Pillar content is a single page that broadly covers a particular topic, all aspects of it, and has links to the cluster content. Cluster content is a set of more detailed blog posts around the same topic that address specific keywords related to that topic and have a hyperlink back to the pillar page.
Topic cluster or content silo is represented with a comprehensive piece of content at the center (called pillar content) and then surrounded by subtopic content. Source
- Google ranks websites that are topically relevant at the site level. A high volume of well-optimized and well-written articles around a single topic makes metrics like your competitors’ domain authority will become less relevant. They won’t rank your single blog post, no matter how well-optimized it is or how many links you have pointing to it if you don’t regularly write about that topic. A huge mistake most B2B companies make is only writing content that’s directly related to what they sell. Only product-related content doesn’t build a brand or increase traffic. You shouldn’t focus only on bottom-of-the-funnel pieces. You also need visibility, buyer enablement, and to bring more traffic into your funnel. Some content is meant to convert, and other content is meant to support the converting content and help build your brand.
- In some cases, a pillar page can be your main landing page. Don’t lump all your features or services onto one “solutions” page—each should have a separate page optimized for its own keyword. Build one page for each feature, and link to them both in the menu and in the footer. Then, when you start creating more content, remember to keep linking to your feature pages to build topical relevance and help you rank for those keywords.