A pillar page is a page on your website that is the topical cornerstone for a large portion of your site’s content. “cluster content” It’s basically just content that focuses on narrow topics related to the pillar page.
Generally speaking, pillar pages are much longer than normal blog posts. They’re often similar to an e-book with hyperlinked chapters at the top of the text. They are in-depth enough to provide real value to your audience but general enough to allow for “cluster content” to do more of the specific explaining.
Why should you use pillar pages?
First, it helps the organization of your content so that people can easily browse your website and consume your blog posts, videos, and infographics. It’s because there’s a lot of clutter online.
And all of that clutter can quickly confuse Google’s algorithm. Google prefers it when you create a clean website experience where the hyperlinks make sense and tell Google exactly what each piece of content is about.
Step #1: Decide on the topics you want to rank for
If you run a blog that discusses e-commerce marketing, then perhaps you’ll have pillar pages regarding email marketing, SEO, Facebook Ads, and Instagram Ads.
When you’re choosing your topics, just make sure that they aren’t too narrow or too broad. A post about Instagram Ads is a perfect example of a pillar page that’s right in the middle.
There’s plenty to discuss on the topic in cluster blog posts, but it’s also not so broad as to be meaningless. It looks like topics surrounding dropshipping and crowdfunding have received lots of interest. Depending on your e-commerce blog, both of these topics could make for great pillar pages.
Step #2: Choose the keywords you’ll target
A pillar page’s effect on SEO is, to some degree, only as good as its keyword strategy. This means that every pillar page you create should have target keywords associated with it.
First, it will help your rankings in the same way that LSI keywords help your rankings. Google is showing you the searches with the most volume in terms of your keywords, so take note of these suggestions and include them within your pillar page.
Step #3: Create your pillar page
Now that you’ve done the upfront work, it’s finally time to create your pillar page. It’s far better to create your pillar page correctly the first time than it is to mess it up and then try to fix it later.
The person who wrote this pillar page starts by discussing who the researcher is and how he conducted the research that brought this page about. The pillar page itself still needs to be a worthwhile read for your audience.