The Role of Pillar Pages in B2B Digital marketing
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In digital marketing, a pillar page almost serves as a cornerstone for your website that is referred to people by the company or brand. The pillar page should contain everything that a post or page should need. This includes a table of contents, high word count, topics covering the industry, statistics, infographics and appropriate CTAs. A pillar page forms the backbone of an organisation’s content marketing strategy.
An organisation needs to be able to connect its content thematically and technically, which is where pillar pages play a key role. It acts as a focal point to build brand recognition by linking to other content.
How do Pillar Pages help in SEO?
Pillar pages act as a hub for all other content pieces and can have some proven advantages for search engine optimisation.
Some of them are mentioned below.
Generating backlinks: Pillar pages have valuable information in form of infographics, anecdotes and statistics on a particular topic. Even other writers and users covering these topics can link to the company’s pillar page as a resource of information. This bolster’s an organisation’s link building efforts. Google rankings depend heavily on getting backlinks from relevant sites, especially if the links are of higher “authority”.
Clustering topics: Topic clusters are groups of related content that are based on a core topic. Each cluster contains a central pillar page. Companies that focus on blogging as a part of their inbound marketing strategy can use the topic cluster model, first introduced by Hubspot. Topic clusters help boost organic search rankings and traffic as it improves context, relevance and page rank flow. Clusters mirror Google’s AI direction as it automatically understands subtopics built around a particular topic. They contribute towards enhancing signals for expertise, authority, and trust (E-A-T).
Improving site structure: Google considers many pieces of content together instead of looking at individual pages. This extends to how each page is related. Companies that have a vast blog full of content can use pillar pages to unify similar subjects, creating a hierarchical map. As site structure is improved, Google can easily determine the brand’s expertise and select the best URL for any given search query.
Ranking high-volume keywords: Pillar pages help increase the probability of ranking for competitive keywords with high search volume. As users who search more generally look for a more informational and broad view of the topic, Google favours high-quality content that matches with their intent. Users narrow down their searches to moe specific long-tail keywords as they become more familiar with a concept. The brand’s pillar pages are more than likely to make users stay on that page as it touches many related themes and link them through CTAs.
Pillar pages and clustered topics can be a great addition to any effective digital marketing strategy. However, it’s no easy task as relevant topics and keywords need to be selected first. The best thing to do is to hire a digital marketing company that can handle these activities. So marketers should start thinking big and stop creating single pages around specific keywords. Instead, they can use Pillar pages to start ranking for entire topics.
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