Pillar Content Can Boost Your Website’s Traffic
By: Darrell Cuthbert
Pillar content can increase your website’s traffic by improving SEO, user experience, and content strategy, and is one of the most powerful tools for driving long-term traffic to your website.
What Is Pillar Content?
Comprehensive, in-depth pieces of content that cover a broad topic in your industry and serve as the foundation for related articles and blog posts.
Pillar content pages or posts act as a “hub” for related content and are designed to rank well in search engines and attract organic traffic over time.
Usually long-form, these detailed pieces of content serve as the cornerstone of your content marketing strategy. They typically cover a broad topic in depth, offering valuable insights, data, and solutions. A pillar piece is often supported by multiple smaller, related articles or blog posts (called cluster content) that link back to the pillar content, creating a comprehensive content ecosystem.
For example, if you run a digital marketing agency, a pillar piece might be titled “The Ultimate Guide to Digital Marketing for Small Businesses.” This guide could cover everything from SEO and social media marketing to email campaigns and PPC advertising, with each section linking to a more detailed article or blog post (cluster piece) on that specific topic.
Pillar content pages or posts act as a “hub” for related content and are designed to rank well in search engines and attract organic traffic over time.
Usually long-form, these detailed pieces of content serve as the cornerstone of your content marketing strategy. They typically cover a broad topic in depth, offering valuable insights, data, and solutions. A pillar piece is often supported by multiple smaller, related articles or blog posts (called cluster content) that link back to the pillar content, creating a comprehensive content ecosystem.
For example, if you run a digital marketing agency, a pillar piece might be titled “The Ultimate Guide to Digital Marketing for Small Businesses.” This guide could cover everything from SEO and social media marketing to email campaigns and PPC advertising, with each section linking to a more detailed article or blog post (cluster piece) on that specific topic.
How Pillar Content Improves SEO
One of the key benefits of pillar content is its ability to boost your website’s SEO performance. Search engines, like Google, prioritise well-organised, comprehensive content that provides users value.
Some ways that pillar content supports SEO:
Better Keyword Targeting
Pillar content allows you to target multiple keywords in a single content piece. By covering a broad topic in-depth, you naturally incorporate many related search terms, increasing your chances of ranking for a wide range of queries.
For example, a pillar post on “The Ultimate Guide to SEO” could target keywords like “SEO basics,” “SEO for small businesses,” “on-page SEO,” and “technical SEO,” all within the same article. This comprehensive approach helps your content rank for multiple keywords and attract more traffic.
Internal Linking Structure
Pillar content is the foundation of a content cluster, where smaller articles, or blog posts (cluster content) link back to the main pillar post. This creates a well-organised internal linking structure that improves your website’s SEO. Search engines use these internal links to understand the hierarchy and importance of your content. This can boost the rankings of both the pillar piece and supporting pieces.
Attracting Backlinks
High-quality pillar content attracts backlinks from other websites. When your content provides in-depth, valuable information, other businesses, bloggers, or industry publications could link to it as a resource. Backlinks are a critical ranking factor in SEO and pillar content helps you earn them more easily.
Some ways that pillar content supports SEO:
Better Keyword Targeting
Pillar content allows you to target multiple keywords in a single content piece. By covering a broad topic in-depth, you naturally incorporate many related search terms, increasing your chances of ranking for a wide range of queries.
For example, a pillar post on “The Ultimate Guide to SEO” could target keywords like “SEO basics,” “SEO for small businesses,” “on-page SEO,” and “technical SEO,” all within the same article. This comprehensive approach helps your content rank for multiple keywords and attract more traffic.
Internal Linking Structure
Pillar content is the foundation of a content cluster, where smaller articles, or blog posts (cluster content) link back to the main pillar post. This creates a well-organised internal linking structure that improves your website’s SEO. Search engines use these internal links to understand the hierarchy and importance of your content. This can boost the rankings of both the pillar piece and supporting pieces.
Attracting Backlinks
High-quality pillar content attracts backlinks from other websites. When your content provides in-depth, valuable information, other businesses, bloggers, or industry publications could link to it as a resource. Backlinks are a critical ranking factor in SEO and pillar content helps you earn them more easily.
Pillar Content Enhances User Experience
Pillar content has SEO benefits and improves the user experience on your website in three main ways:
Comprehensive Information
Pillar posts provide users with all the information they need in one place. Instead of reading multiple pages to find the answers they’re looking for, readers can access everything they need in a single, well-organised piece of content. This improves user satisfaction and keeps visitors on your website longer.
