In the 1990s, search engines like AltaVista, Lycos, and Yahoo primarily used simple keyword matching to retrieve results. If a webpage contained the keywords entered by the user, it was likely to appear in the search results.
In the 2000s, Google revolutionized search with its PageRank algorithm, which evaluated the significance of web pages based on the quality and number of links directed to them.
This led to more relevant and authoritative search results based on human search behavior. This resulted in cluster pages and, later, pillar pages. How?
Human search behaviors and the technologies used to interpret and deliver search results have evolved significantly. Optimizing blog content solely for long-tail keywords is no longer the most effective strategy for ranking in search engine results — your blog’s architecture now plays a crucial role in this process.
Now, one of the ways to make your content popular and rank well in search engines is by following the concept of ‘Pillar Content.’ Read on to learn more about how this concept fits into the equation.
A. How Topic Clusters were created?
Topic clusters improve the ranking of more pages, providing searchers with better answers. Traditionally, most blogs were structured with individual posts targeting specific keywords.
This approach led to a disorganized site where users struggled to find precise information. Additionally, it caused URLs to compete against each other in search engine rankings when multiple posts would cover similar topics.
We agree that to rank effectively in search results and address the new types of queries searchers are submitting, adopting the topic cluster model is the key. This is how the process was and still is:
- Start by selecting broad topics for which you want to rank.
- Create content around specific keywords related to those topics.
- Interlink this content to build broader search engine authority.
Using this model, blog infrastructure now looks like this: specific topics are surrounded by related blog posts, all interconnected via hyperlinks within the cluster.
This model employs a more intentional site architecture to organize and interlink URLs, helping more pages on your site rank higher on Google and making it easier for searchers to find information.
This architecture includes three key components: pillar content, cluster content, and hyperlinks.
Next, we’ll explore pillar content, which represents the primary topic that bloggers and SEOs aim to rank for by creating more specific pieces of cluster content.
B. The New-Normal: Pillar Pages
A pillar page forms the foundation of a topic cluster. It covers all elements of a topic on a single page, allowing for more detailed exploration in cluster blog posts that link back to the pillar page.
Pillar pages address a broad topic comprehensively, while cluster content showcases specific keywords related to that topic.
For example, you might create a pillar page about content marketing—a broad topic—and cluster content about blogging, which is a more specific keyword within that topic.
Pillar pages are longer than the standard blog posts because they aim to cover all aspects of the topic you’re targeting. However, they aren’t as detailed as cluster content, which provides in-depth information.
The goal is to craft a pillar page that answers key questions about a topic while leaving room for a more detailed exploration of the associated cluster content.
C. Benefits of Implementing Pillar Pages
- Improved SEO and Rankings
Pillar pages create a clear and organized site structure that search engines can easily understand, leading to better indexing and higher rankings.
By linking cluster content to the pillar page, you increase the authority of the pillar page, helping it rank higher for broad keywords.
- Enhanced User Experience
Pillar pages provide comprehensive information on a broad topic, making it easier for users to find answers and understand the subject.
The interconnected structure guides users through related content, keeping them engaged and reducing bounce rates.
- Organized Content Strategy
Using pillar pages helps in planning and organizing content creation, ensuring that all relevant subtopics are covered and linked properly.
It prevents content overlap and internal competition, as related posts are linked together rather than competing for the same keywords.
- Increased Page Views and Engagement
Interlinking cluster content with the pillar page encourages users to explore multiple pages, increasing overall page views and time spent on the site.
Providing detailed cluster content linked from a comprehensive pillar page can boost user engagement and satisfaction.
- Authority Building
A well-crafted pillar page positions your site as an authority on the topic, enhancing credibility and trust among users.
High-quality, comprehensive content is more likely to attract backlinks, further boosting your site’s authority and search engine rankings.
- Adaptability to Algorithm Changes
Search engines are increasingly favoring well-structured, authoritative content. Pillar pages and topic clusters align with these trends, making your site more resilient to algorithm updates.
This method ensures that your content remains relevant and valuable over time, even as search engine algorithms evolve.
D. How to Build a Pillar Content Strategy for Boosting Search Engine Rankings?
When developing a pillar SEO content strategy, it’s crucial to follow all the necessary steps to maximize your chances of a successful campaign that will enhance your website’s performance.
Establish your pillar content strategy by completing the following steps:
- Determine Target Audience and Topics
First, clearly define your target audience. Who are they? What are their pain points and challenges? Understanding your audience helps you tailor content to their needs.
Identify relevant topics by considering the questions your audience might have or the types of content they search for online.
Choose topics you are familiar with that have broad themes, as this makes the writing process easier.
- Conduct Keyword Research
Conduct comprehensive keyword research to understand which keywords to include on your pillar page and which to avoid.
Use keyword research tools like WriterZen to find keywords related to your pillar topics. This aids in optimizing your content for search engines, increasing its visibility.
- Create Pillar and Supporting Content
Create your pillar content based on the identified topics and subtopics. This might involve producing an in-depth article, a comprehensive guide, a whitepaper, or even a video or podcast series.
Then, develop supporting content such as videos, blog posts, or social media posts that link directly to the pillar content. You can also create a resource page that curates relevant content both on and off your website.
