Pillar Content for SEO: How to Utilize This Essential Content Creation Principle

SEO means search engine optimization, and more and more businesses use it in 2023. You can try to get along without it, but if you do, you may find yourself falling behind your competitors in short order. That’s how vital it is for companies from a marketing standpoint.

If you look for the best digital marketing agency in Utah and you talk to some of their representatives about a content creation strategy, they are highly likely to bring up pillar content. You may not know anything about it if you’re not familiar with marketing, though, so it’s worth taking a moment to talk about.

What Exactly is Pillar Content for SEO?

You may sometimes hear SEO agencies refer to pillar content as cornerstone content. Basically, it means an in-depth content piece that a company or individual features on their website.

In other words, if you have the strategy of posting new content on your company’s website often, which is a sound SEO technique, you’ll want to create certain pieces of content that draw the most individuals into your sales funnel. More obscure pieces of content are less liable to do that. Pillar content is what’s most likely to entice potential new customers and existing ones to visit your site for the first time or to keep coming back there.

What Does It Do?

Pillar content might appear on your website’s landing page, or it may be on one of your product pages. It may be in the FAQ section or on your company’s blog.

Where you feature it on your website doesn’t matter as much as the content’s engagement level, though. Ideally, your pillar content should be rich in keywords and keyword phrases having to do with your company’s niche or industry. You can use analytic tools to determine what keywords your pillar content needs to feature.

How Can You Make Sure You’re Creating the Best Possible Pillar Content?

If someone is looking for the kinds of products you make or services you offer, your pillar content should show up near the top of the results when someone uses Google, the preferred search engine that dominates website traffic all over the world. If you hire an SEO agency, they’ll likely want to either create some pillar content for you immediately or use some analytic tools to see what kind of engagement your existing pillar content is getting.

The metrics provided by the analytic tools remove the guesswork if you’re trying to figure out whether you need new pillar content. If your pillar content is found to be lacking, these same tools can give you a lot of insight into how you need to change this content to make it better.

How good your pillar content is can make a huge difference if your sales are lagging or other companies are passing you in terms of popularity and market share. Once you understand this, it becomes apparent how much pillar content matters and why you must constantly improve and refine it.