How I Create Pillar Pages That Drive Over 5 Million Impressions, 40,000 Clicks and Recurring Leads
Pillar Pages and Topic Clusters: Every Website's Hidden Gem
- Company name: Edgemesh
- Use Case: Website Optimization & Ad Fraud Protection.
- Worked with: Jacob (Jake) Loveless, (CEO), Amber Katz (Chief Editor)
- Role: Senior Content Writer
Edgemesh is mainly a web optimization company that helps website owners (preferably ecommerce websites) to increase their site delivery by making it faster.
This is made possible using a dual-approach; client-side and server-side optimization. All of which then transitions to a headless environment.
For instance, the Edgemesh Client is a ‘one-line-code’ solution that lets you collect comprehensive and unsampled user experience data. It also features A.I-powered caching and an enterprise-grade platform accelerator that enhances eCommerce platforms and drives revenue.
Edgemesh, known for its cutting-edge solutions in website optimization and ad fraud protection, primarily focusing on ecommerce platforms.
The primary objective was to create a robust online presence for Edgemesh through the development and implementation of an effective content strategy.
This involved the creation of pillar pages aimed at driving significant organic traffic, increasing brand visibility, and establishing Edgemesh as a go-to resource in its domain.
The content was specifically designed for website owners, particularly in the ecommerce sector, looking for advanced solutions in website optimization and security against ad fraud.
Despite its innovative offerings, Edgemesh faced a common challenge – gaining visibility and establishing domain authority in a highly competitive space with players like Akamai, WP Rocket, Nitropack, Cachify, etc. The company needed a strategy that would not only attract a high volume of traffic but also convert this traffic into recurring leads.
My Approach to the Problem
Starting with Topic Clusters and Pillar Pages
I chose to kickstart with topic clusters and pillar pages because Edgemesh had no pre-existing presence for organic search traffic.
This was a strategic choice to build a foundation of content that would elevate Edgemesh's domain authority in its key areas of expertise: website optimization and ad fraud protection.
The core idea was to create a network of interlinked articles around central themes pertinent to our business — website optimization and ad fraud protection.
For The Pillar Pages
→ Product Analysis. The first step was conducting a deep analysis to identify key topics crucial to Edgemesh’s audience. This involved analyzing search trends, competitor content, and industry forums.
→ Pillar Page Development. Each selected theme, such as ‘Website Optimization’ and ‘Ad Fraud Protection’, was developed into a comprehensive pillar page. These pages were designed to be authoritative guides, providing holistic overviews of each topic.
→ Content Depth and Breadth. The pillar pages included technical explanations, industry insights, best practices, case studies, and future trends to ensure they were the go-to resource for anyone researching these topics.
Creating The Cluster Content
→ Subtopic Exploration. For each pillar page, I identified a series of subtopics that addressed specific questions or aspects of the main theme. This included topics like ‘Client-Side Optimization Techniques’ and ‘Understanding Ad Fraud’.
→ Content Creation. Surrounding each pillar page, I developed a series of cluster articles. These pieces addressed specific, narrower topics or questions related to the broader theme.
For example, under the ‘Website Optimization’ pillar, articles on ‘Client-Side Optimization Techniques’, ‘Server-Side Optimization’, and ‘Transitioning to a Headless E-commerce Environment’ were created.
This not only covered a broad spectrum of relevant queries but also positioned Edgemesh as a comprehensive information resource.
Each piece of cluster content was optimized for specific long-tail keywords, which were strategically chosen for their relevance and search volume.
Keyword Research: Identifying relevant, high-intent keywords and incorporating them naturally into the content.
A critical part of this strategy was optimizing each piece of content for search engines.
This involved thorough keyword research, ensuring the use of relevant keywords in a natural and contextual manner.
Additionally, a well-structured internal linking strategy ensured that our cluster content was effectively guiding users back to the pillar pages, enhancing the site’s overall SEO.
Fast-forward to the results accrued after 14 months.
Highlights of Some of The Projects I Worked On
Ranks #1 for “server side caching.”
Ranks #2 for “client side caching”
Ranks #1 (+featured snippet) for “what is start render time?”
Ranks #4 for “dynamic rendering.”
Ranks #5 for “what is a bad bot?”
What I Learned Working with Edgemesh
Working with Edgemesh presented a unique challenge: building an organic lead funnel for a highly specialized service with no prior basis in organic search traffic.
Basically someone handling the keys to their prized possession — and hoping to make something good of it. 😅
As I said earlier, the main idea behind this strategy was developing topic clusters and pillar pages. This approach required a deep understanding of Edgemesh’s services and the specific pain points of their target audience—primarily “e-commerce website owners.”
One thing we got right early on was developing a mind-map to help visualize the network of articles we created and linking it all to the product’s features.
Thinking of how I can help you do the same?
Let me take a guess — you want to elevate your content strategy to:
Improve search engine rankings,
Enhance user engagement— or
Drive specific audience actions.
Hi — I’m here to make that happen and turn your content into your strongest asset.