Use Pillar Content to Generate Loads of Link Love

That title might not make sense to a lot of you reading this post.  You’re likely asking yourself, "What in the world in Pillar Content?"  I define Pillar Content as some piece of content, not on a website’s homepage, that generates tons of links and influence. 

Many sites completely rely on a few pieces of Pillar Content to rank well and position themselves as an authority.  It’s a really simple concept but maybe something you have not taken much time to think about.

Improve on Someone Else’s Idea

The great thing about Pillar Content is you don’t have to be a genius to come up with lots of great ideas on what you should produce.  My first project in a new niche is always to read through as many of my competitor’s sites as possible.  As I go, I jot down what content they are promoting most heavily and also what pages seem to pick up the most links (whether they are gained actively or passively).

After I’ve identified several pages that attract lots of link love, I drill down and figure out what makes this content so link worthy.  Oftentimes, it comes back to either a first-mover advantage or the fact that it’s the only place certain information is easily available online.  The next step is to come up with ways to not only attract the links that they have but also improve the content substantially. 

Once you have found the content, improved it, next comes the hard part–getting people to actually link to it!  But, since you did things the smart way and built off of someone else’s already popular content, you have a lot of easy link prospects.  Contact everyone who links to the page or tool that you improved and make the case for why you’re more valuable.  It should not be terribly tough for them to see the value if you have done your job properly and this way is a lot more effective than old school link building.

You might be in an industry where there is not clear Pillar Content on your competitors site.  In that case, you will have to be the trailblazer and figure out what is going to draw in the most attention.  Below are some mainstays to get you started:

Write a Guide or Ebook

Who doesn’t love a free ebook?  I personally download and read free guides and short books all of the time.  Obviously the content needs to be accurate and high quality but also remember to make it visually appealing if you pursue this route.  Half the battle in getting a link is looking like you know what you’re talking about so make sure your ebook or guide is professionally designed.  If you want to check an example out, view this Comprehensive FHA Loan Guide from a site I work with that has been downloaded over 40,000 times and garnered lots of free links.

Create a Widget

A viral widget is an amazing way to both build links and get some branding.  For instance, I help a Mortgage Calculator Programming Contest for a site that I consult on and we had numerous entries plus got a lot of "free" press.  It wasn’t free because we gave away $10,000 but it was definitely a profitable campaign.  People love calculators and tools that make sometime either easier to calculator or easier to visualize.  Webmasters love to jazz up their sites with pretty tools and resources.  Put those those together and presto!

Hold an Annual Contest

I’m sure you’ve seen plenty of contests or pages with the top 100 blogs in XYZ niche.  Well, it may seem elementary but it works!  As a general rule people, bloggers especially, love to have their egos stroked.  An annual contest with awards going to the "top" blogger (judged on some metric of course) are a great way to build buzz and goodwill in your niche.

This post was written by online marketer Brandon Laughridge

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Are you sure that this kind of pillar content will increase traffic? Because I would be a little bit concerned about Google indexing this content as something hidden from users and make a site disapear from search results (that is my biggest blog fear :) ).

Mike

Very interesting article, very informative stuff. I will have to use some of these idea in my own blog. I do contests and giveaway every so often, but I didn’t know that this is considered pillar content. I think that maybe I will see if I can include some of your suggestions into future blog postings, thanks for the tips.
Consumer Mailing Lists´s last blog ..This is a test run – Data Advisor Week of May 03

Melissa

I new thing I came to know . however it sounds idealistic but we can try it to have some results. I want to clarify whether it is for all types of pages or limited depending on topic.

Mark

You are actually very true to your statement. The said and above discuessed content is your visa to web, for instance, I am a small business owner running a home based business, I have/had been creating such strategies to let my business run well on the web and yes, it has helped me optimize keywords like coach hire, minibus hire and limo hire, using the said content.

Be natural, be true, and you get all the links.

Blessed Xmas and Happy new year (all)

Lucy
Coach Hire
London UK

I’ve never heard of the term Pillar content, however it is interesting that you point out a websites page rank may be generated by just a few articles that have permeated their way through the internet…

Perhaps the 80/20 rule applies to link bait (or as you have called it pillar content)

Ben King

isnt this article spinning

Hi ‘perfume’ I think it is reffering to all kind of pages that are in a way related to a common topic. Can someone confirm this? thanks in advance.

The Pillar content may be one of the new trends and language for SEO. I read it here first. Way to go.

Nice to read about the Pillar content concept.Would like to try to it out soon to see how it works for me.Look forward to hearing from you soon again.

I find these tips rather usual, there isn’t anything new for me.

You’ve offered some really good tips here, but there seems to be a some mixed reactions in the comments. Maybe creating a Pillar Series yourself going in depth with the above list might be useful.

