Pillar, in construction, supports and beautifies a building. A pillar page in content marketing isn’t any different. It “supports” content clusters, improves blog architecture and enhances organic ranking. With such heightened relevance, learning how to develop a pillar page is imperative.
If you are not a novice in online marketing, you’ve probably heard of pillar pages several times. And if you haven’t, then this post is a must-read.
In this article, we’ll unearth the meaning of pillar pages, how it affects inbound marketing, and valuable tips for developing one. Let’s dig in.
What Are Pillar Pages?
Pillar pages are overarching resource page that dives deep into a topic. It’s a comprehensive and exhaustive overview of a subject matter you want to rank for on search engines.
With a pillar page, you can provide relevant information to your audience and become a reliable expert that they can count on. Pillar pages organize your page architecture, making it seamless for users to locate relevant information on time.
Let’s give an example. Assuming you want to rank for inbound marketing, you may have several content pages exploring different aspects of inbound marketing. Now, all these pieces will link to a pillar page that guides the audience through the information path.
What Are Topic Clusters And Subtopics?
Topic clusters mean a group of related topics highlighting a primary topic. Here’s how a topic cluster works. A pillar page discusses a core topic extensively and mentions all relevant subtopics briefly. However, the subtopics link readers to specific cluster pages that explore each subtopic topic thoroughly.
This content hub model explores semantic keywords, making it easy for search engines to establish your authority on a topic. That means you’ll improve your chances of ranking on SERPs.
Overall, topic clusters depict your website as a helpful information hub for your audience.
Why Do You Need To Create Content Pillar Pages?
How users construe their search queries in 2023 is a far cry from what it used to be. To match this new demand, the search algorithm got smarter. That’s why updates like Guide Hummingbird and Rank Brain focus more on search intent.
As a digital marketer, it’s essential to follow such trends. Luckily, the topic clusters model is one of the ways to adapt to these changes.
With topic clusters, you can organize your website and provide access to a wealth of informative blog posts specifically addressing a topic. That way, you will fill content gaps and rank organically for any topic you focus on.
Another main importance of the content pillar is the organized structure it affords. Instead of having a scattered layout of pages on the same topics, you’ll have an organized blog architecture. This amplifies great user experience.
How To Develop A Pillar Page
You know what a pillar page is; now, we’ll move to the how. Discover steps on how to develop a pillar page below.
1. Find a core topic
For starters, lay a solid foundation for your content pillar by finding a core topic.
One way to do this is to determine your buyer personas and understand your audience. When you connect with your audience personally, you’ve got this first step under control.
Knowledge of your audience preference will determine how broad your topic should be. And help you focus on the kind of topic that would interest them.
Speaking of broadness, the subject matter shouldn’t be too broad. In this case, a topic like “digital marketing” is almost limitless. So, we could streamline it into a search term like “the tenents of digital marketing” broad enough to attract several topic clusters.
2. Find Trendy Subtopics
This step is about finding subtopics that focus on your audience’s search intent. Now is the time to put your SEO tools to work. Keyword research is fundamental to targeting accurate terms and subtopics.
Type your core topic on Google and check the results, the autocomplete options, and related searches. That’s where you find relevant predictions.
Keyword research tools like Ahrefs, Spyfu, and SEMrush are insightful software that delivers accurate ranking metrics on each keyphrase. These SEO tools allow you to make smart keyword decisions.
3. Organize Your Topic Clusters
It’s easy to map things out in your mind, but implementing them could be a hassle. That’s why this step is essential to developing a systematized pillar page.
Draw out an outline consisting of all your subtopics. This gives an overview of your content hub structure. Remember that the pillar page should be engaging and highly descriptive for comprehension.
4. Write The Pillar page
Next, it’s time to start writing. Use the keywords you have researched, the outline you drafted, and the topic you’ve decided on.
You may need to reoptimize a page or write a high-quality pillar page from scratch. Regardless of what the case may be, you should note these tips:
- A detailed description or definition of the topic
- Table of content outline listed
- Insert semantic keywords of your subtopics
- Introduce the subtopics briefly and covers the basics.
5. Promote Your Pillar Page
After writing your pillar page, you need to promote and show it to the world. However, you must first incorporate the content hub on your home page.
You can boost awareness about this page online using the following means:
- Creating ads
- One-on-one conversation with people
- Social media
- Referral from coworkers and associates
- Posting answers from the content on online forums.
There you have it. This complete guide shows how to develop a pillar page. With these steps and actual effort on your path, you can become the next authority in your industry.
Ultimately, a pillar page aids your blog structure to improve organic ranking and better conversions.
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