How to Choose Pillar Page Topics

How to Choose Pillar Page Topics

The volume of information on the Internet is so vast that search engines like Google are working overtime to read it all and rank it properly. While keyword research and relevant content remain important factors, your authority in a particular field is increasingly being questioned.

There has been an increase in the number of searches with three or more words, in fact 29.13% of all keywords with 10,000 or more monthly searches are made up of three or more words. Pillar page strategies emerged as a response to the growth of conversational search intent. Topic clusters and pillar pages, as umbrella-like pages, facilitate categorization and indicate authority in a clear manner. 

Doesn't sound too hard, does it? For any SEO strategy to be successful, it takes time and extensive planning. Let's examine each step in more detail.

What is a pillar page?

In a content marketing campaign, pillar pages are long-form pieces of content, such as white papers or guides, that serve as the foundation for topic clusters. A cluster page provides basic information about its subject, as well as links to additional pages where more detailed information can be found.

In order to be considered an early-stage piece of content, pillar pages need to be thorough in their explanation. In addition to linking out to cluster pages, pillar pages should also provide links back to pillar pages. (Check out this Hubspot guide for some amazing visual displays.)

What is a cluster page?

Knowing how pillar pages are structured will enable us to understand cluster content better. You need to decide your specific keyword targets for your pillar page after choosing the topic. A dedicated page is then created for every keyword. "Cluster pages" are dedicated pages.

Any piece of content can serve as a cluster page, from a blog to a white paper to a solution page. It should be relatively easy to link to other related cluster pages, as well as to the pillar page since all cluster pages have the same topic. This strategy not only organizes your content library in a cohesive way, it also creates broader search engine authority.

How to choose a pillar page topic

In order to achieve success with your strategy, choosing the right topic is crucial. As search engines update their algorithms, niche topics have become increasingly important in SEO. Topic-based content is rewarded by search engines, not keywords.

These steps will help you choose a pillar page topic that will be successful.

1. Choose a relevant solution

I cannot stress enough how important this is, even though it may seem obvious. The primary focus of some SEOs is to find the right keywords, but they forget to look at the big picture. Consider the solutions and topics that your product addresses, just as you would with keyword research.

Buyer personas come in handy here. In addition to those questions, what are your potential buyers searching for?

Pick a topic that is broad enough to allow you to create "cluster pages" around it once you have a list of possible options. Using this strategy will not be appropriate for questions with a simple "yes" or "no" answer.

"What is communication, for example?"There is too much overlap between "communication between coworker and boss" and "communication between coworker and boss". However, the question of "What constitutes effective workplace communication?" remains unanswered.In addition, "workplace communication" allows for establishing connections to areas of workplace communication that are more specific.

2. Analyze the SERP

Our search engine results page can often be a valuable tool in identifying related queries. Examine the results by entering your pillar page topic into the search bar.

Are there any questions that people are also asking in this section? Do you have a featured snippet? What kind of targeted ads are there? It's clear you've selected the right topic when you see these signs. You may want to consider a cluster page for your pillar page if it does not encompass any of the above, or perhaps you should move on to another topic altogether.

In addition to your pillar page structure, you can also create questions people also ask. Is it possible to address these questions on your pillar page as H3s or H2s? Does your cluster page address this question? When we ask our own questions about related topics, search engines often provide the answer.

3. Evaluate your content

In order to use pillar pages, you need to audit your content, but it is not an easy task. Without knowing your existing content, it can be difficult to start writing new content - you don't want to risk creating content that competes with your own.

Organise the content you have on hand into topics. In this way, you can identify pages with similar content. Could any of the existing content be re-prioritized according to this strategy? Can you combine content from two different sources? By the end of your content audit, you should be able to identify where your content gaps are.

We will be adding new content to this section. The reorganization of your content library will also be aided by removing duplicate content. This content can be mapped out safely and easily using a Google Sheet with your library.

As for building the pillar page itself, I recommend a Google Sheet with tabs for current and new content that needs optimization and writing, the structure of the page, as well as the current search engine position.

What are the benefits of a pillar page strategy?

The process may seem time-consuming, in which case the question becomes: is a pillar page strategy worth the effort? Yes, that's the short answer.

In order to create a successful pillar page, you need to examine your buyer personas. In combination with topic clusters, you'll be able to answer top-of-funnel questions, such as "What is?".Bottom funnel queries like "the best of" and mid-funnel queries like "what is good about". Creating relevant content for search engines isn't your only goal - you should create content for every stage of your buyer's journey.

You will be able to streamline your sales process and bridge any gaps your users might have encountered. B2B is becoming increasingly important when it comes to using content creation as a revenue generator.

You should also see SEO benefits from the website clean-up you get from a content audit. I quickly realized that my strategy was working when I implemented it. Mid-February 2021 marked the implementation of this strategy.


Your content strategy is incomplete without pillar pages. Your company will be able to create long-form content that addresses all questions in the buyer's journey and improves keyword ranking and domain authority when you identify the topics for which your company offers solutions.

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