What is the strategy of pillar messages?

To keep your marketing strategy as effective as possible, you need to evolve it to complement industry developments. You can’t simply pack long-tailed keywords into your blog posts and landing page copy to have them perform better in Google’s SERPs.

As search engines try to adapt their algorithms to better understand the browsing behaviors of internet users, it becomes more complicated to ensure your strategy is achieving the necessary standards.

Pillar posts are an important element of your SEO strategy. But what are they? Why should you care and how do they fit into your marketing efforts?

Pillar posts or pillar content are essentially blog posts that cover one key topic and help to solidify your authority, and therefore also the reliability of the blogs you produce. Pillar posts focus on solving a legitimate problem that your consumers have. It needs to be well-thought-out and researched content that boosts engagement and will be repeatedly used by visitors.

These pillar posts are the foundation for topic clusters for the rest of your blog content and should cover all the aspects of a topic on a single page. Your cluster articles will then address these separate topics in more detail that will link back to the original pillar post.

For example, you might write a pillar page on marketing for businesses, which you would then link to cluster blogs on email marketing, design trends, consumer engagement, etc. In short, your pillar page should answer questions about a specific topic but leave visitors wanting more, leading them to the cluster pages.

Creating a pillar page

The best way to start your pillar pages is to look at the topics where your brand wants to rank highly. Next, you’ll want to identify any challenges or obstacles that consumers may face when approaching that topic. You can then identify pillar pages to address these areas and then create more specific blog titles to go into further detail and guide your website traffic through your site.

Pillar pages should answer any question or query a searcher might have about a topic – which will make them want to click on your pillar page when they enter a Google search term that your page ranks for. Then, they’ll click into your pillar page to get the answers to their questions, which will link out to more specific pieces of cluster content hyperlinked on the pillar page.

REFERENCES:  IFP (Insights For Professionals)  18.04.2018