Mastering SEO with Pillar Content: Crafting a Strategy for Humans and Search Engines

In the era of content marketing, creating valuable, comprehensive, and strategic content is the key to success. Today, we'll dive into the intricacies of crafting a content marketing strategy that not only captures the attention of your target audience but also aligns seamlessly with the ever-evolving algorithms of search engines, taking into account updates like Hummingbird and Rankbrain.

EVOLUTION OF SEO STRATEGIES

As search engines continue to refine their algorithms, SEO professionals are adapting their strategies. The Hummingbird update revolutionised the way search queries were understood, emphasising the importance of context and user intent. Simultaneously, the Rankbrain update marked a shift towards machine learning, enabling search engines to better interpret ambiguous queries.

WHAT TOP SEO'S DO DIFFERENTLY 

Leading SEO practitioners have moved away from the traditional approach of optimising solely around exact match keywords. Instead, they focus on producing comprehensive and semantic-rich content around specific topics. This approach not only caters to search engine algorithms but also enhances the overall user experience.

These SEO experts also emphasise SEO-friendly site architecture and consistent internal linking. By structuring content logically and providing clear pathways for users, they improve both user navigation and search engine crawling.

To aggressively promote their content, these experts leverage various tactics such as link building, repurposing, and utilising paid channels. This multifaceted approach ensures that their content reaches a wider audience and gains authority in the digital space.

PILLAR CONTENT AND TOPIC METHODOLOGY

At the heart of this strategy lies the concept of pillar content. A pillar page covers a topic in-depth and is strategically linked to a cluster of related content. This not only establishes your website as an authoritative source on a particular subject but also boosts SEO by creating a network of interconnected content.

Implementing a topic cluster methodology involves creating a pillar page as the core content and supporting it with related pieces of content, forming a content cluster. This approach aligns with the way search engines understand and rank content, ultimately improving your website's visibility.

Benefits of Ungating Content

Ungating content, or providing free access to valuable resources, has become a powerful strategy. It attracts organic traffic by offering immediate value to users, fostering trust, and establishing your brand as an industry authority. Additionally, ungated content often leads to an increase in quality conversions, as users are more likely to engage with your brand when they find value without barriers.

Content Promotion Checklist

To maximise the impact of your pillar content, a robust promotion strategy is essential. Here's a checklist combining short-term and strategic tactics:

Short-term Tactics:

• Send email series to current contacts
• Upload relevant emails to Facebook and create a look-alike audience
• Create a series of social posts using interesting snippets from content
• Outreach to people who linked to similar content
• Answer five questions on Quora
• Comment on five blog posts on relevant, authoritative sites

Strategic Tactics

• Build relationships with industry influencers
• Contribute to industry newsletters
• Guest blog on authoritative websites
• Become active on industry communities
• Boost top-performing content on social media
• Launch remarketing ad campaign
• Syndicate your content
• Update/expand top-performing content
• Repurpose content into new formats
• Continue creating content to support topics
  
  

FINAL THOUGHTS

Crafting a content marketing strategy that resonates with both humans and search engines requires a delicate balance of creativity, technical expertise, and strategic thinking. By incorporating pillar content, embracing the topic cluster methodology, and understanding the evolving landscape of SEO, you'll not only enhance your online visibility but also establish a lasting connection with your target audience.