We proceed with the on page SEO workflow based on the Silo strategy. In this part 3, you read about creating and optimising the content for your target page and supporting pages.

After, you will publish your first silo.

8. Creating and optimising the content for your target page

In this chapter, you read about:

- using a tool to get a score on your target page
- optimising the target page content for Google
- using AI to optimise your target page
- human editing your optimised target page
- publishing your optimised target page

You should now have completed your content plan like this:

The target page is your main page and the title represents all the supporting pages you are going to build for your silo. (The keyword for our target page is `on page SEO.`)

Now, the next step is to build and optimise your target page.

So, what is unique about optimising a target page compared to a supporting page? Target pages are usually going to be quite long. Depending on the competition, they may be over 2000 words. When you optimise a target page using either an AI tool or manually, your goal is to get the page an optimisation score between 80% and 100%. When creating optimising supporting content, you are aiming for quick cheap content that gets published rapidly and you are going to test if Google likes or not. Some of these pages are only 700 or 800 words and only need an optimisation score of at least 60%.

For target pages you will continually optimise them. You will only come back to supporting pages if we notice over time that Google is rewarding them. Then you will come back and invest time to make them longer and better. And they will graduate to become their own target pages in the future.

A quick word of warning on using AI content on your website

Regardless of which AI tool you use, do not post AI content directly from the tool onto your website. You must edit all of your content for tone, brand, facts, and uniqueness. The more you edit, the safer it is to use.

Steps to create and optimise your target page

8.1. Use a tool (i.e. PageOptimizer Pro) to get a score on your target page

Your tool should have Google's NLP API as well, and the Signal analysis. 

Insert your primary keyword, select the page, language, region/country you target and generate your report. Implement carefully your keyword in:

• page title,
• H1,
• subheadings,
• and main content.

8.2. Optimising the target page content for Google

You can do this directly in your website editor manually or by using an AI writer. The AI tool requires some editing in order to avoid your content sounding robotic as well as to correct any factual errors the AI may have made.

8.3. Using AI to optimise your target page

Specify the amount of content you would like the AI writer to generate. You can specify as well the enriched content you would like the writer to generate. This can be bold text, Italic text, lists, tables, or more.

Also, you can specify the competitors who you want to train the AI. When selecting your competitors, the recommendation is to view their pages. A quick skim is usually enough to gauge whether or not their content is similar to what you want your article to sound like.

After, select your article tone (i.e. excited, jovial, technical, informative, kind, gentle, etc.), AUTHOR VOICE, and brand voice.

Next, generate content specifically for your title and your H1. For this, you can choose to have the AI to write based on your competitors for inspiration or using your page as inspiration.

After, generate your subheadings (inspired by your competitors or your page). So, add H2 or an H3. Remember to add additional subheadings to your page's structure.

You can add notes such as `write an informative list with an excited tone that tells SEOs and business owners why they need on page SEO`.  

Early on page SEO invest for your website success and massive ROI. Watch your website in search engine results. Scoring top rankings means more traffic.

8.4. Human editing your optimised target page

Use any editor document such as Google document, Word, etc. 

• First, look at title and H1 as this is the most important tag on your page. 

• Then, look at your subheadings.

• The things you should look out for are over usage of introduction sentences and things that sound unnatural, grammatically incorrect, or simply state incorrect information.

• Introduction paragraph: do not use one big paragraph at the start of the page because this could overwhelm visitors. Following front page best practices, you can split this up into what is referred to as an internet paragraph.

• Review your sentences that feel a little wordy.

• Remove nonsense instances.

8.5. Publishing your optimised target page

Copy and paste your edited and optimised content from your Google doc (or any doc. editor you used) to your target page into your website.

• Begin with your title tag.
• Edit your H1 to match your title tag as this is relevant for on page SEO success.

After the entire on-page process, you will have a 100% optimised target page for your silo.

9. Creating and optimising the content for supporting pages

You find in the next reading:

- how to create and optimise your supporting pages
- creating your first supporting page using AI
- human editing your optimised supporting page and publishing it to your website or blog

9.1. How to create and optimise your supporting pages

Supporting page that does not yet exist

LSI keywords in the SEO process are Latent Semantic Indexing keywords that are words or phrases related to the primary keyword. For example, if your article is about the benefits of on-page SEO optimisations, it may include `title tag,` `heading tag,` and `keyword research,` as LSI keywords.

9.2. Creating your first supporting page using AI

Use the AI writer or any AI tool customised to your needs. Remember, the goal for all of your supporting content is efficiency and speed.

Get your content faster from the AI tool compared to the manual way.

