Common Mistakes to Avoid When Creating a Pillar Page
A pillar page is the very cornerstone of modern content marketing and SEO strategy. It is a comprehensive guide on a broad topic, linking to more detailed articles (cluster content) on related subtopics. When well executed, it should earn the website a higher rank in search engine results, increase traffic, and bring big value to the audience. However, numerous businesses make horrible mistakes along the way, thus limiting the impact of their pillar page. In this blog, we will cover the most common mistakes to watch for and how to ensure your pillar page results in good deeds.
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Insufficient Keyword Research
Appropriate keyword research is key to any successful pillar page. Without them, the content might very well not reach the right audience or rank successfully in search engines.
Not Understanding User Intent
User intent is the underlying motivation behind a search query. If you fail to align your pillar page with this user intent, your content will miss the point. For instance, if your audience wants step-by-step guides and what you offer are only definitions, they will leave your website quickly. To avoid such situations, check out the content offered by the top-ranking pages of your selected topic. Leverage Google tools like People Also Ask to uncover popular questions and intents. Make sure that your pillar page can cover those needs.
Ignoring Long-Tail Keywords
Many creators focus just on broad keywords with high volume, thinking, “The more visitors, the better.” These keywords are typically highly competitive and therefore extremely difficult to rank for, especially if the website is new. Long-tail keywords are the more specific phrases-they are less competitive and have comparatively higher conversion rates. For example, apart from solely targeting “digital marketing,” also target “digital marketing strategies for small businesses.” By incorporating both broad and long-tail keywords, you get to capture both mass and niche-specific user queries.
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Neglecting to Check Keyword Difficulty
Keyword difficulty describes the usual effort required for a keyword to rank. A highly competitive keyword may well prevent your pillar page from hitting the first search results page. Use keyword research tools to assess difficulty and seek opportunities where your site can compete. Sometimes, attacking the medium-difficult terms with good content can bring you more than pursuing the most popular terms.
Ignoring Semantic Keywords
Semantic keywords are terms and phrases that offer search engines insight into the context of your content. The inclusion of these terms for your pillar page contributes to making it fuller and allows it to rank for many related searches. For example, if your pillar page is about “content marketing,” include related terms such as “content strategy,” “blogging,” and “SEO content.” This aids SEO, but it also makes your pillar page far more useful for the readers.
Absence of Comprehensive Coverage
Keyword difficulty describes the usual effort required for a keyword to rank. A keyword that is highly competitive may well prevent your pillar page from hitting the first search results page. Use keyword research tools to assess difficulty and seek opportunities where your site can compete. Sometimes, attacking the medium-difficult terms with good content can bring you more than pursuing the most popular terms.
Absence of Comprehensive Coverage
A pillar page must serve as the ultimate resource for its topic. Not being able to cover every aspect can leave a bad impression on your audience, making them seek information elsewhere.
Neglecting Crucial Subtopics
The most common mistake is failing to address the key questions and subtopics an audience may bring up. Prior to writing, brainstorm about the questions that your target audience might be asking concerning the main topic. Use the Internet user forums, competitors’ websites, or keyword tools to look for ideas. Ensure your pillar page discusses each subtopic sufficiently, giving at least an overview as well as linking to articles or posts where further details are available.
Drowning With Too Many Subtopics
While it is important to be comprehensive, trying to do so from every angle on a single page may put off readers. They might find such content difficult to navigate, for one, and easy to dilute the message of what you want to offer on the other. Instead, identify the subtopics you think are the most significant; explain concisely but clearly. Internal linking is essential and can be used to direct readers to more detailed information concerning particular aspects. This will make the pillar page focused and user-friendly while providing in-depth knowledge.
Lack of Updating Content from Time to Time
Information changes rapidly, particularly in areas such as technology or digital marketing. If your pillar page becomes stale, it is going to lose its credibility and drop down in the search rankings. Keep a schedule for checking and updating your pillar page every few months. Look out for updates, change out statistics where necessary, add new subtopics, and maintain the accuracy of your content. This will ensure that the content will be relevant and useful with the passage of time.
Lack of Visual Aids and Examples
Such walls of text appear quite intimidating and hard to digest. Use visuals like infographics, charts, and screenshots to elucidate tricky concepts. Real-life scenarios and case studies also help the readers understand how the given information applies to them. Visuals are also great for breaking up large chunks of text, a very important thing in making your pillar page engaging.
