Google constantly updates its search engine algorithms to surface its users’ most valuable and relevant content. To stay ahead of the curve, brands must stay informed about Google’s latest updates and recommendations for pillar page strategy for SEO.
The topic cluster model is built on a hub-and-spoke framework where each of the clusters has three essential components:
Here, we’ve compiled a list of best SEO practices for crafting pillar pages and topic clusters that support better topical coverage within your site structure. Let’s start from the basics before we dive in!
The key pages on your website are called pillar pages. There are certain things to know about pillar page SEO. They are the cornerstone of your content strategy and should be the most thoroughly researched and well-written pieces of content on your website.
Whether it’s an Article or a Product/Service page, these pages serve as the primary entry points for your customer journey and should be prioritized for their content quality.
Pillar pages exist for various reasons – from branding and trust building to education and customer acquisition. Ultimately, the goal of a pillar page is to help inform your customers and direct them to the next step in the buyer’s journey.
The primary content of your website depends on pillar page SEO. They are usually the most frequently visited pages on your website, meaning they often fall victim to Google’s Panda algorithm changes. Because of this, SEO experts have been urging brands to increase their focus on creating SEO-friendly pillar pages (both in terms of content and structure).
Pillar pages, like product pages, are often the most clicked on eCommerce websites. They can significantly lose visitors and sales if they are not optimized for search engine traffic. One study found that low-quality product pages could cost retailers $2.75 billion in lost revenue each year. There are several pillar page strategies for SEO which can help rank a website on google.
You’ll want to follow a few of the pillar pages best practices. But before that, you should know more about pillar pages and topic clusters. Once that is clear, you can start exploring how to create a pillar page.
Topic clusters are closely tied to pillar pages. Topic clusters are collections of subjects that are connected by a common keyword. For example, if you’re a health and wellness brand, your top 3 “topic clusters” might be Exercise, Nutrition, and Mindfulness.
These topic clusters are then used to create content for your website, from blog posts to FAQ pages. To develop these “topic clusters, ” you’ll want to brainstorm a list of relevant keywords and topics your audience might search for online. One needs to keep some of the pillar pages best practices in mind.
Like pillar pages, you’ll want to follow a few essential pillar pages best practices when designing topic clusters.
Like any other type of content, pillar pages and topic clusters need to be created with the user-intent in mind. They should be easily digestible, helpful, and actionable. They are the pages your customers are most likely to visit, so they must be optimized for search engines.
If you follow these tips, you can ensure that your pillar pages and topic clusters are well-written, easy to navigate, and, most importantly, useful for your visitors.
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