Using Content Pillars And Landing Pages In SEO

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SEO isn’t just about keywords. Search engines (like Google) want to see how your content relates to itself. Use content pillars on your blog (through categories) and landing pages to segment your blog content to provide a clear structure of content for search engines AND your readers.

By creating content pillars of content and landing pages for those pillars, you are providing a clear structure of information for your site for search engines and providing a good user experience for your readers.

Let’s cover what content pillars are then get into how you can implement them on your blog:

Content Pillars

Google is looking for how your content relates to itself. When linking internally to other posts on your site, try to only link to RELEVANT content within the same Category.

Your topics can range quite drastically on your blog.

That’s ok!

While it’s great to have a focused blog, many of us have a hard time narrowing the focus down to one or two topics.

However, Google does want sites to be targeted. They want to send their users to the best content on the internet.

That means they will look at your bounce rate, page loading speed, links (internal and external – incoming and going out), post length, header usage, keyword usage and many other factors to determine how “trustworthy” you are to rank high in the search results.

But a huge factor in SEO is having a clear flow of content on your site.

For example, a site may choose to write about the following topics:

  • Pregnancy
  • Gluten free recipes
  • Babies
  • Toddlers
  • Motherhood
  • Organization

While this is just fine, it may be better to fit some of those into the same categories or focus more on specific topics (“niching down”):

  • Babies
  • Toddlers
  • Parenthood (could branch into recipes, organization, motherhood and pregnancy)

But what you want to do is try to keep a minimum of Categories (more on this later) and show Google through linking that your content relates to itself in a way that makes sense to the reader.

For example, if you have a post in the Babies category that links to unrelated recipes or tips on organizing your kitchen, this is confusing to your reader and you aren’t likely to get a click – it’s not the information your reader is there to find and increases your chances of the reader bouncing rather than clicking on content they may actually want to read.

To learn the difference between Categories and Tags, see this post (jumps to section).

See this post to learn about how you can do content maps to plan out your categories and content pillars.

Category Landing Pages

The best way to segment your site is to provide a Category landing page for your readers.

Providing this clear navigation will help you not only provide exact information for your readers but show Google that you have a structure in place.

Once you have decided on your content pillars for SEO, you may choose to create landing pages for your categories.

By creating a clear landing page for each type of content you provide, you are making it that much easier for your site visitors to find the information they are looking to read.

For example, say your blog is a parenting blog focusing on pregnancy, newborns and postpartum care. You would then create 3 landing pages (which you could link to from your sidebar and/or on your static homepage).

Think of these landing pages like additional homepages for your site that focus on a specific type of content. It’s like wrapping paper around your content types based on the categories you have decided to include on your blog.

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