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What are pillar pages and topic clusters

Pillar pages and topic clusters, another area that is content focused when it comes to SEO.

Content is ever so important when it comes to your websites landing pages, search engines have a known habit of evolving due to all the new content constantly being churned out by sites, therefore pillar pages and topic clusters have risen and are still on the rise in popularity as an inbound marketing content strategy.

In short, pillar pages and topic clusters help improve a site’s search ranking for several core topics, whilst also improving the site’s architecture (URL structure).

A pillar page broadly covers key aspects of a topic relevant to your company (e.g., a product or service page), while topic clusters are subcategories that cover keywords related to that topic in-depth.

For example, you may have a pillar page that is “SEO Services” then topic clusters will follow as “Technical SEO”, “SEO Audit”, “On-page SEO” and so on. A pillar page is very similar, if not the same to a parent page on your website.

How pillar pages and topic clusters work

A great example of pillar pages and topic clusters is to think of them like a book; the pillar page is the book itself and topic clusters are like the chapters.

The more content information you have on a pillar and its subtopics, the more internal links, keywords and page authority you can build for your website, which helps improve UX and navigation and boosts your SEO.

Essentially, pillar pages and topic clusters are well-structured URLs and great content.

Search engines understand that there is a semantic relationship between the content in topic clusters and your pillar page.

The more high-quality content you’re able to provide the more you’ll be seen as an expert on the topic in the eyes of Google. Quite important right..?

How to arrange your website with topic clusters and pillar pages?

You need a plan with topic clusters and pillar pages. To do so, you just need to think of it as content organisation, content creation – a topic-driven content plan. To do so take to following steps:

  • Identify and map out your topic clusters
  • Perform keyword research
  • Write an optimised pillar page
  • Create cluster content pages
  • Ensure all pages are well equipt with quality content and internal links
  • Promote and maintain your pillar and cluster content pages

The bottom line

With many benefits from both pillar pages and cluster topics, such as an increase in relevant traffic, better user experience and focus targeting.

Pillar pages and topic clusters are keyword-driven SEO tactics that all businesses should consider.

If you think you need help with organising your website whether that be user experience design or SEO content then get in touch with one of our experts at Lightbox Digital today!