Skip to content
  • There are no suggestions because the search field is empty.

Drive Organic Traffic with SEO-Optimized Pillar Pages Using IntelliSearch

Create targeted community pages and listing content clusters that improve SEO and attract ready-to-act buyers.

Table of Contents

  1. What Are Pillar Pages and Content Clusters?

  2. Step-by-Step: How to Build This in Sierra

  3. Best Practices for SEO Clusters

  4. Troubleshooting Common Issues

  5. FAQs

Why This Feature Matters

Today’s real estate buyers don’t just search by city—they search by lifestyle. Whether it’s “homes with pools in Charlotte” or “move-in ready homes near schools,” your website needs to speak their language.

That’s where IntelliSearch comes in. By using it to build pillar pages and interlinked content clusters, you can:

  • Increase visibility in Google by targeting long-tail, buyer-intent keywords.

  • Keep visitors on your site longer by creating topic-rich pages they want to explore.

  • Convert more leads by connecting searchers to exactly what they’re looking for.

When implemented well, this strategy also signals topical authority to search engines—boosting your SEO performance over time.

Real-World Examples:

  • A Charlotte agent builds a pillar page for “Homes with In-Ground Pools” and links to blog posts about summer home maintenance and outdoor kitchens.

  • A team in Austin creates a content cluster around “Modern Homes with Open Floor Plans,” targeting millennial buyers.

back to the top

What Are Pillar Pages and Content Clusters?

  • Pillar Page: A long-form, SEO-optimized community or feature page targeting a specific buyer intent keyword (e.g., “Homes with In-Ground Pools in Atlanta”). It includes a saved search, descriptive content, and clear calls to explore listings.

  • Content Cluster: A group of related content pieces—blogs, FAQs, saved searches—that link back to the pillar page and to each other. They help search engines (and visitors) understand the topic deeply.

back to the top

Step-by-Step: How to Build This in Sierra

Step 1: Choose a Buyer-Focused Feature or Theme

Think like your buyer. What lifestyle or home feature are they searching for?

Examples:

  • In-ground pool

  • High-end finishes

  • First-time buyer homes

  • FHA-friendly homes

  • Walkable neighborhoods

Step 2: Create a Saved Search Using IntelliSearch

Use IntelliSearch to combine multiple buyer-friendly filters.

  1. Go to Leads > Saved Searches

  2. Use IntelliSearch to type in keyword criteria like:

    • in-ground pool + modern kitchen + open concept

  3. Set traditional filters (price, beds, baths, location).

  4. Name your search something that would stand out with Google like:

    • Homes with In-Ground Pools in Atlanta

Step 3: Turn It into a Pillar Page

  1. Create a Community Page from your admin panel.

  2. Embed the saved search from Step 2.

  3. Write 1–2 buyer-focused intro paragraphs with keyword-rich phrases.

Example: Looking for a Charlotte home with an in-ground pool and space to entertain? These listings deliver exactly that—outdoor living meets everyday luxury.

Step 4: Build the Content Cluster

Create 3–5 supporting content pieces that link to your pillar page—and to each other.

Examples:

  • Blog: “5 Benefits of a Fenced Backyard for Pet Owners”

  • FAQ: “Do Homes with Pools Require Higher Insurance?”

  • Community Page: “South Charlotte Homes with Outdoor Kitchens”

Make sure each page has a clear internal link to your pillar page. Use natural language like: “Check out our full list of homes with pools in Charlotte.”

Step 5: Optimize and Monitor

  • Add SEO titles, meta descriptions, and H1 headers

  • Monitor performance using Google Analytics or Search Console

  • Set a calendar reminder to refresh the content quarterly

back to the top

Best Practices for SEO Clusters

✅ Use specific long-tail keywords:
“Private fenced backyard” will outperform generic terms like “backyard.”

✅ Link everything together:
Every cluster page should link to the pillar page and to 1–2 other cluster pages.

✅ Write like your buyer thinks:
Instead of “luxury upgrades,” say “homes with chef’s kitchens and spa-like bathrooms.”

✅ Refresh your content:
Google loves fresh, updated content. Quarterly refresh = long-term SEO wins.

✅ Start by brainstorming your top 3 most-searched buyer features:
Then, build your first saved search and pillar page using the steps above.

back to the top

Troubleshooting Common Issues

  • Pillar page isn’t ranking
    Check keyword targeting, metadata, and whether internal links are in place.

  • Saved search isn’t showing listings
    Revisit your IntelliSearch keywords—some may be too narrow. Broaden filters slightly to ensure results display.

back to the top

FAQs

  • Can I create more than one content cluster per topic?
    Yes! Just make sure each pillar page targets a unique lifestyle or feature.
  • Do I need to be an SEO expert to do this?
    Not at all. Make sure to research your area, use buyer-friendly keywords, and good internal linking.
  • Can I use these pages for paid ads too?
    Absolutely. These SEO-optimized pages work great as landing pages for Google Ads or Facebook campaigns.
  • What happens if I have zero listing matches for an area?By default your "Fallback Radius" for all content pages is set to 5 Miles and can be altered from the MLS Feed Settings. Click here for more info

back to the top