• Select a word count of about 800 words and create an enriched content. Use bold terms (for example 8 bold terms), Italic terms (for example 3 Italic terms).
• After, select your competitors and it would be a good idea to train the AI with.
• Select the tone of your supporting page (i.e. analytical tone) depending on your article's topic.
• In the AUTHOR SECTION, select `SEO` as that is the intended audience, as well as your topic. For a brand, use your Brand name.
• Next, you will generate your title. Use your competitor's titles for inspiration if you wish. However, don't use them verbatim. Use also your keyword research and make sure you stay authentic, original.
• With your title and your H1generated, you can now edit the AI tool's output. Begin editing with information related to your section's requirements (i.e. title could be, after it is edited manually, `How to Analyse SEO of a Website and Measure SEO Optimisation Level`).
• Use the text from your title for your H1 (with copy-paste works just fine). Remember, you always want to match your title and your H1. Whether it be your title to your H1 or vice versa.
• Next step is related to subheadings. Because it is a new page and your article does not exist, you can not use your H2s for inspiration. You could use the subheadings from those existing in your AI tool (usually saved from other online resources, competitors). Let's say you will have a total of three subheadings. It is all right, because the priority here is speed and efficiency, not fully optimising the article right off the bat. If those subheadings make sense to you, you can start by explaining the essential steps, go more in depth with the H3. And then you can explain how to make that process easier by using SEO tools.

We continue with the on page SEO workflow based on the Silo plan. In this part 2, you read about Target Page and Supporting Pages keyword research.

6. Target-page keyword research

Your target page and how to find keywords for

In target pages you are searching for primary keywords or the most essential keywords for your website.

On the other hand, for supporting pages you are often searching for terms that you can win quickly.

One critical thing for your target page is that there is only one primary keyword (one target keyword) per page. If it is a very important term, it needs its own page on your website.

You can use other related phrases that you can win, but essentially you are going to optimise for one keyword for one target page. That keyword can have commercial intent on your target page, especially if it is a product page or a service page. But the target page can also be something like a pillar page or some other important page on your website.

Example: our test is to revamp our SEO services page. This is like a lead gen page to get people to try and ask for our SEO services, on page SEO and off page SEO. The keyword for this page could be `SEO services,` `on page SEO,` `off page SEO,` or `on page and off page SEO.`

7. Supporting page keyword research

You will read about:

- how to find your traffic tier
- how to discover keywords for your supporting pages and link them within your silo
- how to categorise your selected keywords into your content plan

7.1. How to find your traffic tier

Let's start by understanding why impressions are so important

Impressions give you a clear picture of how often people see your website when they search. If you read above about avalanche theory, you know that the number of monthly searches for a keyword is super important. So if a keyword is searched 100 times a month, the impressions will show how many times out of these 100 your website was visible.

First, let's figure out where your website stands. Open up your Search Console - Performance, and focus on the period of 90 days (this time frame gives you fresh data and relevant date).

After, select the location you are aiming to rank in. (for our example, we are looking at the United Kingdom).

Make sure to remove any branded keywords from your list. You want to concentrate on the non-branded one. You can use `Custom (regex),` `Queries not containing` to filter your Query section.

To target the right keyword, look at the highest and lowest number of impressions your website got over the past 3 months. Then find the average of these impressions. (Use the round numbers, i.e. 4000, 5000, etc.)

Again, ignore peak days as it will mess up your average.

Your goal is to find and use those keywords that have monthly searches within this average range.

So, in our example, we are at 5000 impressions (average) and Level 5000 from Avalanche Trust Tier Table. We can currently target keywords that have 7500 search volume per month or less.

Keep in mind, with a higher tier level, it could take more than a month to move to another tier level as keywords keep getting more and more competitive.

Advanced strategy

If it is a new website and a website with a small amount of impressions, we recommend starting with impressions to calculate your trust tier levels to get better visibility in SERPs (search engine results pages).

Later, consider focusing on clicks rather than just impressions. If your website has a high visibility but low click-through-rate (CTR), calculate your trust tier level based on clicks to refine your strategy further.

Source: https://www.youtube.com/watch?v=8qYj8k7ecpQ

7.2. How to discover keywords for your supporting pages and link them within your silo

Learn how to find the best supporting keywords and how to link them efficiently

There are two easy methods to find supporting keywords. The first one is Google Search Console and the second one is `people also ask` feature in Google.

By using Search Console, you need to focus on and filter out your main target Page and search for keywords that rank 30+ position and are long tail (meaning that they are longer and more specific keywords).

For that, you can use a simple regular expression formula which will filter out keywords with the 3+ words in it.

Once you get all the keywords, filter them by position, meaning from lowest to highest and look at the question keywords which can be turned into great article titles (for example, we can focus on `how to analyse SEO of a website` that can be one supporting article. Second one can be `how to check your ranking`).

You can also focus on 10 keywords from Search Console and 10 keywords from `people also ask` questions, and then find the monthly searches on those keywords to make sure that they fit your Target Tier which we decided previously.

In our example, we want to focus on:

• `how can I analyse a website's SEO` and
• `what's the best way to check my SEO ranking`.

Another good keywords are `how to optimise SEO for free` and `how to check if SEO is working.

When looking in SERPs for `People also ask`, if you expand it you will get more questions. So always do that. Here you can also get some ideas on good supporting keywords for your titles.

