Pillar content is a simple and efficient method of using your company’s own blog to positively influence the SEO ranking of your own website. This form of content structuring offers a good introduction to the topic of search engine optimization, especially for SEO newbies: Here you can achieve success without having to delve too deeply into the various SEO tools. All you need is your subject matter expertise and some time to plan and write blog posts.

Pillar content is essentially about defining the most important topics (pillar pages) in your own area of ​​expertise in advance. Only below can you find the blog posts relevant to the topic, which are sensibly linked to create a tidy structure.

In this way, you continuously build a clear and thematically sensible blog that users can easily find their way around and that presses exactly the right buttons on Google.

How exactly does that work? We wrote it down here once.

Why do you even need pillar content?

SEO marketing has become a strong profession. Because without visibility online, companies have practically no chance of landing orders or orders. The reason: If you offer your products or services online, there is a lack of walk-in customers. Unlike stationary retail, you don’t just need a great shop window to attract attention on the web: you first have to make it onto the shopping street. Getting hold of a store in a prime location on the Internet’s shopping mile – Google – takes a lot of time and effort. Search engine optimized content can help here and comes in the form of pillar content in a user-friendly version that even lay people can easily implement with a little time. 

New user behavior

The use of voice recognition via Siri or Alexa has fundamentally changed search queries. Instead of “dining room lamp”, inquiries are now more like “Which lamp suits my dining table?” This more informative version of the question requires Google to understand semantic links. Pillar content offers the opportunity to respond to the search engine’s algorithms and thus better answer customer questions. And another advantage: By structuring topic clusters and specialized blog posts linked to them, you help your customers to navigate quickly. This makes it easier for them to reach their goal and ultimately spend more time on your website. 

Pillar Content: The most important advantages

1. Pillar content as a planning aid

The fixed structure of blog articles makes it much easier to plan and write content. Once the main topics have been defined, you can add contributions to them in turn. This means that topics can be found more quickly and content builds on one another in a meaningful way.

2. Pillar content as a customer persuader

A well-structured blog is not only easier for the website manager to maintain: it also leaves a good impression on customers. Because the cluster structure allows you to find your way around more quickly and save time. After all, users on the web are impatient and want to find the right information with just a few clicks. The constant expansion of a company-relevant topic puts you as an expert in focus – and thus gives you a clear competitive advantage.

3. Pillar Content as a SEO-Strategies

The search algorithms that Google works with also affect the way companies have to respond. At the beginning of the SEO era, the focus was on individual keywords. So a lamp retailer just had to drop the main keyword “lamp” and secondary keywords like “floor lamp,” “table lamp,” etc. enough times to rank at the top. The result was completely illegible texts that users completely neglected. Today it’s different: Put simply, Google recognizes connections and sees when a topic is being discussed in depth. This means the search engine classifies you as an expert and puts you at the top of the results. For blog writers this means: keywords, yes – but always write for the readers, not directly for Google. 

Pillar Content: Create the perfect topic cluster in 3 steps

Step 1: Define your main topics (pillar pages)

At the beginning, identify the topics that you consider to be absolutely relevant. Don’t worry: the topics don’t have to be filled with content directly, but this will give you a good overview. Unfilled topics simply remain invisible until you have finished texts for them. That’s preferable to simply displaying a “content coming soon” placeholder. The structure can be constantly expanded. In the example of the lamp dealer, the following topics could be at the top:

• Latest Lamp Designs
• Top Lamp Brands and Makers
• Installation Advice
• Company news

Introductory texts are now written for each pillar page. Explain to users in understandable terms what to expect in this category.

Step 2: Populate the pillar pages with blog posts

Now you can go into more depth: blog posts are gradually being written for each topic. Maybe you already have one or two relevant blog posts in your archive. Answerthepublic.com is a helpful tool for finding blog topics : the questions that match the search term are displayed here. The lamp retailer from the example above only needs to enter “lamp” here and can draw from a large pool of topic inspiration. In addition, you should always keep the customers in mind and brainstorm using your own experience. Finally, carry out classic keyword research and define the most important search terms for the blog post you will write next. 

Step 3: Write and start blog posts!

You have defined the main topics, i.e. pillar pages, and carried out keyword research. Now it’s time to gradually feed the topics with blog posts. Each blog post is assigned to a main topic and is linked to its page. Within the blog post, backlinks and internal links to other articles from the same pillar help to guide users further.

Effective Tips for writing blog posts:

Here are some simple tips for writing blog posts:

• Write content that supports your expertise
• Write in a structured manner and use subheadings marked with h2, h3, etc
• For longer blog posts, use lists to break up the structure
• Don’t write just for the sake of writing something. Instead, every article should provide added value to readers
• Don’t focus on a focus topic just because your SEO research spit out the corresponding keyword, but always focus on the users
• Don’t start writing wildly, but create a structure or an editorial plan in advance. It happens faster than you think.

Does it all sound a bit much now? Don’t worry, that’s not it. Organizing your company blog is always beneficial. This makes your work easier and makes it easier for readers to navigate the site. Once the structure has been defined, the rest happens automatically. Maybe you have already written old blog posts that you just need to assign to the new pillar page. Whether from an SEO or user perspective: tidy pillar content gives your blog new impact.

