Hey guys, this is "SEO" Floyd. In this video I'm going to go over the most common silo structure and linking structure that I do for my local clients. This is going to be most of the clients that you're going to be trying to rank in this course, so it's going to be your local plumber, your local, roofer, your own SEO city business, et cetera. For this example, what I'm doing is I'm sticking with our roofing example. It's a roofing company that's in the Dallas area. A couple of things I want you to notice here. What I've got laid out is, so I have the homepage, and directly linking out of the home page I have a Services page. I have an About Us, a Contact Us, an Areas Served, and then a Terms and Conditions, Privacy, Policy, et cetera, et cetera.
You don't have to have these exact titles. Areas Served could be locations. It could be something else. This could be Services Offered. There could be different ways that you name this, but what's important is that you understand how I do my linking, and that's because it's very important. This is one of the key reasons why you're going to avoid a lot of penalties that a lot of other people are going to get because of the linking that I'm teaching you.
This is the basic structure. Again, we're going with the example of a roofing company in Dallas. I have a category. I have basically two silos here. One of them is the services silo. This is going to be like the Services page. The service is the offer. The offer, for this example I'm going to use residential and commercial as the two main services they offer as part of being roofers. Then for the areas served I've got some cities: Dallas, Plano, Frisco. These are all cities that are in the North Texas area, so if this was a North Texas roofer and they were targeting these cities this is what it would look like. In fact, this is exactly what they look like. This is exactly how I build my sites.
What this will look like is domain.com/areasserved/dallas, /plano, /frisco. Let's say that this was the example I've been using. Let's say it was elevatedroofing.com. So it would be elevatedroofing.com/areasserved/dallas, /plano, or /frisco. You can use the title in there if you want to. You could add, it could be "Dallas Roofing" or "Dallas Roofers," et cetera, et cetera. If the domain name is not branded with your money words then you definitely would. Let's say that it was abcinternational.com. Let's say it was abcdallas.com, or just abc.com, so if it was abc.com was the name of this roofing company, then you would want to do abc.com/areasserved/dallasroofing, /planoroofing, /friscoroofing. We just don't want to overoptimize.
I know that in some courses you've seen some of those silly-looking URLs. Just ignore those. They don't convert any better than what this does. This is exactly what Google wants. If you go through Google webmaster tools training and go through their guidelines, what they want is a very simple site structure which is logical to them. If you were to go to this site, if you were a customer and you were to just land on this site then if you see the Areas Served it makes sense that underneath that would be the locations. Just like if you went to the Services, underneath that would be the different things that you sell.
This is a services company, but if it was a products company it would be organized a little bit differently but the basic concept is the same. What Google like to see, Googlebot specifically, is it likes to see a site structure that is logically ordered the way that it wants it to be logically ordered. If this is a services company, what it likes to see typically is, that serves an area, it typically going to be domain/areas/specific area, so like I've set up: domain/areasserved/specificcity. If this was a product website then it would be a little bit different. What it would like to see is category and then product.
If you think about big sites that sell products online, then what it wants to see is walmart.com/electronics/televisions. Of course we're talking about Walmart, so the chain would be a lot longer. I don't know that you know that. But I'm talking about a small business, not Walmart. If it was a small business, say they were a local flower shop, then it may be domain.com/flowers/roses, something like that. Anyway, I'm sorry. I don't want to get off track for this specific example. It's very important that you see what my structure is.
Your standard silos as we described them, so let's just say that we got here to this Areas Served. We're at the homepage. We go to Areas Served. The only thing on this Areas Served page really is some text and links specifically to these three places, so this page has no standard navigation on it. It can but they all need to be no followed. In other words, if I were to look at your outbound links on your Areas Served page, there should be three: Dallas, Plano, Frisco. I'm hoping that makes sense to you.
There's different ways to silo these but I'm going to do these, instead of doing them all down I'm going to do them kind of one at a time, so Areas Served. Then if I get to this Dallas page when I open the Dallas page, then the Dallas page, really the only place that it's really going to go is going to be back to the Areas Served page and to the Plano page, and to the Services page. The way that these are structured, that's going to vary a little bit by how you want to do it. Anyway, let's just keep it simple. Let's do this: We're going to go Areas Served. We're going to go straight down. The Areas Served is only going to have links to these three cities. These three cities are only going to have links back to Services [inaudible 00:06:45] order. If you get to Plano page, the Plano page is only going to go back to the Services page; I'm sorry, and also back to the Areas Served page.
