By Mason Yu
Building a local SEO strategy without content silos is like trying to build a house without a foundation—you might get something up, but it’s not going to stand strong. Content silos are the secret weapon for local businesses looking to dominate their markets. They leverage proximity, relevance, and prominence—the holy trinity of local SEO ranking factors.
If you’re not familiar with content silos, think of them as the architectural blueprint for your website’s content. They organize your content into structured, interconnected clusters that guide both users and search engines to exactly what they need. Whether you’re running a single location or a multi-location empire, content silos can boost your visibility, drive more traffic, and increase conversions.
Let’s dive into some actionable strategies to create content silos that will help your clients climb the local search ranks.
Strategy 1: Build a Content Silo Around Service Verticals
You know what drives customers nuts? Not being able to find what they’re looking for. That’s where service vertical silos come in. By organizing content around specific services, you’re not only answering customer questions but also guiding them down the path to purchase.
Step 1: Narrow Down Your Services
Start by identifying the core services your client offers. Look at what the competition is doing, and see where your client stands out. This could be an opportunity to focus on services they excel at, filling gaps that competitors have left wide open.
Step 2: Identify Major Topics
Once you’ve pinpointed those key services, it’s time to dig deeper. Identify major topics related to each service and create a variety of content pieces around them. For instance, if your client is a roofing company, topics might include different roofing materials, common roofing issues, or the benefits of regular roof maintenance.
Real-World Example: Southern Premier Roofing
Southern Premier Roofing nails this strategy. They’ve built a silo around their services, with landing pages for each one. But they don’t stop there—they dive into related content like roof repair signs, comparison articles (e.g., hip roofs vs. gable roofs), and preparation tips for roof replacement. This comprehensive approach keeps potential customers engaged and moves them closer to conversion.
Strategy 2: Build a Content Silo Around Each Location You Serve
Got a client with multiple locations? A location-based content silo is your best friend. By creating location-specific content, you’re not only optimizing for proximity but also making it easier to track rankings and performance.
How to Create Location-Based Content Silos
Start by listing all the cities or areas your client serves. Create dedicated pages for each location, and link them to a central “locations hub” on the homepage. This setup helps users find the location nearest them and satisfies their search intent, whether they’re looking for services in a specific area or just browsing options.
Real-World Example: Baker Roofing
Baker Roofing is a pro at this. They’ve got a search bar where users can set their preferred distance, and a map showcasing all their service areas. Each location has its own page, making it easy for potential customers to find exactly what they need, right where they need it.
Strategy 3: Build a Content Silo Around Localized Content for Specific Services and Locations
When your client’s business operates in multiple regions, each with its own quirks, laws, or preferences, localized content silos are key. This strategy is especially useful for businesses that need to comply with regional regulations or address location-specific customer needs.
How to Create Localized Content Silos
Focus on what makes each location unique. Customize your content to speak directly to the audience in each area. This isn’t just about swapping out city names—it’s about tailoring your message to resonate with local customers.
Real-World Example: Smith and Wollensky
Smith and Wollensky, a steakhouse chain, nails this. Each location’s page has a unique header image and content that reflects the vibe and needs of that specific area. This approach not only avoids duplicate content but also establishes the brand’s authority in each market.
Bonus Strategy: Optimize Your Google Business Profile to Augment Your Silo Strategy
Your client’s Google Business Profile (GBP) is often the first thing potential customers see—sometimes even before your website. Make sure it’s optimized to complement your content silos. Add links to specific landing pages, use relevant keywords, and include high-quality photos that bring your client’s services to life.
What Else Should You Consider?
When building content silos, think about the entire customer journey. It’s tempting to focus on quick wins, like targeting decision-stage customers, but don’t neglect those at the top of the funnel. Create awareness-stage content to drive traffic and build brand recognition, then guide users down the funnel with educational and evaluative content.
Keep your content well-structured, with simple URLs and consistent on-page SEO. Use internal links to connect related content and make it easy for users to navigate your site.
Conclusion
You’ve got the blueprint. Now it’s time to build. Start by choosing one of the strategies we’ve discussed and dive in. As you build out your silos, keep an eye on performance metrics and be ready to tweak your approach as needed. With content silos, your clients will see more traffic, higher engagement, and, most importantly, more conversions.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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