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Pillar Pages and Topic Cluster Strategy

Build fewer pages, each with a clearer job to do.

We'll reply with a written proposal: the work, what we need from you and an estimated timeline.

The hidden problems

Why adding more content can make your site harder to use

A very long main page, supporting pages that repeat each other, no one clearly in charge and links added by formula can leave buyers and search engines with more repetition, not more clarity.

  • One long page is mistaken for a strategy

    A huge guide tries to serve every reader, from those just learning to those ready to buy, while the supporting pages have no clear reason to exist.

  • New pages repeat ones you already have

    The plan starts from a keyword list, without checking which of your live pages already answer the same question.

  • Pages are grouped by phrases, not by buyers

    Searches with similar wording are grouped together even when the person, their task, the proof they need or their next step is different.

  • Expert knowledge never reaches the writer

    Writers get competitors' headings and tool reports, but no approved facts, examples, real experience or accurate product details.

  • Links are added by formula

    Every article links to the main page with the same repeated link text, whether or not the link helps the reader take the next step.

  • No one is in charge of merging or upkeep

    Pages are published, merged or redirected without approval, checks that nothing valuable is lost, a review date or someone in charge of keeping them up to date.

Exactly what's included

What our pillar page and topic cluster service includes

A pillar page is one main, in-depth guide on a broad topic, and a topic cluster is the group of smaller related pages that link to it. We help you decide whether your site needs a pillar page with supporting pages, a careful merge of pages you already have, or just a smaller fix to your content. Softscotch researches your audience's questions, today's search results, what each of your current pages is for and your own evidence, such as expert knowledge and customer examples. Then we turn the approved direction into a page map, writing briefs, copy and hand-over items named in your proposal. Google and other search tools decide whether they find, include and show your pages, so we never promise rankings or mentions in AI answers.

Eight areas of work take you from deciding whether this approach suits you and reviewing the evidence, to an approved page map, a plan for overlapping pages, useful writing briefs, a hand-over for building the pages and a plan for keeping them up to date.

Fit, audience and topic plan

We decide whether a pillar page structure, merging pages or a smaller page improvement is right for you, then set out the intended audience, business purpose, what the topic covers and what it leaves out.

Review of current pages and search data

We list your relevant live pages and collect dated search results, Search Console data, analytics, buyer questions and known places where your pages contradict each other.

Map of the main page and supporting pages

We give every new or kept page its own job for the reader, clear topic limits, the proof it needs, its role in getting people to act, how it links to other pages and a person in charge.

Source plan, briefs and named copy

We create the included writing briefs and original copy, using approved facts, your own examples, claims, image and video needs, reviewers and checks that the work is ready.

Links, page titles and hidden labels

We set out useful links inside the text, clear link wording, page titles, descriptions and supported structured data (hidden labels that tell Google what a page is about) for each approved page.

Hand-over for design, building and going live

We package the page sections, accessibility, phone and tablet layout, website editor (CMS), redirect and quality check needs for the named teams and approved changes.

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Measuring and upkeep plan

We set up records of what went live, checks that Google has found and included the pages, search and on-site measures, triggers for content reviews, who is in charge and the next decision.

Plan for overlapping and outdated pages

Where your current pages overlap, we plan which to keep, update, merge or retire. We carry over the useful content and set out the redirects (automatic forwarding from old web addresses) needed so visitors and Google reach the right page.

Why Softscotch

Every page we suggest must do a different job

Our recommendation starts with your buyers' questions, your current pages and approved expert knowledge. It may conclude that pages should be kept, improved, combined, redirected to another page or not created at all.

We may recommend fewer pages

We review your existing content before adding more, so merging pages or improving one page can turn out to be the right answer.

Buyer questions decide the structure

Each page's role follows a different audience need and decision, instead of one page for every small change in search wording.

Your own evidence is planned early

Expert knowledge, product facts, examples, data, demonstrations and approval of sources are all arranged before any writing starts.

Writing and building are clearly listed

Your proposal names exactly which briefs, drafts, rounds of changes, page sections, page moves and go-live checks are included.

Risky page changes need your approval

Merging, redirecting, choosing the main version of a page and removing pages stay as recommendations until you approve the work and the checks that protect what you already have.

Results are reported with their limits

Whether Google found and included the pages, how visible they are, what visitors do and business results are watched separately, with no promise of rankings or of proving exactly what caused a result.

Planning and delivery details

The 36 parts of a useful topic cluster

The work covers where each topic starts and stops, who owns each page, proof, writing, links, page titles and descriptions, hidden labels for Google, checks before going live and ongoing reviews.