I'm not good with drawing the little arrows but if I did then Areas Served would go down to this little arrow. This little arrow here would go down. It would go back to Areas Served and it would go to a Services. The other way that you can do this is to have them go straight down. The Dallas page would link to the Plano page. The Plano page would link to the Frisco page, and then it would go back to the Areas Served page or back to the homepage. There's different ways to do it. Neither one, I don't think, is going to really make a huge difference for what I'm showing you, especially when you see the next stuff, which is really the important part.
I want to make sure that you understand one thing is that these are silo pages, so there's going to be the Areas Served, and then these pages are underneath. If you went to these, the URL for this would look like domain.com/areasserved/dallas, /plano, /frisco. Over here what I have is I have my category or my service silo, so the same kind of thing. For this I've just chosen, made it easy, Residential and Commercial, so the Services and [inaudible 00:08:02] it's going to have some text and it's going to talk a little bit about residential with a link to here, a little bit about commercial with a link to here. These both link back to the Services page. These are a little bit easier. These are going to link just back to Services.
Let me show you here, this is where the important part comes in. Hopefully you kind of are already doing this siloing. It's a very basic silo but for local it works really well. Again, this is exactly what I do. I know it works well because I rank all my clients. Let me show you here something that you aren't doing, probably, something that I do that really powers this up for me. I have my standard silos here. The first silo I'm going to add is going to be location-relevant silo. I'm going to build out anywhere from three to five pages that have to do with the city I'm trying to rank. As an example ... Don't do exactly what I'm doing here. You don't need to do this exact thing, but I may have a page about Dallas history. I may have a page about Dallas sports. I may have a page about Dallas restaurants, Dallas entertainment, Dallas city government, Dallas museums, Dallas art, Dallas ... Right? It could be anything.
I'm going to have about three to five articles. The key to this, I want to make sure you understand this, these are not part of our menu navigation, so you can't find these anywhere in navigation. There's not like a link to them because these are pages really that are for SEO. They're not for your clients, so you really don't want them to end up on there. Although we are using only original content on our customer site, so if they did it would be okay, but I don't want you to have to spend $100 on these articles. This is like a $5, maybe $6 iWriter article for each one of these, so maybe $20 for the writing on this.
Do 300 to 500 words. Have them throw a nice image in there or two. Not a big deal. Now you see here I'm targeting three cities, so if I was going to do this then I would have to use this example. I would have nine pages. I'd have three pages for Dallas, three pages for Plano, three pages for Frisco. What I'm going to do is I'm going to then link the Dallas pages to Dallas, the Plano pages to Plano, and the Frisco pages to Frisco.
What I'm doing is I am giving this Dallas page a tone of relevancy, location relevancy for the city of Dallas because this page on my site, it's named "Dallas" and of course it talks about Dallas, but it also has these articles in my site talking about, and these link back to them with keyword anchor text. When these link back to this they link back with the keyword "Dallas," "city of Dallas." It can be some variations but you want to have the city name in it, and that's the only place. This article right here, it only links to Dallas. This only links to Dallas. This only links to Dallas.
Now we're up to nine articles, but what we've done is, with our internal linking we have increased our site's relevancy for these three keywords. If you remember the website, if you remember in Google webmaster tools when I showed you how to look in the content portion where it tells you what it thinks your website is about, this is going to help with this a ton because in this Dallas history what are you going to have? You're going to have a bunch of things, terms related to Dallas. Sports, right? You're going to have the Stars. You're going to have the Mavericks. You're going to have the Cowboys. All these things, or LSI, or latent semantic indexing, they're relevant Hummingbird keywords for Dallas, so they're going to really power up this Dallas page just with internal linking.
I'm going to go back over here now. This is another silo but this is my niche silo. My niche silo is going to have things related to what I'm selling, so roofing, roof installations, roof repair, shingles, nails. I don't know a lot about roofing but I'm sure that there's probably a dozen, several dozen different key words, aluminum roof, wood roof, slant roof, tile, all these different things about roofing that you can put up there. Again, this is a standard-alone silo that's not part of standard, that was a typo, navigation.
These are going to point ... For this example I'm trying to rank these city pages here. I want to rank for Dallas roofing, Plano roofing, Frisco roofing, so in this example I am going to push these articles right here, again, to my city pages. Let's just take Dallas as an example. I've pushed city relevance or location relevance to my Dallas page. Now I've pushed niche relevance to my Dallas page. Now Google thinks that this Dallas page here is about Dallas and it's about roofing or roofs, which is what we want. That's how this Dallas roofing page is going to rank. We're going to do the same thing for Plano and the same thing for Frisco.
I hope that this makes sense to you. The way that this will look, again, is these silos are just straight off the home domain as far as the navigation, but they don't appear in the menu. They're not part of the navigation, so as far as the URL structure, it's just straight shingles, roofs, roof repair. I hope that you're getting what I'm saying here. What I've done with internal linking is I've made this Dallas page relevant for both roofing and Dallas. Now, the last quick thing on this, because I get this question asked a lot, and I go over it a little bit in the GSA, but I wasn't specific about how this relates to the overall strategy.
