Pillar Posts And Content Clusters: The Benefits for SEO?

Last Updated on October 8, 2024 by Jan Barley

Pillar posts and content clusters? What are they, and do you need to understand how to use them?

Yes. If you’re new to blogging, you may not be familiar with pillar posts and content clusters, but understanding could make a significant difference to your content ranking.

It’s a proven way of structuring content that helps Google bots understand your content and assess authority.

By the end of this article, you will have a full grasp and understanding of using pillar posts and content clusters to drive on-page SEO.

What Type of Content Does Google Want?

Google wants content that satisfies its users. That content should be informative and authoritative. Not in a strict teachery way but more so by demonstrating your expertise in a subject.

Considering the millions of websites online, how can you demonstrate expertise and rocket your SEO efforts?

Suppose you have a niche website focusing on weird fruits (yes, that does exist). You want Google bots to understand your website is about strange fruits, and you want it to rank for everything about weird fruits, including content like the following:

• Recipes
• Different types of fruit
• Benefits of the fruit
• Potential risks for individual fruits
• Countries of origin
• Anything and everything related to weird fruits

You could go deeper into narrowing your niche and create a content-driven website for weird fruit recipes.

Within the clusters, you can use the types of blog content that Google loves, such as listicles, comparisons, reviews and in-depth content.

What Are Pillar Posts and Content Clusters?

In this section, I will clarify the meaning and purpose of pillar posts and content clusters.

What Is a Pillar Post?

A pillar post is a central hub for related website content to establish topical authority in SEO. It’s a comprehensive article that covers a broad topic in great depth.

It links internally to more specific, related content and is typically longer than regular blog posts. For example, your pillar post could be 4,000 words or more, and your content clusters could be between 1000+ words.

The largest pillar post I wrote for a client was 8,000 words.

I needed to lie in a dark room for a week afterwards. It was exhausting. However, once done, you have a spectacular pillar post.

Another option is to create a course or eBook from your pillar post. Sell it or use it as a lead magnet.

Pillar posts are key in content marketing strategies, helping organise information and improve user navigation.

Should You Create New Pillar Content?

• Does the topic have good search volume? Great, that’s a positive.
• Do you have existing content that covers the pillar topic? If so, consider updating the content into a more comprehensive article instead of starting from scratch
• Do you have existing content that could become content clusters? If so, great. You already have a bank of content to work with.
• Is the topic something you want to cover in detail? If yes, get started. If not, don’t put yourself through the pain of trying to write about something that makes your soul weep.

What Are Content Clusters?

Content clusters are groups of related content posts that centre around a pillar post and are great for organising website content.

Each post links internally, connecting all the pieces and the pillar posts.

Content Clusters Typically Include:

• A pillar page (main, broad topic)
• Multiple subtopic articles
• Internal links connecting all pieces

Content clusters help search engines understand your site’s structure and expertise in specific subject areas.

Here’s an example:

Head Term: Forex Trading

Pillar Post: The Psychology of Forex Trading

Cluster Examples:

• Best Time to Trade for Mental Clarity
• X Steps To Know When To Close A Trade
• X Things I Stopped Doing That Made Me a Better Forex Trader

You could create an almost limitless number of content clusters for some subjects, and that’s the point. Linking all of these articles together makes a powerful site map.

Why Are Pillars And Content Clusters Good For SEO?

In a nutshell, pillars and content clusters are an SEO strategy you must use if you want your content to rank.

This structure improves site navigation and user experience.

It demonstrates to search engines the depth and breadth of a site’s expertise on a particular subject.

This approach shifts the focus from creating isolated, ranking-oriented content to developing a cohesive, topic-based content ecosystem that establishes authority and improves search visibility.

Most people write random individual articles and add a few internal links. However, that’s a weak content strategy, if it can be described as a strategy at all.

Look at the the bigger picture as it will improve your SEO overall.

Quick Summary of The Benefits of a Pillar and Cluster Content Strategy:

• Improved Content Relevance: Align your blog content with user intent.
• Better Internal Linking: Pillars and clusters seamlessly make creating a web of internal links between hundreds of posts effortless.
• Builds Topical Authority: It will help your website gain authority (which increases backlinking potential)
• It Improves The User Experience: Once someone lands on your site, pillars and clusters can help keep them clicking.
• Can Help Your Site Navigate Updates: Over the last few years, some sites’ traffic decimation has become an issue in Google updates. The more robust your content is, the less chance of a significant drop in traffic. Be aware that it still happens. Since the August 2024 update, traffic volatility has been a pain in the neck.

How to Create An SEO Content Strategy

The first step is to understand your niche and your audience. Knowing user intent is vital for creating a robust content strategy.

Spend time thoroughly researching before writing a word.

• What is the niche?
• Who is your target audience (create your customer avatar)?
• What problems do your audience have that keep them awake? Try using –
  • Answer the Public
  • Google your keyword, then note the “people also ask” in SERPs
  • When searching for a keyword term, note the drop-down options under the search box
• How do your products or services help your audience?
• What are the potential obstacles/objections?
• Research anything else specific to your target audience.
• What the general obstacles are to the audienc

Conclusion

You’ll find multiple 4k+ word articles on Google regarding pillar posts and content clusters, but there’s no need to overcomplicate the subject.

Build out each pillar post with as many content clusters as possible and internally link them all.

That’s it in a nutshell.

Have fun, and let me know your results.