Head keyword for a pillar page

Marketing & Content Hub Content Strategy & SEO
1

Hello,

We are trying to implement a Topic cluster model to attract more traffic to the site. It is a CX company with a poor domain score, so we are trying to rank for a lower volume head keyword for a pillar page.

“Customer experience” seems a bit hard for us to rank for, so we were thinking something more specific, like “Customer centricity” or “Customer focus”. They have around 1300-1600 MSV.

Our challenge is that the sub-topics (blogs) we would want to link inside the pillar have very low MSV, around 50 and less.

My questions are:

1. Do the blog posts have to contain the head keyword of the pillar in the title or that is not important as long as the content is relevant?

2. Does it make sense to include blogs with our head keyword but a low MSV (less than 50) in order to boost our pillar page?

3. Or do you think we should just stick with a broader topic?

Thank you for your help.

2

Hi @andrea_zat

While there isn’t just one way to succeed with topic clusters, based on the situation you’ve outlined below my opinion would be:

  1. Blogs posts do not have to have the pillar page keyword in the title - quality, relevance and consistent internal linking to the pillar page are more important
  2. This depends on the makert but in B2B the answer is often yes - 50 MSV can still be a very good source of traffic and leads
  3. I think you’ve chosen good keywords for pillar pages - ideally you want pillar pages to rank for high volume, competitive terms, without competing too directly with your main website for the terms that it should rank for. You also want your pillar pages to target informational keywords more than commerical ones.

Hope this helps.

3

This is very helpful. Thank you!