Pillar Page: One Simple SEO Tactic That Will Rank You High!
Well, the year is about to end, and new sun is about to rise. Along with, some of the cool Strategies in 2018 to follow, you should be well aware of how to create Pillar Page?
Pillar, in general, is an impressive word. It signifies the unity, while it represents the base of literally anything. Just like, brick and concrete are the backbone or Pillar of the building, Pillar Page is something that defines your website.
To be more precise, Pillar Page is the subject matter or the theme of your webpage.
Before I go deep in Pillar Page, let me give you a brief SEO situation here and guide you to something else. Well, it’s crucial, it might clear your mind and help you to understand the term much better.
Whenever I feel like I understand SEO, it changes the position and so does the search engine algorithms.
No doubt, SEO is never ending process and understanding SEO is quite similar to understanding Universe. Just like my relationship, it’s quite complicated.
Don’t get lost, SEO is all about search engines trying their best to give what the users really want.
The important matter here is the use of the long-tailed keyword. Previously, it used to help in ranking fast, but with the change of human behaviour and rise of voice search, things are changing rapidly.
And, that’s where Pillar Page and Topic Clusters comes. Again, the new term “Topic Cluster,” confused? Don’t be; It’s very much similar to the concept of Macro and Micro.
Why do you need to know about Topic Clusters?
If you wonder about Topic Clusters, then it’s simply a comprised version of pillar page and subtopic content that you have compiled for each of your specific core topics.
In other words, Topic Clusters are the small drops of water that define the overall ocean. To be more precise, Topic Clusters are the answer to the specific question asked by the consumer based on the core topic of your pillar page.
The content cluster contains 6-8 subtopics which explain some topics of the broad sector.
For example, Acme Face Map is the content cluster of Skin Care which falls under the broad category Health and Fitness.
Here’s the small diagram of my blog which can light up the term Topic Cluster.
To explain further, Earnwithanish is the pillar page created to cover the overall aspect of money making. Whereas, other five elements or components are the Topic Cluster under which there will be more related content cluster which reflects its sub-topic.
Now, what’s so important about Topic Clusters? Let’s go above and find the little history about long-tailed keywords and changes in human behaviour.
After all, that’s what topic cluster is all about, and that’s where it all took shape. If you recall the history, the long-tailed keyword has always been an important ranking factor.
However, people have been more precise in a long-tailed keyword and has been submitting longer, moreover conversational search queries.
The report states that 64% of the total searches are four words or more than that while the percentage is rising steeply.
Besides, 20% of the searches come from the small devices, mobile or let’s say voice search. In the scenario, people have been putting more weight on detailed queries to find the right answer.
The morale of the whole conversational keyword is Google, and other search engines are way more focus on to providing accurate information to the users.
Search engines even started to guess the search term and show relevant content. For example: if you search the term “running shoes” then Google or search engines tend to show the result of “sneakers”. Well, if you turn things around, then it totally makes sense.
Additionally, bloggers and SEOs need to get even better at creating and managing their content.
Moreover, your website needs to be well organised according to content cluster and be more focus on conversational long-tail keywords hyperlinked to one another.
Till now, most blogs including our own blog have structured to create individual blog posts and rank for specific keywords.
The practice result, is quite disorganised, and pretty hard for the users to find the right and desired information. Furthermore, your own URLs are competing against each other in search engines ranking. Here’s how our old blog architecture looks like without the proper use of Topic Cluster.
Now, here’s the trick to get high rank and impress search engines. To, get uplift your website, you need to follow the topic cluster model. It’s simple, you have been arranging your content, but this time you simply do it in another way.
Generally, we all have our broad topics or let’s say sector for instance. Next thing, you have to select the small part and create content based on your keywords and link to each other.
Now, this is what our blog structure looks like after using the topic cluster SEO.
You can see, specific topics connected with each other through a hyperlink, while it covers the overall broad sector.
Before, we mover further, are you making these Common SEO Mistakes?
Topic Cluster SEO and its Component?
Well, I believe you have the idea about Topic Cluster SEO, but what about its components? Topic clusters are basically comprised a version of pillar page and subtopic content reflecting your core sector.
Topic Clusters should contain more than 6-8 subtopics or content cluster that specially address the customer queries.
And, that’s the reason you should know more about keyword research, trending searches and rise of voice search.
Afore, doing topic cluster SEO, there are few things you should keep in mind. Topic cluster SEO should be well defined by the name that shortly summarises your core content. And, yes you should follow the topic cluster model.
Whereas, Topic Clusters model works on three metrics which generally determine the worth of the overall content and webpage.
