Mapping Pillar Pages

Topic clusters (pillar pages) are becoming increasingly important. One reason for this is the change in users' search behavior.

The days when abstract search terms were the basis for online research are over. Today, users search for a specific topic with specific search queries.

Google is now as well able to understand the user's search intention and context and presents the results in the search results list (SERP) that best serve the specific query.

What does this have to do with topic clusters?

It is simply not possible to map the wealth of perspectives, needs and requests with just one content. The solution, therefore, is to build comprehensive topic clusters around a specific topic that you as a company know a lot about.

The focus of a topic cluster is thus an overarching topic. This is also known as a pillar. The purpose of a pillar is to provide an overview of the sub-areas of a topic and to bundle and structure different perspectives of a topic.

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Additional content is created around the pillar to address the specific search queries and needs of the various users. Among other things, this must take into account how far advanced the users are in the customer journey and what level of knowledge they have accordingly.