Clear Navigation
With pillar content and supporting cluster posts, you create a clear navigation structure that makes it easy for readers to explore related topics. For example, if someone reads your pillar post on digital marketing and wants to learn more about social media strategies, they can easily click a link to a relevant and detailed piece. This internal linking structure encourages visitors to stay on your site longer and explore more content.
Building Authority
If users find your website a valuable, reliable resource, they are more likely to return for more information in the future. Pillar content helps position your brand as an authority in your industry, which can lead to higher levels of trust and long-term engagement.
Comprehensive Information
Pillar posts provide users with all the information they need in one place. Instead of reading multiple pages to find the answers they’re looking for, readers can access everything they need in a single, well-organised piece of content. This improves user satisfaction and keeps visitors on your website longer.
Clear Navigation
With pillar content and supporting cluster posts, you create a clear navigation structure that makes it easy for readers to explore related topics. For example, if someone reads your pillar post on digital marketing and wants to learn more about social media strategies, they can easily click a link to a relevant and detailed piece. This internal linking structure encourages visitors to stay on your site longer and explore more content.
Building Authority
If users find your website a valuable, reliable resource, they are more likely to return for more information in the future. Pillar content helps position your brand as an authority in your industry, which can lead to higher levels of trust and long-term engagement.
How to Create Effective Pillar Content
Creating pillar content takes time and effort, but the results are well worth it.
Some tips for creating effective pillar content:
Choose a Broad Topic
Start by selecting a broad topic relevant to your audience and aligned with your business goals. The topic should allow you to dive deep and cover multiple aspects. For example, a content marketing agency might choose “The Complete Guide to Content Strategy” as a pillar post topic, with supporting blog posts on keyword research, content calendars, and writing for SEO.
Conduct In-Depth Research
Pillar content needs to provide valuable, well-researched information. This means going beyond surface-level tips and offering in-depth analysis, data, and actionable advice. Include quotes from industry experts, statistics, case studies, and examples to support your points and add credibility to your content.
Optimise for SEO
Pillar content should prioritise user experience, but also be optimised for SEO. This means incorporating target keywords naturally throughout the content, using proper headings (H1, H2, etc.), writing an engaging meta title description, and including internal links to related content on your site.
Use Visuals
To break up large chunks of text and enhance the reader’s experience, use visuals, e.g. infographics, charts, images, and videos. Visuals make your content more engaging and easier to digest, especially for complex topics.
Some tips for creating effective pillar content:
Choose a Broad Topic
Start by selecting a broad topic relevant to your audience and aligned with your business goals. The topic should allow you to dive deep and cover multiple aspects. For example, a content marketing agency might choose “The Complete Guide to Content Strategy” as a pillar post topic, with supporting blog posts on keyword research, content calendars, and writing for SEO.
Conduct In-Depth Research
Pillar content needs to provide valuable, well-researched information. This means going beyond surface-level tips and offering in-depth analysis, data, and actionable advice. Include quotes from industry experts, statistics, case studies, and examples to support your points and add credibility to your content.
Optimise for SEO
Pillar content should prioritise user experience, but also be optimised for SEO. This means incorporating target keywords naturally throughout the content, using proper headings (H1, H2, etc.), writing an engaging meta title description, and including internal links to related content on your site.
Use Visuals
To break up large chunks of text and enhance the reader’s experience, use visuals, e.g. infographics, charts, images, and videos. Visuals make your content more engaging and easier to digest, especially for complex topics.
Promoting Your Pillar Content
Once you’ve created your pillar content, you need to promote it effectively to drive traffic. Here are a few strategies:
- Share on Social Media: Promote your pillar post across all your social media channels to increase visibility and engagement.
- Include in Email Newsletters: Highlight your pillar content in your email newsletters to drive traffic from your subscriber list.
- Run Paid Ads: Consider running targeted ads on social media or search engines to promote your pillar content and attract more visitors.
- Collaborate with Industry Influencers: Partner with influencers or industry experts who can share your pillar post with their audience.
Conclusion/TLDR
Pillar content is a powerful way to boost your website’s traffic, improve SEO, and enhance user experience. Creating comprehensive, well-organised pages or posts that serve as the foundation for related content can drive long-term results and position your brand as an authority in your industry.
Investing in pillar content helps you rank higher in search engines and provides a valuable resource for your audience, encouraging them to explore more of your website and engage with your brand.
Investing in pillar content helps you rank higher in search engines and provides a valuable resource for your audience, encouraging them to explore more of your website and engage with your brand.
