Whats the best way to structure a Silo ?

[Community]

Topical authority is again rising in conversations, Silo creation is a topic which many get wrong, Whats the best way of doing it ?

 

[AI Helper]

How to structure a silo (the way that actually works)

A “silo” is really two things: (1) a clean topic map (what pages exist and how they relate), and (2) internal linking that makes those relationships obvious to Google and users. Most people mess up by either over-isolating pages (no cross-links at all) or creating messy “everything links to everything” navigation.

1) Start with a topic map, not URLs
Before you touch site structure, map the topic like this:

• Core topic (hub) = the main commercial/primary intent page (or category page)
• Supporting topics (spokes) = subtopics that answer specific questions or cover sub-services
• Proof pages = case studies, comparisons, pricing, examples, templates, stats, etc.

Rule of thumb: if a supporting page can’t rank on its own for a distinct query, it’s probably not a page—make it a section on an existing page.

2) Use a hub-and-spoke internal linking pattern
This is the “safe default” that scales.

1. Hub page links out to all key supporting pages (not 50+ links, just the important ones).
2. Each supporting page links back to the hub with consistent, natural anchor text.
3. Supporting pages cross-link only when it’s genuinely helpful (same intent, same user journey). Don’t force it.

If you do only those three things well, you’ll already beat most silo implementations.

3) Keep URL structure simple (don’t over-engineer)
People love deep folders. Google doesn’t need them. Use folders when they help humans.

Good patterns:

• /topic/ (hub)
• /topic/subtopic/ (supporting)

Avoid:

• 5+ levels deep
• changing URLs just to “fit the silo”
• putting everything under /blog/ if it’s not really a blog intent

If you already have URLs, don’t restructure unless there’s a strong reason (mass redirects often create more problems than they solve).

4) Navigation: show the silo without sitewide link spam
Sitewide nav/footer links can flatten your structure if you link to every subpage everywhere.

What works well:

• Top nav: link to hubs (categories/services), not every supporting article.
• Hub page: acts like the “table of contents” for that silo.
• Supporting pages: include a small “Related guides” block (3–6 links) + link back to hub.
• Breadcrumbs: keep them on (great for clarity + internal links).

5) Content rules that make silos rank
A silo isn’t just links. The pages must avoid cannibalization and match intent.

• One primary intent per page (don’t mix “what is X” with “buy X” on the same URL unless it’s a hub).
• Differentiate supporting pages by angle: “how to”, “best”, “vs”, “cost”, “examples”, “templates”, “mistakes”, “checklist”.
• Use consistent entities/terms across the silo (same vocabulary, definitions, and subtopics).
• Add unique value: original screenshots, mini case studies, data, step-by-step processes.

6) Practical build process (fast + clean)

1. Pick 1 hub topic you want to win.
2. In Ahrefs/Semrush: pull keyword clusters around that topic (Questions + Related terms + Also rank for).
3. Group into 6–20 supporting pages (start smaller if you’re a newer site).
4. Publish hub + 3–5 best supporting pages first (don’t launch 30 thin pages).
5. Add internal links: hub -> supports, supports -> hub, and a few relevant cross-links.
6. In Google Search Console: watch queries for cannibalization and adjust (merge/redirect if needed).

7) Common silo mistakes

• Over-isolation: no cross-links even when it helps users.
• Over-linking: huge “related posts” blocks everywhere that dilute relevance.
• Thin hub pages: a hub that’s just a list of links with no substance.
• Cannibalization: multiple pages targeting the same query with similar intent.
• Building silos around keywords, not topics: leads to repetitive pages.

Quick question so I can tailor this
What type of site are you structuring (local service, ecommerce, SaaS, affiliate/content site), and are you starting fresh or reorganising an existing site? If you share one example topic you’re targeting, I’ll outline a clean hub + supporting page map and the exact internal link layout.

 

[Community]

How to structure a silo (the way that actually works)

A “silo” is really two things: (1) a clean topic map (what pages exist and how they relate), and (2) internal linking that makes those relationships obvious to Google and users. Most people mess up by either over-isolating pages (no cross-links at all) or creating messy “everything links to everything” navigation.

1) Start with a topic map, not URLs
Before you touch site structure, map the topic like this:

• Core topic (hub) = the main commercial/primary intent page (or category page)
• Supporting topics (spokes) = subtopics that answer specific questions or cover sub-services
• Proof pages = case studies, comparisons, pricing, examples, templates, stats, etc.

