Website ranking search engine algorithms have changed over time. These days, people prefer semantic search instead of searching for a single word. In addition, search engines provide more detailed information for the audience. Website structure is as important as content optimization and implementing keywords strategies. According to these developments, topic clusters are a great structure for websites. As a result, content creation strategies should be based on this website structure.
What are Topic Clusters?
As you can see in the below picture, in the traditional method of content creation there were different and separated blogs related to a topic. However, adding lots of inconsistent content even with lots of important keywords makes it difficult for search engines to rank. Additionally, unorganized content on the website will confuse the audience and hence, they cannot find the information they need.
Topic Clusters allow the topics to be well organized. Plus, the content of your website can be easily accessed by your audience and lead them to blogs. Content Clusters include Pillar Content, Cluster Content and Hyperlinks. Choose the main topic which you want to be seen by the audience (Pillar Page) then write blogs (Cluster Content) and link it to the main topic (Hyperlink). You can use internal link building to link blogs. This content creation method provides positive user experience and leads more audiences to the website. Google will index and rank more pages on your website.
What is a Pillar Page?
A pillar page is a page on your website on which Cluster Content is built and it acts as a map road including a general overview of the topic. Pillar pages are typically longer than blog posts as they cover all aspects of a topic but without considering the details. Additionally, each content clusters explain one of the keywords related to the main topic with more details. The positive point is that the pillar page provides an opportunity for the audience to gain more information about a topic through links to various blogs. In other words, the audience will have a comprehensive resource and then they can decide which part to read accurately. As a result, the pillar page increases your website traffic and it improves search engine ranking. Therefore, building a pillar page is a great way for search engine optimization (SEO) and lead generation.
How to create a pillar page?
The first step for creating a pillar page is to stop thinking about keywords and instead concentrate on the topics that you want to rank higher in Google. Then, find the titles related to your main topic. Furthermore, the topic should be broad enough but not so broad that you cannot cover the entire topic in a single pillar page. Pillar page should answer the audience`s questions about a particular topic. As a result, the audience will click on the pillar page to find their answer and thus, it increases click-through and conversion rate.
Think about the interests and challenges of your audience persona. Try to find the most practical keywords, phrases and topics searched by the users because users are the ones who search for the keywords. In fact, knowing the audience persona lets you have a source of ideas in order to create content for the pillar page. Ultimately, all of these ideas should be evaluated in order to be aligned with the organization’s goals and long-term strategies.
Content marketing and search engine optimization (SEO) are the two main strategies of marketing. That`s why marketers should find a way to present their content to boost their rankings. Macan digital marketing agency with an experienced content creation team and SEO knowledge helps you improve your ranking in search results.