#1 Domain Authority
This is the metric that is used to determine your authoritative weight of your domain. This is measured on the scale of 1-100 and higher the metric; higher is the chance to get your page in number one in various search engines.
If you don’t know how to check your webpage domain authority, then install the extension named Mozbar from the browser. You can easily find the extension of Mozbar in Google and Mozilla browser.
This is the free tool; you just need to register it with your email address and your good to go. After the installation, whenever you search something, it will show the webpage Domain Authority, Page Authority, and Link Analysis.
#2 Monthly Search Volume
Now, this is one of the important things that you must take care of. Before writing content, you should do your keyword Meanwhile, you should be well aware of the monthly search for that keyword.
If you are writing about something and there is no search or minimum search, then that is a kind of issue. This metric gives you the information about the monthly search by the users to your related keyword.
If you don’t know how to check it, don’t worry, I will show you the way.
There is an extension called “Keyword Everywhere,” just install it, get the API key through email, validate it and your good to go. Just like Mozbar, it will show you the monthly searches, CPC, and competition for the searched keywords.
This is the final metrics that determine the relevancy of your website. Your website is about calories, and you are writing about building or technology, now where is the relevancy?
Note that relevancy is a crucial factor in SEO, remember if you miss it then you’re going down.
This is also measured on the scale of 1-100. You can measure your keyword relevancy through different tools like semrush, and google analytics.
Subtopics and Their Importance to Pillar Pages
Subtopics are the shorter pieces of information or content that generally answer the specific question about the core topic. The proper relevancy of the core sector defines your subtopic. You simply can’t talk about building and architecture when your website is totally about Pizza recipe.
In addition to Domain Authority, Monthly Search Volume and Relevancy, you have to take care of core topic, and content produces beneath it.
Whenever you create subtopics or content cluster and attach to your webpage, your topic cluster SEO will keep track of the total inbound link referring back to your pillar page.
And that is another key factor to rank better in the search engines. Besides, high-quality backlinks, you also need an inbound link to beat your competitors.
Well, you will know more about how to create Pillar page along with Pillar page examples but do you know how to get to the top of google without paying?
What exactly is Pillar Page?
Till now, you have known about Content Cluster, and you may have little idea about Pillage Page too. Yes, whatever you are thinking, that is correct.
Pillar page is the longer version of the topic cluster. In a definitional manner, Pillar page is the basis on which a topic cluster is made or built. Pillar page is the main page which covers all the aspects of the topic cluster on a single page.
Whereas, it leaves room for the detailed cluster blog post followed by hyperlink back to its main page or pillar page.
Here are the pillar page examples created in one of my client websites.
Don’t be lost in the picture, I will explain it. My client website is all about calorie diet plan. And on this particular page, he has described importance, benefits, and types of calorie diet plan.
He started with a short description of Calorie Diet Plan and had covered its type leaving room for more depth articles followed by hyperlinks.
As you can see, every subtopic has a hyperlink which will let users go deeper into the content cluster.
Well, this is the only one pillar page examples, I will clarify further with more examples. Just stay with me for a while, we’re almost there on how to create a pillar page.
As above, Pillar pages broadly cover a certain topic and cluster content SEO. Whereas, Cluster content should focus the specific keyword related to that topic in depth.
In the above pictures, the person has written about calorie diet plan and has covered its detail in brief. Additionally, 500 calorie diet plan is focus keyword under which, he has discussed several aspects of 500 calorie diet plan. I will give you another Pillar Page examples.
Let’s suppose, you are writing about content marketing, which is a broad topic. Whereas, marketing blog post or cluster content with the more specific keyword are your articles.
In that case, you can make pillar page about content marketing and marketing blog posts will be the smaller part of the pillar page.
If you are worried about the length of the pillar page, then don’t worry. Pillar Page is basically longer than typical blog posts.
You might know the reason behind it, yes it covers all the aspects of the desired topic you are trying to rank for. Whereas you will leave room for it, and that’s where cluster content takes over the things.
Here are another killer pillar page examples of the famous HubSpot about Instagram Marketing.
If you look at the HubSpot Instagram marketing page, then you will find nothing except the history of Instagram with some outbound link at first.
But if you scroll down, I bet you will surely wonder about the length of the article. If you look carefully, there’s an outbound link too, and both interlink and external link plays a vital role in uplifting your website.
Well, I just scroll HubSpot Instagram marketing page and found some interlink to its cluster content. Wait, there’s more.
