Create your first pillar page without dying in the attempt
Posted: Thu Dec 12, 2024 4:54 am
Pillar pages are one of the most effective SEO strategies. Learn how to do them step by step to index more quality content in search engines.
Table of contents
SEO is one of the biggest challenges doctor database package we face when setting up our website. The process of making it easy for users to find your site is the most effective and cost-effective way to attract customers to your website. However, Google constantly changes the algorithm, forcing us to update our strategies . What we did yesterday will probably have to be changed tomorrow.
Currently, the ranking in the Google search engine is managed by an artificial intelligence system that constantly learns from each search that is performed. That is why new techniques are being incorporated to adapt these searches to correct semantics. One of the most effective tactics to generate web traffic today is “Topic Clusters”.
A cluster is a group of elements that are related to each other to achieve a goal. In the case of those that are created to achieve positioning, they are a group of links throughout the page that are linked to each other and to what we call Pillar Pages or Pillar Pages .
New Call-to-action
From a content perspective, Pillar Pages cover a topic in a broad way, offering the largest amount of free material on a topic of use to the user. Pillar Pages stand out for their informative quality. From a positioning perspective, a Pillar Page is the center of the cluster from which we organize and direct a large amount of traffic throughout our website.
It would be like a walk on a path in which you find several signs that invite you to go to the same place, in this case, that place is our website so that the user stays longer on our page consuming our content and moving through the Buyer's Journey .
create-your-first-pillar-page-without-dying-in-the-attempt-
Setting up our Pillar Page
To start building our pillar page, the first thing we need to have ready is the definition of our Buyer Personas . If you haven't done so yet, this should be your first step. Once we know who our content will be aimed at, we need to know what our customers are searching for on the internet and how they are searching for it. A good way to find out this is to do some research on Google Trends.
Now that we have defined our personas and keywords for the development of our content, we need to understand what a cluster is made up of.
Main topic or core of the content : This is the main topic or topics of our website.
Subtopic: These are the topics that revolve around the main topic, are linked to the core of the content and are developed in a more specific way.
For example:
On a pillar page about online education we have:
The main topic: “Professionals of the future”
And the following subtopics:
Distance learning master's degree
The future of higher education
Move at your own pace
The main reasons to study a master's degree
Methodologies to help you manage your time
The careers that will be most in demand in the future
create-your-first-pillar-page-without-dying-in-the-attempt-(1)
Subtopics don't just have to be on the pillar page, they can be related articles on your blog , or in sections of your website. The important thing is that everything is connected to each other, placing links on your pillar page to the articles or sections and from the sections or articles links to your pillar page.
According to HubSpot, these are the tips for creating a topic cluster step by step:
1. Determine five to ten core problems your buyer persona has through surveys, interviews, and research within online communities
2. Group each of the problems into broad thematic areas
3. Create each of the main topics with their subtopics using keyword research
4. Make a map of content ideas that align with each of the main topics and subtopics.
5. Validate each idea with industry and market research
6. Create content, link it to each other and to the Pillar Page
7. Measure the impact and improve
Once we have defined our content, the layout of our online pillar page begins . We must always consider a pleasant design that does not overwhelm our reader, that encourages and helps them to read most of the content and that they want to share it on their networks.
Our pillar page success story
At the end of 2018, we participated in HubSpot’s “Safari Challenge”, where different pillar pages from the Latin American region were competing. At Impulse, we presented our first Pillar Page called “ The State of Smarketing in Peru ” and we won first place! Let’s use this page as an example:
create-your-first-pillar-page-without-dying-in-the-attempt-1
We can see our title or main topic: State of Smarketing in Peru with a small subtitle, in the upper right corner a CTA to download the guide and the social media sharing icon in the lower left that will always accompany the reader.
Something worth mentioning is that the company logo located on the top left side is not linked outside the website, as our interest is to have the least amount of distractions possible and for people to stay on our pillar page for longer, educating themselves.
Going down we find a brief introduction regarding what we are about to read and followed by our table of contents, where we break down the topics that will be covered on our pillar page, each linked to the corresponding section.
create-your-first-pillar-page-without-dying-in-the-attempt-2
When we enter the content, we can see that the index or table of contents now appears on the left side of the website and continues to navigate with the user throughout the entire journey, allowing them to browse through all the topics that interest them at any time. Also on the right side appears our CTA indicating the download of the guide.
