One of the best practices for search engine optimization is writing a lengthy, comprehensive, and a captivating pillar page. A page that thoroughly covers the topic in detail; not those 500-word blog posts with no substance.
Lengthy pieces of contents, that speaks about certain subjects or topics are also referred to as “Pillar pages ” by content creators.
Writing a pillar page is not as easy as just typing up plain bulk of text. According to HubSpot, “A pillar page is the basis on which a topic cluster is built. A pillar page covers all aspects of the topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to the pillar page.”
How to Create a Pillar Page
Write Content for SEO
Having cleared up the air with what is a pillar page, it will be a great idea if we could discuss how to create a pillar page. So, find below the steps, broken down into self-explanatory fragments.
1. Come up With a Topic
This is the beginning, as well as the most important part of both writing any of a short-form article or in writing a long-form pillar page for SEO purposes.
Your ability to come up with topics for a long-form content that’ll earn you both good search engine recognition and persuade your readers to feel the urge of opening up and reading your contents should be based on topic research, rather than keyword research here.
You can create a good topic by looking up what your audiences are searching for with a tool like UberSuggest. The cool thing about UberSuggest is that it will give you other related keywords that you may not have been thinking about. You can also use one of my favourite tools called BuzzSumo. Working as a digital marketing consultant I have to come up with a large number of topics for clients. Using keywords results as a basis does not cut it at times. With BuzzSumo you enter your keywords in the tool and it sorts out the best article by topics using your keywords based on social engagement.
When creating topics, you do not want to choose a topic that is too broad. For instance, “fitness” is a broad topic that may be too big for pillar page, but going down a bit, a topic that discusses about, “Water Fitness Exercises” will be more suitable for a pillar page as well as tens of blog articles. The supporting blog articles could be supporting blog posts such as, “Top 5 Water Fitness Exercises for Upper Body” or “Top 5 Water Fitness Exercises for Your Abs”. You get the point.
2. Start Writing Your Pillar Page
As soon as you come up with the right topic for your pillar page, then you are ready to map out your content, and begin writing.
However, just as you can create your pillar page from the scratch, it is also possible for you to transform one of your quality blog posts into a pillar.
Let’s just assume you are making a fresh pillar content, your post has to be easy to navigate, comprehensive, straightforward, engaging in addition to all other guidelines for effective communication and for the creation of outstanding blog posts.
I’ve collected some of the tools you can use to spice up your pillar page into a world class post. Check them out, below:
- Define the term or topic you are writing about, right on the overview section.
- Add a table of contents to map out your subtopics in a more organised manner, and to increase easier
- navigation by readers. Don’t forget to add numbers or bullets to your table of contents.
Your subheadings should include a very targeted and precise keyword that is relevant to your topic.
3. Keyword Selection
The moment you are ready to set up your pillar page on track, you’re ready to take a tour on keywords research on the topic you are basically writing about.
The keywords selection has to be done in a more strategic manner. So, choose less competitive keywords and focus on long tail keywords that contain a modifier and not just the root keyword. Data has shown that long tail keywords convert to sales and leads at a much higher rate than short tail keywords.
4. You are now ready to commence writing
Now it is time to write that killer pillar page. Since writing is what you do best as a blogger, we can save our energies on this.
Make use of the keywords you come up with, in line with your topic cluster and make your anchor texts for your internal linking more specific when linking to your clusters. With internal linking I get aggressive and use exact match keywords.
Focus on creating long form content for your pillar pages. There is no specific number in regards to word count but I like to keep my pillar pages over 2,000 words.
As pillar pages represent a cluster of variety of posts from your blog it will offer greater potential of uplifting your website’s visibility upon individual search engine queries.