Build Pillar Pages and Content Clusters with IntelliSearch

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 Content Clusters

4. Troubleshooting Common Issues

5. FAQs

What Are Pillar Pages and Content Clusters?

Traditional search is still king, but the way buyers ask questions is evolving.

Buyers still turn to Google to search with terms like "move-in ready homes near schools." But increasingly, they are also using conversations with ChatGPT, Claude, Gemini and other LLM's to ask longer, highly specific lifestyle questions.

• 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, geographic community pages (e.g. Bankhead, Atlanta), lifestyle pages (e.g. golf course communities) that link back to the pillar page and to each other. They help demonstrate to human and automated visitors, that you understand the topic deeply.

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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 an Atlanta 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: “The Real Backyards of Atlanta: Chastain Park”

• FAQ: “Does a Backyard Pool Impact Homeowner Insurance Premiums”

• Community Page: “Atlanta 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 Atlanta.”

Step 5: Optimize and Monitor

• Follow SEO best practices for title and meta descriptions.

  • Title: Keep titles under 60 characters to prevent Google from truncating them 

  • Meta Description: Crafting a concise, keyword-rich summary ensures search engines display your text without truncation, driving higher click-through rates. Keep descriptions between 120 and 160 characters 

• Monitor performance using Google Analytics or Google Search Console

• Set a calendar reminder to refresh the content quarterly or as market conditions dictate.

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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.

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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.

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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

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