Pillar-Based Marketing (PBM) helps marketers rank higher on search engines by connecting with readers based on their searching habits. At the center of this strategy is the Pillar Page, a piece of long-form content covering topics that can branch out into shorter, more specific supporting content. But how do you choose an SEO Pillar Page topic? What are Pillar Page best practices for planning and writing? In this blog, we answer these questions and more.
A topic cluster is a group of closely related, interlinked content; a Pillar Page is the central piece of long-form content that the rest of the topic cluster links up to. Oftentimes, marketers create content under the impression that searchers follow a funnel-like path. In this pattern, customers start with broad topics and gradually engage with more specific content until they’re ready to make a buying decision.
However, search paths are rarely this linear. Instead, customers type a question or phrase into their search bar, read a little bit, then search for a closely related topic. They’re not always starting at the top of the funnel. Customers could begin their search with a specific question, a broad topic, or anything in between. Topic clusters mirror natural search patterns and guide customers through your content as their curiosity grows.
A Pillar Page serves as the central hub of a topic cluster. These pages are typically about 3,000 words long, contain around 20 keywords, and cover a wide variety of information about the topic. The rest of the content links up to the Pillar Page to help readers find important information, build that page’s authority, and ultimately help your page climb the search engine rankings.
To learn more about how DemandJump's writers create Pillar Pages, tune in to our podcast, Page One or Bust! Below is a helpful clip from a recent episode, but if you want to hear the entire episode, follow this link.
The difference between a Pillar Page vs a landing page is that a Pillar Page’s main purpose is to educate visitors, while landing pages aim to make conversions. Even though these pages have different primary goals, they can overlap. For example, you could run a social media ad with a link to your landing page where readers can scroll down to read pillar content. This way, if a visitor needs more information before making a decision, it’s all on that page. Another example is using a Pillar Page to drive conversions. These pages often end with a call to action, so after a reader learns all of the information they need to, they know what action they should take next, such as signing up for a product demo.
To plan, write, and publish successful content, follow these best practices when creating topic clusters and Pillar Pages
Not sure where to start? DemandJump has the tools to get you there. To learn more about PBM strategy and writing tips, take our free courses at DemandJump University. If you’re ready to dive in, sign up for a free trial and experiment with our insight reports, keyword research tools, and content briefs.
Different Types of Pillar Pages appeal to different readers. Here are a few Pillar Page examples to kickstart your writing process:
Let’s take a look at a hypothetical example of a board game publishing company, Good Games, to see how each of these Pillar Page types can turn out.
Each of these sections include images for each game with a link to their product pages, so readers can easily shop for games that catch their interest.
Because designers come back to this page for helpful information, there are more chances for readers to take the desired call to action: schedule a consultation.
As Good Games completes their pillar strategy, it will include one Pillar Page, three Sub-Pillars, and twelve Supporting Blogs.
Here’s how to use DemandJump to go from planning to publication for your next (or very first) content pillar:
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