Again, I want you to understand that what I'm teaching you is what I do, and what I do works for me. I've never been able to not rank a client. That was a double negative. I always rank my clients. I have never failed to rank a client using the exact same techniques that I'm teaching in here; however, different niches can be different and things can change, so you may have to modify what I'm doing a little bit. Don't think of it like these are rules, like if you break them that the universe will end, but I would tell you that generally I would do pretty close to what I'm asking you to do whenever possible because I have tested these things literally to death.
A lot of things I'm not telling you what I'm doing. I'm giving you advice, but I'm not telling you why. In general, try to do what I'm doing but don't beat yourself up if I tell you to make three articles here. You don't have to use Dallas history, sports, and restaurants. Use whatever articles you want that have to do with Dallas, so don't go crazy, but anyway, let me show you this last thing. All we've talked about so far is internal linking. Now I want to talk about the external linking. I'm talking about links that you control, so I'm talking about you've already done all the things, because, again, you shouldn't be watching this unless you've watched the whole course; you've already built all the properties up that I told you to build. This is the end; this is not the beginning.
Now you're at the point and you have not ranked. I should have said that at the beginning of this training. I apologize. This video is meant for if you have done everything that I've trained you so far, and you've waited four to six weeks, and you're still not where you want to be. This is what this training is for. Most of the time you don't have to build out all these extra stuff. If it's competitive you want to just go ahead and do it anyway because you know you're going to need to, but if it's a local keyword that's not got a lot of traffic, a lot of competition, typically this video you won't even need to look at. Again, I apologize. I should have said in the beginning this is for after you've already done the basics and you haven't ended up where you want to be, so you're on Page 2 or maybe you're even on Page 1 but you're at the bottom and you want to move up.
Here we go. Last thing: To the homepage here I am sending brand and naked anchor links. That's it. That's all I'm sending to my home page here. If this was, again, using my example, if it was elevatedroofing.com, I would send links that say "Elevated Roofing," "elevatedroofing.com," "www.elevatedroofing.com," "Elevated Roofing Company," all these things, just brand and naked anchors, http://www.elevatedroofing.com. There's eight variations of a naked anchor. Use all of them, variation meaning there's http://domain.com. Then there's just domain.com. Then there's www.domain.com. If you go through there's eight variations of a naked anchor. Then you can also use capitalization to make it infinitely more, but that's all I'm sending to the homepage.
Now, this is very important, so please pay attention to this part. The Areas Served page right here, I'm sending location anchors to this one, so for this Areas Served page I'm sending all the North Texas links. As I'm going through and I didn't make it with my initial set of links, let's just say. They weren't powerful enough to get me where I wanted to go. Then if I find some nice location links that are relevant for North Texas that I can get, let's say I sponsor a charity and I get a link, a nice link from a local Dallas charity; that would be a good link that I could send to this Areas Served. Again, Areas Served is location anchors.
Services over here in this, this is where we're going to send our niche anchors. This is where we're going to send our niche anchors to, so these are going to be anchors about roof and roofing. Let's say that we find, again, this is Phase 2. It hasn't worked. Let's say way decide to buy a subscription link in a roofing directory. Then we could point it to this services page here, so, again, niche anchors.
I'm pretty sure I said earlier, but in case I didn't, this Services is linking to these pages. These are all going through too. Services are going through. Again, I'm not good with the arrows here, but that's why we're sending the niche anchors here. We're sending the niche to the Services, which are going to bleed over to the city pages, and we're sending the location anchors to the Areas Served, which automatically bleeds down because it's part of that silo.
The last one that I want you to go through is going to be the city pages themselves. A lot of people ... One of my claim to fames is that I've never had a site penalized. I've had customers who come to me with penalized sites, so I actually know quite a bit about how to recover penalized sites, but I personally have never had a site get penalized intentionally. Unintentionally I do for testing, but I've never had a client ... a site that I wanted to rank that got penalized. The reason why, one of the main reasons why, is because of the way that I do my links. Also, of course, as you guys probably know, I'm a nut about PBNs, about keeping them safe.
The city pages: I'm only going to send maybe one, maybe two, maybe three links to this page on average, and they're super high-quality links. I'm going to send some of my best links to this page here. Let's say that I paid for a Chamber of Commerce link in the Dallas Chamber of Commerce. Now, in the initial setup, I didn't tell you where to point those links to initially, and of course you can always go back and change that, but that's a good example of a link you're safe pointing right here. That's going to be a high domain authority link, usually with page rank, usually gets some juice. That can go here.