FAQs

What are content pillars?

The content pillars are all the themes/major categories of topics that you are going to cover on your Instagram account . In particular, they allow you to store all your ideas in boxes. This makes it much easier for you to anticipate your next posts and generate interesting ideas!

How to find your content pillars?

Know what interests her, motivates her, provokes emotions in her, amuses her, scares her, questions her, etc. You will need to refer to your personas – your target customers – and define your content accordingly.

What are the 5 content pillars?

The 5 content pillars are:

• Valuable content
• Relevant content
• g
• Targeted content
• Consistent content

What are the 4 effective content pillars?

Content is key when it comes to achieving results with your CRM strategy. Here are the four pillars of effective content that can help you develop a successful CRM strategy:

1. Relevant: Your content must be relevant to your target audience. You should address their needs and problems.

2. Captivating: Your content must be captivating. It should be interesting and useful enough to make people stay.

3. Call to action: Your content must contain a call to action. He should tell people what to do next and make it easy for them to do it.

4. Consistent: Your content must be consistent. It should be published regularly and updated as necessary.

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Learn the ins and outs of exterior and interior wall insulation in this comprehensive guide. Discover everything you need to know to keep your home comfortable and energy-efficient.

How to insulate the walls of a house from the outside?

Insulating walls from the outside is more efficient. This method is indicated for houses that also need a facade renovation.

Exterior insulation under coating

This process is the most affordable in terms of exterior insulation. It consists of fixing the insulation panel to the wall using different techniques:

• Bonding, with prior stripping of the wall in the event of renovation;
• Wedging with mortar, followed by fixing using dowels;
• The use of profiles to form retaining rails. 

After fixing the insulation, the professional makes joints between the plates. He then proceeds to the finishing with the installation of the coating. 

Exterior insulation under cladding

In addition to insulation, cladding allows you to renovate a wall in poor condition. Knowing that the facade will be modified, an authorization request must be submitted to the municipality before carrying out the work. 

The insulation technique under cladding consists of fixing a frame on the wall, then installing the insulating plate on it. This frame is then covered with cladding, keeping an air gap to ensure moisture evacuation.

You have the choice between different types of cladding: wood, steel, aluminum, etc. This covering considerably improves the exterior appearance of the wall while ensuring effective protection against bad weather.

Which insulation to choose and what thickness for wall insulation?

Several materials are available for wall insulation:

Natural insulators

Natural insulators such as cellulose wadding, sheep’s wool, cork or plant fibers are especially suitable for interior insulation. Their price is generally higher compared to other materials. 

Synthetic insulators

Synthetic insulators such as polyurethane (PU) or expanded polystyrene (PEE) are suitable for exterior as well as interior insulation. They are especially interesting in the form of plates. Their price is more affordable compared to natural insulators.

 Mineral insulation

 Mineral insulation such as glass wool or rock wool. They exhibit excellent thermal and acoustic properties. In addition, their price is much more accessible like glass wool. Available in several shapes, they are also easy to set up. Glass wool is one of the most efficient materials, providing good resistance with a limited thickness. It also offers good sound insulation.

Depending on the insulation technique chosen, it is possible to use insulating plates or bulk materials. For example, in the case of interior insulation under a metal frame, the professional can opt for blowing in loose insulation if necessary. Thus, the wall is completely covered despite the irregularities.

The thickness of the insulation is determined by the condition of the wall and the performance of the chosen material. Following exterior insulation work in energy renovation, the walls must achieve a thermal resistance of 3.7 m2/K/W. The craftsman will be able to determine the most appropriate thickness to achieve this resistance, taking into account the performance of the material.

How to properly insulate a wall from the inside?

Insulating walls from the inside is both simpler and more affordable. It is done piece by piece. This method is interesting for homes with a facade in good condition or one that cannot be modified.

Insulation of a smooth wall by glued lining

For a wall in good condition and perfectly flat, insulation by glued lining is the most practical. This involves directly gluing lining panels to the wall using glue or adhesive mortar.

The panel is made up of an insulating board and a plaster facing board which are glued together. The facing plate is used for finishing, you can then paint it or cover it with wallpaper. There are lining panels suitable for damp walls to prevent the effects of condensation.

Installation of air gap insulation: an effective method for insulating a porous wall

The air gap insulation method is recommended for walls made of soft stone, rammed earth, lime joints or any other porous material. It is also an interesting solution for walls very exposed to bad weather. The installation of an air gap ensures the water balance of the wall.

The operation requires the installation of battens to accommodate the insulating plate. A minimum distance of 2 cm must be kept between the wall and the battens: this is the air gap. This will absorb the hygrometric variations of the wall. Installing a vapor barrier helps protect the interior from humidity.

Insulation under metal frame: an ideal technique for old walls

In the presence of a wall with an irregular surface or in poor condition, the method of insulation under a metal frame is particularly suitable. However, it can also be applied to flat walls in good condition, in renovation as well as in new buildings. 