Always check if those questions are searched often enough to fit your website tier and if they fit, they are perfect for you. For example, if they have a lower amount of monthly searches compared to your target tier, that's fine. But if they are in a higher tier level, maybe leave them for later.

Once you have your keywords, it is time to link. Every article or page you create using the supporting keywords should have a link going back to your main page.

When linking, use a longer version of your main keyword as a link text as an anchor text and your main page (target page or tier page) should also have one link going back to one supporting page. Also remember, all supporting pages should have links connecting them to each other.

With these steps you are all set to guide your content team in creating a well structured website.

7.3. How to categorise your selected keywords into your content plan

Simple but effective way to sort your keywords and boost your SEO wins

Start by splitting your keywords from your spreadsheet into multi-tab. On the first tab, filter your Search Console keywords.

On the next tab, get the 'People also ask' questions and here the more the better. Add as many relevant queries as you can.

Now, hop over to the tab where you will add search volume data and you can pull this information using your favourite tool that provides location based number, meaning country based number.

Bring it all together by using simple =vlookup(...) formula to match search volumes with your search console data.

When selecting keywords, remember your tier level. If you are top tier, you can choose any keyword at that level or below. And if you are new to SEO, start at the bottom and climb up each month.

Don't shy away from zero search volume keywords. Why? Because there are hidden gems. These niche topics can make you an authority before they hit the mainstream. Long tail keywords may have low volume, but they are super specific and attract more qualified traffic with less competition. And let's not forget local SEO. Zero volume keywords can drive traffic, local traffic and help you dominate Regional searches. Creating content around these keywords means addressing precise user intent, even if it is for a small audience.

By targeting a wide array of topics, you are widening the net of your keywords. And as search engines get smarter, these keywords feed the semantic search base improving your overall SEO footprint.

With your data ready, it is time to analyse. Label your best picks. Plan like 15 topics a month. Publish regularly every other day and interlink them smartly. Create a network of internal linked content, all leading back to your top level page strengthening your SEO roots.

Example: We picked `how to check SEO ranking.` This one is good and relevant to our top level page with a good amount of search volume below our tier level. And we picked some more from the Search Console. And here is also a good one with a good amount of search volume. From `People also ask` we also choose some of the keywords with zero search volume, but those are all good keywords highly relevant to the top level page, which will help us to widen the net of our keywords and improve our authority within the niche.

After that, you will have all organised and you will be able to target and connect your way to SEO success.

Conclusion of Part 2

The target page keyword research, and also the supporting pages keyword research are both important to define your primary keyword for the target page and variations of keywords for the supporting pages. You now know the details about the two methods to find supporting keywords. The first one is Google Search Console. The second one is the 'People also ask' feature on Google.

The on page SEO optimisation workflow based on the Silo plan

The content is written based on the tested on page SEO method, our SEO experience, and POP optimizer pro. It should take about one hour to read and about eight weeks to implement the entire on page SEO Silo Strategy. Your outcomes may be different depending on your target keywords. You will find out how to achieve results by using the best keywords research for your niche or industry.

It is about some workflow for your website. Regular SEO work, sometimes it can be hard (lack of time, insufficient knowledge, etc.). Use our SEO services and read this content so you will know the results you may achieve with your website.

On page SEO could be a ranking factor for search engines SERPs in 2024 as well. Read on how to use a scientific approach to on page optimisation. Also, use our SEO experience to ensure your website gets found and to grow your business.

Part 1
1. SILO structure, target page, supporting pages
2. Knowledge-based approach to on page optimisation and Optimisation score
3. The on page SEO process
4. What is the reverse silo and how it works
5. Your reverse silo and avalanche content theory

Part 2
6. Target-page keyword research
7. Supporting-page keyword research
    - how to find your traffic tier
    - how to discover keywords for your supporting pages and link them within your silo
    - how to categorise your selected keywords into your content plan

Part 3

8. Creating and optimising the content for your target page
    - use a tool to get a score on your target page
    - optimising the target page content for Google
    - using AI to optimise your target page
    - human editing your optimised target page
    - publishing your optimised target page
9. Creating and optimising the content for supporting pages
    - how to create and optimise your supporting pages
    - creating your first supporting page using AI
    - human editing your optimised supporting page and publishing it to your website or blog
10. Having published your first silo

Part 4
11. Waiting for results after Silo on page optimisations
12. Optimising schema on your target page
13. Optimising your website for EEAT
14. Monitoring your page
15. Off-page work
16. Scale up this on page SEO strategy
17. Eight weeks later
18. Reviewing your SEO progress
Conclusion: On page SEO optimisation with Silo structure

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.

Read on the part 1 about How to optimize your website with SILO strategy. 

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

This SEO plan is about reducing risk while increasing the chance of success. It is also not an entire SEO strategy. This article or guide just outlines the best practice for silo creation and on page optimisation as a foundation to valuable SEO.