To measure the performance of digital marketing in today’s content-driven business environment, web pages must be developed with a clear objective in mind. We all know that content is king on the internet, but the success of your inbound marketing campaigns depends on having certain goals in place. Everything about the page you’re creating, from the word count to the call-to-action for contact information, depends on the type of page you’re creating. In order to establish a strong online presence and encourage your audience to do the desired actions, it is essential to comprehend the distinctions between pillar pages and landing pages and the optimal uses for each. Both of these sites have specific functions and are beneficial components of your marketing plan. You can utilize organic SEO services to determine which page is best for your company.
What Are Pillar Pages?
A pillar page is typically long-form, ungated content item that serves as the hub of in-depth information on a single page regarding a wide primary topic. It offers useful internal links to in-depth articles on relevant subtopics that are addressed in the main page content. Pillar pages assist in establishing trust with website visitors as a marketing technique. For a good pillar page:
- Do extensive competitor and keyword research to learn how well others have covered a topic and the keywords they have utilized.
- Create a broad topic cluster starting from scratch that includes every subtopic of the main theme.
- Your pillar page should have a table of contents for simpler navigation, a better user experience, and improved search engine indexing.
- In your content, mix short- and long-tail keywords in a balanced way.
- In your content, address every query-related inquiry.
- By including direct share buttons to well-known social networking sites like Facebook, Twitter, LinkedIn, etc., you can make your pillar page shareable.
What Are Landing Pages?
A consumer “lands” on a landing page when they click on a link from an advertisement, an email, social media, or another source. Landing pages are web pages or portions of web sites. A landing page’s defining characteristic is that it’s typically not listed in a website’s navigation menu. It has been created with the intention of attracting visitors who click on your link. For an effective landing page:
- Keep your landing pages simple to read and use. Be sure to evenly space out your CTAs across the page.
- Create compelling copy that draws readers in using emotive and action phrases that are also keyword-rich.
- To increase the likelihood of generating leads, concentrate on giving your visitors a visually stimulating experience.
- Use technical on-page SEO to increase your presence in search engine results pages (SERPs).
- Include only pertinent links to relevant blog posts and helpful product pages.
- Make sure your landing page is easily shareable on social media channels to enhance ROI.
Difference between Pillar Pages and Landing pages
- Purpose: A landing page seeks to provide leads for subsequent marketing campaigns, but a pillar page seeks to establish your brand’s authority on a certain subject.
- Word count: Landing pages only have brief copy and CTAs, but pillar pages frequently have a lot of content (more than 2000 words).
- Design: A pillar page’s UI/UX resembles a lengthy blog post with graphic elements for rapid access and to simplify complicated concepts down into simple images. The goal of pillar page UI/UX is to improve user experience and assist users in getting the most out of the material. A landing page is a web page that incorporates cutting-edge UI/UX design features to draw visitors and persuade them to perform the required action. The UI/UX of landing pages should compel visitors to take action by inspiring them.
- Interlinking: Internal links are still another useful distinction between the two sorts of pages. The purpose of pillar pages is to connect many blogs or websites that are pertinent to the issue. Landing pages, on the other hand, might or might not link to other pages on your website.
- Backlinks: Landing sites require deliberate efforts to obtain backlinks, whereas pillar pages gradually gain backlinks through organic traffic. Landing pages have little to no backlinking, but pillar sites contain a lot of interlinking. Additionally, backlinks to pillar pages improve your website’s SEO results; however, backlinks to landing pages may not have a significant impact on your SERP ranks.
- Stage in the purchasing process: A pillar page often targets customers who are in the awareness and contemplation phases of the buying process. In contrast, landing pages may be customized to meet every point of the buying process. For instance, landing sites that send users to an eCommerce page target customers who are in the latter stages of decision-making, as opposed to those that offer an in-depth guidance on something as an ebook download.
The main objective of both pillar and landing page is to provide visitors with a satisfying user experience. In terms of a content marketing strategy and increasing organic traffic, both pages are equally crucial. A trustworthy provider of organic SEO services can assist organizations in creating the ideal pages for their business’ success.