How to Optimise Pillar Pages for Search

SEO (Search Engine Optimisation) is crucial for the success of pillar pages, as it helps improve their visibility in search engine results pages (SERPs). SEO best practices for pillar pages include keyword optimisation, the use of meta tags, and internal linking. Let’s take a closer look at them:

Topics covered include:

1. What is a Pillar Page Template
2. How to Structure a Pillar Page
3. A Pillar Page Design Checklist
4. FAQ’s

1. Include keywords and synonyms in the content

Use variations of your primary keyword and synonyms throughout the content. This helps search engines understand the breadth of your topic. Place your primary keyword strategically throughout the content in a natural reader-friendly manner.

Make sure that you include target keywords in the following:

• In the pillar page’s title (H1).
• In the URL (if possible and relevant).
• In the meta description.
• In headings and sub headings

2. Optimise your meta tags

While metadata might not be directly visible on the page, they are essential for search engines and clickthrough optimisation. Make sure that your pillar page includes the following meta tags:

Title Tag

Craft a compelling and concise title tag incorporating your primary keyword. Keep it under 60 characters to ensure it displays correctly in SERPs.

Meta Description

Write an engaging meta description summarising the content and including the primary keyword. Aim for around 150-160 characters. A well-crafted meta description can improve click-through rates.

Header Tags

Structure your content using header tags (H1, H2, H3, etc.). The H1 tag should contain the main keyword and provide an overview of the topic. Subheadings (H2, H3, etc.) should be used to organise and categorise the content.

Add ALT tags to images

Without ALT tags, image relevance is lost to search engines and visually impaired users.

3. Create and format internal links

Internal links connect to subtopics and help users navigate your content. They are also essential for SEO. Be sure to include links and format them correctly:

Topic cluster links

Ensure that your pillar page is at the centre of a topic cluster, and create internal links to related subtopic content within your website. These links should be contextually relevant and add value to the reader.

Anchor text

Use descriptive and relevant anchor text when creating internal links. This helps search engines understand the relationship between the pages.

Sitemap and Navigation

Include the pillar page and related subtopic pages in your website’s sitemap and navigation menus to facilitate easy access for users and search engines.

4. Prepare to measure, test and refine

Regularly reviewing and acting on the insights gained from analytics can help you maintain the relevance and effectiveness of your Pillar Page over time. Use tools like Google Analytics to monitor critical metrics.

What to monitor:

• Organic traffic:
  Measure how much traffic your pillar page generates from searches.
• Bounce rate:
  Analyse whether visitors engage with your content or leave quickly.
• Average time on page:
  Evaluate how long users spend on your pillar page.
• Conversion rate:
  If your pillar page has a conversion goal, track the conversion rate.
• Search Ranking:
  Track how your pillar page’s rankings change over time.
• Backlinks:
  Monitor the acquisition of backlinks to your pillar page.

By implementing SEO best practices and actively monitoring your pillar page’s performance, you can continually optimise your content to maintain or improve its rankings in search results and provide a better user experience.