organize wordpress content using custom post types

Why Custom Post Types Matter in WordPress SEO

Most blogs and websites start with just posts and pages. While this structure works for basic sites, it becomes limiting when you're publishing various content types — like tutorials, case studies, reviews, or documentation. Custom post types (CPTs) let you break content into logical groups, which enhances internal linking, improves crawlability, and enables silo-based content architecture.

Understanding the Concept of Content Silos

A content silo is a way of organizing website content so that related topics are grouped together hierarchically. This structure not only helps search engines understand content relationships but also improves user experience.

For example:

• Silo: Tutorials
• Category: WordPress
• Posts: "How to Install WordPress", "How to Secure WordPress Login"

Each silo should have a main index page and link to its children. This is where custom post types shine.

What Are Custom Post Types in WordPress?

Custom post types are content types in WordPress that go beyond the default post and page. They allow you to define new kinds of content with their own templates, categories, and logic.

Common examples include:

• portfolio – for projects or case studies
• review – for product reviews
• resource – for tools or downloadable guides
• course – for educational modules

Benefits of Using Custom Post Types for SEO

• Clear URL Structures: Each CPT can have its own slug like /resources/ or /reviews/.
• Improved Topical Authority: Grouping similar posts in a silo supports semantic relationships.
• Template Customization: Each CPT can have a unique design, improving user engagement.
• Better Indexation: Search engines can crawl and index content by silo, reducing crawl waste.

How to Create a Custom Post Type in WordPress

Option 1: Use a Plugin

If you're not comfortable with code, use plugins like:

• Custom Post Type UI – simple interface to register CPTs
• Pods – allows CPTs and custom fields
• Toolset – powerful, visual content modeling tool

Option 2: Add via Functions.php

You can also create a custom post type manually using code like this:

function create_resource_post_type() {
  register_post_type('resource',
    array(
      'labels' => array(
        'name' => __('Resources'),
        'singular_name' => __('Resource')
      ),
      'public' => true,
      'has_archive' => true,
      'rewrite' => array('slug' => 'resources'),
      'supports' => array('title', 'editor', 'thumbnail', 'excerpt'),
      'show_in_rest' => true,
    )
  );
}
add_action('init', 'create_resource_post_type');

Setting Up Taxonomies for Each Custom Post Type

To maintain proper silos, use custom taxonomies alongside your CPTs. For example, your “Resources” post type might have a custom taxonomy like “Tool Type” with terms like “SEO”, “Email Marketing”, or “WordPress Plugins”.

Registering a Custom Taxonomy

function create_tool_type_taxonomy() {
  register_taxonomy(
    'tool_type',
    'resource',
    array(
      'label' => 'Tool Type',
      'rewrite' => array('slug' => 'tool-type'),
      'hierarchical' => true,
    )
  );
}
add_action('init', 'create_tool_type_taxonomy');

Designing Your Silos for Maximum SEO Impact

1. Create Silo Landing Pages

Each custom post type should have a central archive page or pillar post that links to all the entries in that silo. This acts as the hub, improving internal linking and crawl depth.

2. Use Breadcrumbs with Taxonomy Structure

Breadcrumbs help users and bots navigate your silos. Use plugins like Rank Math or custom themes that pull breadcrumbs from taxonomy hierarchy.

3. Link Within Silo Pages First

When building internal links, prioritize connecting pages within the same CPT silo. This reinforces topical relevance in Google's eyes.

4. Optimize Permalinks for Each CPT

Custom post types can have dedicated slugs. For example, /resources/best-seo-plugins/ is better than a generic post URL. Use the rewrite parameter during registration.

Real Example: Content Silo With Reviews and Tutorials

Setup

A SaaS blog has two main content pillars:

• Custom post type: review
• Custom post type: tutorial

Execution

• Each has its own archive page: /reviews/ and /tutorials/
• Each post is tagged using separate taxonomies: “product type” for reviews and “skill level” for tutorials
• All internal links are siloed within their respective categories

Results

• Improved bounce rate due to better UX and topic consistency
• Increased time on site as users navigate within silos
• Ranked higher for long-tail queries due to better semantic grouping

Best Practices for CPT-Based Silo Architecture

• Use hierarchical taxonomies to define structure clearly
• Generate HTML sitemaps by post type (use a plugin or custom template)
• Avoid mixing CPTs in the same content silo
• Use custom templates for each post type to enhance user expectations
• Apply schema markup based on post type (e.g., Product schema for reviews)

Maintaining Evergreen Silos Over Time

1. Review Performance by CPT

Use Google Analytics and Search Console to compare traffic, CTR, and bounce rate per post type. This helps you understand which silos drive the most value.

2. Refresh Pillar Pages Quarterly

Update your silo index pages regularly to reflect the latest additions, remove outdated links, and improve internal linking.

3. Avoid Deleting or Renaming Slugs Frequently

Once published, keep CPT slugs and taxonomy slugs consistent to avoid broken links or SEO loss.

4. Use Redirections Wisely

If you must change a URL structure, use 301 redirects to preserve SEO equity. Use plugins like Redirection or Rank Math's built-in redirect manager.

Conclusion

Custom post types are an essential part of building scalable, SEO-friendly content structures in WordPress. When used alongside taxonomies and thoughtful siloing, they help you establish topical authority, improve user experience, and future-proof your site architecture.

If you're running a growing blog or content-heavy WordPress site, it’s time to move beyond just posts and pages. Start building silos with CPTs today and unlock long-term SEO potential that adapts with your business growth.