- Conduct a Content Audit
Conduct a content audit to assess existing content on your site. Review all current content, identifying strengths and weaknesses.
This process helps you decide what content to keep, remove, or link to the new pillar page, ensuring your site is well-organized and relevant.
- Promote and Measure
Implement your pillar content strategy by promoting it through various channels, such as email, social media, and other marketing platforms.
Track the success of your content through metrics like website traffic, backlinks, and social shares. Use these insights to adjust and refine your strategy as needed.
E. Tips for Optimizing Pillar Page Content and Structure
1. Optimize for Mobile
Ensure your pillar page uses responsive design techniques and AMP (Accelerated Mobile Pages) to adapt its layout and content for varied screen sizes and resolutions, including mobile devices. This guarantees your content remains legible and well-structured on smaller screens.
Consider mobile constraints when structuring your content. Use a single-column layout and prioritize important information at the top of the page. Minimize the need for horizontal scrolling and make sure text and images are appropriately sized for mobile viewing.
Implement a mobile-friendly navigation structure with clear and intuitive menus, buttons, and links that are simple to tap on touchscreens. This allows mobile users to navigate your pillar page effortlessly.
2. Optimize Your Pillar Page for Speed
Page speed is known to be a ranking factor for Google and other search engines. Faster-loading pages are more likely to achieve higher rankings, boosting your pillar page’s visibility and organic traffic.
Lessen the number of elements on your page, such as unnecessary images, scripts, and plugins, as each additional aspect can increase loading time.
Compress and optimize images to shrink file sizes without compromising quality. Use appropriate image formats and dimensions for efficient loading.
Enable browser caching to store certain elements of your page on a visitor’s device, permitting subsequent visits to load faster.
Implement a content delivery network (CDN) to offer your content from servers geographically nearby to your users, significantly reducing page load times.
Routinely test your pillar page’s loading speed using tools like Google PageSpeed Insights. Monitor loading times and make necessary improvements.
3. Implement Schema Markup When Applicable
Schema Markup can enhance your pillar page’s visibility in search results by enabling features like knowledge panels, event listings, and product ratings. By providing structured data about your content, you convey additional details about your pillar page’s topic, benefiting users seeking particular information.
Your content appears as follows to other who see it:
In the eyes of the search engine or crawlers, your content appears as:
Schema Markup is a valuable tool for local SEO efforts, providing essential information about your business, such as location data, ratings, and reviews, which can improve local search visibility.
Different types of content, like articles, reviews, recipes, and videos, have specific schema markup guidelines. Using the appropriate schema markup ensures that search engines recognize and categorize your content correctly.
4. Monitor the Performance of Your Pillar Page
Assess traffic to your pillar page, including the visitor number, unique visitors, and page views. Monitor sources of traffic to understand where your audience is hailing from, and watch the bounce rate to identify potential issues with content quality, relevance, or user experience.
Track the search engine click-through rate (CTR) of your page. A high CTR indicates that your title and description are appealing to searchers. If it’s low, adjust your title and meta description to make them more compelling.
Conduct A/B tests to experiment with varied elements of your pillar page, such as headings, visuals, or call-to-action buttons. Compare the performance of different versions to understand what resonates best with your audience.
Consistently monitoring these performance metrics provides insights into how well your pillar page meets its objectives, highlights areas for improvement, and guides you in making effective enhancements.
F. Summarizing How Do Pillar Pages Boost Search Engine Rankings
Ultimately, a pillar page is an essential component of your content strategy. Without pillar pages, your content strategy may struggle due to poor organization.
These pages form the most comprehensive guide on the broad topic and are related to content clusters. The kind of architecture it develops allows search engines to understand just how deep and authoritative the content on a website is, which can, over time, influence better rankings for a website.
By organizing information into related topic clusters issuing from a central pillar, the business develops a networked but interlinked set of content that enhances the user’s easy navigational experience.
This interlinking structure doesn’t just retain users for a longer time but also encourages users to browse the site more profoundly.
Moreover, by adopting the authoritative position, websites can attract more organic traffic and gain trust along with their target audiences with sustainable SEO gains. Lastly, pillar pages help in establishing leadership in a thought process and increase visibility with search results.
However, with high-quality pillar pages in place, your content strategy becomes more streamlined, resulting in a smoother ranking strategy and enhanced overall effectiveness.
Suggested read: Step-by-step guide on WordPress SEO for Beginners
G. Common FAQs on Summarizing How Pillar Pages Boost Search Engine Rankings
How detailed should a pillar page be?
A pillar page should be detailed enough to provide a thorough overview of the topic but concise enough to remain readable and engaging. Aim for around 2,000-4,000 words, including various multimedia elements such as images, videos, and infographics to enhance understanding and retention.
How often should I update a pillar page?
Regularly update your pillar page to keep the information current and relevant. Aim for a review and update cycle every 6-12 months, or more frequently, if there are significant changes in the topic area.
Do all websites need pillar pages?
While not mandatory, pillar pages are highly beneficial for websites that aim to establish authority in their niche and enhance their search engine rankings. They are especially useful for content-heavy websites and those looking to enhance their SEO strategy.
