August 8, 2019

What Are Pillar Pages and Content Clusters?

When it comes to the relationship between SEO and blogging, many marketers continue to make unsuccessful attempts at a connection. But with the help of pillar pages and topic clusters, small businesses are successfully crafting content to streamline their SEO.

Pillar Pages vs Content Clusters

Pillar page

Before we discuss the impact of pillar pages and content clusters, it is important to understand the basics. A pillar page is the basis for your content cluster. The pillar page is focused on one single topic while the content clusters are all related to that single pillar topic.

As an example, one of Pink Dog Digital’s pillar page is website design, which means our content cluster could entail blogs about different web design trends or basic elements of web designs.

In short, content clusters are designed to protect valuable and extensive information about the over-arching pillar page topic.

Keywords and Hyperlinks

The most important aspect between pillar and cluster is the hyperlink. Once readers are interested in the topic, they can link to the pillar page for more information, along with the businesses own products and services relating to the topic.

Another important aspect of both features, as well as all other digital content, is keywords. As expected, the pillar page generally focuses on the broad topic of the page, while the content cluster focuses on more narrow keywords relating to the blog and pillar topic.

Since blogs are generally geared towards providing specific information and answering common questions, the specific keywords will serve to gain high SEO rankings and search traffic.

The content clusters are used to gather the audience while encouraging them to explore your pillar page and website.

The more traffic your web page receives, the more Google will trust and showcase your web page in search result listings. Google prides themselves as a company designed to help others, which means providing their customers with the best.

If Google comes to know your company with the most to offer, the algorithm will be certain to rank your site high on the list.

What Are The Goals of Content Clusters?

The ultimate goal of cluster content is to rank high on search engine results in an attempt to gain credibility for your website. With improved SEO of content cluster pages, Google will come to see your website as an expert source of information and a trusted company.

Once your rankings improve on specific and narrow keywords, you will begin to see improve rankings on your more general keywords, i.e. your pillar pages.

This mutual benefit of pillar pages and content cluster is based solely on the hyperlinks. The content on the pillar page should link to content clusters, and keywords in content clusters should be linked back to the pillar pages.

From these links, Google will come to understand the connection and value between the two pages. If one page is valuable to Google users, chances are, the other page will be too.

If you would like more information about avoiding a social media crisis, need help managing a social media disaster, or other digital marketing services, contact Pink Dog Digital at (410) 696-3305, email us at, or visit us on the web at

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