How pillar-based marketing is changing SEO
How pillar-based marketing is changing SEO
04 Nov 2022
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Description
Ryan Brock, CCO at DemandJump, talks us through how he transformed SEO from a 6-12 month-long guessing game, into a 6-week ROI, with his innovative pillar-based organic content strategy. With the possibilities provided by machine learning, data that is readily available from search engines like Google can be collated into a search behaviour network, allowing marketers to publish content that is specifically tailored to the priorities of Page 1 rankings.
Table Of Contents
The Problem
Organic content strategies are often guesswork, and SEO can take from 6 months to a year to get right. But with machine learning and the right data sets, organic content can significantly compete with paid in terms of ROI results.
How did we do it?
Forget backlinks, content density and semantics. We don't shop in a linear fashion, and 'people also ask' or 'related searches' are testament to that. Instead, consider the aggregate of all search behaviour.
The Plan
To recreate networks of search behaviour, begin with a pillar page that reflects the pillar topic. From there, move on to sub-pillar pages and finally niche blogs. Reproducing the network can be done easily with modern technology.
The Results
Content may not appear among the highest rankings for broad search terms, but for the questions and topics people actually search for, they appear at every stage of the buying journey.
Pillar-based marketing best practices
The details, hints and tips on pillar-based marketing techniques, including a step-by-step guide to optimal implementation.
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