A pillar page is a type of web page that acts as a central hub for a given topic. For medical businesses, creating SEO or search engine optimization pillar pages can be an effective way to bring in more website visitors and improve organic search results. In this article, we’ll discuss what makes a good SEO pillar page, and we’ll provide tips for creating your own.
What is a Topic Cluster?
A topic cluster is a group of related content pieces that all revolve around a single, central topic. This is not a trend in SEO tactics; it’s a long-standing strategy. A topic cluster is an intentional grouping of content that’s designed to provide comprehensive coverage of a particular subject. Typically, a topic cluster is made up of pillar pages, subtopic pages, and internal links. Here we break down each element:
The main page of a topic cluster covers a broad range of information on a single topic. For example, a pillar page might be about the general topic of “dental implants.” This should be a broad, high-level overview of the topic.
A subtopic page is a more specific page that covers a narrower aspect of the main topic. For example, a subtopic page might be about the specific subtopic of “dental implant cost.” This would be a more specific, in-depth look at this particular subtopic.
Internal links are the links that you put on your website that connect your pillar pages to your subtopic pages (and vice versa). These links help search engines understand the relationship between your content pieces and help to improve your website’s overall SEO.
How Can Topic Clusters Improve Your SEO Strategy?
Topic clusters can be a powerful tool in your SEO strategy for several reasons, including:
Improve Organic Traffic
The goal of SEO is to improve your website’s organic traffic or the number of people who find your site through a search engine. A well-crafted topic cluster can help you achieve this goal by improving your website’s ranking in search results. Specifically, a topic cluster can help you rank for more keywords and phrases related to your main topic.
Make Use of Your Keywords
To improve your website’s ranking in search results, you need to include the right keywords throughout your site. A topic cluster can help you make the most of your keywords by ensuring that they’re used in a way that is both relevant and effective.
For example, let’s say that you have a pillar page about the topic of dental implants. You might want to include the keyword “dental implants” in the title, in the body of the text, and in the tags and meta-tags associated with the page. However, if you stuff your pillar page with too many instances of this keyword, it will not only look unnatural but it will also likely be penalized by search engines. A topic cluster can help you avoid this problem by spreading out your keywords throughout a group of related pages. This way, you can use your keywords more effectively and avoid coming across as spammy.
Create Ranking Content
When you create a topic cluster, you’re creating a network of related content pieces. This network of content can help improve your website’s ranking in search results. For example, let’s say that you have a pillar page about dental implants and five subtopic pages that are all linked to this pillar page. This network of pages will likely help you to rank higher in search results than if you only had a single page about dental implants.
The conversion rate is the percentage of people who take the desired action on your website. This action might be making a purchase, signing up for a newsletter, or filling out a contact form. A topic cluster can help increase your conversion rate by providing potential customers with the information they need to make a decision.
How to Create Topic Clusters
If you’re interested in creating topic clusters for your website, there are a few things you need to keep in mind. Here are some tips:
Choose the Right Topic
One of the most important aspects of creating a topic cluster is choosing the right topic. You want to choose a topic that is relevant to your business and that you have sufficient information about. In addition, you’ll want to make sure that there are enough subtopics associated with your chosen topic. If there are too few subtopics, you might not be able to create an effective topic cluster.
Expand Upon Each Topic
Once you’ve chosen your topic, you need to expand upon it. This is where the subtopics come in. As reported by Digital Authority Partners, each subtopic should be its own page on your website and should be linked to both the pillar page and to other related subtopics. For example, if you have a pillar page about dental implants, you might want to create subtopic pages about the different types of dental implants, the benefits of dental implants, and the cost of dental implants.
Conduct Keyword Research
One of the most important aspects of SEO is choosing the right keywords. Choose keywords that are relevant to your topic and that have high search figures. But don’t keyword stuff – that’s when you include too many instances of a keyword on your website in an attempt to improve your ranking in search results. This practice is frowned upon by search engines and can actually result in a lower ranking.
Outline the Structure of Your Content
Once you’ve chosen your topic and subtopics, you’ll want to outline the structure of your content. This includes both the pillar page and the subtopic pages. You’ll want to make sure that each page includes the relevant keywords and that the pages are linked together in a way that makes sense.
Create and Interlink Content
After you’ve outlined the structure of your topic cluster, it’s time to create content. This includes both the pillar page and the subtopic pages. As you create your content, make sure that you include the relevant keywords and that you’re linking the pages together in a way that makes sense.
Publish Your Work
Finally, publish your work on your website. Double-check that your pages are linked together properly and that your content is easily accessible to both search engines and potential customers.
When done correctly, topic clusters can be an effective SEO tactic to improve your website’s ranking in search results and increase your conversion rate. However, it’s important to keep in mind that creating topic clusters is not a quick or easy process. It takes time and effort to choose the right topic, expand upon it, conduct keyword research, outline the structure of your content, create and interlink your content, and publish your work. But if you’re willing to put in that time and effort, the rewards can be well worth it.