Skyrocketing organic traffic with content pillars





Blog Date

June 2, 2024


UK, Manchester

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Skyrocketing organic traffic with content pillars

Skyrocketing Organic Traffic with Content Pillars

Imagine your website as a towering skyscraper, each floor representing a different aspect of your business. Now, picture the foundation – the sturdy pillars that hold the entire structure in place. That, my friends, is the power of content pillars.

As the senior content marketing manager at HawkSEM, a leading SEO agency in Manchester, UK, I’ve seen firsthand the transformative impact of content pillars. They’re the bedrock of any successful digital marketing strategy, providing a solid foundation for your website to reach dizzying heights of organic traffic and rankings.

Let me take you on a journey through the world of content pillars and how they can skyrocket your online presence.

The Pillars of a Robust Content Strategy

Think of your content like a fortified tree. Each branch represents a helpful, high-quality piece of content, and each keyword is a leaf. In this analogy, content pillars are the tree trunk – the foundation that supports the entire ecosystem.

Pillar pages are the cornerstone of this content strategy. They’re comprehensive web pages that broadly cover a particular topic, while also linking to more specific, supporting content (known as “cluster content”).

For example, let’s say you run an online furniture store. Your pillar page could be a guide on “Rustic Furniture: Styles, Materials, and Trends.” Within this pillar page, you’d have sections covering the different types of rustic furniture, the key materials used, and the latest design trends. But you wouldn’t stop there – you’d also include internal links to more detailed articles on each of those subtopics.

This “hub and spoke” model not only provides your audience with a wealth of valuable information, but it also signals to search engines that your website is a trusted authority on the subject. And as we all know, Google loves to reward websites that demonstrate expertise, authoritativeness, and trustworthiness (E-E-A-T).

Uncovering the Hidden Gems

Now, you might be thinking, “But my competitors have similar pillar pages. How do I stand out?”

The secret lies in information gain – the exclusive insider knowledge and industry authority that only you can provide. This is where you truly showcase your unique value proposition and give your audience something they can’t find anywhere else.

For example, perhaps your online furniture store has a team of in-house designers who regularly attend industry events and conferences. You could leverage their expertise to create a pillar page on the “Top Rustic Furniture Trends for 2023,” complete with insider insights and predictions that your competitors haven’t covered.

Or maybe you’ve conducted extensive research on the environmental impact of different materials used in rustic furniture. You could use that knowledge to create a pillar page on “Sustainable Rustic Furniture: Eco-Friendly Options for Your Home.”

By infusing your pillar pages with this kind of information gain, you’ll not only capture the attention of your target audience but also boost your organic search rankings, especially as Google’s AI-powered Search Generative Experience (SGE) becomes more prevalent.

Putting the Pieces Together

Now, you might be wondering, “Okay, I get the importance of content pillars, but how do I actually put this into practice?”

The key is to start with thorough keyword research and identify the broad, high-volume topics that align with your business offerings and your audience’s needs. These will become the foundation of your pillar pages.

From there, you can use those pillar page topics as a springboard to create a comprehensive content ecosystem, with each pillar page linking to a network of more specific, supporting content. This not only makes it easier for your audience to navigate and find the information they’re looking for, but it also signals to search engines that your website is a well-organized, authoritative resource.

And the best part? You don’t have to start from scratch. Take a look at your existing content – you may already have the building blocks in place to create powerful pillar pages that drive massive amounts of organic traffic.

The Power of Pillar-Based Marketing

As an SEO agency in Manchester, UK, we’ve seen the incredible results that a well-executed pillar-based content strategy can achieve. One of our clients, a leading online furniture retailer, implemented this approach and saw a staggering 497 first-page rankings in just seven weeks on a highly competitive topic.

But the benefits of pillar-based marketing go beyond just rankings. It also helps to:

  • Build Topical Authority: By creating comprehensive, expert-level content on key topics, you demonstrate your business’s expertise and credibility to both your audience and search engines.

  • Improve User Experience: The intuitive structure and internal linking of pillar pages make it easy for your visitors to find the information they need, leading to higher engagement and lower bounce rates.

  • Boost SEO Performance: The strong content structure, internal linking, and topical authority of pillar pages signal to Google that your website is a valuable, trustworthy resource, resulting in higher rankings and more organic traffic.

So, if you’re ready to take your online presence to new heights, it’s time to unlock the power of content pillars. MCR SEO, our Manchester-based agency, is here to guide you every step of the way.

Get ready to watch your organic traffic soar as you build a content strategy that’s as solid as the foundations of a skyscraper. The future of your digital success starts with content pillars.

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