After scrolling for several seconds, here I am at the last of the HubSpot Instagram marketing page. And to your surprise, there are several brief descriptions with hyperlinks that will lead to other page and discuss the things about core topic.
With all these examples, you have a clear-cut idea about killer pillar page. Before we wrap up this piece of article, here’s why you need to have pillar page on your website.
Why create Pillar Pages?
You learn the basic about pillar page, but why do you need it? There’s some reason why you need to build pillar page. Among all, incoming traffic tops it all. Pillar pages will get you insane traffic but how?
Well, the proper and organised pillar page rank better in search engines. The use of pillar page is to simplify the incoming searches and try to clarify the searches with your content and keywords. On the contrary, you will receive a good amount of traffics.
Wait, that’s not all!
Pillar page will help you to get high rank and help to increase domain authority. Since there’s a lot of clutter in the online world, the use of such clutter can quickly confuse Google’s algorithm.
Whereas, Google uplift your website thinking that it is authentic and can give the best user experience.
Moreover, Google like it when you create a clean website with the natural hyperlinks referring back to the original pillar page. Such content will be likely to create a nice image in Google impression.
Whereas, it also tells Google exactly about your subtopic and core content.
Here’s how the giant Hubspot experienced an increase in their rankings with the use of pillar page and more interlink.
How to Create a Pillar Page?
Now you know why you need to build at least one pillar page on your website. So, without further delay, let’s dig into how to create a pillar page and save your day.
Step #1: Choose your desired topic
The first process to how to create a pillar page is to choose a descent topic. Note, I’m talking about topic not keywords, you can assume this as a sector and keywords as a sub-sector too.
Well, everyone is working on something, and they have their own personal interest to get rank for. So, simply know your audience, know what they are looking for and be confident about what you can deliver to them.
First, select the broad topic and go for keywords. For example, if I’m about to write about content writing, then marketing blog post can be a competitive keyword. Let’s forget about marketing blog post for a minute and remember the HubSpot Instagram marketing pillar page.
Well, Instagram is social media, and there’s lot of things to write about. However, “Instagram marketing” has somehow shortened the core area, while it is still big to have some good blog spot.
To make you clearer, let’s go to Buzzsumo and know how to create pillar page? Well, this is the pretty cool tool to look for and get an idea about new pillar page.
Step #2: Select your Keywords
Afore creating the pillar page, you need to find keywords for your blog pot or content cluster. There are various tools available for the keyword research.
Go to Keywordtool.io and search for anything, for instance, Marketing blog post.
It’s simple right, to be more specific about keywords and other elements like CPC, competition and monthly searches, you can use Semrush tools. Just register it with your email, and you can use some of its features.
If you are still confused about keyword research, then there’s always google behind every solution. Go to Keyword planner tools and have your desired keywords. Here’s the list of keyword that I found on the Keyword planner for the keyword “SEO.”
That’s not all; even Google search engine suggest the keywords for your related niche.
Well, it’s the upper view of the Google search. Just reach to the bottom, and it will show you some search queries that can be taken as keywords too.
Step #3: Write a Pillar Page
After the sufficient research with your core subject and content cluster, it’s now time to create a pillar page. No matter where you stand, whether you have a comprehensive blog post that you can easily transfer to the pillar page or you need to start from scratch.
Either way, there are a few things that you need to know before creating a pillar page.
- A well-managed pillar page has a fine definition of the topic or lets’s say the introduction to overall pillar page.
- The use of bulleted or numbered table of contents is a good practice in pillar page.
- Try to include specific and related keywords as subheadings.
- Remember to include all the thing but in short version. Don’t leave the gap but leave enough room to make up new blog spot.
- Hyperlink your content with the pillar page and try to include numerous links. But don’t spam, be natural.
Here are the perfect pillar page examples for your reference. Pillar page from “The Anatomy of a SaaS Marketing Site”.
We have already seen Instagram marketing right, let’s see another example Typeform. It will clear the idea of pillar page for brand awareness.
Step #4: SEO Content Writing
Never forget the old school. No, matter what strategy or techniques you will be using, SEO Content Writing will always be the a,b,c,d..z of the SEO. So, write a nice blog remembering all the basic things of SEO content writing, hyperlink with each other and mainly to the pillar page. And, your simply good to go.
Well, this is it, now you know how to create pillar page, what exactly is pillar page? And why you need it on your webpage. Pillar page is the new SEO strategy that will take you to the other side of the road and let you enjoy the ripped fruit.
This is the best content strategy that you need to have it right now. And, this is the strategy that you need to keep up if you want to outrank your competitor.
Built the killer pillar page and let us know how did it go in the comment sections!!