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Bringing it all together

If we consider our website content carefully, it’s often possible to identify some themes linking otherwise unconnected pages. For example, we might have a couple of product pages where the product’s primary benefit is faster throughput; we might have a video showing how to get faster throughput; and we might have a couple of case studies where the user successfully achieved faster throughput.

While one or more of these pages might rank quite highly in search engine results for queries around faster throughput, we could do better by creating a ‘pillar page’ or ‘cornerstone content’ around the subject. This would be a new, separate page that talks intelligently about getting faster throughput …and features links to all the relevant pages.

We should all be thinking constantly about opportunities to create pages like this.