The businesses websites that have a effective content strategy perform better in search rankings. It’s not a one size fits all scenario, but most businesses need to increase their domain authority and topical authority to climb the search rankings and beat their competitors. Google’s focus on Helpful Content over the past couple of years has made having valuable (and well organized) content on your site critical for reaching your goal of increased traffic, clicks and leads.
But before you start pumping out random blog posts, we highly recommend developing a comprehensive content strategy that guides your SEO work. Below we’ll dive into the importance of content pillars and clusters for domain authority. We’ll also unpack the difference between blog posts vs. service page content, and finally we’ll provide actionable steps for implementing a robust Content SEO strategy.
Why Content SEO Strategy Matters
A content strategy goes beyond publishing a few blog posts or updating your homepage text. It’s about creating and optimizing content across your site in a way that aligns with your business goals and audience needs. Remember, this isn’t just about gaming Google’s system, it’s about providing the best possible resource that moves your ideal customer down the path toward doing business with you. Develop the right content strategy and you can:
- Outrank your competitors in search rankings (SEO)
- Establish your business brand as a topical expert
- Increase website engagement
- Drive qualified and relevant traffic to your website
- Turn browsers into business leads and foster customer loyalty
But to achieve these outcomes, your strategy needs to be deliberate, structured and ongoing.
Understanding Rankings, Domain Authority, and Topical Authority
Before we break down the components of a content strategy, it’s important to understand the metrics and goals you’re aiming to impact.
Search Engine Rankings: This refers to where your pages appear in the search engine results pages (SERPs) for relevant keywords. Higher rankings typically lead to more visibility and traffic.
Domain Authority (DA): A metric developed by Moz, DA predicts how likely your website is to rank on SERPs compared to your competitors. It’s based on factors like backlinks, content quality, and site structure.
Topical Authority: This refers to your website’s perceived expertise in a specific subject area. Unlike DA, which is domain-wide, topical authority is more granular and niche-specific. Search engines like Google prioritize sites with strong topical relevance for specific queries.
We recommend developing a healthy content strategy that aims to improve all three of these key metrics.
The Pillar-Cluster Content Model: Building Domain Authority Through Structure
One of the most effective ways to boost topical authority and improve SEO is to implement a pillar-cluster content model.
What Is a Pillar Page?
A pillar page is a comprehensive, authoritative piece of content that broadly covers a core topic relevant to your business. Think of it as the central hub in a wheel with spokes that link to additional related content. These Pillar pieces are generally longer, more in-depth and resource rich content. They often take a higher level view of a core topic. Think of these pieces as reference articles or frameworks for a specific topic relevant to your core business offerings.
Some recent Pillar Content Examples
- Shipping Company: “The authoritative guide to expedited shipping”
- Electrician Company: “Your complete guide to planning an EV Charger installation in your Home”
- Therapist: “Why consider a multi-state licensed therapist?”
What Are Content Clusters?
Cluster content consists of sub-topic blog posts or pages that dive deeper into specific aspects of the core topic. These pages/posts should internally link to the pillar content and vice versa, creating a symbiotic relationship between the content pieces.
Content Cluster pieces are more focused on a sliver of of the Pillar Content. It can answer a specific questions, provide an unique angle, or expand a specific area of the overall topic. The blog post can be shorter in length, but still aim to provide helpful authoritative content.
Some recent Content Cluster examples:
- Shipping Company: “What to consider when purchasing expedited shipping from an auction house”
- Electrician Company: “Is a Level 1 or Level to EV Charger right for me”
- Therapist: “How a multi-state licensed therapist can help you and your estranged siblings”
Why the Pillar-Cluster Model is Effective:
- Improves topical relevance: Shows search engines that you cover a topic comprehensively.
- Enhances user experience: Makes it easier for users to navigate and find relevant information.
- Strengthens internal linking: Helps distribute page authority throughout your site, and create a logical site structure that grows your overall domain authority.
When to use Blog Content vs. Service Page Content
Understanding the purpose of each piece of content on your website is key in structuring the site effectively for the best possible user experience.
