The COVID-19 pandemic has had a massive impact on digital marketing companies. Many companies had to switch online and rethink their strategies, so the demand for digital marketing services increased. In 2020, competition for a strong online presence also increased. To accomplish this, SEO and content marketing are vital. Of many epic content marketing tools in use, digital marketing experts agree that pillars of content stand out from the rest. One of the most effective ways to secure your position in the world’s most popular search engine is to create powerful pillar pages that will catapult your website traffic. Pillar content is comprehensive content based on specific topic clusters.
What is a topic cluster?
A topic cluster is essentially a technique used in creating pillar pages. This technique covers topics rather than just focusing on a series of keywords. This technique allows you to choose broad topics of content that you want to own and create multiple blog content.
With the Latent Semantic Indexing from Google, you can cover numerous semantic keywords that are otherwise not possible by creating topic clusters for column pages. Until recently, content marketers created individual blog posts that ranked for a specific search term. However, most general topics have multiple topics, which means your URLs are competing with each other.
For example, if you’re a real estate developer with an active blog page that covers a wide variety of blog content, creating pillars of content that link a specific broad topic can improve your search rankings.
Scroll down to see how!
What is a pillar side?
A pillar page (also referred to as the corner pillar content) is the basis for the topic cluster model. It’s a consolidated page on your website that acts as a pillar but has enough space for more details in the cluster blogs linked to the content pillars.
The topic is divided into chapters and covers all aspects of a given topic to increase the chances of ranking on the first page of Google. As mentioned earlier, all of these subtopics are linked to the main blogs on the site that explain the concept in more detail.
For example, on our website you can find blogs on real estate marketing, YouTube marketing, Facebook ads, etc. So writing columns of content on these topics is the ideal way as we have enough clusters to create links as well. Below you will find our column page with the title “A Complete Guide to Digital Marketing for Real Estate”. The goal of the site is to rank for everything digital real estate marketing related. It takes up all aspects of digital marketing from the Internet Lead Generation Strategies involved in an in-depth case study about how a real estate company grew over digital, Providing a one-stop solution for all questions on the main topic.
Another example is a pillar that we stand on YouTube SEO tips. This pillar covers everything to do with YouTube SEO and gives tips on how to grow your organic subscriber base. It is divided into chapters and links to other clusters related to the main topic.
How does a pillar page promote search engine optimization?
The depth of the content pillars helps rank a wide variety of keywords, making it an epic content marketing tool. But it’s not just about keywords and ranking! Because a columnar page contains versatile types of content, including videos and other forms of interactive parts, readers spend more time on the page, which is a great ranking signal. In addition, the page is linked to a lot of other content on your website, so the SEO juice stays in your domain. Last but not least, pillars also help with lead generation, making them not only an epic content marketing tool for brand awareness and deliberation, but also for conversions.
For example, we created one Buying instructions for laptops as a one-stop destination for users looking for the perfect laptop. It covers every aspect of the buying process from the laptop specs you need to look for to where to buy your laptop. The column also includes an interactive laptop search tool that readers can use to find the ideal laptop. Through this pillar, we were able to generate more than 170 organic leads, of which 50 consumers went to the nearest laptop store and bought a laptop. The revenue generated through the pillar leads resulted in an 18x ROI for the brand.
When are content columns created?
While it’s a good idea to write column pages for all the topics you want to rank for, you need to first look at how much content you have on your website. Since pillar pages act as a central traffic signal that leads visitors to other websites, it makes sense to first check that you have enough pit stops to distract your audience. First of all, check your blog database and see if you have enough different topics to cover all aspects of the main topic.
As explained in the flowchart above, the first step in creating content pillars is to find a high volume keyword that you want to rank for that has no content and that you want to explain in detail. With all of these three criteria, your content columns are guaranteed to get a high ranking on Google.