Pillar pages position your law firm as a thought leader on a particular topic by providing a comprehensive guide to the given subject. They help establish your law firm’s website content as authoritative and valuable, to visitors as well as search engines.
Why should I include pillar pages in my content marketing strategy?
A couple of years ago, some law firms started to notice a drop in their page rankings. This was despite their focus on keyword strategy and content optimisation. The reason for this is that Google continually changes its algorithms to ensure readers are provided with the best results applicable to their search. In addition, the way consumers of information search the internet has changed. An example of this is the evolution of voice searches. Search engines have to adapt continuously to meet user demands for valuable content. And although the amount of content available on the internet has increased, the quality of it has not.
Google now uses over 200 factors to determine page ranking. Legal practices have to work much harder to achieve a spot on the first page. By investing in pillar pages, you are providing the long-form, valuable content that all search engines love.
How do you create a pillar page?
The difference between a pillar page and an article is that a pillar page covers pretty much everything a reader needs to know about a particular topic. The pillar page itself focuses on breadth rather than depth. Its power comes from the interlinking between the pillar page and every other article you write on the topic.
Here’s how it works. If your law firm specialises in high net worth divorce, you can create a pillar page which covers all the aspects of financial settlements. This will be interlinked with a series of ‘cluster’ articles on sub-topics such as jurisdictional disputes in international divorce and forensic accounting. Through the pillar page, a reader is provided with a clear path to explore an area of law in detail. And search engines can quickly discover what your website is about and the value it provides.
With access to Practical Law, Westlaw, Lawtel and a host of subscriber business publications, we have the knowledge and resources required to create quality, detailed pillar pages and cluster content for your law firm.
To find out how we can help you, please call 01 01691 839661 or email corinne@thelegalcopywritingcompany.co.uk.