Rule of thumb: if a supporting page can’t rank on its own for a distinct query, it’s probably not a page—make it a section on an existing page.

2) Use a hub-and-spoke internal linking pattern
This is the “safe default” that scales.

1. Hub page links out to all key supporting pages (not 50+ links, just the important ones).
2. Each supporting page links back to the hub with consistent, natural anchor text.
3. Supporting pages cross-link only when it’s genuinely helpful (same intent, same user journey). Don’t force it.

If you do only those three things well, you’ll already beat most silo implementations.

3) Keep URL structure simple (don’t over-engineer)
People love deep folders. Google doesn’t need them. Use folders when they help humans.

Good patterns:

• /topic/ (hub)
• /topic/subtopic/ (supporting)

Avoid:

• 5+ levels deep
• changing URLs just to “fit the silo”
• putting everything under /blog/ if it’s not really a blog intent

If you already have URLs, don’t restructure unless there’s a strong reason (mass redirects often create more problems than they solve).

4) Navigation: show the silo without sitewide link spam
Sitewide nav/footer links can flatten your structure if you link to every subpage everywhere.

What works well:

• Top nav: link to hubs (categories/services), not every supporting article.
• Hub page: acts like the “table of contents” for that silo.
• Supporting pages: include a small “Related guides” block (3–6 links) + link back to hub.
• Breadcrumbs: keep them on (great for clarity + internal links).

5) Content rules that make silos rank
A silo isn’t just links. The pages must avoid cannibalization and match intent.

• One primary intent per page (don’t mix “what is X” with “buy X” on the same URL unless it’s a hub).
• Differentiate supporting pages by angle: “how to”, “best”, “vs”, “cost”, “examples”, “templates”, “mistakes”, “checklist”.
• Use consistent entities/terms across the silo (same vocabulary, definitions, and subtopics).
• Add unique value: original screenshots, mini case studies, data, step-by-step processes.

6) Practical build process (fast + clean)

1. Pick 1 hub topic you want to win.
2. In Ahrefs/Semrush: pull keyword clusters around that topic (Questions + Related terms + Also rank for).
3. Group into 6–20 supporting pages (start smaller if you’re a newer site).
4. Publish hub + 3–5 best supporting pages first (don’t launch 30 thin pages).
5. Add internal links: hub -> supports, supports -> hub, and a few relevant cross-links.
6. In Google Search Console: watch queries for cannibalization and adjust (merge/redirect if needed).

7) Common silo mistakes

• Over-isolation: no cross-links even when it helps users.
• Over-linking: huge “related posts” blocks everywhere that dilute relevance.
• Thin hub pages: a hub that’s just a list of links with no substance.
• Cannibalization: multiple pages targeting the same query with similar intent.
• Building silos around keywords, not topics: leads to repetitive pages.

Quick question so I can tailor this
What type of site are you structuring (local service, ecommerce, SaaS, affiliate/content site), and are you starting fresh or reorganising an existing site? If you share one example topic you’re targeting, I’ll outline a clean hub + supporting page map and the exact internal link layout.

Lets say its for a Local Service business, is there any particular rules you follow in terms of internal linking ?

 

[AI Helper]

Local service silos: internal linking rules I actually stick to

For local service sites, the “silo” usually looks like: Service pages + Location pages + a few supporting trust/FAQ pages. The internal linking goal is to (a) push authority into your money pages, (b) avoid location-page spam signals, and (c) make it easy for users to move from “I need X” to “I need X in Y”.

Rule set for internal linking (local services)

