the next step to creating content silos with your visual content is to create categories. These are subfolders on your website that will deal comprehensively with each topic.
Here’s an example from Camping World:
Creating a content silo for their product categories using visual content makes it easier for their customers to find what they need. It also helps search engines understand what
And that brings us to the next step in our content silo creation.
With your categories created, you must make sure to create a visual content strategy. This starts by understanding your target audience since they determine which type of visual content (and formats) you’ll focus on.
Other elements of a solid visual content strategy include:
Your visual content strategy is the map that will guide every step you take in creating content silos with your visual content.
As such, you must invest time and resources in ensuring you design a strategy that will help you achieve your business goals.
Creating content silos is pretty straightforward. However, there are some best practices you must follow to achieve optimum results.
A word of caution is in order if your website has a lot of pages or categories. Watch out for keyword cannibalization. This happens when multiple pages on your website are optimized to rank for the same keyword.
When this happens, those pages will be competing against each other. As a result, each page will have diminished authority on search engines. It will also result in lower clickthrough rates (CTRs) and, ultimately, low conversion rates.
For your content silo to be effective, you must ensure you have a well-planned internal linking strategy.
Sure, all content in a silo is related. But that doesn’t mean you should randomly interlink between the pieces.
In other words, don’t rely on internal linking tools to create the links for you.
Instead, carefully map out which pieces of content should be linked and the particular hierarchy of the internal links.
When you create content silos, be careful to maintain a simple URL structure.
Simple URL structures make it easier for search engines to:
Besides keeping your URLs simple, you must also make them as descriptive as possible.
For your content silos to be effective, make sure your layers don’t go too deep. The recommended depth is three clicks away from the homepage. Reasons for this are:
Going too deep with your silos could lead to your website visitors ending up going down a rabbit hole.
As a result, they’ll forget why they visited your website in the first place. This will cause them to leave your website without performing your desired action.
Your content silos need to be designed with an end goal in mind. If you’re a blogger like me for example, your content silos could have the end goal of selling an online course. If you’re a SaaS company, your end goal might be moving users from your content silos to your service pages to start a free trial.
These pages build trust with your audience and funnel them to what matters most.
If your website features a lot of visual content, you must employ content silos in your website architecture. Just to recap, this helps you:
Overall, creating content silos with your visual content will help drive more visitors to your website and increase your conversions.
And no matter what niche or industry you’re in, content silos are simply the logical way to go with your visual content.