• First you can check your E.E.A.T. health for your website

• Next, optimise schema to your target and supporting pages

12. Optimising schema on your target page

You just finished making your web page better with keyword optimisation. Now let's make it glow for search engines with schema optimisation. Schema types could be Corporation, Organization, Website, Webpage, BreadcrumbList, etc.

You can use schemas to boost your page. How do you pick the right schema? First, ask yourself what is my page about? Is it an article, a product description, an event, or maybe a local business information?

Then think about your SEO goals. One wants to catch eyes in search results, so gives detailed information to search engines. Each goal guides you to the best schema.

You can check and see what is popular with the SEO competitors and pick a winner.

Let's say you choose `Organization schema.` Nowadays you can use AI to generate it. After, review it manually to make sure it is meaningful.

Finally, insert your Json file schema (copy-paste) in your web page. Of course it depends on your web builder and website, where and how you will integrate the schema markup. But basically you can add it at specific page top or bottom head or body. It does not matter. It will work. It is magic anywhere.

Also you need to check your structured data fundamentally. Use tools like Schema Markup Validator https://validator.schema.org/ to inspect if schema works, just to make sure that everything is set up right. It is like giving your page a thumbs up for search engines too.

During validation, you can see some warnings and errors. While warnings are not important, the errors should be fixed in your schema. An error means that Google can't read your schema markup on your page. Thus, it is a good idea to fix the errors in your schema markup.

Now you are all set up and you have schema optimisation. Reach the top of the search results!

13. Optimising your website for EEAT

Now that you have optimised the schema for your target page, you will need to inspect your page's EEAT signals. 

In 2003, Google had a major problem. A ton of sites were going live each and every single day. Many of those sites were launched by well-meaning business owners seeking to increase their visibility. But at the same time, scammers were running uncontrolled taking the money and running at every opportunity. So what's the solution? Google determined that the solution then, in November 2003, was EEAT. Introduced in what is called the Florida Update, EEAT signals are how Google determines that a web page is a trustworthy authority on any given topic. They do this by examining things like content, contact information, licensing information, about us pages, and more.

Google EEAT signals include Privacy Policy, Terms of Service, Return Policy, Customer Service Page, Payment and Exchange Policies, About Us page, Blog page, Internal link, SSL Certificate on the entire website, Social Media Links, X (Twitter) card, Team Page, Cookie Policy page, Copyright, Contact Details, Phone number, Business Address, Organization Schema, Author Schema, X (Twitter) description, and so on.

If a `Meet the team page` link is missing on your target page (and maybe your competitors have it), add a link on your target page to a `Meet The Team` page. A link that includes the word `team,` `meet us,` `meet the team,` `who we are,` `the crew,` `crew,` `our people,` `people,` `our story,` `profiles,` `stuff,` in on A tag ( a tag) this link visually appears in the header of the page.

Update your target page with recommended EEAT signals.

14. Monitoring your page

Use on page tools to monitor your page. Bear in mind that most tools give you pointers on how to optimise your page and then you are on your own. This could be a set-and-forget strategy. You optimise your page, then it is out of your mind and you move on to other things. Inevitably rankings, performance, and relevance of a page deteriorates over time.

Thus:

• keep an eye on the pages you already worked on;
• see when optimisation or performance has dropped;
• do a checklist of the things you need to do to bring the page back.

Monitor your page's overall optimisation as time goes on. Set up a time frame, or frequency to review your page (i.e. each week, each month, each quarter).

15. Off-page work

Where does link building fit into all of this workflow? Now, obviously this is an on page SEO article and not a link building article.

Generally, do your link building to the supporting silo pages, not directly to the target pages. This is a safer method and the silo structure is designed to pass link juice down to the target page.

What to use for anchor text in your link building strategy? We suggest using the whole title of the supporting page. That is a very safe way to do your link building and also allows you to get contextual terms into your anchor text.

When choosing a link building provider, the best providers are the ones who give full transparency into the links they are building and why they are building them for you.

16. Scale up this on page SEO strategy

After waiting about 30 days it is time to go back and check on how the Impressions and Clicks within the silo are going. Use for example Google Search Console to do this.

You want to go to the pages you have been working on. This could be a target page, it could be the supporting pages. 

You will want to check for three things:

• The first metric you will see improving is Impressions. That is a good sign.
• Then, you will want to see an increase in keywords the page is ranking for.
• Lastly, after an increase in Impressions and keywords, you will begin to see an increase in Clicks.

Important: after a little increase in quantity, you may start to see a drop in CTR and average position for the page. This may be alarming, but it is actually a very good sign. It means the page is starting to rank for more and more keywords.

So, now it is time to start working on your next reverse silo. You will choose a new target page and start the process over.

Don`t forget, before you start the keyword research for your next batch of supporting pages, recheck your traffic tier to see if your site has been promoted. This means you can go after slightly more competitive keywords.

So that is the entire on page SEO workflow and we wish you all the SEO success.

17. Eight weeks later

So, it is about 8 weeks since you updated the on page SEO and started publishing your silo articles. How is it looking?

