Pillar Strategy vs Product Pages

[BSchwartz1]

Hi, 

I run a building products ecommerce company. We sell 2 main niche custom products. Right now our website is structuctured so that the overview pages of those products rank the highest for those keywords. 

I want to launch a content strategy with a pillar page and cluster articles around one of the main keywords. 

How should I deconflict the keywords between the pillar page and the product overview page? There's not enough MSV on the keyword to justify using a variant for the pillar keyword. 

Any advice would be greatly appreciated!

[Gaurav_Aggarwal · Accepted solution]

Hey @BSchwartz1 

When choosing keywords for your pillar and product overview pages, and facing limited search volume for keyword variants, follow these steps:

Analyze Search Volume ensure the primary keyword has enough search volume to justify its use on the pillar page. Use tools like HubSpot's SEO tool or other keyword research tools to evaluate the search volume.

Contextual Relevance: Make sure the keyword is contextually relevant to both the pillar page and the product overview page.

Primary Use on Pillar Page: Use the primary keyword on the pillar page. The pillar page should be comprehensive and cover the topic in depth.

Use Synonyms and Related Terms: For the product overview page, use synonyms, related terms, or long-tail variants of the main keyword.

This helps avoid direct competition between the two pages. Optimize Content: Ensure the content on both pages is optimized for their respective keywords

For detailed information on this kindly follow these articles: 

• https://knowledge.hubspot.com/content-strategy/pillar-pages-topics-and-subtopics 
• https://knowledge.hubspot.com/seo/create-topics-for-your-seo-strategy