Don’t let your audience fly blind on your website. A pillar content page clarifies and organizes your offerings.
On your website, you post about various topics. Usually, these consist of the services your business offers.
For example, let’s say you are an event planner. If your main lines of business are weddings, business events, casual parties and baby showers, you need a way to let search engines know you focus on these four services the most, but overall, you are an event planner. How can you go about this?
When your site is structured to make it easier for search engines to crawl it, they will reward you with higher SEO rankings. The first step to great site structure is creating a pillar content page for each of your main lines of business.
How can I develop a pillar page?
When you’re developing the pillar page, the first thing you need to consider is the topic clusters. Identify your main lines of business and determine whether you have a pillar page any of them. Obviously if you don’t, you’ll need to prioritize, starting with one pillar page for each line of services.
Going back to the event planner example, think of weddings, business events, casual parties and baby showers as topic clusters. These are topics for which you have a lot of content on your site, and they need to be sorted to make it easier for your audience to access them.
So, you’ll have a pillar page for weddings, one for business events, one for casual parties and one for baby showers to condense and clarify each topic. Each of these pillar pages should also include links related to the content, scattered related keywords and other helpful information for your customer.
Pillar content pages are integral because they’re for the search engines and for your customers. That means you’ll want to think of the most common questions and issues your customers would have — ones your pillar pages could provide solutions and answers to.
How long should a pillar page be?
An effective pillar page should be 2,000-3,000 words. Since customers don’t normally read the entire page, the most SEO-relevant information is usually at the top, and the more explanatory text appears at the bottom. However, the biggest point to remember with each pillar page is to scatter all your related keywords throughout.
Let’s use the event planner example again. Say you’re working on a wedding pillar page. You wouldn’t have any business event keywords on that page at all.
Instead, you would scatter words like “bridesmaids,” “wedding event planner,” “bride and groom,” and so on throughout the pillar page so Google understands that this page is for those searching about wedding planners.
Essentially, Google starts with your home page and then goes to the pillar content pages, so make sure your home page contains some of the keywords found within the pillar pages. Google will think, “Wow, I see that you’re talking about event planning, but you’re also talking about weddings. And I can see that you have a lot of wedding-related content, so we’ll rank you high for all the keywords you’re really trying to push in your pillar page.”
How will a pillar page raise my search engine rankings?
The connection between pillar pages and search engine rankings is a relationship that many companies don’t understand, especially when it comes to SEO. To break it down, you really want to look at your search engines first so that your customers can find your pages more easily. Although your pillar pages may not be converting steady leads at the beginning, they will eventually if you have optimized them for SEO.
In fact, pillar content pages are the first step in creating a good SEO site structure. With a good structure, search engines can easily crawl your site and see that you’re regularly updating and posting. Additionally, pillar pages improve your bounce rate because customers tend to spend more time on pages that are longer. Regular posts and updates and a low bounce rate lead to a higher Google trust score, which is the very first metric Google looks at when ranking sites.
To explain further, let’s say you’re looking at Harvard.edu. It has a high trust score because Google understands that Harvard is a proven, trustworthy institution. That’s really what you’re trying to accomplish with your pillar page.
Google also needs to see that you’re talking consistently about the topic on your pillar page. You need to steadily post on your blog about related topics. Google will then trust that you are doing exactly what you’re saying and start ranking you higher.
A pillar content page is your first step to ranking with search engines, which ultimately results in more visitors, leads and revenue for your business. Continue posting consistently on your site and optimizing your keywords, and you’ll reap the benefits of a strong, informative pillar page.
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