“I’ve made my first attempt at a pillar page and it’s already showing positive results… after four days!”
by Anna Gower on 8 October 2018
Looking back through some legacy open-source resources and publications about the core work of the organisation, buried on the current website as downloads, I decided to focus on songwriting. The publishing rights allowed for the content to be reproduced as I intended and it was a great opportunity to revisit an older resource and be reminded of the wealth of content already created. But analytics showed it was not being found by visitors to the site.
Once reproduced as a web page, I added the original document as a download and linked to as much existing content on the website as possible creating ‘a free guide to songwriting’.
There are also two key sales objectives that are underpinning much of the current communications focus and these became the central calls to action within the pillar page.
I recycle many of the blog posts as content for social media and the weekly ‘featured blog’ for the front page of the website. So with each post about songwriting, I have also included a secondary focus in the copy that will give me an opportunity to use the posts again and again.
Each cluster post has been added as a hyper-linked button to the pillar page as they are created and I add hyperlinks to the pillar page in the blog posts as much as possible. The word ‘songwriting’ always appears in the title of each cluster post.
The blog posts I have written so far are:
So far, in just four days, traffic to the website has increased by over 200%. I’m really happy and impressed with this increase and it makes me realise that creating a pillar page to help Google categorise and sift through our content is such a better model than having all these scrambled, unanchored blog posts on the internet, as we had before – and many businesses have.
In order to turn this engagement into a better SEO ranking, the next step will be to encourage some of the teachers who engage with the programme to embed the links into their blog posts and make better use of analytics to understand how visitors are using the pages. We need to monitor which are the most effective links to encourage more clicks across the site.
It’s an exciting time for us and our content, and I really hope that other organisations follow our lead – it really was an easy step to do and the traffic increase was testament to its efficacy: the proof is in the pudding!
Anna Gower, Music Education Consultant