Optimizing and growing your pillar pages over time is essential for maintaining a strong online presence and attracting organic traffic. Here are some key strategies to consider:

1. Conduct thorough keyword research

Start by identifying relevant keywords and phrases that are frequently searched by your target audience. Tools like Google Keyword Planner or SEMrush can help you discover high-volume and low-competition keywords.

2. Create comprehensive and evergreen content

Pillar pages should serve as comprehensive resources on a specific topic. Break down the topic into subtopics and create separate content clusters for each subtopic. Link these clusters to your pillar page, creating a strong internal linking structure.

For example, if you have a pillar page about "Digital Marketing Strategies," you can create content clusters around subtopics such as "Social Media Marketing," "Content Marketing," and "Search Engine Optimization."

3. Optimize your pillar pages for SEO

Ensure that your pillar pages are optimized for search engines. This includes optimizing meta tags, using relevant headers (H1, H2, etc.), incorporating keywords naturally throughout the content, and adding alt tags to images.

4. Regularly update and refresh your pillar pages

Keep your pillar pages up to date by regularly adding new information, statistics, and case studies. This shows search engines that your content is fresh and relevant. Additionally, consider repurposing existing content into different formats like videos, infographics, or podcasts to attract a wider audience.

5. Promote your pillar pages

Don't just rely on organic traffic to discover your pillar pages. Actively promote them through various channels such as social media, email newsletters, and guest blogging. Encourage other websites to link to your pillar pages, as backlinks are crucial for SEO.

Remember, growing your pillar pages is an ongoing process. Continuously monitor their performance using analytics tools like Google Analytics to identify areas for improvement and adjust your strategies accordingly.

References:

• Neil Patel - How to Create Pillar Content Google Will Love
• HubSpot - What Is a Pillar Page? (+ Examples)

By following these strategies, you can optimize and grow your pillar pages over time, improving their visibility and attracting a larger audience.