Digital Marketing Essentials: Blog Posts, Pillar Pages & Landing Pages

Pillar pages have evolved for AI-first search

The pillar page remains the cornerstone of topic cluster strategy in 2025, but its role has expanded significantly. Beyond serving as a comprehensive resource linking to cluster content, pillar pages now function as primary citation targets for AI systems like ChatGPT, Perplexity, and Google AI Overviews.

Optimal length ranges from 2,000 to 5,000 words, with 3,000 words representing the consensus sweet spot across industry research. However, the critical insight from Whitehat's analysis of successful B2B content is that word count should be driven by topic comprehensiveness, not arbitrary targets. A well-structured 1,500-word page can outperform a bloated 4,000-word page if it better satisfies user intent and provides clearer answers.

Structural best practices have crystallised around several key elements that serve both traditional SEO and AI extraction:

• Answer-first structure: Lead with a direct definition or answer in 40–60 words, then expand with context and examples
• Clickable table of contents with jump links for navigation (fixed or floating recommended)
• Clear heading hierarchy (H1→H2→H3) that mirrors how AI systems extract information
• Visual breaks every 300–500 words including tables, diagrams, and infographics
• FAQ sections with schema markup positioned near the end
• Strong CTAs distributed throughout, not just at the conclusion

For AI citation optimisation, pillar pages should include content that can be extracted in semantic chunks. Research shows that 92.36% of AI Overview citations come from domains ranking in the top 10 organic positions, reinforcing that strong traditional SEO remains foundational. AI systems particularly favour comparative content and comprehensive category hubs that cover topics fairly and thoroughly.

Each pillar should be surrounded by 8–15 focused cluster articles that link bidirectionally. All cluster content should link back to the pillar using consistent, keyword-rich anchor text, whilst the pillar links out to every supporting piece. This creates the network of semantic relationships that both Google's algorithm and AI retrieval systems reward.

Blog post strategy now prioritises retrieval over ranking

The most significant shift in blog strategy for 2026 is conceptual: write for retrieval, not just ranking. AI systems don't list links—they retrieve answers from trusted sources and cite them. This requires asking "Am I retrievable?" alongside "Where do I rank?"

Featured snippets' SERP visibility dropped by 64% between January and June 2025 (from 15.41% to 5.53%) as AI Overviews expanded. However, optimising for featured snippets and AI citations requires similar structural approaches—the content that wins snippets also tends to get cited by AI answer engines.

Optimal blog post structure for AI extraction

The inverted pyramid structure works best: answer first, context second, examples and depth third. Each section should function as a self-contained unit that AI can extract without surrounding context. Question-format headers (matching how users query AI engines) significantly improve extraction potential.

Long-form content continues to dominate for comprehensive topics. Research shows that 37% of bloggers publishing 2,000+ word posts see strong results versus just 20% writing 1,000–1,500 words. Long-form content generates 77% more backlinks and ranks in top 3 positions 42% more often. The 2025 average blog post length has increased to 1,427 words (up 10% year-over-year), with comprehensive guides targeting 1,800–2,500+ words.

E-E-A-T requirements have intensified

E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) requirements have intensified, particularly for Experience signals. Google's 2025 algorithm updates specifically target AI-generated content lacking human insight. Implementation requires:

• First-hand experience documentation: Include personal case studies, experiments, original screenshots, and "I did this" perspectives
• Author credentials: Prominent bylines with qualifications, detailed author bio pages, links to LinkedIn and professional profiles
• Citation of authoritative sources: Link to .edu, .gov, Statista, and peer-reviewed research
• Clear timestamps: Always display publication and "Last Updated" dates—AI systems favour recently updated content

Query fan-out optimisation has emerged as a critical strategy. When AI systems receive a query, they decompose it into multiple sub-queries. A question like "What should I wear to a business casual wedding?" generates sub-queries about women's attire, men's attire, shoes, accessories, and more. Your content must address all potential sub-queries through comprehensive coverage or dedicated FAQ sections.

Landing pages require mobile-first design and conversion focus

Landing page strategy in 2025 balances conversion optimisation with emerging SEO and AI considerations. The median conversion rate across industries is 6.6%, with top performers achieving 10%+ through systematic optimisation.

The most striking statistic: 83% of all landing page visits now happen on mobile devices, yet only 50% of landing pages are properly mobile-optimised. Mobile converts 8% lower than desktop, representing significant lost revenue for unprepared sites.

Mobile-first design requirements

• Design for mobile first, then scale to desktop—Google uses mobile-first indexing
• Responsive single-column layouts that stack elements vertically
• Minimum tap target size of 48×48 pixels with adequate spacing to prevent accidental clicks
• Load times under 3 seconds (target under 2 seconds)—53% of mobile users abandon pages that take longer
• Simplified mobile forms with fewer fields, dropdowns instead of typing, and large touch-friendly inputs

For conversion optimisation, headlines remain the most critical element—80% of visitors only read the headline. The 5-second test applies: visitors should understand your value proposition within 5 seconds of landing. Personalised CTAs convert 202% better than generic ones, whilst reducing form fields to 5 or fewer doubles conversion rates.

Thank-you page optimisation

Thank-you page optimisation represents an underutilised opportunity that Whitehat recommends all clients address. Unlike emails with 15–25% open rates, thank-you pages achieve near 100% visibility with a captive, engaged audience. Amazon attributes approximately 35% of total revenue to thank-you page cross-sells and upsells.