Let me tell you why it's so important. Google Penguin penalty gets more people than any of the other algorithms or any of the other penalties lately, and Penguin is mostly, of course it's not completely, but it's mostly about backlinks. You can pretty much 100% avoid Penguin if you do what I'm telling you here because the only pages that you care about ranking are these city pages, and the only thing we're sending to these city pages, the only external links we're sending are super high quality, maybe one, two, or three, so it's pretty much impossible to send three or four high-quality, real, legit links here and come up with a Penguin penalty. You're not going to get a Penguin penalty for having a Chamber of Commerce link. It's just not going to happen. The reason why people get penalized is because if they're trying to rank this Dallas page then what are they doing? They're sending a bucketload of PBN links to this page, or a bucketload of GSA links, or whatever their favorite, the 301 domains, whatever their favorite little flavor of the minute is.
They're doing all these little fun nasty little things, and they like playing little games, and what happens is most of the time they get caught. Most of the time they get caught. They get spanked, so what I'm doing here is the power that's going to this page that's actually ranking it is from the internal linking. It's the internal linking that's doing it. Let me show you the last little thing here. Brand and anchor links that come into the homepage sift down into the Areas Served and they hit Dallas. They sift down into the services and they hit Dallas, so those come directly in. Any links we send to Areas Served sift in and hit Dallas. Any links we send to Service sift in and hit Dallas.
We've already talked about the links, specific links. We just talked about the ones to build here. Don't forget though you get these suckers over here too. I can build links to these: Dallas history, Dallas sports, Dallas restaurants. I can build links to these pages. What would happen if this page got penalized? I'm not going to teach you to do anything crazy, but just for argument's sake let's say that you went kind of overboard on this; then you kill it. That page is dead. It's gone. It no longer exists. Then if you just happen to get a penalty, which, again, you shouldn't if you're following my training, but let's say that you buy somebody else's course and they teach you some cool black hat techniques that will rank you in 10 minutes. So you decide to do something stupid on this page.
If you do get it killed then it's no big deal. You just move on. You create a new one and link it back, so we're still good, but what you do want to do, you can build high quality links to these articles here, and by "high quality" I mean they don't have to be the same kind of links we're talking about, like Chamber of Commerce links, but like you could build out Web 2.0s that have good quality content on them, some high-quality Web 2.0 sites you can use, that you can put articles on and put links back to these. Those are perfectly fine. Off of that, then you can get a little tricky if you want to get a little bit tricky.
We're talking a little bit about this is kind of phase two stuff, so the first stuff didn't work. Let's just say for argument sake here, Dallas, if this Dallas history page points directly to this, then this is a Tier 1 link. If this page links directly to this, then this is a Tier 1 page here. What I can do here is let's say that ... And I'm sorry guys. I ran out of room. Let's say that this is a Wix page. Let's say you have a Wix site set up here, and your Wix is pointing to this page. Then that makes Wix a Tier 2, so then you can come out here and, again guys, sorry I'm running out of room here. Then you could do GSA.
Let me move these a little bit just so it makes a little bit more sense. Don't forget that I'm moving these, but just to show you what this would look like. Again, I don't know how to do the little squiggly arrows. I probably should learn. If we do this then that means we're putting GSA on Tier 3. This is Tier 1. This is Tier 2. This is Tier 3. This is going to be fine. Now, again, we're not going to go crazy and blast this Wix with eight billion links, and again this Wix, remember, I'm not telling you to use Wix. I'm telling you this is a high-quality 2.0 property. It could be anything. It could be a Blogspot. It could be a Tumblr. It doesn't matter. What I'm showing you is that you're putting GSA three tiers away from this page you're wanting to rank, which is fairly safe normally.
In the GSA training we go over that, and then actually in the Tier 1 training I go over this a little bit as well. All right, guys, so that's going to be it for this training. I hope that this is was all clear. I will probably go ahead and do another training video if it's like a product or service; I mean a product. I'm sorry, if they sell products, so you can see what that looks like.
A lot of you have asked about the ranking for your city in the SEO term, like Dallas SEO, for example, in my city. This is the site structure that I use for that. This is exactly what I use for pretty much all my local clients, with very few exceptions. This would be the exact same thing here. It's just under here, under Services. It could be search engine optimization, social media marketing, reputation management, instead of these. Then over here you've got eight billion different ways to articles and things that are related to search engine marketing, and online marketing. All these millions of silos hit back here. Then of course the city part stays the same. The city part stays the same. All right, so, again, I hope that that is clear. As usual, I thank you for your time and attention, and I look forward to answering your questions and talking with you guys in the forum. Thanks. Bye.