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Why include a pillar page on company blogs?

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what is a pillar page? How can I create one? Why is it important to have one on my blog? How can it help me to improve my company's SEO?

When we talk about Inbound Marketing, we are referring to a whole series of elements and techniques that, when properly combined, lead to the attraction of potential customers. Among the different techniques we find SEO, and to give rise to this, different tools are involved, such as pillar pages. However, few companies are aware of this instrument, just as they do not know in depth the advantages it can bring them in terms of Inbound Marketing strategy.

We are ready to tell you about it.

what is a pillar page?

There is little point in saying that the internet and new technological tools have revolutionised the world of communications. It would be pointless to repeat, once again, that companies are beginning to face their own digital transformation, as well as the reinvention of their businesses. Companies are changing, and so are their methods and techniques. Proof of this has been the Inbound methodology itself, as well as the tools used.

diseño web empresa tecnológicaA pillar page is essential for several reasons. First, because user behaviour has changed. They no longer search for information in the same way as they did five years ago, so search engines have also undergone various modifications. Companies need to reorganise their pages structurally, so pillar pages are indispensable for the proper functioning of the content strategy.

The pillar page is thus a page that serves as a base and is made up of a specific topic that has been elaborated in the content strategy. All topics that are dealt with in greater detail in the cluster content must be included in this pillar page. Thus, the posts that we generate as a result of it will have to be linked to it. The pillar page also serves to maintain control and organisation of the different topics that we are going to deal with.

how can I include a pillar page in my company?

The best decision is made by Inbound Marketing agencies. Specialists in this methodology, as well as in content strategies, they are experts in the creation of pillar pages adjusted to the topic in question. Apart from this, in order to include a pillar page in your company's blog, it is necessary to know what the most important points are:

  1. Before creating the pillar page and choosing the main topic, it is important to forget about keywords for a moment and focus entirely on the topics to be covered.
  2. Do not forget the buyer persona, i.e. who we are addressing, what do you want to contribute, what problems or needs can you cover and solve, what can interest them?
  3. Keep in mindthat the content should be broad enough to provide a grouped content, but that it should not be treated in depth. Remember that the pillar page will have links that will guide interested visitors to pages where they can obtain more information on a topic.
  4. You should not use names that are too broad, but not too specific either. For example: imagine we want to talk about remote sensing. If we call this pillar page 'remote sensing' it would be too broad. If we decide to name it 'The functions of remote sensing in agriculture', it would be too specific. Therefore, it is important to find a middle ground. In this case, we could use the following title: 'Remote sensing in agriculture'.
  5. It should be written in such a way that it answers all questions related to the selected topic.

pillar pages as a response to change

As we said at the beginning of this post, users' search behaviour has changed and, as a consequence of this change, pillar pages have emerged, among other things. Search engine queries, as well as their processing, can still make your content visible, and pillar pages play a key role in this regard.

Search behaviours are changing. They already have, and will continue to do so. The structure of your content also counts. That's why it's important that you start working on your company's pillar pages now. These topic clusters manifest the changes in SEO, and the progress in improving the ranking of the vast amount of information on the internet.

As a result of their use, Google has changed its algorithm "to favour topic-based content, making pillar pages a requirement for content marketers who want to maintain a high SERP ranking".

want to start working on the foundation of your topic clusters?

Consigue ahora una plantilla para crear tu calendario de contenidos

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