Just to review, there are two main purposes for the on page SEO silo that you built:

1. To boost traffic and rankings to the target page (it could be a conversion page for our SEO services)
2. And growing overall Impressions and traffic to the site to promote the site`s trust tier. So, not only do you want to get more site wide Impressions and Traffic just in general. But when you get promoted to the next tier, you can target keywords with higher search volume and so the cycle spirals upwards.

18. Reviewing your SEO progress

See how effective your Seo strategy is. Open your table or dashboard with your SILO PAGES. i.e. You made a total of 15 supporting pages for your target page. Let's say you began publishing these articles on March 9th and finished publishing these articles on April 29th.

Each of these supporting pages content was generated using optimisation, an AI tool, after which it was edited manually, then published.

Each of these pages pushed non-branded traffic to your site and assisted your target page by passing trust and authority to it.

Keep in mind, before you get to the results, that the time period for this campaign was incredibly short. So you still have many SEO strategies you could apply to help these supporting articles do even better. For example, you could create images and other assets to help improve your supporting pages structure to give Google the type of page that it wants. You could also add schema to these pages or apply off-page SEO strategies and more.

Let's start examining the details inside of Google Search Console.

For your target page, your main goals were to increase the traffic in ranking your page received. Because of this, you started the campaign by doubling this page's word count and increased the number of important terms on this page by 193. These terms were spread out to the subheadings and main content.

Schema was also added to this page and finally the title was updated to reflect the new target keyword.

You should achieve your desired result of increasing traffic (increasing your average impressions per day by roughly 100%).

The reason you should look at impressions is because this is a lead indicator of what will eventually turn into a steady growth of clicks.

You should also have increased your target page's average ranking for your target term.

For your silo pages, you should have managed to get more impressions across all 15 pages. If one of these fifteen pages has more impressions, you should upgrade it to become a target page itself. Remember though that all of this was done in eight weeks. So in a normal campaign there would still be much to do.

Conclusion of Part 4

Conclusion: On page SEO optimisation with Silo structure

The purpose of this on page SEO strategy is to describe the workflow process based on the Silo structure. To sum up this SEO plan:

• You started with wanting to improve the performance of your target page with on page SEO.
• So, you upgraded the page and improved the on page SEO.
• Then, you found your trust tier and did keyword research around which supporting articles you could create for the silo for your target page.
• You shortlisted 15 pieces of content you were confident you could rapidly publish and also rank quickly.
• Then, you created these articles doing light SEO but the priority was on not spending too much time or money on them.
• You scheduled the publishing of these articles about every couple of days for a month. These articles were all internally linked following the reverse silo method which aims to follow any trust and authority the supporting pages generate through to your target page.
• Next, you waited about 8 weeks examining to see how you were progressing each week.

In those eight weeks, these were your achievements:

- Your target page went from ranking around 20 to ranking around 9

- The target page roughly doubled in the number of Impressions, while non-branded Impressions to the blog pages went from about 4000 per day to 8000 per day

- So far you have seen roughly a 22% increase in clicks to the target page across all keywords.

We cannot guarantee every time you build a silo like this that you will get the same results. Sometimes the results may even be better, sometimes not. That is the nature of SEO.

For any SEO enquiries and demands, contact our SEO team or see our SEO services.

• Transfer it inside of a Google document or Word document, or Notepad.
• Look out for an overuse of introduction instances (such as `furthermore,` `in addition to,` `adding on to that,` etc.). If you overuse introduction sentences, it can lead to the actual idea of your article becoming lost.
• Look out for grammatical accuracy and for potential overuse of flowery language. This can be a starting point for your users to disconnect from your article.
  

Note: website slug or URL slug is the last part of the URL address, serving as a unique identifier of the page

Conclusion of Part 3

Read about the on page SEO process from start to finish. You will find some of the high level concepts and the more practical Seo strategy. After finishing reading, you will have a fairly complete, scalable, repeatable on page SEO workflow.

You are going to build a silo page with the aim to power up your website with authority, ranking your most important pages and getting them traffic.

You will read on how to build a silo around your target page with supporting pages, how to select the content, how to optimise all the pages, how to internally link them together to power up your silo. This process is great because it is proven. It is also applicable to virtually any type of website or business on the web.

In 2024 on page SEO only could enhance your website and your business. See how in this study.

1. SILO structure, target page, supporting pages

A silo is a way to structure website content so that you support your target pages or your most important pages with other pages on your website.

Your content plan includes building a silo structure for your target page. Use a main page within your website which you want to rank higher for your target keywords.

In a few words, your content plan is made up of creation of the silo structure, target page, supporting pages, research and use of target keywords, adding EEAT signals, publishing your pages, monitoring the results, reviewing your progress.

2. Knowledge-based approach to on page optimisation

The scientific approach to on page optimisation means to use an organised and scalable process. The old way for on page SEO was the `guessing way`.

