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How to Use Pillar Content to Build Internal Links

Rank Math has a feature where it can mark a piece of content as “Pillar Content” – which is usually used for posts. A pillar content is an evergreen piece of content that is designed to answer age-old questions which are bound to be asked for years to come.

Marking two or more posts in the same category as pillar content will allow Rank Math to help you build contextual internal links to those pages/posts.

1 What Is Pillar Content?

Pillar content also called Cornerstone content is a page or article that links all your other articles together. It comprises the most important articles on your website and the pages/posts that you want to rank for in the search engines.

For example, if your main topic is about sales, your pillar page can include a post on how to be better at sales and then link to other posts/content about:

  • Marketing
  • Content creation
  • SEO
  • Advertising
  • Social media

2 Why Are Pillar Pages Important?

Pillar pages have various important roles. Some of them are as follows:

  • They help to organize the website.
  • The pillar page is build to create opportunities for interlinking. 
  • Pillar pages naturally lend themselves to lead generation.
  • Pillar content forms a valuable part of modern content strategies.

Search engines follow links to find the web content on your sites and use those links to rank your content. When you create high-quality posts/ pages with a lot of relevant links, search engines like Google or Bing mark the content as highly valuable. Eventually, this may help in bringing more visibility to your content. 

Some of the important factors why you should consider adding more relevant internal links are as follows:

3.1 To Enhance User Experience 

User experience is one of the most important aspects of any website or application. Internal links play a key role in creating the user experience. They are a great way to help your audience find the information they are looking for. 

3.2 To Improve Engagement 

If you are able to link to more relevant content, it helps in retaining your audience for a prolonged time period. As a result, this leads to a reduction in bounce rate and improves the engagement time on the web page.

3.3 Contextual Internal Linking

Contextual links are nothing but those links that are placed within the main body of web content. These links consist of anchor texts that point to other relevant web content. As stated before this process helps search engines in understanding the context that consists of a lot of information and eventually helps in ranking.

3.4 Converting Potential Visitors 

The best way to drive your audience to your content marketing is to use links on your homepage. Then, individual blog posts within that structure can push towards a free trial, a gated content offer, or a product page. In this process, the visitors will become your lead, if they find your content to be valuable or in any way it can help them in solving their issues. 

If you have an E-commerce brand, it’s important to have an internal link structure to drive your target audience toward a sale. You can drive more traffic to your content at the initial stage of a funnel and convert more of that traffic into customers by making your connections relevant to the content.

3.5 Improving the Website Architecture 

Your site’s taxonomy is how your site’s content is organized, including its menus and navigation. It’s a key component of your website’s structure. Adding links to the categories and tags can help visitors to navigate to related posts more easily. Taxonomies are not only essential for organizing your site and making it easy for your visitors but also, helping search engines like Google to understand what your content is about.

3.6 Improve Crawl Efficiency 

You can improve the crawl budget by analyzing your internal link structure, fixing roadblocks, and pointing Googlebot to relevant sections of the site you’d like indexed more regularly.

Internal links help the search engines like Google, Bing, etc in discovering, indexing, and understanding all the pages of your website. If you link to relevant pages it not only improves the user experience but also aids in passing the page authority or PageRank to all other important web pages. Therefore, it is regarded as one of the important ranking factors.

5 Optimizing Your Cornerstone/Pillar Content with Rank Math SEO

You need to mark any post that you want to build links to, as a Pillar Post in the SEO meta box. In order to do so edit your post, head over to the General tab of Rank Math SEO, and then click on the This post is Pillar Content as shown below:

Pillar Content

Once done, when writing a new post, it will show your Pillar post from the same category you are using for the current post.

Link Suggestions

As a result, you don’t have to manually search or add relevant links inside the content. Rank Math’s “Link Suggestions”, shows all relevant links that are required for the new article/ blog post. These suggestions are based on those selected categories and tags for the post that are marked as pillar content.

The link suggestions section has got two options:

  • Copy Link URL to Clipboard: This one will copy the link to your clipboard, so that you can include the link anywhere in the content with an anchor text.
  • Insert Link in Content: This one quickly inserts the link with the text anywhere inside the main content.

6 FAQs on Link Suggestions

An internal link is a hyperlink from one page or post to another page or post within the same site.

Yes, according to Google, internal links are treated as an important ranking factor in SEO

Why do I need linking suggestions?

It can be difficult to remember or recollect the posts or articles that you and your team have written in the past. Link suggestions can help you do your work smoothly without having to search for the relevant posts or URLs.

How does Rank Math help?

With our internal link suggestions, users don’t have to manually search and pick relevant links to use inside the content. Rank Math’s link suggestions handpick relevant links for the article based on the marked pillar links, selected categories, and tags for the post.

Rank Math suggests links based on the posts or pages that are marked as pillar content. If none of the posts or pages are marked as pillar content or marked according to content that falls under the same categories (blogs/ articles), you won’t be able to get any suggestions.

To give the articles more importance, we place the pillar/cornerstone articles at the top of the list of the link suggestions. This is used to build internal links to your most important content and these links also help increase their SEO rankings.

And, that’s it! We hope the article helped you in understanding the importance of internal linking and the pillar content feature in Rank Math. If you still have absolutely any questions, please feel free to reach our support team directly from here, and we’re always here to help.

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