Fantastic pillar pages examples that will help your SEO strategy — Jeremy Knight, MD of Equinet Media

In April (2018) I gave a presentation on pillar pages to the lovely folk at The Marketing Meetup: Cambridge. During the talk I was asked if I had any examples — so without further ado…

The nature of search is changing. Google understands intent now and uses natural language processing to parse phrases rather than keywords. That is not to say that keywords don’t matter — they absolutely do. Rather, you can no longer optimise around keywords and expect to get the same results you used to. But you do still need to know that the search volume is there.

So, your SEO strategy has to evolve, and you can expect it to get harder too. Chasing long-tail permutations around core keyword themes simply does not work anymore. Even where you are diligently blogging, following best practice and sticking to your schedule, you will by now have noticed that this is no longer providing the results you had hoped for.

One answer to this conundrum is the creation of ‘pillar pages’ with associated ‘topic clusters’. A pillar page is an ungated resource page that covers a subject in real depth. It does not exist in isolation, rather it interlinks with a series of subtopics (topic clusters) which dig even deeper into each segment of the page — typically well optimised blog posts that follow on-page best practice. Ideally your pillar page will link directly from the main domain (so not a blog post) and it is going to be much longer than your typical blog post.

Good Example Pillar Pages

TYPEFORM

Typeform offers interactive forms that can make your forms a “little more human.” They can be used for customer feedback so a comprehensive guide on customer success made strategic sense for their pillar page.

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Another great example from Typeform

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GATHER CONTENT

Website redesign projects often run late because of difficulties creating, editing, organising and approving content. Gather Content helps organise, produce, manage and migrate website content. This pillar page is designed to help UX design professionals plan for those content challenges.

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HELP SCOUT

HelpScout offers customer service software that’s often used as a help desk or shared inbox by customer service and customer success teams. Here they have partnered with AWeber to produce a pillar page on building lists for your email marketing efforts.

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THE SAAS DNA PROJECT

The Saas DNA project digs into more than 40 SaaS marketing sites and hundreds of user testing videos to show you what prospects prefer, what doesn’t work for them, and how you can set up a framework for getting your SaaS marketing site on track. It was produced by Hiten Shah’s of Crazy Egg and Kissmetrics, fame.

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HUBSPOT ON INSTAGRAM MARKETING

In this pillar page HubSpot delivers a masterclass on how to create captivating visuals, grow your following, and drive engagement on Instagram. This is a great example of how you can really ‘own a subject’. It is a cross between a pillar page and what Rand Fishkin calls 10X content (If you don’t know ‘Whiteboard Friday’s, follow the link — you are in for a treat).

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JJS MANUFACTURING ON OUTSOURCING

Equinet created this pillar page for our client JJS Manufacturing. Our brief was to create the best page on the web for anyone wanting to inform and educate themselves about everything there was to know about the benefits and pitfalls of outsourcing electronic manufacturing. Coming in at over 25,000 words it is nearly half a book! The process involved repurposing eBooks and writing new segues and segments around an end-to-end process that would best inform the reader.

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EQUINET ON THE VALUE OF AN INBOUND MARKETING AGENCY

Assuming you will forgive the shameless plug — here’s one that we prepared earlier. A visitor navigating this page will be taken on a systematic journey through each step along a journey to understanding how they might best work with an agency.

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If you would like to discover more about we wrote post about that here, or if you want to dig deeper there is a great post on pillar pages and topic clusters written by HubSpot here. Alternatively, if you would like to book time with me to talk about this subject you can find time in my schedule here.

Written by Jeremy Knight, Equinet Media

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