How to Publish, Promote, and Monitor Pillar Page Content to Maximize SEO and Reach

How to maximise SEO

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Pillar pages can be a great way to boost SEO for the services you offer. There are three general phases in a pillar page campaign; planning, content creation, and promotion. You need to do the planning, and your content needs to be great – but promotion is perhaps the most important part of a pillar page campaign.

And while simply having a pillar page with links pointing to it from your separate content pieces will boost your SEO, you can get much more traffic, and generate more leads, if you promote the pillar page and the pillar content correctly.

To get the most traction and best results from your pillar page you need to use a promotion strategy that keeps your topic top of mind with your audience. You should also monitor performance so that you can optimize your pillar content and promotion schedule.

Here’s a break down for you. It includes explanation on how to publish, promote, and monitor pillar page content to maximize SEO and reach.

Publish All Content and Verify Links

This is the first step. Once your content is done, get it all published.

  • Publish the pillar page
  • Publish all content pieces
  • Verify all links to external content from the pillar page work
  • Verify all links to the pillar page from the separate content pieces work

Setup Social Monitoring

social monitoring

Configure social listening tools to monitor for the keywords used on your pillar page. If you don’t have social listening tools here are some options to consider:

  • Google Alerts Free, but less functional than many paid versions which can often monitor more social networks, blogs, and websites.
  • Mention Robust social monitoring, offers free and paid versions, good for daily monitoring.
  • BrandwatchRobust social monitoring, offers paid versions, good for daily monitoring.
  • There are more robust tools like Simply Measured and Nuvi as well at higher price points.

Many social, SEO, and content research tools also have social monitoring built-in. One of these include:

  • HootSuite Free and paid versions good for monitoring Twitter. Many other social media management tools offer twitter monitoring.

What to Monitor

Monitor for the following:

  • Mention your brand.
  • Include your core topic keyword.
  • Mentions of your primary subtopic keywords.

Use Monitoring to Increase Engagement

monitoring

Use mentions of your keywords as an opportunity to respond on the same social channel, and provide additional value to those participating in the conversation by answering questions, or provide links to additional information.

Also look for patterns of mentions. If your core topic or subtopics are being talked about frequently on specific channels or by specific groups, share more frequently on those channels, and target those groups with information and promotions about your pillar page and related content.

Engage Influencers

If you have relationships with influencers, reach out to them to make them aware that you’ve published your pillar page. But don’t just send a link – make the case as to why it’s important to their audience. Give them data-backed evidence as to why it matters to them.

Promote on Websites and Social Media Channels

promote social media

Promote your pillar page when it’s final and published and all the initial content is linked. You should also create a schedule of continuous promotion to keep up the buzz about your pillar page. You should also publish each linked content piece at the same time you publish the pillar page – but you should stagger some promotion tasks for these content pieces to keep your engagement fresh and grow buzz around your core topic and pillar topics. It is recommended to promote one or two pieces of content each week. After this, you should also create a schedule of continuous promotion for each broadly promoted content piece.

Share on Social Channels for Broad Promotion

When the pillar page is published and you’re ready to promote each piece of content, share it on your social channels.

An example for your share frequency includes:

  • Facebook Page – Two times over two weeks on different days and different times. Pin the most current post or popular posts.
  • Instagram – One time.

Change each post a little to keep it fresh – each time you publish, update the commentary, the text of the post, use a different image. Also consider using a linked image post with an overlaid quote, or a quote with a link back to the pillar page.

Scheduled Continuous Promotion

You want to keep all of your content out there and in front of your audience – remember, as your audience grows, continuous promotion will help new members of your online community find your published content that most interests them. Use the same tips mentioned above to keep your continuous promotion posts fresh.

Depending on the relationship you have with influencers that you engage with, notify them each time you publish a piece of content related to the pillar page. Again, be sure to tell them why the content is important to their audience.

Keep Promoting to Maximize Reach and SEO

promote, social media

By promoting your pillar page and your content in this way, you can maintain the buzz around the topic, and help keep it fresh for many weeks. This will increase traffic to your pillar age and your content, which will subsequently boost SEO, maximizing reach.

Websites and SEO- What’s their role in the future?

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Websites and SEO

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Will search engines still exist in the future? Say maybe after 20 years?

Isn’t this a strange question? But here’s why it’s worth mentioning. Remember times when SEO first emerged and the big names in search were like Yahoo? Change happens quickly in digital and no-one has the divine right to be around for the next decade (or two), be it monopolies like Apple, Facebook or even Google.

Predict the future- yes or no?

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Someone once asked Bill Gates who he’s scared of the most, and his response was the guy or girl in a garage waiting to unleash the next wave of disruptive innovation on the world. That really shows how fast technology is progressing. No one expected Instagram and Facebook to be the next “big” thing!

Google- Now

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That said, those interested in pre-empting the future of search marketing could always do worse than to look at whatever Google is currently planning. Whenever Google refine their algorithm it’s to achieve two things – to improve the relevancy of results for searchers and to make more money.

Looking at where Google has been focusing over the last year gives a lot of clues on where they are heading. Mobile-centric results across all devices, including desktop, has been an important theme and the range of featured snippets are expected to continue to rise in popularity.

For users-

They don’t have to click on a listing because Google shows them the answer they need within the results page.

For brands-

They need to think about how they can be in that featured snippet listing – optimizing more heavily for answer boxes, schema, local and more.

SEO today

However, if we look at where the focus of SEO now, it’s clear that while authority links are still important. There’s a whole lot more to consider in the pursuit of great SEO results moving forward. Ideas are the new currency and the goal is to make your content the best answer on the internet for a given question, across all devices and platforms.

Changing of times?

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Times have changed. Simple optimizing for desktop and mobile search is not enough. Everything is then something. Then, is it possible that in the future there will be no such thing as ‘websites’? But instead a place with “everything”? After all, Google’s features snippets of websites available for you to browse. But maybe, we already have the results we are looking for- which reduces the need to click for the answer.

Rise of mobile apps engagement

Recent research suggests that mobile users increasingly prefer to engage with brands via mobile apps rather than mobile browsing. This furthers the decline in importance of the traditional website.

The potential in voice search

What’s more, voice search is predicted to account for 50% of all search activity by 2020, with a staggering 56 million smart speakers expected to be shipped this year alone.

Virtual reality

Businesses such as estate agents and hotels are fighting to offer customers the chance to experience spaces in advance via virtual reality and augmented reality applications.

How and Now

Google already knows so much more about search and how to provide customer queries with the best answers. That is why it is important to think about your users first and foremost.

Tips and questions to consider

Who are you targeting? What do you want them to achieve? To win at SEO in 2018, you need to be the best result. This means providing great content for your users, across all devices – rather than simply having well optimized content for search engines. Most importantly, you’ll be engaging in the best way possible with your visitors.

And as a result, you will likely to be rewarded by Google for providing the best experience with your search rankings.