1. Keep your main nav tight: Home, Services (hub), Service pages, Areas (hub), Contact
   Don’t put 30 city pages in the header or footer. Link to an “Areas we serve” hub instead.
2. Use two hubs: /services/ and /areas/ (or /locations/)
   These hubs become your controlled “distribution points” for internal PageRank.
3. Service pages should link to relevant location pages via a small “Areas we serve for this service” block
   Keep it curated (top cities/neighbourhoods you actually want to rank). Think 5–15 links, not 100.
4. Location pages should link back up to the parent hub + to the top relevant service pages
   Example: “Plumber in Leeds” links to /services/ and to /boiler-repair/, /emergency-plumber/, etc. Usually 3–8 service links is plenty.
5. Avoid “every location links to every other location”
   That creates a big, low-value mesh. If you want lateral links, do it through the /areas/ hub and maybe “nearby areas” (3–5 max) where it makes sense geographically.
6. Create (and link to) 1–2 strong trust pages sitewide
   Examples: /reviews/, /case-studies/, /about/. Link to these from service + location pages. It helps conversions and gives Google consistent trust signals.
7. Anchor text: descriptive, not identical everywhere
   Use variations like “boiler repair in Headingley”, “Headingley boiler repair service”, “boiler repair near Headingley”. Don’t force exact-match anchors in every block.
8. Use breadcrumbs everywhere
   They naturally reinforce structure: Home > Services > Boiler Repair, Home > Areas > Leeds.
9. Add contextual links inside copy (not just blocks)
   1–3 per page is enough. Example on a service page: “We also cover Leeds and Headingley.”
10. Don’t build “service x location” pages unless you can make them genuinely unique
    If you do them, they become the money pages and should be linked from both the service page and the location page. Thin duplicates are where local silos go to die.

A clean linking pattern (what I aim for)

• Home -> links to top 3–6 services + “Areas we serve” hub + trust pages
• /services/ hub -> links to all core service pages
• Service page -> links to: /services/ hub, 5–15 priority locations, 1–3 related services, trust pages
• /areas/ hub -> links to priority cities/regions (not every tiny neighbourhood if you have loads)
• Location page -> links to: /areas/ hub, 3–8 relevant services, contact/quote page, trust pages, 3–5 nearby areas (optional)

How to sanity-check it with tools

• Screaming Frog -> crawl, then check Inlinks for your key service + location pages. Your money pages should not be “orphan-ish”.
• Screaming Frog -> Visualisations: Crawl Tree Graph to see if stuff is buried.
• GSC -> if you see multiple location pages swapping for the same query, you’ve got cannibalization; reduce cross-links and tighten which page is the “target” for that intent.
• Ahrefs -> Best by links (internal) to see where your internal authority is actually flowing.

Quick clarifier so I can be specific
Are you building separate service-area pages (e.g., “Boiler Repair Leeds”), or only service pages + location pages? And roughly how many locations are we talking (5, 50, 500)? The linking rules change a bit once you’re at scale.

 

[Community]

Local service silos: internal linking rules I actually stick to

For local service sites, the “silo” usually looks like: Service pages + Location pages + a few supporting trust/FAQ pages. The internal linking goal is to (a) push authority into your money pages, (b) avoid location-page spam signals, and (c) make it easy for users to move from “I need X” to “I need X in Y”.

Rule set for internal linking (local services)

1. Keep your main nav tight: Home, Services (hub), Service pages, Areas (hub), Contact
   Don’t put 30 city pages in the header or footer. Link to an “Areas we serve” hub instead.
2. Use two hubs: /services/ and /areas/ (or /locations/)
   These hubs become your controlled “distribution points” for internal PageRank.
3. Service pages should link to relevant location pages via a small “Areas we serve for this service” block
   Keep it curated (top cities/neighbourhoods you actually want to rank). Think 5–15 links, not 100.
4. Location pages should link back up to the parent hub + to the top relevant service pages
   Example: “Plumber in Leeds” links to /services/ and to /boiler-repair/, /emergency-plumber/, etc. Usually 3–8 service links is plenty.
5. Avoid “every location links to every other location”
   That creates a big, low-value mesh. If you want lateral links, do it through the /areas/ hub and maybe “nearby areas” (3–5 max) where it makes sense geographically.
6. Create (and link to) 1–2 strong trust pages sitewide
   Examples: /reviews/, /case-studies/, /about/. Link to these from service + location pages. It helps conversions and gives Google consistent trust signals.
7. Anchor text: descriptive, not identical everywhere
   Use variations like “boiler repair in Headingley”, “Headingley boiler repair service”, “boiler repair near Headingley”. Don’t force exact-match anchors in every block.
8. Use breadcrumbs everywhere
   They naturally reinforce structure: Home > Services > Boiler Repair, Home > Areas > Leeds.
9. Add contextual links inside copy (not just blocks)
   1–3 per page is enough. Example on a service page: “We also cover Leeds and Headingley.”
10. Don’t build “service x location” pages unless you can make them genuinely unique
    If you do them, they become the money pages and should be linked from both the service page and the location page. Thin duplicates are where local silos go to die.

