April 15, 2022

Pillar Pages and Topic Clusters: How to Organize Your Website Content for SEO

If you're like most business owners, you want your website to be found by potential customers online. In order to achieve this, you need to have a good SEO content strategy in place. One of the best ways to improve your SEO is by using pillar pages and topic clusters. But what are these things, and how can they help your business? In this blog post, we will answer these questions and show you how to organize your website content for the best possible SEO results!

What are Pillar Pages and Topic Clusters?

Pillar pages and topic clusters are a great way to organize your website content in a way that is both user-friendly and search engine friendly. Pillar pages are the main pages on your website that cover a broad topic. They are long-form pieces of content that briefly cover a lot of different subtopics related to the main topic. They're usually longer than typical blog articles as they cover a lot of ground, but they don't go into too much detail with everything.

Topic clusters are a group of pages that are all related to the same main topic. Each page in the cluster covers a different subtopic related to the main topic. The pillar page links to all of the pages in the topic cluster, and each individual page in the cluster links back to the pillar page. A pillar page will give a quick answer or overview of the main topic, while the topic cluster pages will go into more depth with each subtopic.

Benefits of Using Pillar Pages and Topic Clusters

There are several benefits to using pillar pages and topic clusters on your website. Some of them are:

Keeps Your Website Organized

Using pillar pages and topic clusters helps to keep your website organized. This is both good for users who are trying to find information on your site, and for Google and other search engines that are indexing your site. When your website is well-organized, it is easier to appear on search engine results pages (SERPs), which will result in more traffic to your site.

Makes Your Website More User-Friendly

Another benefit of using pillar pages and topic clusters is that it makes your website more user-friendly. When users can easily find the information they are looking for on your site, they are more likely to stay on your site longer and visit other pages. This can help improve your website's bounce rate and increase the number of page views per user.

Allows You To Target Multiple Keywords

By using different subtopics related to the main topic, you can target multiple keywords with your content. As you publish more content, you can link back to your pillar page and add more keywords that you want to target. This helps you attract more traffic to your website from a variety of different keywords.

Allows You To Create Good Quality Content

When you produce content for a pillar page or topic cluster, you are more likely to produce high-quality content. This is because you are focused on a specific topic and you have to cover it in depth. This can help improve your website's overall reputation and authority, which can increase your user engagement, organic traffic, and conversions.

Generally, using pillar pages and topic clusters gives you a good chance of boosting your website's SEO. If you're looking for ways to improve your website's search engine rankings, implementing a pillar page and topic cluster strategy is a great place to start.

Main Types of Pillar Page Content

With that said, let's take a look at the main types of content pillar pages that you can create for your website.

"What is?" Pillar Pages

"What is?" pillar pages are some of the most common types of pillar pages. As the name suggests, these pages answer the question "what is [topic]?". These are usually overviews or introductions to a topic. They don't go into too much detail, but they provide enough information to give the reader a good understanding of the topic.

This type of content is great for users who are new to the topic and are looking for a general introduction. It can be an effective top-of-funnel education piece that can help you generate leads and conversions. It can also be good for your website's SEO because it shows that you are an expert on the topic and can provide helpful information to users.

"How To" Pillar Pages

Another common type of pillar page is the "how to" page. As the name suggests, these pages answer the question "how to [do something]?". These types of pillar pages usually provide a step-by-step guide on how to do something related to the main topic. They also usually include tips, tricks, and advice to help the readers accomplish or solve their problems.

"Best of" Pillar Pages

"Best of" pillar pages are another common type of pillar page. These pages answer the question "what are the best [products/services]?". They usually include a list of products, services, or resources related to the main topic. For example, a blog post about "best SEO tools" would include a list of different SEO tools that the author recommends. These types of pillar pages are often used to list the best products, services, or resources related to the main topic.

How To Create Pillar Pages and Topic Clusters

Now that we've gone over the benefits and different types of pillar pages, let's take a look at how to implement them on your website. When you're ready to start creating pillar pages and topic clusters for your website, there are a few things that you need to keep in mind.

1. Choose A Topic For Your Pillar Page

The first step is to choose a topic for your pillar page. This will be the focus of your content so you need to think big picture, but not too broad. You want to choose a topic that is relevant to your business or website, but not so broad that it's impossible to cover everything.

For example, if you sell SEO software, a good topic for your pillar page could be "SEO tools and software". This is a relevant topic that is specific enough that you can cover everything without getting too overwhelmed.

If you're not sure what topic to choose for your pillar page, start by brainstorming a list of potential topics. Once you have a list of potential topics, narrow it down by choosing the one that is most relevant to your business or website.

2. Do Keyword Research

Once you have a topic and some subtopics in mind, it's time to do keyword research. This will help you determine which keywords or phrases to target with your content.

There are a few different ways that you can do keyword research. The first is to use a tool like Google AdWords Keyword Planner or Moz Keyword Explorer. These tools will help you find keywords that are relevant to your topic and that people are actually searching for.

Another way to do keyword research is to simply use Google search. Type in your main topic or a subtopic and see what kind of related searches come up. It's a good idea to do both of these methods so that you can get a well-rounded view of the keyword landscape.

The best thing to start with in doing keyword research is to look for long-tail and low-competition keywords that are relevant to your topic. These are the kinds of keywords that you can rank for easily without doing heavy work.

3. Brainstorm Subtopics

Once you have a list of keywords, it's time to start brainstorming subtopics. These will be the different sections or topics that you'll cover on your pillar page.

A good way to brainstorm subtopics is to simply take your list of keywords and use them as potential topics. For example, if you're doing a pillar page on SEO tools, our list of keywords includes "SEO tools for small businesses", "free SEO tools", and "best SEO tools". These could be your subtopics.

The goal is to come up with a list of subtopics that are relevant to your main topic and that you can target with your content. These subtopics will be the focus of your individual blog posts or articles. So, it's important to choose subtopics that are relevant to your pillar content and that you can write about in-depth.

4. Start Drafting Your Content

Now that you have a topic, some keywords, and a list of subtopics, it's time to start drafting your content. Remember, the goal is to create an in-depth piece of content that covers everything there is to know about your topic.

If you're stuck on where to start, try looking at other pillar pages for inspiration. A good way to do this is to search for your topic on Google and see what kind of results come up. Do some research and look at the pillar pages that are ranking in the top spot and take note of what they're doing well.

Once you have an idea of what you want your pillar page to look like, start drafting your content. Don't worry about making it perfect, just get all of your ideas down on paper (or screen). You can always go back and edit it later.

5. Write and Publish Your Pillar Page

Now that you have a draft of your pillar page, it's time to start writing. Remember to keep your target keywords in mind as you're writing and try to use them naturally throughout the content.

Once you're finished writing, it's time to publish your pillar page. Make sure to promote it through your social media channels and email list so that people actually see it.

Don't also forget to add an internal linking strategy to your pillar page and topic cluster content. This means that you use internal links from your pillar page to your blog posts and vice versa. This will help Google understand the relationship between your content and will also help people find more of your content.

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