How To Boost 2024 SEO Performance With Pillar Pages & Topic Clusters
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As the world of search prepares for an AI-driven transformation, content strategies are transforming too, and many professionals are wondering how to adjust to the radical shift. The answer may be simple: it’s time to stop creating content in silos. We will unravel the differences between topic clusters and pillar pages, and how to structure them, giving you a clear roadmap for boosting your website's visibility and ranking on search engine results pages (SERPs). You’ll learn: - What topic clusters and pillar pages are and how they work/how to structure them. - The SEO benefits of pillar pages and topic clusters. - How to identify and map topic cluster opportunities based on audience intent and monthly search volume. Watch SEO experts and Conductor’s Customer Success Managers, Alex Carchietta and Zack Kadish, to learn how effective pillar pages and clustered content improve site structure, internal linking, and on-page SEO. We’ll also show you actionable tips for optimizing your internal linking and future-proofing your content’s performance. Learn how to work with (not against) your content's natural intersections for better SEO and UX.
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How To Boost 2024 SEO Performance With Pillar Pages & Topic Clusters
- 1. What is it & How Does it Work? Topic Clusters
- 2. Speakers Zack Kadish Manager, SEO Customer Success Team Alex Carchietta Customer Success Manager
- 3. ● What is a topic cluster? ● What is a pillar page? ● Hub and spoke vs. topic clusters vs. pillar pages ● How to create a topic cluster ● Successful topic cluster examples ● How to create a pillar page ● Effective pillar page types 3 Agenda Speakers: Presentation duration ● Zack Kadish ● Alex Carchietta 30 minutes
- 5. What is a topic cluster? ● A topic cluster is a content strategy approach of creating sub-topic pages (AKA cluster content or cluster pages) to establish authority around a central topic. ● Cluster pages delve deep into the specifics of a broader topic to provide more detail and specificity. 5
- 6. What is a pillar page? ● A pillar page is a comprehensive, standalone page that covers a topic in-depth all on one page. ● Pillar pages can adopt a hybrid hub/pillar strategy, combining detailed topic coverage with a directory-style linking approach to related cluster pages for effective navigation. 6
- 7. Hub and spoke vs. topic clusters vs. pillar pages ● The good news is that a hub and spoke strategy is synonymous with a topic cluster strategy. The core differences between hubs and pillars are function, objective, and linking structure. ● The core differences between hubs and pillars are function, objective, and linking structure. 7
- 8. How to create a topic cluster 1. Choose a topic 2. Structure your cluster 3. Create the hub page and cluster content 4. Publish and set up accurate reporting 8
- 9. Successful topic cluster examples One of the top benefits of topic clusters is any company/industry can implement them Dick’s Pro Tips Hub: https://www.dickssportinggoods.com/protips Opportunity: Become the authority on sports for the products they sold. Target audience was searching for topics like “how to grip a baseball bat” Strategy: Developed a hub with hundreds of cluster pages related to topics of the sports gear they sell. Outcome: Increased rankings on SERPs and a massive increase in organic traffic. Established themselves as an authoritative brand for all things sports Wolters Kluwer Tax Resource Center: https://www.wolterskluwer.com/en/solutions/tax-acc ounting-us/tax-season-resource-center Opportunity: Partnered with Conductor to revamp their entire SEO strategy around tax content Strategy: Produced topic clusters directly tied to their audience’s pain points and their business offerings Outcome: Boosted organic search results in top 10 results by 400% 9
- 10. Poll Question #2
- 11. How to create a pillar page 1. Identify a core topic 2. Build out the pillar structure a. Competitive research b. Use Content Guidance to find out how to structure the content 11
- 12. How to create a pillar page 3. Create the pillar content a. Ensure the content is comprehensive, UX-friendly, includes useful links, and well optimized b. Use Writing Assistant to help perfect our content 12
- 13. 13 Comprehensive guide on a given topic This functions as either a 101 level resource for beginners or an in-depth advanced guide for experienced users. These guides will have internal and external links to add value to the reader Effective Pillar Page Types Guide Pillar Page In-depth breakdown of a given topic - including what it is, how it works, and why it’s important to know. The main difference here is this page targets keywords related to “what is + topic” These pages help rank for Answer Boxes, PAA. and answer early stage questions users might have What-is Pillar Page Focuses on helping readers solve their problems with step-by-step guidance/tutorials. The main difference here is this page targets keywords related to “how to + activity/topic” These how to pages cover detailed information around the topic and provide internal/external links to add value. How-To Pillar Page
- 14. Poll Question #3
- 15. 15 How Can We Monitor Results? Create a benchmark report prior to implementing your content strategy Monitor these target keywords and pages within the Conductor platform Report out on organic traffic wins (keyword rankings, traffic, market share, conversions) Repeat successful strategies for other areas of the business
- 16. In Conclusion Hub and spoke, topic clusters, and pillar pages ● The best way to demonstrate relevance around a topic is to show Google you are the source of truth for all things about it. ● All of these content marketing models have benefits for SEO as they enhance UX, improve site structure through internal linking, and establish domain and topic authority ● With SGE coming around the corner, it’s important we prioritize topic-based content ● The end goal of these strategies is to improve organic visibility, increase our rankings, and drive reliable and long term results. 16