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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.

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.

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.

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 Google would love:

    • Example: 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 Copy:

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

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.

Troubleshooting Common Issues

Problem: Pillar page isn’t ranking
Solution:

  • Check keyword targeting, metadata, and whether internal links are in place.

  • Is the content genuinely helpful and specific?

Problem: Saved search isn’t showing listings
Solution:

  • Revisit your IntelliSearch keywords—some may be too narrow.

  • Broaden filters slightly to ensure results display.

FAQs

Q: Can I create more than one content cluster per topic?
A: Yes! Just make sure each pillar page targets a unique lifestyle or feature.

Q: Do I need to be an SEO expert to do this?
A: Not at all. Just use common sense, buyer-friendly keywords, and good internal linking.

Q: Can I use these pages for paid ads too?
A: Absolutely. These SEO-optimized pages work great as landing pages for Google Ads or Facebook campaigns.

Next Steps

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

Need help? Join a live Ask Me Anything (AMA) session