What is Pillar Content and Why is it Important?

How can you attract more patients? An online marketing program anchored in pillar content will help. Does that sound like Greek? Never fear. We’re here to explain everything, and by the end of this post, you’ll be an expert on how pillar content can launch your website to the top of search engine result pages.

Three Pillars of Online Marketing

We could write doctoral dissertations on the ins and outs of online advertising. But today, let’s focus on the basics.

Paid Advertising: The most effective paid advertising tools are sponsored content, banner ads, and pay-per-click campaigns.

Organic SEO: SEO stands for search engine optimization, and it’s the process of making websites more visible on platforms like Google, Yahoo!, and Bing. Effective SEO initiatives are built around attractive, frequently updated websites filled with valuable content.

Social Media: Believe it or not, social media is for more than political shouting, foodie pics, and lifestyle bragging. If done correctly, social media can be a fantastic way to advertise products and businesses.

What is Pillar Content?

Let’s focus on pillar content, a critical SEO marketing component. Pillar content is what it sounds like: substantive articles on a website around which other content is built. Examples of chiropractic pillar content may include titles like:

  • What Do Chiropractors Treat?
  • Insurance and Chiropractic Care
  • Are Chiropractors Doctors?

These general topics lead to specific questions, which is great because the more content you have on your website, the better. Not only does it make the site more useful to potential patients, but content also helps it perform better in search engine result pages — or SERPs.

What Are SERPs?

SERP stands for Search Engine Result Page. As you know, platforms like Google, Bing, and Yahoo!, compiles links to match search queries. The pages containing those lists are called SERPs. How vital is SERP performance? According to a study by Advanced Web Rankings, 67 percent of people only pay attention to the first five listings.

But any old stuff won’t do. Pillar content — and related offshoot articles — must be grammatically sane, engaging, and genuinely helpful. If not, algorithm bots will flag it, reject it, and bury your site on page 48.

Why is Pillar Content Important?

Pillar content is essential for a couple of reasons. For starters, it’s the scaffolding on which your entire marketing campaign hangs. Ultimately, it provides direction and vision. Pillar content keeps you from wandering off into unproductive content tangents that don’t support your goals. Moreover, focused sites brimming with information better serve potential clients. If executed correctly, pillar content will provide the answers they need, which will spur appointments.

Secondly, pillar content is technologically important. Algorithms — automated bots that decide which web pages best answer a given query — fuel search engines. We won’t get into the programming involved, but suffice it to say that algorithms love grammatically correct and well-researched pillar content. They sniff it out like hogs on truffles and catapult it to the top of the SERPs.

Valuable, well-crafted, SEO-friendly pillar content is the key to online marketing success. Invest in it, then sit back and watch your bookings skyrocket. Rounded Digital provides best in class SEO content writing and content packages. Contact us for more information or to get started! Call 720-507-7360.