Think of it like this…
Blog Post Content
Blog posts generally work best to drive the right type of traffic to your site when providing informative content that helps your business expand the brand awareness and position yourself as the expert in your niche. A blog post can be a Pillar Content or a Cluster content if the website is organized correctly.
- Purpose: To educate, answer questions, inform, entertain, or engage your audience. Help a new audience become aware of you and trust you.
- Audience Search Intent: Generally more informative centered and less likely to immediately do business with you.
- Tone: Conversational, informative, or opinionated.
- SEO Role: Attracts long-tail keyword traffic, supports topical authority, and contributes to internal linking.
- Examples: How-to guides, industry insights, case studies, tutorials, trend analyses.
Strategy for developing Blog Posts:
- Focus on user intent and common search queries.
- Include strong internal linking to service and pillar posts
- Update regularly to keep content fresh and relevant.
Service Page Content:
Service pages are typically designed to answer the immediate questions your audience is asking about doing business with you. Are you the right company for them? Can you solve the problem they have? Are you available now to help? Why should I trust you?
This type of page is designed for people in the consideration stage of purchasing and it’s purpose is to help people understand if you’re right for them and move toward doing business with you. is best generally they are kind of in their own category more focused on conversions that broad information.
One caveat: There are time where it makes sense to have a Service Page function as a piece of Pillar Content, but generally speaking they’re in their own category.
- Purpose: To convert visitors into leads or customers. Move browsers to become buyers.
- Audience Search Intent: Usually looking for specific business/service information that pertains to them
- Tone: Persuasive, concise, benefit-focused.
- SEO Role: Targets high-intent commercial keywords.
- Examples: Product/service descriptions, pricing pages, landing pages.
Strategy for Service Pages:
- Optimize for local and branded search where appropriate.
- Use clear, compelling CTAs (calls-to-action).
- Include social proof/testimonies
- Highlight benefits and case studies
Getting Started with a Pillar and Cluster Content Strategy
1. Define Your Business Goals and Audience
Start with clarity. Are you trying to generate leads, increase sales, or build brand awareness? Who is your target audience, and what are their pain points?
2. Perform Keyword and Competitor Research
Use tools like Ahrefs, SEMrush, or Ubersuggest to find keyword opportunities and analyze your competitors’ content.
3. Identify Core Topics and Build Content Pillars
Select 3-5 core topics that align with your services and expertise. Create comprehensive pillar pages for each.
4. Build Out Content Clusters
Create a list of supporting content ideas for each pillar. Prioritize them based on keyword volume and difficulty.
5. Optimize Content for SEO
Ensure on-page SEO best practices:
- Use target keywords in titles, meta descriptions, headers
- Optimize images and alt text
- Add schema markup where applicable
- Ensure mobile responsiveness and fast load times
6. Implement an Internal Linking Strategy
Link cluster content back to pillar pages and relevant service pages. Use contextual anchor text to improve relevance.
7. Develop a Content Calendar
Consistency is key. Plan your content releases weekly or bi-weekly and balance evergreen topics with timely content.
8. Measure and Adjust
Track performance using tools like Google Analytics and Search Console. Monitor rankings, CTRs, bounce rates, and conversion metrics. Adjust your strategy accordingly.
Advanced Tips for Scaling Authority
- Leverage Guest Posting: Write for authoritative sites in your niche to gain backlinks.
- Repurpose Content: Turn blog posts into videos, infographics, or podcasts.
- Build Topic Maps: Visualize your content strategy and identify gaps.
- Use AI Tools: Tools like ChatGPT can help brainstorm content ideas, outlines, and even first drafts.
- Encourage User-Generated Content: Reviews, testimonials, and forums can enrich your site.
Final Thoughts
Developing a SEO Content strategy for your business website is not a one-time task. It’s an ongoing process that requires connection between business goals, SEO best practices, and your ideal customer’s needs. A structured approach like the pillar-cluster model that you implement over time can significantly improve your rankings, domain authority, and topical authority.
Start with a strong foundation, build strategically, and continuously optimize.
Matt McComas is the head of SEO accounts at Center Street Digital and LOVES the strategy of increasing small business’s visibility online. Currently Center Street Digital provides website and SEO services for more than 80 amazing small businesses. Need some help with your overall SEO content strategy schedule a call with Matt today.