What are content pillars?
Content pillars are the main themes your business is focused on.
The goal is to enhance your ranking and promote organic traffic growth. These are the main topics or webpages that explore core topics in-depth.
Let’s say that Webflow is one of the content pillars.
So you need to create a Webflow topic cluster. Containing a pillar page entitled “Webflow review” and various cluster pages, such as:
and so on.
So, pillar pages (e.g. Webflow) should link to (and be linked from) cluster pages (e.g. Webflow SEO, Pros and cons of Webflow etc). Therefore, a topic cluster is formed of a pillar page and its cluster pages.
Why Webflow?
Webflow platform is used to build SaaS websites that are conversion-oriented. For more advanced use (i.e. technical users), Webflow offers the option to insert code for custom websites. This allows for advanced customization and functionality which is great for SaaS growth.
This amount of flexibility that Webflow offers potentially leads to:
- Higher income
- Unique selling propositions
- Enhanced user experiences
Types of content pillars
There might be three key types of content pillars: the “Guide,” the “What Is,” and the “How-To.” But depending on your business, the pillars might differ.
Here are the examples of our intent types.
So, we did an extensive research in terms of our audience's search intent (why they are entering a specific keyword) and adjusted the “intent types” accordingly.
In terms of our business as a Webflow agency, there are:
- Informational
- Review
- How to
- Comparison
- Best pages
For example an “informational” pillar page strives to give the reader a full view of specific topic and everything they need to know, including features, pros and cons and more.
Here is a good example of an informational article called “How does Webflow work”.
Examples of content pillars
Content pillars shape your brand messaging. They can be defined as main topics specific to your brand.
As a premium Webflow agency, we have content pillars such as web design, digital branding and of course, Webflow.
These content pillars will form the basis of further content.
For example, topics like “UI best practices”, “user flow vs task flow”, “marketing and advertising design” under the digital design content pillar are relevant to the audience.
Here are the clusters around “digital design” with a wide range of keywords discovered by SemRush:
Note: You don’t have to blindly follow SemRush’s results. Make sure to do extensive research and choose topics that you think best suit your audience’s needs.
And here is our example of pillar pages and clusters with the interlinking structure that helps give context to search engines.
Then, another example of the pillar page "web design" and its clusters with the interlinking structure revealed by Semrush.
Still need more examples?
Here is the good example of blog features an anchored table of contents below the fold that addresses cluster topics around the “digital design” focusing on website design, landing page design, logo design and branding and more.
All important links gathered on this blog post proves the good structure of the content cluster.
Now that you have a basic understanding of content pillars, let's reveal all the steps needed to excel at a pillar content strategy.
5 Steps to develop a pillar content strategy for a Webflow website
1. Identify and create your pillar page
Identify your content pillar’s topic and list topics for your cluster pages. Then, craft a pillar page that serves as the foundational piece of your topic cluster.
This page should cover all facets of your main topic while linking to the more specific subtopics (your cluster pages).
You could choose Webflow SEO, as the pillar page. In that case cluster pages could be:
etc.
The pillar page should serve as a resource that offers in-depth insights, visual elements like infographics, and value-packed information.
Here is an example of our article on Webflow technical SEO containing all this:
- In-depth insights (e.g. step-by-step instructions)
In this example, we’re explaining how to create and submit a sitemap into the website (it could be any SaaS website).
- Examples from first-hand experience
Here we’re explaining how to add a Schema markup code in Webflow by providing our readers with actual screenshots.
- Value-packed information
In this example, we share information on which tools to utilize and what to do in order to manage site speed.
Besides these tips, you should keep the layout user-friendly and structured, with a clear introduction, subheadings, and calls-to-action (CTAs). This should encourage readers to explore related cluster pages.
So, the pillar page page should become a go-to resource, building trust and authority in your niche.
3. Link you cluster and pillar pages strategically
Ensure that your pillar page and cluster pages are interlinked.
Cluster pages should link to the pillar pages to reinforce the main topic's relevance and context.
Similarly, the pillar page should contain links pointing to related cluster.
For example, if your pillar page is about “Webflow review” your cluster pages could link to it with anchor text like “professional designers and web developers”, “hire Webflow professionals” or “reliable Webflow agency as your ultimate partner.”
4. Use data and tools for optimization
Leverage SEO tools such as SEMrush to analyze the performance of your content and track keyword rankings.
Semrush can help you identify which parts of your pillar content strategy are performing well and which need refinement.
Pay close attention to metrics such as:
- Views: This metric helps you understand which content formats and blog pieces your audience like the most.
- New users: Visitors who are seeing your website for the first time.
- Bounce rates time on page: This shows the percentage of all website sessions that were unengaged.
- Traffic source: discover the most and least effective marketing channels for specific content.
- Session source: Go a step further and identify specific platforms and websites that bring traffic to your website.
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- Performance on search results - APRIL 2024 VS SEPTEMBAR 2024
This way, you’ll ensure that your strategy aligns with user engagement and search intent.
5. Update and evolve
A successful content pillar strategy isn’t set in stone.
As trends change and new information emerges, periodically update your pillar page and cluster content.
This practice helps search engines better understand that your Webflow site remains relevant and authoritative.
The bottom line is that developing a content pillar strategy increases total clicks, impressions, average position, and more.
Conclusion
As we’ve seen, you can see significant results in your content cluster strategy.
Monitor the results of your content pillar efforts and whether it delivers on your KPIs (e.g. audience engagement, performance metrics), and refresh your strategy if needed.
If you need copywriting services, don’t hesitate to reach out.
