Digital marketing and search engine optimisation (SEO) are crucial to help your business stay ahead of the curve. One strategy that’s been gaining popularity in recent years is the creation of “Pillar Content.” In this guide, we will explore what it is, why it’s essential for SEO, and how to create it effectively.
What is Pillar Content?
Pillar content is the top level of a successful content marketing and SEO strategy. It’s a comprehensive and in-depth piece of content that serves as the foundation for a specific topic or subject. Think of it as the main hub of information, covering a broader topic comprehensively.
Pillar content typically consists of:
- High-Quality Information: It should be well-researched, well-written, and offer valuable insights to the reader.
- Long-Form Content: Its often longer, sometimes exceeding 2000 words.
- Comprehensive Coverage: It addresses various aspects of the topic, subtopics, and related questions.
- Rich Media: Including visuals, videos, infographics, and other media to enhance engagement.
- Evergreen Nature: It remains relevant over time, providing long-term value.
SEM Rush have a great post explaining how this works.
Why Pillar Content Matters for SEO
It plays a crucial role in enhancing your website’s SEO for several reasons:
1. Improved User Experience
Creating a pillar content piece means you’re providing your audience with a one-stop solution for their queries. It improves user experience by saving time and effort, as users can find all the information they need in one place. This positively affects your website’s user engagement metrics, like bounce rate and time on page, which can indirectly impact your SEO rankings.
2. Enhanced Keyword Targeting
With pillar content, you can target a broad range of related keywords and phrases. This is particularly useful for capturing a wider audience. While your flagship content may focus on specific long-tail keywords, the pillar content can target broader, more competitive terms. This strategic approach increases your chances of ranking for a variety of search queries.
3. Authority Building
Search engines reward websites that demonstrate expertise and authority in their niche. By providing comprehensive and high-quality pillar content, you establish yourself as an authority in that particular subject. This can lead to other websites linking to your content, further boosting your site’s SEO authority.
4. Enhanced Internal Linking
Here’s where your pillar content and flagship content can work hand in hand. You can create contextual links within your pillar content that guide readers to more specific, detailed information on related subtopics within your flagship content. This helps distribute authority and relevancy throughout your site.
Flagship Content is another vitally important part of your SEO strategy.
How to Create Effective Pillar Content
This is a strategic process that involves several key steps:
1. Topic Selection
Choose a topic that is both relevant to your audience and aligns with your overall content strategy. It should be a subject that can be explored in-depth and is not limited to a single blog post.
2. Keyword Research
Conduct thorough keyword research to identify the primary keywords and related phrases that your pillar content should target. These keywords should have substantial search volume and relevance to your topic.
3. Content Outline
Create a detailed outline for your pillar content. Organise it into sections and subtopics, ensuring that you cover every aspect of the chosen topic. The outline will be your roadmap for creating the content.
4. High-Quality Content Creation
Write your pillar content with a focus on quality. Use reliable sources, data, and statistics to support your claims. Ensure that it is well-structured, easy to read, and visually appealing.
5. Rich Media
Incorporate visuals, videos, infographics, and other media elements to enhance the content’s appeal and user engagement.
6. On-Page Optimisation
Optimise all your for SEO by including relevant keywords, meta tags, and ensuring fast page load times. Pay attention to mobile-friendliness and ensure the content is easily shareable on social media.
Promote your through various channels, including email marketing, social media, and possibly paid advertising. Encourage readers to share it with their networks.
8. Internal Linking
Within your pillar content, strategically place contextual links to your related flagship content. This guides users to explore more detailed information on specific subtopics.
[Insert Link to Your Flagship Content Here]
The Power of Pillar Content
Its a game-changer for SEO and content marketing. It not only boosts your site’s authority and visibility but also enhances the overall user experience. By creating valuable, comprehensive resources that address the needs of your audience, you can position your website as a trusted source in your niche.
In summary, pillar content is the foundation on which you can build your SEO strategy. It’s the beacon of knowledge that guides your audience to valuable information and helps search engines understand your site’s expertise. Don’t miss the opportunity to leverage the power of pillar content and take your SEO efforts to the next level.
Your next step is to understand Flagship Content.