What is a Pillar Page and how important is it for your business?
What is a pillar page and how can it improve your website ranking in search results? How can you organize a topic cluster into sections and link them to the pillar page? We analyze an innovative content structure that will enhance the SEO and of course the authority of your company.
Companies are waging a constant "battle" to gain the attention of their audience. However, due to the continuous publication of content, search engines develop their algorithm in order to organize and present the most relevant results in a user's search.
You may have understood the concept of SEO for your business website and its best practices, but what you may be missing is the constant changes that occur in the search of users and the way search engines work.
Search engine algorithms change at such a rate that most of the time it is almost impossible for you to choose the strategy that will optimize your website and place it on the first page of the SERPs. This change is huge and certainly not just about using the right keywords for your website.
The behavior of people in their search has changed significantly, as has the technology used. Optimizing your blog content with long-tail keywords is no longer the only way to be at the top of the rankings. An important part is the architecture of your blog. Behind this architecture, there must necessarily be one or more pillar pages.
What is a Pillar Page?
The Pillar Page is a central content page, which covers all aspects of a topic, with detailed and in-depth reports in the form of separate articles and blog posts (cluster content), which are linked (via hyperlinks) to its main topic. page.
Think of the pillar page as the center of a wheel. Support for a pillar page, such as rays on a wheel, are articles, blog posts, content bids and any other information you have on the main topic. Each of these supporting pieces of content is directly linked to the pillar page. It is the basis around which a topic cluster is built.
Pillar pages generally cover a specific search topic and the content of the clusters should refer to a specific keyword related to the general theme of the pillars. For example, you can create a pillar page that deals with inbound marketing - a broad topic - and a piece of your cluster content related to email marketing, which is part of the broader inbound topic.
When trying to create a pillar page, you have to keep in mind that it is much larger than a typical blog post, because it simply covers all aspects of the topic without necessarily meaning that the topic is fully covered. That is why the existence of cluster content and topic clusters is equally important. You want to create a pillar page that answers questions on a specific topic, but at the same time leaves room for more detailed cluster content.
What are Topic Clusters?
A topic cluster is considered a content group that is organized and grouped by a main topic and other related secondary topics. The method of topic clusters is an SEO strategy that focuses on content issues, improving the architecture of your website and enhancing its visibility in search engines.
In a topic cluster model, each grouping covers a single topic. The structure of the model is based on the "pillar" (pillar page), which generally outlines the topic that is developed and then gathers content that focuses mainly on long-tail keywords. The topic cluster is linked to the pillar page and vice versa, always using a hyperlinked keyword. This process helps web crawlers link to relevant content that you publish, giving you the impetus you need to fight for more positive search results.
How to create a Pillar Page
Create a strategy
To make sure that your strategic planning is successful, you need to do a creative brainstorming of your team members, which will list all the possible pain points of your clients. You can then group these pain points as possible topics for your pillar page and extend your research to the corresponding keywords in order to create the corresponding subplots.
Create a Topic Cluster
Now that you know what topics and subtopics will be developed through your pillar pages, it's time to link to your content. By conducting a full audit of your website, you will be able to identify the content you have and the content you need to create in order to make those links. This check should cover pretty much everything - from your website pages to your blog posts and content bids.
Once you find out what content to include in your strategy, you can also use tools like the HubSpot platform SEO tool to help you link to your website content and provide you with important information such as your website domain authority, search volume and the relevance of the content you add to your topic topic cluster.
Create content for Pillar Page
First you need to create a table of contents. The table of contents will help you organize your thoughts and easily guide the visitors of your website through the pillar page. Examine all your titles and ask yourself if they "ask" all those questions that your customers would ask or type in search engines. Doing so increases your chances of getting the coveted Google snippets or so-called "position zero".
Design the content of the Pillar Page
So it's time to sit down with your business design team and strategically design your pillar page. A pillar page is not just another website page that may be "buried" under a huge amount of information. Ideally, this page will be placed in the main navigation of your website, increasing its overall traffic rates. That's why you need to be very careful and meticulous about designing a pillar page. This is the page on your website that should be promoted the most. Its placement and design play a key role in its effectiveness.