A pillar page is a comprehensive piece of content that covers a broad topic in detail, serving as the cornerstone for a cluster of related content. It acts as a central hub that organises and interlinks related content, creating a logical structure that search engines can easily understand. By creating a pillar page, websites can establish themselves as authoritative sources on a particular topic, driving traffic and improving SEO.
- Learn how to create piller pages
- Know how it drives traffic to your website
Benefits of using pillar pages
The use of pillar pages offers several key benefits for websites and businesses looking to boost their online presence. Firstly, they provide a clear and organised structure for content. By organising related content around a central pillar, it becomes easier for search engines to crawl and index your website. This improved structure leads to better visibility in search engine results pages (SERPs), ultimately driving more organic traffic to your website.
Another benefit of pillar pages is that they establish your website as an authoritative source on a particular topic. By providing comprehensive and well-researched information, you position yourself as a reliable resource in your industry. This can lead to increased trust from your audience and improved brand reputation.
Furthermore, pillar pages encourage visitors to spend more time on your website. Since these pages cover a broad topic in detail, readers are likely to stay on your website longer to consume the valuable content you offer. This increased time spent on your website can lead to higher engagement metrics, such as lower bounce rates and higher average session durations, which are positive signals for search engines.
How to create a pillar page
The initial step in creating a pillar page is to shift your focus from mere keywords to the broader topics you aim to rank for. Begin by brainstorming blog topics rooted in more specific keywords related to these overarching themes.
Consider the primary interests and challenges of your core audience personas. Use these insights to inspire your pillar page content. Select a topic that strikes a balance – it should be sufficiently broad to allow for the creation of related blog posts that serve as cluster content, yet not so wide that you can’t cover the entire subject in a single pillar page.
For instance, “social media” proved too expansive as a topic, while “Facebook captions” would have been overly narrow. “Facebook marketing” strikes the right balance, enabling us to link numerous blog posts that go into Instagram in greater detail while remaining specific enough to support a comprehensive pillar page.
Pillar pages should aim to address every question or query a searcher might have about a topic. This approach encourages them to click on your pillar page when they enter a Google search term for which your page ranks. Subsequently, they’ll explore your pillar page to find answers to their questions, which in turn link out to more specialised pieces of cluster content integrated within the pillar page.
Pillar page structure and organisation
To create an effective pillar page, it’s important to consider the structure and organisation of your content. A well-structured pillar page follows a logical flow that guides readers through the topic, making it easy to consume and understand. Here are some key elements to include in your pillar page:
- Introduction: Start with a compelling introduction that grabs the reader’s attention and provides an overview of the topic you’ll be covering. Clearly state the purpose of the pillar page and what readers can expect to learn.
- Table of Contents: Include a table of contents at the beginning of your pillar page to provide a quick overview of the subtopics you’ll be covering. This helps readers navigate the page and find the information they’re looking for.
- Main Content Sections: Divide your pillar page into several main sections, each focusing on a specific subtopic related to the main theme. Utilise informative headings to facilitate effortless information retrieval and scanning for your readers.
- Subheadings and Bulleted Lists: Within each main section, use subheadings and bulleted lists to break up the text and make it more scannable. This improves readability and helps readers quickly grasp the main points.
- Visuals and Multimedia: Incorporate relevant visuals, such as images, infographics, or videos, to enhance the visual appeal of your pillar page. Incorporating visuals can effectively break up textual content and enhance reader engagement.
- Conclusion: End your pillar page with a concise conclusion that summarises the main points and provides a call-to-action. Encourage readers to explore more related content on your website or take the next step in their journey.
By following these structural guidelines, you can create a pillar page that is informative, engaging, and easy to navigate for both readers and search engines.
How pillar pages improve SEO
One of the primary ways pillar pages improve SEO is by enhancing your website’s internal linking structure. By interlinking related content around a central pillar, you create a logical and interconnected web of information. This makes it easier for search engine crawlers to navigate your website and index your content effectively.
Internal linking is a crucial aspect of SEO, as it helps search engines understand the relationships between different pages and content on your website. When you link to related content within your pillar page, you signal to search engines that these pages are closely connected and provide further value to readers. This can improve the visibility of all linked pages in search engine results.
Additionally, pillar pages often target high-volume and competitive keywords. By creating a comprehensive resource that covers a broad topic, you have the opportunity to naturally incorporate relevant keywords throughout your pillar page. This can help your website rank higher for these keywords, driving more organic traffic to your website.
Promoting and driving traffic to pillar pages
Creating a high-quality pillar page is just the first step. To fully unlock their potential, you need to promote your pillar pages and drive traffic to them. Here are some effective strategies for promoting and driving traffic to your pillar pages:
- Social media promotion: Share your pillar page on your social media channels, such as Facebook, Twitter, LinkedIn, and Instagram. Craft compelling social media posts that highlight the value and unique insights provided by your pillar page. Encourage your followers to read and share the content with their networks.
- Email marketing: Leverage your email list to promote your pillar page. Craft an engaging email campaign that introduces the topic, highlights the benefits of reading the pillar page, and includes a direct link to it. Personalise your emails and segment your audience to ensure relevancy.
- Guest blogging: Identify authoritative websites in your industry that accept guest blog posts. Write high-quality guest articles that provide valuable insights related to your pillar page topic. Within these guest articles, strategically link back to your pillar page to drive traffic and improve its visibility.
- Influencer outreach: Reach out to industry influencers and ask them to share your pillar page with their followers. Offer them a summary or key takeaway from your pillar page to make it easier for them to promote it. Influencers can significantly amplify the reach of your content and drive targeted traffic to your website.
- Paid advertising: Consider running paid advertising campaigns to promote your pillar page. Platforms like Google Ads, Facebook Ads, or LinkedIn Ads allow you to target specific audiences and drive traffic to your pillar page. Establish a budget, identify your target audience, and craft persuasive ad copy that attracts users to click.
Remember, promoting your pillar pages is an ongoing effort. Continuously monitor their performance, identify areas for improvement, and experiment with different promotional strategies to maximise their visibility and drive consistent traffic to your website.
Utilising the power of pillar pages for long-term success
In today’s highly competitive world, unlocking the power of pillar pages is essential for driving traffic and improving SEO. By creating comprehensive and well-structured content assets, you can establish your website as an authoritative source on a particular topic, driving organic traffic and boosting your online success.
They offer numerous benefits, including improved search engine visibility, increased organic traffic, enhanced internal linking structure, and improved user engagement. By following best practices for creating pillar pages, conducting keyword research, utilising internal linking strategies, and promoting your content effectively, you can utilise the full potential of them and achieve long-term success for your website.