As search engine algorithms continue to evolve and crawl websites for the most authoritative and relevant content, Pillar Pages are becoming powerful tools for attracting the right audience to your website. These information-rich pages educate the reader with high quality and thorough content, and they align nicely with the way Google evaluates content to determine its ranking in search results. Take just a couple minutes to watch my Weidert Wednesday talk to see examples of Pillar Pages and learn about the positive impact pillar content can have on your B2B website and your lead generation goals.
It’s no secret that online content creation has exploded. This has created a lot of noise and has made it more difficult for companies to have their content get found.
A strategy that helps address this challenge and that ties in nicely with how Google evaluates quality content is creating a Pillar Page on your site. A Pillar is essentially a long-form page on a specific topic, organized into subtopic sections, and linking to additional pages on your site that relate to that topic. This makes it easy for the reader to begin fully educating themselves from this one page versus having to search out and read multiple articles. The goal is to demonstrate you’re a credible source on the specific topic, by presenting the most helpful content and any other relevant resources.
A great example of a Pillar Page approach that we’ve all experienced is a Wikipedia article. These can be very detailed pages with 10-15 different sub-categories and dozens of links to other relevant articles, for the reader to dig in even deeper.
What you’ve probably noticed with Wikipedia articles is how they always rank at the top of search results. Well, why is that? This is because they’ve demonstrated to Google that they own that topic by gathering all of the relevant information and organizing it for the reader.
Your company has the power to build similar online credibility by creating your own Pillar Pages on the core topics you want to be found for. For each Pillar, start by outlining the various subtopics or chapters that a reader would want to know on that topic. This is part intuition based on what you know about your customers but also needs to be supported with keyword data. That way you know how many people are actually searching for answers on the Pillar and subtopics.
Then comes the hardest part - beginning the process of writing the most helpful articles on the web on each of those subtopics. These various articles can then be grouped together and interlinked to form your long-form Pillar Page on the bigger topic — this is a crucial step so Google sees all the content linked together.
The result is an authoritative website page that demonstrates to Google and your prospects that you’re a trusted source on that topic and that you deserve to appear at the top of the search rankings.
Being viewed as a credible voice in your industry is key to earning trust from prospects and achieving business growth. Pillar Pages provide valuable content and are organized in a way that establishes your organization’s expertise both in the eyes of prospects and search engines. Google recognizes that and in turn, rewards you when people search for related topics. I hope this quick overview of the powerful way Pillar Pages can impact your lead attraction strategy was helpful. To learn more about search engine optimization best practices, check out our SEO Survivial Guide.
Posted by Frank Isca
Frank has been key to establishing Weidert Group as an inbound marketing leader over his 10+ years with the agency. He has a knack for using technology to amplify smart marketing strategies, and a deep knowledge of SEO and content promotion, exceptional project management skills, and a thorough understanding of HubSpot's marketing and sales products.