The scientific method of POP Optimizer to test Google's algorithm is US patented. The scientific optimisation approach works and works in POP with the philosophy that the secret is hiding in plain sight. Google shows you the websites it likes and likes those sites for either their on-page optimisation or their off-page optimisation. POP focuses on on-page optimisation.

This is a timeless approach to SEO that is just as effective now as several years ago. Google shows you the sites it likes and as changes happen such as updates or new competitors come in, you can evaluate the SERPs and see what Google needs so you can rank for your keywords.

There are different ranking signals within the scientific optimisation approach that POP uses. These include:

• your target keyword,
• variations of your keyword,
• LSI or contextual terms,
• word count,
• page structure,
• entities in NLP.

All of these things move the needle. These are not correlational aspects of SEO, but these are causational aspects, things that will help you rank better.

Optimisation score

If you use the POP tool, the Pop`s optimisation score tells you how optimised your page is for a particular keyword. This gives you the confidence to know that you have done all you need to do for your on-page SEO.

The improvements come in rankings and traffic faster, following Pop`s recommendations compared to other on page tools. You will see benefits within a few weeks. What kind of benefits? Well, if you have a new website and you build to optimise a page and Pop targeting a competitive keyword, no you cannot expect to be on page one instantly ranking for that particular keyword. In fact, you may never get to page one for your target term because things depend on a lot of different factors. What you can expect to see is:

• an improvement in the number of keywords the page ranks for,
• increases in rankings for those terms,
• increases in impressions and traffic over time that you never would have realised without using Pop.

3. The on page SEO process

A website is mostly made up of two types of pages: target pages and supporting pages.

Target pages are conversion or commercial intent pages (`money pages`). They are the types of pages where you will earn the most amount of money from your website.

Supporting pages are informational pages. They are not built directly for conversions. They are made to help potential buyers who are doing research, to increase traffic to the website.

Build your SEO strategy around this framework. We must say this is not the only strategy you could use, but you can read about and apply our tested method for building content silos made up of target pages and supporting pages.

This procedure works for anyone, at any level of SEO, and any type of SEO. Regardless you are an SEO, or a writer, or a business owner, or agency owner. Also, you could have an e-commerce website, an authority website, service-based business, SAS business.

Use what Google rewards and what Google is already rewarding right now. Google shows you the websites it likes and if you can reverse engineer those sites or see how they are ranking, you too can also rank very well.

Also, you will always stay relevant because of these factors. Read more about on page SEO, SEO optimisation, SEO and copywriting for online stores, SEO strategy, website SEO.

4. What is the reverse silo and how it works

Silos are a model for creating content and internally linking it. They create a formidable flow of authority through your website that you control. They help you build authority and then direct it to the pages that are the most important.

We are going to write about the reverse silo method.

Example of reverse silo

Most people when they think of their website, they think of it from the top down. They think of it from the homepage to maybe their product or services pages to then supporting pages underneath that. The reverse silo turns that on its head.

Through testing we realised that those supporting pages actually do a lot of the heavy lifting for the website in ranking and we need to focus on them.

In the example of the reverse silo, you see the three supporting pages up top. You see arrows between them and then the arrows down to the target page. Those arrows are links. Those are the links between those pages and to your target page.

Those links should happen within the body of the supporting content. You are not worried about links in the menu, or the sidebar, or the footer. You are only looking at links in the body content.

Now, because you are linking in the body, these pages can live anywhere on the website. They could be within a blog post area, or they could be pages, or they could be just about anything on your website.

The connection made between them is through the links within the body.

While those supporting pages will link to each other, they will also all link to the target page.

When planning out our reverse silos, we will often build around 15 (fifteen) supporting pages for each target page. We will often do them in sets of 5 (five). Those five will link to each other and then to the target page. Reverse silo is one of our secret arms in SEO. It is quite simple but very powerful and if you master it, it is going to help you rank for a lot of terms.

5. Your reverse silo and avalanche content theory

We are believers in avalanche theory. Avalanche theory is based on the idea that every website sits within a traffic tier.

Your website's traffic tier is based on how much traffic your website generates on average over a period of time. The more traffic your website is generating on average, the higher your traffic tier, the easier it is to rank for higher traffic keywords.

We are going to use avalanche theory to identify our site`s traffic tier and then to identify the supporting keywords for our silo that we can easily win. By doing this, we don`t waste time creating articles for keywords that will ever see the light of day in Google. We focus only on what is likely to generate quick wins.

Here is how to calculate your traffic tier

Over a 3-month period find the day with your highest number of clicks and your lowest number of clicks and get the average of those two numbers.

Example:

258 clicks January 28th

111 clicks April 6th

Average: 184.5 clicks

Our traffic tier is 185.

Take that number (in our case, 185) and then find it on this chart:

Now you will want to find keywords with a monthly volume in that range. As the avalanche content matures and starts generating impressions and traffic, your website will graduate to the next traffic tier where you can start creating content around, more competitive and higher traffic keywords.

As this process is using your website's naturally recognized authority rather than quick SEO boosts like links, it is a safe and sustainable way to ensure that the traffic you generate won't be taken away during Google updates.

Conclusion of Part 1