Best SEO Practices: Pillar and Cluster Page

15 Jul

Best SEO Practices: Pillar and Cluster Page

By SEO trends, Content Marketing, content strategy, Search Engine Optimization

Starting with the Hummingbird update, the way the search engine produced query results was changed. As a result of the algorithm update, Google can now understand search queries with more nuance and closeness to human thought. Before the release of Hummingbird, Google's search results would always provide a precise match for the query users typed. While this may seem interesting initially, it was not an effective means of gaining in-depth knowledge or finding solutions to problems.

Hummingbird wasn't designed to be a punishment algorithm. The change was made so that search results would be less dependent on an exact match of keywords and more on the essence of the user's search.

Given the scenario, with so much online content, Google wants to know that it has authority over the content for anyone focusing on a content strategy. And organizing your content around pillar pages and topic clusters is the best strategy to show off that authority. In the context of websites, a "pillar page" serves as an authoritative resource on a specific subject. Articles and web pages related to the same overarching theme make up a "topic cluster." 

Both the pillar page and the content of the topic clusters contain links to other relevant resources. The final result is a coherent piece of research that provides substantial value to the reader and demonstrates to search engines like Google that you are the go-to expert in your field.

In this article, we will explain the pillar cluster approach and how it can benefit you in achieving your SEO (search engine optimization) goals:

The Meaning Of The Pillar Page

A pillar page is a collection of related web pages that serve as a central resource on a specific topic. It covers a lot while focusing on the fundamentals, making it an authoritative resource on the article's subject. 

The pillar page (or pages) at the top of this plan should be around three thousand words and provide the finest opportunity to present an in-depth summary of your topic. In turn, longer blogs serve as the pillar's support. The blogs average roughly 750 words and deeply dive into specific subtopics related to the overall theme. Remember that whatever you write should link to the pillar's topic or content if that seems like a lot.

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Types of Pillar Page 

A pillar page can be a guide pillar page, what is, and how-to. To put it another way, let's analyze each one closely.

  • The goal of a "guide" pillar page is to serve as the definitive resource on a given topic, as the name suggests. It could be a basic introduction for beginners or intended at an advanced level at a niche in the b2b business. To establish your credibility as an expert in your industry, grow your brand's recognition, and earn the trust of a specific audience, you need to write a guide or the "ultimate guide" to that topic.

  • To respond to this desire to know, a pillar page can provide an in-depth analysis of a topic, functioning as a helpful reference unto itself while also providing access to further information in the form of links to relevant cluster sites. It has the authority of a guidebook article in a lot of areas. It was creating a "what if" page that relates to a popular topic and arguing for its significance is an excellent method to attract visitors organically. Eventually, with the correct conversion strategy, the traffic at the top of the funnel can be converted into loyal customers.

  • Content pillar pages that explain how to accomplish something, as opposed to "what is" pillar pages that define something, are known as "how-to" pages. Your target audience can benefit from your expertise if you assist them in resolving issues or optimizing processes vital to them.


pillar in hubspot

The Importance of Topic Clusters in SEO

A topic cluster is a group of related pages on your site that address a single topic comprehensively. A topic cluster is an internal linking model in which only pages with content related to the cluster's central topic are linked. For example, the pillar page is the center of related pages, such as sub-pillar and supporting blog posts. This allows you to have many independent topic clusters on your site that are only connected by your homepage's navigation menu.

In the past, SEO only meant having a page for each phrase you wanted to rank for, with no consideration given to page authority, internal links, or topic relevancy. However, Google's search algorithms have evolved to the point where they no longer merely look for keywords when determining the quality of the material. Instead of prioritizing random sites covering high-volume keywords for traffic, it prefers authoritative sites in that field.

You can do a lot to build up your site's authority by utilizing topic clusters. All aspects of a broad topic are covered throughout several related pages. Don't forget about old tactics like the PPC strategy and to have more visibility in searches, explore all possible online advertising resources. 

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Is It Time To Launch Your Pillar and Cluster Pages?

For a pillar plan to be fully developed and implemented, it requires a substantial investment of time, energy, and resources. But it helps organize your content and internal links to boost your site's authority on its subject and its visibility for highly competitive keywords.

To connect powerfully with your target audience, you should incorporate pillar pages into your content strategy.

Whether performing a content audit, researching topics, or writing a pillar page, we're here to help. So get in touch with us. 

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