Effective thank-you pages include clear confirmation and access to the promised offer, secondary CTAs for deeper engagement (blog subscription, free trial, social follow), upsell or cross-sell opportunities for related products, social sharing buttons linked to the landing page (not the thank-you page), and account creation prompts framed as benefits.

Topic clusters and content architecture drive sustained rankings

The hub-and-spoke model remains the most versatile content architecture for most websites. The central pillar (hub) links to detailed subtopic pages (spokes), with bidirectional linking creating strong semantic relationships. This structure creates clear topical authority signals for search engines, distributes link equity efficiently across the cluster, creates logical user navigation paths, and scales effectively for comprehensive topics.

Internal linking best practices

Internal linking best practices have been refined through large-scale studies. A Zyppy analysis of 23 million internal links found that pages with 20–44 internal links receive 4× more traffic than pages with 0–4 links. However, 53% of URLs have only 3 or fewer internal links—most sites significantly under-link their content.

The recommended ratio is 2–5 internal links per 1,000 words, with total links per page (including navigation) staying under 150. Anchor text diversity correlates strongly with higher traffic; exact-match anchors are associated with 5× more traffic than pages without them, but variety matters.

Click depth significantly impacts performance—pages at depths 1–3 (reachable within 3 clicks from the homepage) generate 9× more SEO traffic than deeper pages. Pillar pages should be positioned at the top level of your website and accessible from main navigation. Whitehat's website design approach incorporates these architectural principles from the outset.

AEO and GEO optimisation require structured, citable content

Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) have emerged as distinct disciplines alongside traditional SEO. Whilst strong SEO fundamentals remain prerequisites—AI systems crawl the web the same way traditional search engines do—GEO requires additional optimisation for citation.

Platform citation patterns differ significantly

Research from Princeton and Georgia Tech found that content with specific elements shows 40% higher AI visibility: citations of authoritative sources (.edu, .gov, peer-reviewed research), direct quotations from named experts with credentials, and statistics with source attribution throughout.

Schema markup requirements by page type

Schema markup makes content approximately 33% more likely to be cited in AI-generated answers. Both Google and Microsoft have confirmed they use structured data for their generative AI features. Key implementation includes Article schema with author credentials, FAQPage schema for question-answer sections, and Organisation schema with sameAs properties linking to social profiles.

The fundamental difference between traditional SEO and GEO is the unit of optimisation. SEO optimises at the page level; GEO optimises at the fact level—individual statistics, definitions, and concepts that AI can extract and cite. Content must be structured for "snippability" with self-contained, quotable sections that make sense when extracted from surrounding context.

HubSpot provides integrated tools for content strategy execution

HubSpot's Content Hub (launched April 2024, replacing CMS Hub) provides an all-in-one platform for implementing pillar/cluster strategy. As a HubSpot Diamond Partner, Whitehat helps clients leverage these tools effectively. Key features include the AI Blog Writer powered by GPT-4 with SEO metrics from Semrush data, Content Remix for repurposing content across formats with one click, and Brand Voice AI that learns and applies your brand's tone.

Creating pillar pages in HubSpot CMS

1. Use Website Pages (not Landing Pages or Blog Posts) for pillar content—this keeps it on your main domain for maximum authority
2. Navigate to Content → SEO → Topic Clusters to research and create topics
3. Review Monthly Search Volume and Difficulty metrics before committing
4. Attach pillar page content to the topic, then add subtopic keywords (up to 100 per topic)
5. Place pillar pages at top-level URLs (/topic-name/) accessible from main navigation
6. Never gate pillar content behind forms or passwords—it must be fully crawlable

The SEO Recommendations tool scans all live pages and prioritises recommendations by impact across categories including accessibility, crawling/indexing, mobile experience, on-page SEO, performance, and security. The in-editor Optimise Panel provides real-time recommendations whilst editing.

Key HubSpot 2026 features for content strategy

For marketing automation integration, all content interactions log automatically in contact records. Lead scoring based on content engagement, automated email campaigns triggered by specific page visits, and segment-based nurture sequences create a closed loop from content consumption to conversion. This is where Whitehat's expertise in HubSpot SEO strategy delivers measurable pipeline impact.

Key takeaways for implementing 2026 content strategy

The convergence of traditional SEO and AI optimisation has created new imperatives for content strategy. Strong SEO fundamentals remain essential—92%+ of AI citations come from pages already ranking in the top 10—but optimisation must now account for how AI systems retrieve and cite content.

The most successful content strategies in 2026 treat these elements as interconnected rather than separate concerns. Pillar pages that satisfy AI retrieval requirements also satisfy user intent; blog posts optimised for featured snippets also perform well in AI Overviews; landing pages with strong conversion principles also earn organic rankings. The fundamentals—comprehensive coverage, clear structure, authoritative sourcing, and user-focused writing—serve both traditional and AI search simultaneously.

Frequently asked questions

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References and further reading

• HubSpot Knowledge Base: Topics, Pillar Pages, and Subtopic Keywords
• HubSpot Blog: Topic Clusters – The Next Evolution of SEO
• Backlinko: Pillar Pages Guide
• Semrush: How to Create an Effective Pillar Page Strategy
• Search Engine Land: Topic Clusters SEO Strategy
• Zyppy: Internal Linking Study (23 Million Links Analysed)
• Unbounce: Landing Page Best Practices
• HubSpot Content Hub: Product Overview