Create a pillar page and content hub for SEO

Contributors

@paul-boag


Business Benefits

Position your business by creating a page covering a large portion of your website’s content.


Brainstorm a list of topics that you are well-equipped to educate people about - including subjects related to your products.

For example, if you sell marketing automation software, topics around digital marketing would work.

Use SEO tools like SEMrush and Ahrefs to find out how many searches those topics get per month and search queries related to those topics.

Only use the topics that have substantial search volume. Substantial search volume differs in every industry or niche and location. For some, 1000 search volume is enough; for others, that is too small. For a pillar page, look out for at least 400. If you don’t have access to an SEO tool, you can use Google Trends. It also provides related search queries.

Look at the top ten ranking results on search engines to create a list of questions that people will expect you to answer with that topic.

Add any other question that you believe your competitors didn’t include. The questions should include all the Whats, Whys, and Hows around your topic. For example, for a pillar page on Remarketing, you could add:

  • What is remarketing
  • How to get started with Google Ads
  • Getting started with remarketing
  • How to segment audiences
  • Conversion rate optimization
  • Tracking and personalization.

You can also use an SEO content tool like Page Optimizer Pro to get more questions. Their SEO content research results include a few questions around the topic.

Turn those questions into subheadings (H2 and H3) to create an outline, and write your content.

For example, What is remarketing can be a sub-heading.

Create a table of content that has all the sub-headings on your pillar page. Hyperlink each entry in the table of contents to the sub-heading on the page.

For example, if you have What is remarketing as a sub-heading, your table of contents should link to the section of the page that you have that sub-heading. The links enable visitors to easily move to the section they want to read on your pillar page. It also helps your SEO because Google adds jump-to-section links in search results.

Analyze your pillar post and pick the subtopics, terms, questions, and insights that you can turn into separate in-depth blog posts.

Link to the pillar page in these blog posts as you write them.On your pillar page, link back to relevant posts where appropriate.

Go through old posts to find any that mentions the topic of your pillar page and create a link to your pillar page.

Place a link to your pillar page in an area of your website that visitors would see quickly, such as your menu area or pinned on your blog page.