Businesses don’t just appear out of nowhere. It’s essential to build a foundation and structure that everything else can stem from. The same idea applies to your website. While blog content and resources about current popular keywords are important for search engine optimization (SEO), they should be anchored by pillar content.
Pillar content pages refer to site pages that comprehensively cover a topic related to your business. The goal is to provide users with in-depth information that can provide value related to your product or services. By learning about the ins and outs of pillar content pages, you can be sure that you prioritize them in your web build and content creation process.
The basics of pillar content pages
When you go to a website, you’re likely to see a menu of some kind on the side or at the top of the homepage. This menu has options for pages that can give you an idea of what the business does, the value that it can provide and what you can accomplish as a user. Examples include “About Us” and “How to Contact Us.” These are pillar content pages, as they are static and provide extensive information that the user may be looking for.
Pillar content pages are meant to give a user a comprehensive overview of a topic that’s at the core of the company. They are also a place for topic clusters to stem from. Essentially, a pillar content page covers a broad topic that can branch off into specific topic clusters.
For example, here’s a pillar content page that may be featured on a physical therapy website, and the cluster that can stem from it:
- Manual therapy
- Joint mobilization
- Soft tissue mobilization
- Myofascial release
The importance of pillar content pages
A pillar content page is exactly what the name would imply: a pillar. Without these sorts of content pages on a website, there’s virtually nothing for the rest of the site to stand on. They play a significant role in your digital marketing strategy success, especially when it comes to search engine optimization.
Here are a few ways that pillar content can benefit your digital growth and SEO:
- Builds authority — Both users and the search engine algorithms need to be able to trust you as a credible source for the industry that your company does business in. Building authority in your field means that you’re seen as a reliable source of information based on your expertise, transparency and accuracy. Pillar content pages can help you build authority for improved SEO performance because they show your comprehensive knowledge on broad topics.
- Improves user experience — The algorithm wants to make sure that your site is easy to use before ranking it on search engine results pages (SERPs). If your site is easy to navigate, people will be more likely to click around, explore and complete conversions. Having pillar content pages makes it easier for people to find the information they’re looking for. When they’re able to explore broad topics — and more specific subtopics — through easy navigational tools, they’ll be able to see the potential value that you can provide them as a customer.
- Increases engagement — As users continue to engage with your website, they’ll be more likely to complete conversions. When the algorithm sees how much engagement you receive from your pillar content pages, it will see you as a high-quality site that’s relevant to specific keywords. Not only do users engage with your pillar content pages by clicking on them from the homepage, but they can also deepen their engagement by clicking through to the topic clusters and related content.
One of our primary services at BURG+CO. (as shown in our pillar content pages) is content marketing. And content is most effective when we can link it back to a pillar page to provide background information. The good news is that we do it all. If you’re interested in building out your site with pillar content before diving into blog posts, we’re here to help.
Want to attract new visitors to your website using pillar content pages? BURG+CO. can help
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.