Thanks for sharing your insights anyway! im gonna look into creating a widget

Seems that fresh ideas to get people involved is one of the keys to marketing success. Keep up the excellent posts.
Stop Nicotine´s last blog ..Quitting Nicotine with the Power of Action

It is interesting that you point out a websites page rank may be generated by just a few articles. Thanks

I like the Idea make your content the best..good tip research your competition.

Carol

I like the idea of being a trail blazer. By the time I research some other fellows content, I can come up with ten ideas of my own.

In addition, I feel kind of sleazy treating the web as a zero sum game.

I think there is enough business for everyone who is at the top of his or her game relative to content.

But, in order for me to get there, I fell a lot more comfortable generating my own ideas rather than pilfering from someone else.

I was thinking this morning how little I know.

There was a time, say in the 17th century where there was still a chance for someone to know all that man knew. It is said that John Donne was such a man.

But, today, with over 50,000 book titles being published in the US alone every year, and with technology expanding at a super hot rate, any one person cannot even know 1% of all the information known to man.

So, that means that I can grow substantially with original content pretty much forever without actually taking anything away from my neighbor.

I’m not trying to be a goody two shoes here. I’m just saying that if we each try to ADD to the total of man’s consciousness, the species as a whole will advance even quicker than if we are feeding off of each other.

I like this site.

Great work!

You are living proof that one can generate lots of new ideas.
Beth Charette´s last blog ..New Article: Elf Sightings: Tales from Ancient Lands

Research is the most vital part of success. Research should come first and most effort should be given to it.

I will have to use some of these idea in my own blog. I do contests and giveaway every so often, but I didn’t know that this is considered pillar content. I have to look forward to it.

Contest seems to be really good idea. I have to try this out. I hope this will do some positive effect on my traffic.

@Beth:

The web is a treasure trove of information.

Let’s use it to our advantage.

You mention about “how little you know”?

It’s true for all us us. Life is a constant learning journey!

Cheers,
Jag

You have your own idea to generate links. Thanks for sharing it, even if it seems like usual to me.
freelance writing habits´s last blog ..Getting Some Attention

I not heard it called that before or even defined but agree with you as by default have had it happen. The great thing is that although the pages that have experienced it are now ranking number one the pr value of those pages spreads to other pages helping them as well.

Can’t say as I’ve ever heard the term “Pillar Content” before, but I’m very familiar with the concept. Most of the sites I work with have a couple of pages that bring in visitors by the bushel – and it’s not always the home pages.

In fact, some of these “pillar pages” as you call them actually have a higher Google Page Rank than the home page. I wasn’t sure this was possible, but I’ve verified it several times. Crazy.

So yes, it does make perfect since to use these to your advantage – and to use other peoples’ too, when you’re breaking into a new niche.

On a side note, I just found this site this morning and I love it, great job!
Van´s last blog ..Books On Network Marketing

All good stuff. I really like the hold a contest idea. This works wonders when your trying to build a community or following.

Like a pillar, link building is also very hard in seo process

Matthew Reegan

greta stuff

It is interesting that you point out a websites page rank may be generated by just a few articles. Thanks…
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I am not really sure if best practices have emerged around things like that, but I am sure that your great job is clearly identified. I was wondering if you offer any subscription to your RSS feeds as I would be very interested and can?t find any link to subscribe here.

Johanssen

It sounds like a very good idea to look at the competitors sites. Grab whats good and make it better. I like that one :)

I do contests and giveaway every so often, but I didn’t know that this is considered pillar content. I think that maybe I will see if I can include some of your suggestions into future blog postings,
For optimizing Be natural, be true, and you get all the links.
thanks for the tips

Johanssen,

If you go right to the top, you can
see an “RSS” feed logo with the words”
Subscribe in a reader”.

Click on it to subscribe. And you are done!

Cheers,
Jag

Guides or E-Books can be great viral content. If you write them correctly they will get picked up by various venues which can result in a lot of additional links for your company or website.

This is very good strategy to increase traffic through search engines. Thanks for sharing your experiences. :)

Is this method tried and tested ? What kind of results did you get ? Although the idea is quite appealing really.

McMike

content is king. but i think google do penalise for duplicate content. if there is any method use I employ you share it. Thanks for the post
victor john@ways to make money online from maverick money makers club ´s last blog ..Maverick Money Making Club, Is It Really Working

Hi,
I am not a search engine optimizer and search engine marketer but just an ordinary girl that likes to optimize her business website, I have gone through reading your posts and I can safely say it has helped me learn a bit more on how to optimize my bathroom furniture and bathroom accessories related keywords, I did not know content makes difference but I am more likely going to focus very much on this aspect of optimization as well

Thank you and God bless
Natasha
London UK.

Writing a guide works well and is easy. We create top ten (or five) list on how to do things as it relates to our truck financing site. People seem to like it.

Interesting- I think I will implement some of these ideas… Thanks

Hi,

This post is making difference online, I read it in Facebook, twitter and where not? I guess I got to try this, pillar content and link love :)

Regards,
Andrea

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