Pillar Pages & Topic Clusters
In today’s post, we continue on our long and arduous journey through the ins and outs of inbound marketing. Okay - so we’re being a little hyperbolic here. Inbound marketing may seem a little daunting at first, but once you get to know the inner workings, like pillar pages and topic clusters, it sure makes it seem like something that’s less intimidating and more approachable.
In our past blogs, we’ve touched on what exactly is inbound marketing, the foundations of inbound marketing, and the content strategy that you should be thinking about for your campaigns. But for now, we’ll expound on two of the most important aspects of inbound marketing: pillar pages and topic clusters.
Hacky SEO tactics aren’t enough to get you found online anymore. Search engine algorithms are designed to smell that a mile away. That’s because search engines have gotten great at filtering content based on user intent and the value provided by the content on your website. That means that your content has to work for both the user and the search engine.
But how exactly do you make that happen, you ask?
Well, it’s actually pretty easy!
Then, you basically create an authoritative and comprehensive page on a topic. Then create a series of pages on related sub-topics that all tie back into the original page. That’s called the pillar page. These pillar pages are based on main topics that are relevant to what you offer - known as topic clusters. Your pillar pages will link out to other pages such as service pages and blog topics about topics that relate to the main pillar page topic. In turn, those same topic pages should link back to the main pillar page. When you connect your pillar pages and other subtopic pages, you create something called an internal linking structure.
The point is that, by using topic clusters, pillar pages, and an internal linking structure, your site can establish itself as an authoritative source of information on a topic that your audience finds valuable. And in doing so, you’ll create a great user experience because your site is well-organized.
Learn more about inbound marketing by checking out our web series Far Out and Inbound and visiting our blog each week! As always, contact us here at Greyphin if you have questions about our inbound marketing and other services!