Organic traffic is free traffic that comes to your website from search engine results. This is different than traffic that comes to your site from social media sites, paid advertisement, or people just typing your URL in a browser. Globally in June 2019, we observed that the average website gets about 48% of its traffic from search engines (organic traffic!) with most websites falling between 34% and 61%. One of the best ways to improve your rankings and increase your organic traffic is to develop a content silo strategy based on finding the relevant keywords for your website.
Think of content silos as internal linking structures on your website where all the content in each silo focuses around a single broad keyword. In other words, it is a hierarchy of content usually starting with a single link off your homepage and then expanding into multiple pages that all have something to do with the “silo”. For example, let’s say you operate a law office that specializes in estate planning. You could build a content silo around estate planning with pages built around services like wills, trusts, and other estate planning tools. These pages will then be linked from the main estate planning page. This passes page authority down to these sub pages and let’s you keep the pages for hard to rank terms closer to the top. The URL in this case may look like something like this sallyestateplanning.com (homepage), a link at the bottom for estate planning leads to sallyestateplanning.com/estateplanning, then there might be four links on that page going to particular service areas like sallyestateplanning.com/estateplanning/wills. Finally, this last page on wills may have another link going to sallyestateplanning.com/estateplanning/wills/denver. This page is in a three layer deep in the silo. Remember each layer can have multiple links going off to multiple pages so the amount of content can quickly add up but keeping it all in a silo (and of course keep that content useful and well written) will help with rankings.
Creating an initial silo map of the important keywords in your industry is a good first step towards growing your organic traffic above your current 627 visitor(s) a week. Once you have a content roadmap in place it is important to allocate time to write content each week and begin to fill in the silos. You may not see instant results overnight but if you are consistent you will see solid traffic growth over time.
*Note: Siloing content is not the same as blogging. We use blogs for “timely” content and messages. Siloing is a more advanced SEO activity that allows you to target the keywords you want and organize your content according to how difficult terms are to rank for. Tools like semrush.com, and spyfu.com can help you identify the keywords that people are searching for in your industry and how hard they are to rank for.