With this is mind, creating one page that ticks all of Google's boxes (a pillar page) on your website is an incredibly important part of your strategy.
A pillar page is a page on your website which covers all facets of one specific topic. (Go to this link to see an example of a pillar page on Social Selling).
Related blog posts on your website are then linked on your pillar page - making it easier for your reader to navigate and find interesting content, increasing your inbound links, strengthening your SEO and pleasing Google making it easier for one page to rank high in search results for one term.
Here are four tips for creating a high-performing pillar page:
- Use Google AdWords Keyword Planner when outlining your pillar page structure & supporting blog post plan - try to keep the content as relevant to the topic as possible. HubSpot has a really useful content similarity tool.
- Link back to your pillar page in relevant blog posts on your website.
- Hyperlink keywords on your pillar page to a relevant blog post.
- Offer a free downloadable eBook version of your pillar page so traffic can convert into an email list subscriber.
Topic clusters aren't just a nice, clean way of organizing content that brings glee to the most Type A of marketers (me, for instance). It also keeps Google happy. As it turns out, the search engine giant has changed its algorithm to favor topic-based content, making pillar pages a requirement for content marketers who want to maintain a high SERP ranking.