Wrong Internal Linking Structure
Internal linking is also highly important for user experience and SEO. The internal links help search engines recognize your site structure and take users to other relevant content.
Not Linking to Cluster Content
Any subtopic discussed on your pillar page should link to a dedicated cluster article on the subject. Link-building is part of SEO, but more importantly, linking provides a great user experience, allowing visitors to source additional information on cluster content without leaving your site. Moreover, make sure all links carry relevant labeling, indicating to readers what they can expect upon clicking.
Broken or Confusing Links
Broken links frustrate users and destroy your site’s credibility in return. Periodically check your pillar page for broken or outdated links and resolve them as soon as possible. Don’t use vague anchor texts like “click here.” Instead, opt for describing texts that inform users where exactly they are led with a link, such as “learn more about content strategy.”
Not Having Cluster Pages Backlink
An internal link should go both ways. Cluster articles should link back to the pillar page as well. This boosts authority on the topic and assists search engines in perceiving the connection between your content pieces. It also aids users in moving smoothly from one related article to another to get their fill of information.
Incorrect Linking—Either Over- or Under-Linking
Too many links make content appear spammy, diverting the attention of a reader; however, too few can throw a wrench and limit its usefulness. Follow a balanced approach, making a link only when it adds value. Give importance to the links of the most important and relevant cluster content.
Failure to Implement SEO Best Practices
SEO is what one needs to make their pillar page findable. Ignorance of best practices can hamper its reach and effectiveness.
Absence of Meta Tags and Alt Text
Meta titles and descriptions aid inclusion in search engines and encourage users to click through on the link in search results. Every image should include descriptive alt text for accessibility purposes in search engines. Each of your pillar pages and related content should have unique meta titles and descriptions with relevant keywords. This boosts visibility and ensures accessibility for all users.
Ignoring Mobile Optimization
With a majority opting to browse on mobile devices, a mobile-friendly pillar page has to be a basic necessity. Ensure proper responsive design so that the content looks great and functions well across all screen sizes. Test your page on various devices and debug any layout or usability issues that are tripping you up. Your mobile optimization, in turn, turns out to be a ranking factor in search rating; therefore, you certainly cannot afford to ignore it.
Slow Loading Times
A slow-loading website can create users’ disenchantment and pose great damage to your SEO. Image optimization, fine-tuning code, and caching, or CDN, are great choices for you to speed up your site. You can determine and solve performance problems with Google PageSpeed Insights. A speedy website will always keep users glued and will help improve your search engine rankings.
Not Using Structured Data
Structured data (schema markup) helps search engines understand your content and can improve your search results’ appearance. Adding structured data to your pillar page can produce rich snippets, which garner more clicks. Check out our latest blog post on How to Choose the Perfect Topic for Your Pillar Page
Ignoring User Experience
User experience (UX), therefore, is an important factor that can hold the visitors’ interest and stimulate exploration through the rest of your site.
Key pointers
Long Unbroken Paragraphs
Content is very hard to read in long blocks, especially on mobile devices. Therefore, make sure you break the content into small paragraphs. Use headings and subheadings and bullet points or numbered lists wherever it seems fit. These visual clues will effectively help the reader to scan through your pillar content with greater ease.
Poor Visual Design
Too much for the eyes or just simply an outdated view would drive away visitors. A clean, modern layout with enough white space should be enjoyed. Use pictures, videos, and graphics that align with your content. Brand the site appropriately through colors to really set the ambiance and establish credibility.
No Clear Call to Action
Every pillar page should give the user the next step to follow: read another article, sign up for a newsletter, contact your business, and so on. Put clear and persuasive calls to action (CTAs) well spread across your pillar page. Make it easy for users to take action and continue their journey through your site.
Without Accessibility Features
Accessibility ensures that all users, including those with disabilities, can use your site. Use fonts that can be read, color contrasts that are enough, and keyboard navigation to access important features. Conduct tests on your pillar page with accessibility-related tools and fix them where needed. This allows more people to get to your page and will improve your SEO ranking.
Conclusion
Avoiding these frequent mistakes will help you build a pillar page that will draw visitors in, engage them, and finally, climb higher in the search rankings. Learn your keywords well and cover your topic thoroughly. Link thinks internally really well, practices SEO, and looks at it from a user-experience perspective. If you want to build a high-performance pillar page or professional help with your website, call us today or email us for expert support and guidance!
