How to create a column page

column page in summary

Basically, a column page absorbs all the details of all the content of the website and introduces visitors to the topics discussed here. Thus, new readers have the chance to get a brief overview of the information presented on the website and decide whether it is suitable for them. A column page is not just simple text, but a series of links to content and related topics. By clicking on these links, readers will be directed to the full versions of the articles. Column posts are usually longer than blog posts. In addition, these pages should have hyperlinked sections at the top.

topic set

Column pages were developed as a basis for topic sets. Previously, readers would type in a specific name to learn more about it, for example, “Rainbow Mountains, Cusco.” Now, simply type “where to travel in Peru” to get the information, because modern search engines have been taught to anticipate user needs. Your strategy should reflect this trend and it is possible by adding topic clusters. The topic cluster model relies on topics, not keywords, to improve the structure of the website.

Posting article after article to drive traffic can be extremely erratic, while a topic cluster model classifies all articles by topic and will show more on the column page. Therefore, the first thing you will see when opening a website is the list of themes discussed there, and every link you click will take you to a cluster that collects all the texts on that topic.

subtopics

A subtopic deals with more detailed information and has a backlink to the column page to get traffic. You can add any of the content pieces to keywords placed in a subtopic:

• blog post
• Landing page (LP)
• website page
• URL of a web page

Note that collecting more than one hundred subtopic keywords for one topic is not allowed. Also, a topic has only one subtopic content, whether it’s a post or an LP.

Why should I have a column page?

Sets of topics placed on the column page make it easy for search engines to discover relevant content and increase your visibility in those engines. Also, when a page is performing well, it drags other pages of the set behind it. As a result, a semantic relationship between parts of the content is provided.

But creating a column page is beneficial not only for this reason, but also for the well-being of your readers. It helps them navigate through content and get more accurate results in response to their queries. People usually look at all the links in the column page of the website. They like to gain a general understanding and explore material faster and better.

How to create a column sheet

Once the idea and purpose of a column page is clear to you, it’s time to consider creating one for your own website. Below you will find a guide on the process of creating a column page that will increase your traffic and make your readers’ experience better.

Choose a main topic

This topic should be relevant to your niche and help people learn about your product. Use only evergreen content and then choose a large-scale main topic to divide it into several subtopics. You should cover all the questions a user might encounter if they type in certain keywords.

In short, it is very important to cover all aspects of your main topic. To choose the right one, consider what your customers might need most, what kind of information they are looking for. To get precise data, analyze competitors and influencers in your niche and try to learn from their successes and mistakes.

Create several subtopics

Any column content strategy requires the introduction of several subtopics. It is necessary to do keyword research and analyze search engine queries to select the relevant ones. For example, you can use the Keyword Tool for this purpose. When brainstorming subtopics, remember to cover all aspects of the topic you are writing about so that if a user stumbles upon your website, they get all the necessary details.

For example, when promoting the topic “Backpacking USA,” write about the best places to see, hitchhiking, affordable accommodation, food and meals, and more. In other words, you should shed light on the general range of questions that are important to backpackers.

Put the content on the page

Follow these simple steps to create relevant content:

• Clarify the topic for your readers and explain the terminology used in it.
• Create a table of contents to allow easy navigation
• Use keywords in titles and subheadings
• Write unique and quality articles
• Start with promotion
• Focus on answering the questions
• Link all your related pages together

Configure your content

The column page is similar to a landing page in that it contains both the quote and the conversion form, as well as some other LP elements (bullets, for example). Thus, it can not only inform, but also generate leads. For example, creating a column sheet in PDF format and recommending it to potential leads is very popular.

In any case, the page structure should be easy to navigate to draw visitors’ attention to key points of your material. Don’t forget to include images that reference the main topic in alt text tags.

Promote your column page

An effective promotional campaign can generate more traffic and leads for your page. Because you’re creating and publishing content, you need to control all links from the column page to external content, and from individual pieces of content to the column page. Then, when the first content is linked, it’s promotion time. You should always watch for mentions of your brand, main topic keyword, and primary subtopic keywords. It helps increase interaction. You will have the opportunity to respond and share information on the relevant social channel.

Adding links to bookmarking platforms like Reddit, Stumbleupon, and Digg is essential. You can also answer questions on Quora, Yahoo Answers, and other platforms and add your links there to show users that they’ll find more valuable information on your site. Each piece of content can also be promoted on social networks. Keep the promotional program in mind to keep it going and support users’ interest.

Update information

Make updates to keep content evergreen and perform at its highest level. The only valid information is valuable to users. Naturally, outdated facts and solutions cannot solve your audience’s problems. Therefore, it is recommended to monitor developments, trends and innovations in your niche to provide users with the latest information.

Examples of successful column pages

Without practice, theory gets nowhere. In this section of the article, you will see examples of successful column pages that can inspire you and help you create your own.

The Atlantic: Population Healthier

Atlantic deals with the health system from a population health perspective and targets a broad audience that includes families, young parents, seniors and more. Because the content is aimed at ordinary people, the company uses storytelling to tell the history of the 134-year-old paint shop.

The page design is also attractive. Includes fully developed interactive and animation. The color scheme is calm and natural, with a predominance of pastel tones that perfectly match the theme of health and wellness. As for the link strategy, we can see numerous links to the content available on theatlantic.com. Although the number may seem high at first, you should remember that this is normal for pages with sponsored content.

HubSpot: Productivity Apps

HubSpot: Productivity Apps is a great example of content. The website is dedicated to the most popular productive apps that help people stay fit and not waste time. This platform targets people who like to make a list and schedule for each step. It’s a pretty narrow and specific topic, so the page looks like a blog to create an atmosphere of mutual trust.

The page features a blue anchored text CTA that motivates users to download relevant content. XML files provide automatic data update and help by linking to each page of the topic set. The “Related Articles” carousel is another element of their strategy.

GoodUI: Evidence

GoodUI’s “Evidence” column page invites people to view dozens of A/B tests to help them understand certain patterns and see a wide variety of examples. The design fully corresponds to one subject. There are only essential elements such as text, numbers and diagrams to enable the viewer to navigate quickly and find what they want within a minute.

The page contains many links that prove all the facts mentioned so that you can read other overviews, analysis, results and more. The key call-to-action is to encourage users to share their own tests.

lessons to be learned

In short, a column page is a storage area for many derivative sections and materials. As soon as you get to the bottom of what a page like this should have, you’re ready to build and promote a successful page for yourself. Pay attention to keyword research and integrate topic clusters. Make your materials unique, relevant and up-to-date to increase the efficiency of your column page and drive more traffic.