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The rules for web positioning change rapidly, as rich people database package all SEO specialists and Content Marketers know. It is difficult to keep up with Google's algorithm changes and what worked yesterday may be penalized or less effective today.
Until recently, content marketing revolved entirely around the concept of keywords. Today, the concept has been expanded based on the search behavior of users who are increasingly asking Google about the way they speak.
Have you noticed that we are increasingly searching with longer phrases as if we were asking an oracle? Google noticed it too. In fact, 64% of current searches are longer than four words. That's why the world's leading search engine changed its policies in order to provide users with a better search experience. As with every algorithm update, SEO strategies are also changing, making positioning strategies evolve.
Google is trying to better understand the search intent of users who ask, for example, “what are the best running shoes”, in which case there are several keywords together. The solution for SEO specialists is to propose a content strategy that works as “clusters” of topics around the same pillar page. But let’s take it step by step.
The topic cluster or content cluster
It is a group of posts that are grouped around a central page. The central page addresses the largest number of aspects of the topic in a general way, while the posts that revolve around it go deeper into the topics, linking to the central page and to each other. In addition, the more connections there are within a single topic cluster, the better the positioning.
The main change that this new strategy proposes is that all the content begins to revolve around the central topics and their derived themes, instead of focusing on keywords, as we have been doing until now. This new organization of the content is governed by a Pillar Page.
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The pillar page, mother of the cluster
A Pillar Page is the basic principle around which the topic cluster is built, and it usually deals with what we know as the “core topic” or the central theme. It is like the center of a cell around which the other elements that make it up orbit. There are several specific characteristics of pillar pages that differentiate them from others:
The content is longer than other blog posts
All aspects of the topic are addressed in a single post without going into depth.
It works as a detailed introduction to a topic that, however, leaves room for the reader to want to know more about the topics in depth.
Links to the blogposts of the topic cluster and is linked by them
Let's take as an example the Pillar Page developed for Oncosalud on Breast Cancer . The main content, of course, is the issue of Breast Cancer and useful information about it. Topics such as the importance of a mammogram, carcinophobia, tools to protect oneself, among others, are discussed, but each of these topics is explored in depth in the blog.
For example, the “carcinophobia” (fear of cancer) section is presented this way:
What is a Pillar Page 3
If the user still wants to know more information about the fear of cancer, they can click on the CTA “Take me to the blog” and they will be able to learn more about this specific topic.
What is a Pillar Page 5
This way, Google will be able to read the links between pages better, and will understand the topic on which you want to position yourself (in the case of Oncosalud: breast cancer).
If you still have doubts about what a pillar page represents, this graph from HubSpot will help you understand it better.
What is a Pillar Page 4
In the center we have the Pillar Content or Core Topic, the topic that we will use to develop the Pillar Page. Around it we have cluster content, which represents the topics that go into more depth in the Core Topic. Of course, it is essential that the cluster content is linked to the Pillar Page, and even better if these contents are linked to each other.
What about keywords?
Keywords are not going to disappear ; we will use them both in the content of the Pillar Page and in the blogspots surrounding it. The change is mainly in perspective: while keywords were previously the centre of the strategy, they have now been moved to another element within the topic cluster.
In fact, for a topic cluster to be successful, it needs an excellent Pillar Page, well written and ranked with specific keywords related to the main topic. These keywords will be repeated in all related content that will be linked to each other.
When it comes to building authority for a website, it's time to start thinking about content cells with a specific topic and several topics that go into depth on it. That specific topic will be the protagonist of your pillar page, so you should choose it well and work hard on that central page around which the rest revolve.
Go ahead and build your own pillar page and watch how you will slowly start to rank better in search engines!
At Impulse we create SEO strategies to boost traffic and conversions on your website. With our expertise, you will be able to optimize your blog and website and achieve an impact on your growth. We invite you to learn more about our SEO service.
