Pillar Pages + Topic Clusters - Bristol HubSpot User Group
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Slides from the HUG on 23rd June. Josh tackled the topic of pillar pages and how to use this approach to grow traffic to your site.
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Pillar Pages + Topic Clusters - Bristol HubSpot User Group
- 16. Landing Page
- 20. Test A Test B
- 22. Resource
- 25. 10x Content
Editor's Notes
- Sporadic, whenever you have time…
- Thematic might be a bit more considered, you’ve got some core themes you right about but they pieces aren’t necessarily working together, but if you’ve done your research like Claire does there’s a good chance you’ll be killing it for long tail search
- If you’re unfamiliar with longtail – bullets The stuff to the left is the tricky stuff, ranking for SEO, Dentist Bristol, ISO 45001
- With cluster content
- You move away from something like this
- To something like this Long form pillar content targeting a broad term, relevant sub topic content, internally hyperlinks between content where relevant
- If you think that’s a bit restrictive and you want to maybe right with more variance like you word with thematic content
- You just create more clusters, keep adding, building out improving them over time
- One way link to your landing page pillar via CTA
- Link goes to gated content geared towards lead gen
- And if you’re in HubSpot you should be A/B testing, LP is a good first step to cluster content if you need to focus on lead gen over broad term rankings. If you’re running LP’s that aren’t performing well you should look at ungating them, taking that PDF and turning into a static page with crawlable copy.
- Why is it called 10x or 10 times?
- All of the steps Claire has shown you should be implemented, the only thing different is the end result and execution
- Here’s where you start Persona Pain Point will dictate the core topic Mary’s problem is SEO
- Here We then look at the questions in her buyer journey and some of the sub topics are abundantly clear Awareness = symptoms Consideration = Evaluating a fix Decision = Evaluating cost / vendor
- Once we’ve the pillar and cluster, planned researched and written we need to organise and analyse it with a tool like the SEO strategy tool in HS. Which looks very similar to our cluster diagram?
- With all of our content built and hosted in the CMS we can easily create new, or retroactively add older relevant content to this cluster campaign. We’ve got our SEO pillar page which is a broad page on the ins and outs of SEO
- We’re covering each sub topic, e.g. local, speed, on-page
- And we’re not neglecting any of the awareness stages if we can help it
- Similar to yoast you’re also getting a really comprehensive grading system for SEO changes needed on your site’s content
- Similar to yoast you’re also getting a really comprehensive grading system for SEO changes needed on your site’s content
- That’s it from me
- Not using topic clusters to increase your organic search and conversions, I did a talk way back when on creating SEO driven content with HubSpot, click the SEO strat link for the right up If you want some advice or you don’t have the time to build this strategy yourself or you want to just talk to someone about HS CMS, you can setup a quick 15 minute chat with our inbound growth manager Katie using the link chat2katie
- There’s even more to find out about Go to this link for Claire’s write up on the CMS feature’s and pricing!