In the SEO industry, certain core principles remain constant, but how you correctly apply them is the key to a website's success or failure. This article, drawing on in-depth insights from on-page SEO expert Kyle Roof, will break down practical techniques from content structure to keyword strategy, helping you gain an edge in the 2025 SEO competition.
Silo structure is essentially a method of content organization. Many people mistakenly believe that simple parent-child categories (like example.com/colors/red) constitute a silo. However, this "physical silo" offers no direct ranking benefit; its value is limited to user navigation.
What's truly effective is the Virtual Silo, which establishes connections between pages through internal linking, particularly within the main body text. Kyle emphasizes that building this type of silo is the core of his SEO strategy:
The core idea behind this structure is "Reverse Silo": don't think from the homepage downwards; build upwards from the supporting pages. These supporting pages bear the crucial responsibility of passing authority, and their mutual support ultimately funnels authority to the target page.
Key Tip: Each supporting page should serve only one target page. Avoid linking to other categories or service pages. If you want a piece of content to be a traffic hub or referral source, handle it separately, but pages within the silo have a single mission: to support the target page.
For teams looking to efficiently build this structure, SEOInfra can help you rapidly generate high-quality supporting content in bulk and automate internal linking, significantly reducing manual labor costs.
There's an ongoing debate in the industry regarding URL structure: is a flat structure better, or multi-level folders?
Kyle's conclusion is clear: The shorter the URL, the better the ranking—but the reason isn't the URL's length itself, but rather the target page's proximity to the root domain.
Each additional folder lengthens Google's crawl path, slowing down indexing, which can indirectly impact rankings. Therefore, Kyle recommends:
For example, if you're a tree service company, instead of example.com/services/tree-trimming, use example.com/tree-trimming and then categorize logically through your navigation menu. The menu structure and the URL structure don't need to be identical.
In the age of AI, content has become overwhelmingly abundant. How do you find topics that are both valuable and not overly competitive?
Kyle shares a highly practical tip: subscribe to your industry's online magazines, forums, and news platforms (including paid ones). These typically report on upcoming industry trends, new product launches, and policy changes 6 months or even a year in advance.
You can write related content in advance. By the time the event actually happens, your page will have been indexed by Google and accumulated authority, putting you far ahead of competitors.
Kyle also mentioned how they wrote content for lawyer clients about collective lawsuits that hadn't yet occurred. Once the cases were public, the client's website immediately became the top-ranking information source, and traffic surged.
A significant advantage of SEOInfra is its ability to rapidly convert content from YouTube videos, podcasts, industry discussions, etc., into original blog posts in bulk, allowing you to outpace competitors in content production speed and seize opportunities.
Regarding LSI keywords (or "contextual related terms"), Kyle provides a very clear answer: They are a ranking factor, and a crucial one.
Google needs contextual keywords to understand your page's topic. For instance, if you're writing about "kitchen," mentioning "sink, tiles, paint" suggests kitchen renovation. If you include "refrigerator, stove, family gathering," it implies home living. If it's "holidays, warmth, memories," it's an emotional narrative.
Kyle emphasizes:
Kyle's tool, POP, automatically analyzes competitor pages and tells you which important words to include, how many times, and exactly where (title, H2, H3, body). He notes that some pages require 112–187 important words, while many websites only have 81—this is the root of the ranking gap.
Kyle's team has conducted extensive testing and found that AI-generated content typically lacks the contextual keywords Google requires.
While large language models (LLMs) can produce fluent sentences, they don't automatically incorporate the "semantically related terms" that Google's algorithm seeks. Kyle's tests show:
This is why many people see their website traffic decline after using AI to generate content in bulk—Google simply cannot understand what the content is about.
Solution: After using AI-generated content, you must use SEO tools (like POP) to check if contextual keywords are sufficient, or directly use content generation systems designed for SEO optimization, such as SEOInfra. These systems have built-in semantic structure and contextual optimization during content generation, avoiding hollow content.
Kyle's answer is direct: Yes, it does.
If all the top-ranking pages in search results have 3,000 words, and yours only has 500, you're unlikely to rank.
However, more words aren't always better. The key is to match the target range of your competitors while maintaining contextual keyword density. Kyle suggests:
Additionally, many people find discrepancies when counting words in Google Docs versus SEO tools. This is because hidden text within HTML code (like alt tags and schema markup) is also counted by Google.
Kyle's answer is very affirmative: EMDs are absolutely effective. Anyone who says otherwise, I'd like to see their data.
Exact match domains (like birthinjurylawyer.com) remain a powerful ranking signal in 2025. Kyle notes that many high-earning lawyer websites use this strategy because it directly tells Google your website's topic.
Kyle believes Guest Posting is still effective, especially in the era of AI Overviews and large language models, where external citations are more important than ever.
However, he emphasizes two points:
Kyle also mentions that Press Releases are an underestimated strategy that can help your content become a citation source for LLMs like ChatGPT.
The recent testing conclusions from Kyle's team are: Schema does not directly improve rankings.
The purpose of Schema is to:
However, it is not a ranking factor. Kyle recommends still implementing it but not expecting it to move your ranking from 50th to 1st place.
Kyle's core viewpoint is: The underlying logic of SEO has never changed.
The only change is that we now have new KPIs: AI Overview appearances, LLM citation frequency, etc.
And SEOInfra is a tool designed for this new era—it not only helps you efficiently generate content that meets Google's standards but also automates technical structure optimization, multilingual expansion, and auto-publishing, allowing your SEO to achieve true scalable growth.
Kyle mentions the "Avalanche Theory": Google judges the "tier" of keywords you can rank for based on your website's authority. If you try to rank for keywords beyond your tier, you'll need stronger on-page optimization and more backlinks. It's recommended to start with low-competition keywords to build authority gradually and then move upwards.
Kyle suggests observing the URL structure of national brands in your city and imitating their approach. Typically, it's a combination of "location + service" pages, while also retaining pure service pages to cover "near me" searches.
Testing shows that placing the full address in the website footer significantly aids local SEO, as it appears on every page. Embedding Google Maps or adding driving directions links has a less noticeable effect.
Kyle considers this a hyped-up concept. As long as your content structure is sound and contextual keywords are sufficient, you naturally meet vector semantic requirements. There's no need for specialized optimization for this metric.
Doing one or two occasionally (like mutual promotion for charity events) is fine, but large-scale link exchanges will be identified and penalized by Google. Kyle recommends focusing energy on high-quality Guest Posting.
Summary: The core of SEO has never changed—understanding how Google interprets content, building a logical page structure, and acquiring high-quality backlinks. However, in the AI era, execution efficiency and scalability have become more critical. SEOInfra is built precisely for this purpose, helping you achieve true SEO automation and scalable growth while maintaining quality.
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