The insulation plate is directly attached to the wall, then held by a metal frame. On this, the craftsman places a plasterboard finishing plate. With this insulation from the inside, it is possible to pass cables and pipes without drilling the wall or the insulation. They can in fact circulate behind the finishing plate.

The masonry counter-partition, an impeccable finish for irregular walls

This technique is also interesting for damaged walls, especially if you want an aesthetic finish. It consists of directly fixing the insulation to the wall, then installing a new wall in front in order to trap the insulation there.

The thickness of this added wall is approximately 5 cm. It is made of tiles or plaster bricks, and therefore covered with a coating. 

Conclusion:

Insulating your home’s walls, whether from the exterior or interior, is essential for maintaining comfort and energy efficiency. Exterior insulation methods, such as under coating or cladding, offer effective solutions for renovating and enhancing the facade while providing insulation. When selecting insulation materials, consider options like natural, synthetic, or mineral insulators, each offering unique benefits and performance.

For interior insulation, techniques like glued lining, air gap insulation, or insulation under a metal frame provide practical solutions tailored to different wall conditions. Whether improving thermal resistance or addressing irregularities, proper insulation contributes to a more comfortable and sustainable living environment.

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What is stock media? Quickly and easily equip a website with images, videos or graphics: If you don’t have your own content available, you can use so-called stock images and other stock media to visually spice up your web presence. But how do I find suitable stock photos in good quality and, ideally, free of charge?

We will answer all your questions regarding stock media and also give you valuable tips on selecting suitable images, graphics, etc. If you would like to find out more about stock media or optimizing your website, we would be happy to advise you personally. Simply make an appointment for a non-binding introductory conversation.

What is stock media?

Stock media is a media that is produced in stock by so-called stock portals and offered to a broad masses online. There are stock images, icons, videos and audios, as well as many other media formats. For example, if you don’t have your own images or want to save money on an expensive photographer, you’re well advised to look for suitable stock photos at photo agencies. Even if you have images or videos that do not meet today’s quality standards or the viewing habits of your target group, it is better to use stock media. Bad recordings are often more damaging to a website than having no media.

Is stock media free?

The answer is: “No”. Whether stock media is free or not always depends on the respective stock portal, medium and purpose of use. Some assets are royalty-free, while others require a license. Royalty-free stock media can be used free of charge and indefinitely with restrictions (usually in size and quality). However, sometimes there is an obligation to provide proof of the image number/name, author and stock portal in the imprint of your own website. A fee is charged for licensed stock media depending on the type of use, circulation and duration. However, many portals also work via subscriptions. Licensed and therefore paid media can be purchased on these portals by paying a monthly fee.

The license models of the stock portals can be divided into three categories:

• Creative Commons licenses (CCO): free of charge & no obligation to provide proof
• Free: free of charge & proof required
• Requires a license: subject to a fee and proof required

Which license model a stock portal follows and for which purposes the stock media offered can be used can be found in the license agreement, in the general terms and conditions or in the FAQ and usually also on specially created pages. If the regulations are ignored, website owners are threatened with injunctive relief and claims for damages.

How do I find the right stock material?

Finding the right stock material for your website is not easy but following these points will make it easy.

Before researching suitable stock media, ask yourself the following questions:

• Where should the medium be used?
• What is the target group?
• Should it support the text or draw attention to a button?
• Should a product, a situation or a service be presented?
• Does what is shown fit your own company or does it seem too exaggerated?
• What look does my website have?
• Is there already a graphic style on your own websites that should be taken into account (filters, colors, focus, what is shown, etc.)?
• What emotions, stories or feelings should be conveyed?
• Is a certain perspective of the recording perhaps more suitable?
• Do people or objects have to be depicted in the medium? – Objects often symbolize situations or requests.
• Is the icon style harmonious and understandable without description?
• Which resolution is optimal?

How do I search for suitable media in stock portals?

Now that you have a goal in mind that you want to pursue with stock media on your pages, you have reached the point of research. Now you can do this successfully and quickly find suitable motifs and media, we will give you a few useful tips from our practice:

• Every stock portal usually has search masks or functions that are intuitive to use. Enter two to three search words in the search slot that accurately describe the desired representation and, if applicable, the image style. However, be careful not to use too many search terms.
• Use the filter options offered (format, image orientation, colors, etc.) to refine your search.
• If you find something that appeals to you in some way or goes in the right direction, simply click on the asset. You will often see even more suitable search hits or similar results.
• Make a selection and then sort out the less suitable materials. This gives you the opportunity to get an overview of what suggestions are available to you after your search and whether you can choose from free content or, if necessary, have to resort to paid materials.
• If you find it difficult to imagine what the materials will look like on your site, just test it out. You can then say whether the format is correct, the resolution is sufficient or something needs to be edited. For the test, download (preview) images and embed them into your website for a short time or in preview mode.

Conclusion

We know from our own experience that, depending on the industry, service or product, the search for additional stock media can be tedious. However, the effort is worth it because accurate stock photos, graphics or refreshing videos can do wonders for the appearance of your website. It doesn’t always have to be licensed media. Take enough time to research and study the terms of use.

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