Don't Forget About SEO: On-Page Optimization and Backlink Building for Topic Pillars and Clusters

Yesterday, I provided an in-depth article that covered the value of pillar-based content marketing for B2B companies and how it aligns with Google's E-E-A-T principles. One of the critical components of your content strategy is search engine optimization (SEO).

You can’t forget about SEO when you're creating your content strategies, but SEO goes beyond just meta descriptions and page titles. Here's how to ensure your pillar and cluster content achieves optimal search engine visibility.

On-Page Optimization

Keyword Targeting — Integrate your target keywords naturally throughout your pillar and cluster content, including headings, subheadings, meta descriptions, and image alt tags. This not only optimizes each piece for search engines but also ensures your content structure reflects your keyword research.

Content Structure — Structure your content for readability using clear headings, subheadings, and bullet points to improve user experience and search engine crawlability. Well-structured content with pillar and cluster relationships becomes easier for search engines to understand and rank.

Internal Linking — Link strategically between your pillar and cluster content, as well as to other relevant pages on your website. This internal linking structure helps search engines understand the hierarchy of your content and distribute link equity throughout your website, ultimately benefiting both your pillar and cluster content.

(Pro tip: Don't use Wix if you want to add internal links across blog posts.)

Backlink Building

High-Quality Backlinks — Secure backlinks from high-authority websites in your industry. These backlinks act as votes of confidence for your content, boosting your website's credibility and search engine ranking, particularly for your pillar content which serves as the foundation of your topical expertise.

Guest Blogging — Contribute guest articles to relevant industry publications and blogs, focusing on topics related to your pillar themes. Include a link back to your pillar content within your author bio to drive qualified traffic to the core of your content strategy.

Strategic Partnerships — Partner with complementary businesses in your industry. Explore co-branding opportunities or link exchanges to build a strong backlink profile, particularly for your cluster content. By obtaining backlinks to your cluster content, you not only strengthen the authority of your pillar pages but also demonstrate topical depth and expertise.

(Pro tip: Create UTM tracking links so you can analyze the engagement of your content through backlinking initiatives.)

By implementing these on-page optimization and backlink-building strategies specifically with your pillar and cluster content in mind, you'll ensure your pillar-based content marketing approach is well-rounded and optimized for long-term SEO success.