Google loves when you organise your content on your website, as it makes it easier for them to rank your content and deliver the most accurate search results.
In this blog post I will discuss how you can organise your blog posts into topic clusters and a pillar page, also referred to as a hub page.
But first let’s start with writing blog posts…
How to generate content ideas for your blog posts
It’s important to create quality content with new and interesting information and concepts. So how do you get inspired with a topic for a blog post?
The answer is easy….you need to read, read and do more reading! This could involve reading industry blogs, entrepreneurial blogs, and books.
Podcasts are also a great source of inspiration too and there are 1000’s of podcasts available nowadays on a range of topics.
Here’s what I suggest to come up with content ideas:
- Read as much as you can and listen to podcasts
- Then write down the FAQ’s (Frequently Asked Questions) you get asked by your customers
- Then go out and exercise without any headphones to allow time to digest what you have read or listened to
- Then when the idea pops into your head make sure you write it down so you don’t forget it!
During this quite time and processing time, your brain has time to be creative and throw out ideas to you.
Next you need to do your keyword research, and identify a topic featuring the keyword for your blog. And then get writing! For more on how to write a blog head here.
It’s time to organise your content
Ideally, you want to map our your blogs so that they move your readers along their buying journey from awareness, to consideration to decision.
So plan this on paper first, which blogs fit under which stage in the buyers journey?
Here’s an example of the type of content and blogs that would appear in a buyers journey:
- Awareness – A blog with a free eBook outlining e.g. why you need a website for your small business.
- Consideration – A blog post outlining what makes a great website, the components you need to consider when building a website.
- Decision – A case study outlining how you have helped a particular client with building their website, and what the result has been in their business, from having this new website.
What’s a pillar page and topic clusters?
“A pillar page broadly covers key aspects of a topic relevant to your company (e.g., a product or service), while topic clusters are subcategories that cover keywords related to that topic in-depth.” Hubspot
I have built a pillar page on my website with the topic I want to be known for which is marketing strategy. You can check out here:
You will see in this pillar page I have created sub sections and linked to relevant blogs and keywords.
How do you create an amazing pillar page with your content?
Follow these steps to get you started:
- Identify the topic you want to be known for and rank for online.
- Identify your topic clusters from the blogs you have already written.
- Create blogs for your sub topics if you are missing any.
- Re-purpose topics into an eBook to download from the pillar page.
- Hyperlink to your cluster/sub topics.
- Links to relevant internal blogs.
- Links to any external resources.
- Reference keywords and synonyms throughout.
- Back to top button – button at bottom of the page.
Ubersuggest is a free keyword tool that you can use to help you identify keywords for your blogs or pillar page. You can also use Google to research your keywords too.
How should your pillar page be designed?
From a design perspective your pillar page should contain these components:
- Lots of white space on the page, this makes your page easier to read particularly on mobile.
- Use images and videos throughout the pillar page.
- The title at the top of the page is your core topic featuring your chosen keyword. Make sure you use a H1 tag for your title.
- Have call to actions throughout the landing page aim for 2 or 3.
- Anchor linked table of contents – this means that it’s easy to navigate to different sections of your pillar page.
- Website navigation – include this on the page so that your readers can view other sections of your website too.
- Use images with alt text featuring the core topic/keyword.
- Use H2 sub headings on your page.
- And use H3 for list items on the page.
So the starting point will be go identify the topic for your pillar page, then jot down the sub topics that this page can link to, and go through your blog posts to see which of these sub topics you have already written.
If you are finding gaps then start writing blogs featuring these sub topic keywords.
I’d recommend that you use your web developer to build this page for you, and then you can add your pillar page to the main navigation on your website and as a drop down menu item under your blog.