Table of contents
SEO is one of the biggest challenges doctor database package we face when setting up our website. The process of making it easy for users to find your site is the most effective and cost-effective way to attract customers to your website. However, Google constantly changes the algorithm, forcing us to update our strategies . What we did yesterday will probably have to be changed tomorrow.
Currently, the ranking in the Google search engine is managed by an artificial intelligence system that constantly learns from each search that is performed. That is why new techniques are being incorporated to adapt these searches to correct semantics. One of the most effective tactics to generate web traffic today is “Topic Clusters”.
A cluster is a group of elements that are related to each other to achieve a goal. In the case of those that are created to achieve positioning, they are a group of links throughout the page that are linked to each other and to what we call Pillar Pages or Pillar Pages .
New Call-to-action
From a content perspective, Pillar Pages cover a topic in a broad way, offering the largest amount of free material on a topic of use to the user. Pillar Pages stand out for their informative quality. From a positioning perspective, a Pillar Page is the center of the cluster from which we organize and direct a large amount of traffic throughout our website.
It would be like a walk on a path in which you find several signs that invite you to go to the same place, in this case, that place is our website so that the user stays longer on our page consuming our content and moving through the Buyer's Journey .
create-your-first-pillar-page-without-dying-in-the-attempt-
Setting up our Pillar Page
To start building our pillar page, the first thing we need to have ready is the definition of our Buyer Personas . If you haven't done so yet, this should be your first step. Once we know who our content will be aimed at, we need to know what our customers are searching for on the internet and how they are searching for it. A good way to find out this is to do some research on Google Trends.
Now that we have defined our personas and keywords for the development of our content, we need to understand what a cluster is made up of.
Main topic or core of the content : This is the main topic or topics of our website.
Subtopic: These are the topics that revolve around the main topic, are linked to the core of the content and are developed in a more specific way.
For example:
On a pillar page about online education we have:
The main topic: “Professionals of the future”
And the following subtopics:
Distance learning master's degree
The future of higher education
Move at your own pace
The main reasons to study a master's degree
Methodologies to help you manage your time
The careers that will be most in demand in the future
create-your-first-pillar-page-without-dying-in-the-attempt-(1)
Subtopics don't just have to be on the pillar page, they can be related articles on your blog , or in sections of your website. The important thing is that everything is connected to each other, placing links on your pillar page to the articles or sections and from the sections or articles links to your pillar page.
According to HubSpot, these are the tips for creating a topic cluster step by step:
1. Determine five to ten core problems your buyer persona has through surveys, interviews, and research within online communities
2. Group each of the problems into broad thematic areas
3. Create each of the main topics with their subtopics using keyword research
4. Make a map of content ideas that align with each of the main topics and subtopics.
5. Validate each idea with industry and market research
6. Create content, link it to each other and to the Pillar Page
7. Measure the impact and improve
Once we have defined our content, the layout of our online pillar page begins . We must always consider a pleasant design that does not overwhelm our reader, that encourages and helps them to read most of the content and that they want to share it on their networks.
Our pillar page success story
At the end of 2018, we participated in HubSpot’s “Safari Challenge”, where different pillar pages from the Latin American region were competing. At Impulse, we presented our first Pillar Page called “ The State of Smarketing in Peru ” and we won first place! Let’s use this page as an example:
create-your-first-pillar-page-without-dying-in-the-attempt-1
We can see our title or main topic: State of Smarketing in Peru with a small subtitle, in the upper right corner a CTA to download the guide and the social media sharing icon in the lower left that will always accompany the reader.
Something worth mentioning is that the company logo located on the top left side is not linked outside the website, as our interest is to have the least amount of distractions possible and for people to stay on our pillar page for longer, educating themselves.
Going down we find a brief introduction regarding what we are about to read and followed by our table of contents, where we break down the topics that will be covered on our pillar page, each linked to the corresponding section.
create-your-first-pillar-page-without-dying-in-the-attempt-2
When we enter the content, we can see that the index or table of contents now appears on the left side of the website and continues to navigate with the user throughout the entire journey, allowing them to browse through all the topics that interest them at any time. Also on the right side appears our CTA indicating the download of the guide.