Organize your content to improve user experience and SEO - with content pillars.
The search engine optimization (SEO) is one of the most important aspects of any e-commerce site. It’s essential for any small business to have a good SEO structure, which is used to help people find solutions to their problems. In general, there are three main ways for small businesses to market their sites: by using social media, email marketing campaigns, and ad spends.
Search engine optimization (SEO) is a complex and ever-changing field. When customers search for a solution to their problem, there are many different factors involved with how search results are ranked. Small businesses need to consider what SEO structure will help them get found by people who need their services or products. Methods of driving traffic that don’t include SEO techniques such as email marketing, social media advertising, and paid search are also important in today’s online landscape.
How to create a Pillar Page for SEO
The extra upfront time investment is well worth the gain. More internal traffic means you’ll rank higher for external traffic.
Meaning the more your viewers click around within your website, the better your chances of appearing for new viewers searching your keywords.
It’s not fingersnap magic — it’s the kind that grows organically if you give it the right structure.
One simple way to boost your internal traffic is by offering a pillar page to introduce a topic, and link several more detailed blog posts in some kind of order that makes sense for what your readers are looking for.
And then those posts link to other relevant posts, as well as back to the pillar page, so people spend more time with your resources — which improves your score for Google and ultimately lets you help more people.
What to include for a pillar page:
Headline
Pic
Topic introduction
Table of contents (with anchor links if possible)
Summaries & links for 4+ related articles
“Return to” button/link on every blog post
Instead of just splashing random blog posts in chronological order — or relying on visitors to know what they’re looking for — we’ve laid out specific paths for them to follow as they learn more about sexuality and intimacy coaching topics. With each blog post targeting its set of SEO keywords.
As of this writing she’s published 3 of the 4 pillar pages for her site. Part of her content strategy includes publishing a new pillar page each month — and announcing on her Instagram just like any other new blog post.
Don’t forget a Pillar Page return button
Part of good website service means you don’t leave visitors wandering on their own through the shop. Instead guide them through their visitor experience. Give them options — but limit them strategically.
Get rid of the “Next Post” and all that. Nobody — and I do mean nobody — is clicking through your blog like a book. A business blog isn’t a journal; it’s researched articles and deep dives into relevant topics.
Featuring keywords.
The other great thing about pillar page content organization is that your strategy will never be aimless. You’ll always know what topics to write about and how they fit into the bigger picture of your website development and brand story.
You’ll also have an easier time linking to relevant content for social media posts, emails, etc.
Sure it takes a little more planning and effort up front—but the returns are worth it. (Which is usually the case for any brand story marketing.)
