Yes, pillar content is worth every penny, and here’s why.
Back in 2015, Google introduced RankBrain to its core algorithm. RankBrain is an AI algorithm designed to process search queries and serve more relevant results.
In that same year, Google released Mobilegeddon, an algorithm update designed to reward mobile-friendly websites with higher search engine rankings.
Both updates were Google’s response to developing trends in search queries, for instance:
- Increased mobile searches.
- Increased voice searches (driven by advancements in speech recognition technology).
- Longer and more conversational search queries.
With the growing use of mobile devices and voice, search engines like Google had to grapple with complex speech concepts like context and user intent.
This made it crucial for them to understand exactly what a website was about, and how relevant it was to a search query.
So how does a pillar content strategy fit into this picture?
Well, pillar pages organise all your blogging content according to topic clusters, with each cluster linked to various supporting articles, blogs, etc.
This creates a greater user experience for your target audience and makes it easier for Google to classify your website—just what you need for a successful SEO performance.
“Successful SEO is not about tricking Google. It’s about partnering with Google to provide the best results for Google’s users.”— Phil Frost
But successful SEO is just the tip of the iceberg. Pillar content has a lot more to offer your eCommerce business. Read on to find out how.