Case Study Part 5 – New Silo Architecture Test
One of Matt’s Many SEO Silo Ranking Case Study:
- Case Study Part 1- The Objective
- Case Study Part 2 – Terms and Definitions
- Case Study Part 3 – Strategic Scenario
- Case Study Part 4 – Test Overview
- Case Study Part 5 – New Silo Architecture Test
- Case Study Part 6 – Site Speed Test
- Case Study Part 7 – Freebase Verify Test
- Case Study Part 8 – Onpage Optimization Test
- Case Study Part 9 – Engagement Test
Test 1: Silo Architecture on a New Site
We were testing to see what effect thin content has on site visibility and whether the site was able to create transactions just by utilizing silo architecture alone.
When we say thin content typically the websites don’t have a lot of copy on page; usually a few hundred words.
We also were testing the importance of site load time. We used the HTML 5 functions to present lots of images on the index page of the site. There where over 70 images loading in total which bogged the whole site down even though it was really nice to look at. The load time was about below the average.
You will also see that the site was not “very visible” up to the end of March however the site did create transactions weekly from being published. Contact was filled in and submitted and the ladies were converting leads shortly after the site was launched. This is what I love most about silo architecture. The site just moves through the serps.
Now don’t let the chart fool you and give the impression the site is not working and it is not being found online. The local based keywords ranked super-fast with thin content & slow page load times due to all the images on the page (thumbnails). The reason why the site still ranked and created transactions as shown below was due the way we themed the site using silo architecture.
You can see we got leads January, February, March and April… as far back as October 2013…
Transactions where created by the targeted market personalities we were after. In the coaching I discuss the business objective behind the wedding silo. The goal for the salon was to get the brides because with every bride came with bridesmaids and the mother of the bride.
The image below shows leads created in this period.
Email from Kelly Carelson, 5th row
In this email below we have an enquiry for a wedding. It’s for 4 ladies!
I would like to enquire about your bridal make-up.
My wedding day is the 20th of December 2014 and I will need make-up to be done for 4 ladies, myself included.
Is it possible for you to please send me your pricelist for bridal make-up and are you available on the day. Thank you very much.
Kind Regards, Kelly
OK, so when looking at the enquiry we can clearly see our “Wedding” silo is speaking directly to the audience we are targeting. This is the silo where we put “more effort” into the copy & persuasion. Is it perfect? – No; but its working and can be improved upon.
- The persuasion layer is working ok in the wedding silo
- The local keywords are ranking and driving leads
- Contact form is working and leads are being generated & delivered to the client.
- Page load speed score is between C-D. Must be improved
- Site is not as visible as competitors
- W3C errors that need addressing
Actions that need to be taken
1. Improve page load speed site wide.
2. Implement a CDN to deliver content even faster
Conclusion for Test 1
Silo architecture has allowed the SASSI site to rapidly gain more ranking visibility across many keywords than competitors out the gate. See competitor on bottom left of chart. This shows us the effect across multiple types of sites competing with us.
In each instance across all search engines; silo architecture has outperformed the local competitors out the gate.
SASSI’s visibility is increasing whereas 90% of the competitor’s sites are flat lining or slightly increasing.
What does this tell us?
1. They local businesses and most work in their business and online is a lower priority
2. There may be only a few keywords that drive business. We need to find out what they are and own them!
3. Silo Architecture ranks for hundreds of keyword with far fewer back links thus increasing the sites visibility. You will see on the image below taken at the time of writing SASSI only has two recognized back links…
Ok so now that we have the proof that silo architecture built using the tools developed at Network Empire Rock and does the job, let’s move on and deal with the slow load times.
The next logical test would be to find out what would happen if we fixed the load time and then added a component to the WR1 framework called a CDN – Content Delivery Network.
Tips and Tricks
In order to reduce the thumbnails that were being loaded on the index page I took a screenshot of the group of thumbnails and made 1 image. I created a gallery and I gave it a nice description and optimized the meta data for the gallery page. Before there were 12 images loading for that particular element. Now it was just 1 image.
Continue to: Case Study Part 6 – Site Speed Test