Why Create a Pillar Page?

Organising Pillar Content

Why Create a Pillar Page for Your Website?

Have you heard people talking about the importance of a pillar page, but you’re not sure what this is exactly?

Why should you create a pillar page for your website? If your SEO strategy isn’t working for your business, then it’s well worth exploring this type of content.

SEO Anchor

A pillar page is a long, detailed resource article on your website that acts as an anchor for your SEO. It’s a hefty piece of content, which links to smaller blogs known as ‘cluster content’, and this helps search engines to crawl and index your site. So, the way you structure your content is crucial to your search engine rankings (SERP). Topic clusters help to enhance EAT algorithm signals for developing Expertise, Authority and Trust.

The aim of a pillar article is for it to become an attractive resource for external websites to encourage backlinks. The other objective is to satisfy user intent by giving your web users the answers to their search engine questions.

Pillar Content User Journey

How do I write pillar content?

Think of it like a research paper. This is your opportunity to really showcase your knowledge base about a particular subject, and this type of content usually includes lots of images and graphics. Pillar content needs to be written to a very high standard, so you’ll need to carry out some research and identify relevant keywords that relates to your web users’ intent.


So, for example, you could write a detailed pillar article on “the evolution of metal being used in modern furniture design” and then create cluster articles on “chairs”, “tables”, “stools” and so on. Your structure needs to be linked, relevant and keyword rich.

Topic clusters help to enhance EAT algorithm signals for developing Expertise, Authority and Trust.

How long should my pillar page be?

The general rule of thumb is that pillar articles should be at least 2,000 words and up to around 4,000 words, but this is not a hard and fast rule. Ultimately, it’s what you’re saying that counts and you need to make sure you have enough cluster topics to reinforce the article. If you write a really in-depth pillar post and then leave it sitting alone all by itself, then it’s not going to work for you because you need topic clusters for the EAT algorithm signals.

What else do I need to know?

The usual SEO checks apply when creating a pillar post to ensure the page is set up ready for those algorithm signals. Does the page work well on mobile devices? How fast is the page loading speed? Do you have decent security protocols installed on your website? Are you providing a great user experience on your site? All of these factors will have an impact on how easily people can access the pillar content and how long they stay to read the article.

 

Before you start writing a pillar article, heavily research topics that are relevant to your audience and that stand out from similar articles that have already been written. Aim for a topic that’s not oversaturated and decide on an angle that differentiates you from others.

Sources: https://www.mojomedialabs.com/blog/how-to-create-a-pillar-page https://databox.com/examples-of-high-performing-pillar-pages https://terakeet.com/blog/pillar-page/

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Trulu is the trading name of ACR Digital

The Importance of Email Automations

Welcome Email Workflow
Klaviyo Email Work Flow

Engage Audiences with Automated Email Activity

What is Email Automation

In its simplest form: Email automation is the process of sending a triggered message to a customer at a specific point in their journey. 

 

 

Email automations can be as simple or as advanced as your ESP will allow but there are a number of ‘must have’s’ if you really want to see the benefits of these messages.  

 

 

The overall aim with automation is two-fold, 

 

 

1. You don’t want customers going an extended period of time without seeing them engage with an email and ultimately make a purchase 

 

 

2. You want your customer to know they are of value, whether that’s at the initial sign up ‘Thank you for signing up – This is what you can expect from us’ or when they haven’t purchased for a year – We know it been a while and we miss you, just wanted to say hey 

 

Welcome Email Workflow

“Always say Thank You, when a customer subscribes”


Examples of email automation

Customer Welcome series: This is when a customer first signs up to receive your marketing emails, which can be as part of a lead generation campaign, post-purchase or simply adding their email address into the signup box on your homepage.

 

Cart Recovery: This is a series of emails sent after a customer has added a product to their basket but has ( for any number of reasons) not completed the purchase. 

 

Lapsed Customer: This series is can split into three additional series (depending on the life cycle of your customer), for example, three months lapsed, six months lapsed and 12 months lapsed. ‘lapsed being defined as a customer who is signed up to receive your marketing emails but has not made a purchase in the given period of time’.

Open Rates

It’s been shown time and time again that although these emails are sent with predetermined parameters and rules sets, they have fantastic open rates. Why? 

Because they are based on actions made by the customers. They are relevant to purchase habits, life cycle or initial engagement with the brand. 

Welcome Email
Average Open Rate 91%
Abandon Basket
Average Open Rate 70%
Lapsed Customer
Average Open Rate 95%
General Marketing Emails
18%

Welcome Emails see the best open rate of any other automated email flow

Blog image 2

“I don’t understand this power.  But I will”

(WandaVision)

Ask More Questions

To make the most of your email marketing you need to understand your customer, to do this you simply ask more questions. 

 

How do you do this?

 

Though consistent conversation and the addition of a preference centre. 

 

Preference centres allow the customer to tell you to want they want and how often, are they a shopper who likes an offer or promotion, do they shop for themselves or the whole family, do they only want one email a month telling them what’s new? all of these things can be learnt through the addition of preference control. 

Don't have the time or skills to figure all this out?

Talk to Trulu Today.

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All rights reserved by Trulu Digital.
Trulu is the trading name of ACR Digital