Pillar pages are a fairly new tactic of inbound marketing strategy, so we decided to dive in headfirst and see what we could learn by implementing them on our own website.
Through implementing pillar pages, we’ve been surprised by the effect it had on the traffic to our website as well as on our content strategy as a whole. Here’s what happened.
About Pillar Pages
Pillar pages are pages on a website that broadly relate to a specific topic. The idea behind pillar pages is to serve as a topic source for your audience to describe a subject broadly, and then to offer resources that dive into specific information relating to the main topic.
A pillar page includes hyperlinks to pages with information that is related to the primary topic, and those pages hyperlink back to the pillar page to complete a circle of content.
What We’ve Done
As a digital marketing agency, we love staying on top of web design and content marketing trends and understanding how to best serve our clients. So to fully understand pillar pages, we knew we had to do it ourselves.
We created two different kinds of pillar pages. One is a separate page on our website, titled “What are Elements of a Successful Website?” The topic is based on one of our most popular blog posts.
The other type are existing blog posts that have been converted, edited, and expanded to serve as pillar pages. It made sense for our own business to use both, as we have a blog that is frequently updated as well as a website for our Vermont marketing agency.
What Pillar Pages Have Done for Us
Currently, our Elements of a Successful Website pillar page is one of the most often visited pages on our site even though it’s been live for less time than many other pages on the site.
Currently, our pillar page holds the third slot for pageviews, garnering almost 3% of all views to our website. People are also spending longer on the pillar page than other pages, and it even has a lower bounce rate than our homepage. This data proves that our audience is truly finding value in the content of our page.
Not only have pillar pages improved our website traffic, but they have also improved our blog planning and overall marketing strategy. It forces us to answer questions for our customers, and it has made blog planning more efficient as we are now thinking of topics in terms of topic clusters rather than stand-alone blog posts.
We are also taking a more comprehensive approach to our SEO strategy with pillar pages. HubSpot has found that a high rank in Google is a different ball game than it used to be, and search engines are moving away from only using keywords as a determining factor for ranking.
Personalization, device, and location have an increasing effect on searches. As a result, we've made changes to our overall SEO strategy and pillar pages are helping us gear our content towards our ideal audiences, both local and national.
Moving forward, we are enthusiastically embracing pillar pages and their effectiveness in providing value to our customers as well as improving the health and visibility of our website.
If you are interested in learning more about how a comprehensive content marketing strategy could help your business, we are more than happy to help!
Until next time,