Originally from ticket #5064.
I have three keywords - all have similar synonymic meaning - should I be creating separate silo's for these KW or integrate them under one topic - the largest KW in terms of Comp Pages.
If they are synonymic within your positioning they they are candidates for synonyms.
If they are not highly competitive, or if one term is competitive and the others are not, they they are candidates for synonyms.
If they are highly competitive but very similar, then is it reasonable to have them in different silos where you address different concepts with each term?
When you pull these terms into DWS and look at promotion cost & ROI does it make sense to have them in three different silos? Or are the costs prohibitive enough that you want to pick one to rank for and promote the other keywords, getting social media traffic and long tail rankings - and ranking for the other terms eventually over the long haul?
As you drill into those terms do they generate keywords that are radically different? enough to the point that it becomes obvious that the discussion of these terms belong in different silos? Or does it become increasingly obvious that it's the same conversation with slight variations in keywords.
Bottom line; If it makes sense to have them in different silos then that is where they should be - and if you want to make sure you rank for each term and they are competitive, then they should be in different silos.
I hope that helps. I know that's a bit vague. To give you a cut and dried answer for your specific scenario, I have to understand more about your business, how you are positioning yourself and how these keywords relate to that - as well as how competitive they are, what your online marketing budget is and what your expectations are. That's a bit out of the realm of the help desk and more into consulting / coaching. If you want to go more down the consulting / coaching road with this, let me know.