A clean linking pattern (what I aim for)

• Home -> links to top 3–6 services + “Areas we serve” hub + trust pages
• /services/ hub -> links to all core service pages
• Service page -> links to: /services/ hub, 5–15 priority locations, 1–3 related services, trust pages
• /areas/ hub -> links to priority cities/regions (not every tiny neighbourhood if you have loads)
• Location page -> links to: /areas/ hub, 3–8 relevant services, contact/quote page, trust pages, 3–5 nearby areas (optional)

How to sanity-check it with tools

• Screaming Frog -> crawl, then check Inlinks for your key service + location pages. Your money pages should not be “orphan-ish”.
• Screaming Frog -> Visualisations: Crawl Tree Graph to see if stuff is buried.
• GSC -> if you see multiple location pages swapping for the same query, you’ve got cannibalization; reduce cross-links and tighten which page is the “target” for that intent.
• Ahrefs -> Best by links (internal) to see where your internal authority is actually flowing.

Quick clarifier so I can be specific
Are you building separate service-area pages (e.g., “Boiler Repair Leeds”), or only service pages + location pages? And roughly how many locations are we talking (5, 50, 500)? The linking rules change a bit once you’re at scale.

yes there will be local service pages, around 20

 

[AI Helper]

If you’ve got ~20 service-area pages, here’s the internal linking setup I’d use

With only ~20 “Service in City” pages, you can keep it really clean and still get strong topical + local signals. The main thing is: pick a primary target page per query and make internal links reinforce that, so you don’t end up with 5 pages competing for “service + city”.

Recommended structure (simple and scalable)

• /services/ (hub) -> lists core services (non-location)
• /areas-we-serve/ (hub) -> lists cities/areas (if you have them as standalone pages)
• /service/ pages (non-location) -> “what we do” pages
• /service-city/ pages (your ~20 local service pages) -> your local rankers / lead pages
• /reviews/, /case-studies/ (or /work/), /contact/ -> trust + conversion support

If you’re only doing the ~20 local service pages (and not separate city pages), that’s fine—just don’t create extra thin location pages “because silo”.

Internal linking rules for the 20 local service pages

1. Home page: link to your best 6–10 local service pages
   Use a “Popular services in [region]” block. Don’t link all 20 from the homepage unless it’s genuinely useful.
2. /services/ hub: link to the non-location service pages
   Then from each non-location service page, link down into the relevant local service pages (more on that below).
3. Non-location service page -> link to all relevant local service pages (or a curated set)
   Example: /boiler-repair/ links to:
   “Boiler repair in City A”, “Boiler repair in City B”…
   If it’s only 20 total pages, linking to all matching ones is usually OK. Keep it in a neat HTML list/table.
4. Each local service page links back up to its parent non-location service page
   This is your core “silo” connection. It also helps Google understand the relationship.
5. Local service pages: cross-link only to close siblings
   Good cross-links:
   • Same service, nearby city (“also serving X, Y”)
   • Same city, closely related service (“need emergency callouts?”)
   Keep it tight: 3–6 cross-links per page is plenty.
6. Avoid sitewide footer links to all 20 pages
   That tends to flatten everything and can look spammy on local setups. Put them on a hub page instead.
7. Use breadcrumbs
   Example: Home > Services > Boiler Repair > Boiler Repair City A
   Even if your URL doesn’t match that perfectly, breadcrumbs still help reinforce hierarchy.
8. Anchor text: mix it up, don’t go exact-match everywhere
   Rotate natural variants:
   “boiler repair in City A”, “City A boiler repair”, “boiler repair near City A”.

A practical linking blueprint (what links to what)

• Home -> /services/ + top local service pages + /reviews/ + /contact/
• /services/ -> all non-location service pages
• Non-location service page -> 5–20 matching local service pages + 1–2 related services + /contact/
• Local service page -> parent non-location service page + /contact/ + /reviews/ + 3–6 relevant cross-links

Two “gotchas” that matter with service-area pages

1. Don’t let your non-location service page and your best service-area page fight
   If “boiler repair” (no city) is important, keep that page more general and don’t over-optimize it for the main city. Let the city page own “boiler repair + city”.
2. Make each service-area page genuinely unique
   Not just swapping the city name. Add: local testimonials, photos from jobs, local regulations/parking notes, neighbourhoods served, response times, pricing ranges, and a short FAQ specific to that area.

If you tell me what the 20 pages are (is it 1 service across 20 cities, or multiple services across a few cities?), I’ll sketch the exact hub layout and how many links I’d put in each block.