The way that consumers are performing searches online is changing. Did you know that 20 percent of Google searches are now performed using voice search? Google and other search engines are updating their algorithms to accommodate the longer, more conversational search queries. To better appeal to consumers and search engines alike, your business needs to update its website design to include a pillar page.
A pillar page organizes the architecture of your website and blog to accommodate the way that consumers are performing search queries. For example, let’s say that you’ve written 20 different blog posts about how to use Instagram to reach your audience. You could then create a pillar page to serve as an overview guide for this topic. All of the different blog posts that you’ve written about Instagram marketing should link back to this pillar page so readers will have a clear path to learn everything they want to know about this topic.
You can think of pillar pages as serving as anchors for topics on your website and blog. While the pillar page provides an overview of the topic, visitors can click on links within the page to dive in deeper with specific aspects of the topic.
You may have heard of the term “topic cluster,” and pillar pages will help you to organize your blog content into topic clusters to drive more traffic to your website. Your pillar page will begin ranking for a particular topic, which will also help your related posts to rank well.
The first step in creating pillar pages is to choose a topic, not a keyword. To know which topics to cover, you need to know who your audience is and what they’re typing into search engines.
Once you choose a topic, you’re ready to create a pillar page. Define the topic in the first section of your page and use more specific topic-related keywords in subheadings. You want your content to provide an overview of the topic without sounding redundant. Using a table of contents format is a best practice for creating a pillar page.
Once you’ve written the content on your pillar page, add links to relevant content on your website and blog that would provide readers with more information on the topic. Including these links will help to enhance the user experience and improve your search ranking.
There’s no question that consumers are changing the way that they perform searches online. Contact us at Danesc to optimize your website design and increase your visibility in search results.