Fit, business purpose and who decides
Does a pillar page fit?Explain why a main page with supporting pages is useful, why merging pages is better, or why no change to your set of pages is needed.
Audience and buying questionsList the people, situations, questions, doubts and decisions the content must genuinely help with.
Business role and next stepAgree whether the topic should teach, compare, help people decide if they are a good fit, support customers, prompt them to get in touch or serve another approved purpose.
What the topic covers and leaves outName what the main page covers, what the supporting pages cover and which nearby subjects stay outside the plan.
Owners of expertise, facts and rightsName who approves subject expertise, product facts, claims, examples, customer material, images and other usage rights.
Who can publish and change pagesName who can approve copy, new pages, merges, redirects, main-version choices, removals and undoing changes.
Current pages and evidence
List of relevant pagesRecord live pages, page templates, titles, headings, which version is marked as the main one, page status, links between pages, routes to get in touch and who is responsible.
Dated review of search resultsTake samples of today's results for the agreed questions, and note the types of pages, differences in what searchers want, special result features and anything uncertain.
How your pages perform todayUse the Search Console and analytics data available, noting date ranges, filters, how data is grouped and any known changes to the site.
Overlap and gaps in your contentTell apart pages that answer the same need, missing buyer information, out-of-date facts and real chances for a genuinely different page.
Page roles and how pages connect
The main page's job and how we judge itDefine the main task for the reader, what the topic covers, the proof, the next step and the conditions for accepting the main page as done.
Map of supporting page jobsGive each supporting page its own question, level of detail, evidence, next step and a reason it shouldn't simply be part of the main page.
Keep, improve, combine or retireChoose a written action for every relevant current page, including the risk of losing something valuable and what needs your approval.
How readers move between pagesShow when a reader should move between the overview, detailed guides, comparisons, proof, service pages and pages where they get in touch or buy.
Briefs, evidence and original writing
Brief built on buyer questionsTurn the approved page job into questions, sections, examples, doubts to answer, proof and the next step you want readers to take.
Plan for sources and claimsLink every important factual or sales claim to an approved source, a reviewer, any conditions and a review date.
Plan for your own informationFind expert comments, original examples, demonstrations, data or real experience that genuinely help readers make a decision.
Writing and rounds of changes includedState which pages Softscotch will write, how detailed they will be, the rounds of review, any versions, languages and how final sign-off works.
Links, page titles and page features
Links inside the textSet out the page the link starts on, where it goes, why the reader would want it, clear link wording, where it sits and how we check it works.
Page titles and search descriptionsWrite accurate page titles and descriptions that make each page's job clear, without overstating what the reader will get.
Headings and signpostsCreate an easy-to-read order of information and clear routes to related detail, proof and the next business step.
Supported hidden labelsRecommend structured data only for content that visitors can see and that qualifies, then hand over the fields, the person in charge, the test and the upkeep needs.
Design, building and going live
Hand-over of page sections and mediaName the tables, diagrams, examples, menus, calls to action (buttons or links that ask people to act), images and video, original files, usage rights and phone and tablet layout needed.
Hand-over for your website editor and developersProvide the approved page, template, fields, links, titles and descriptions, hidden labels, accessibility and setup requirements for your website editor (CMS).
Approved merge and redirect planFor approved merges, match each old page address to its new page, and plan the content kept, links, files, main-version tags, sitemaps (the list of pages you give Google), analytics and how to undo the change.
Quality checks before going liveCheck facts, claims, links, layout, accessibility, titles and descriptions, hidden labels, analytics and that each approved page leads where it should.
Watching results and improving
Record of what went live and what changedLog the approved page, version, what was done to its address, who is in charge, when it was published, the checks and any other site changes made at the same time.
Has Google found and included the page?Track whether the page can be reached, whether Google has found it, which version you marked as the main one and which one Google chose, and the indexing status Google reports, without promising when Google will process it.
Review of how visible pages are in searchReview dated figures for times shown in Google, clicks, search terms, pages and special search appearances, with the limits of how the data is grouped and reported stated clearly.
Review of what visitors do on your siteKeep what visitors do when they arrive, engagement and actions such as form fills apart from search visibility and from guesses about which page deserves credit.
Is the content still useful?Check again whether the page is still accurate, original, complete enough for the buyer's task and linked to the right next steps.
Limits, costs and upkeep
Separate services, listed clearlyList research, writing, design, development, moving pages, technical SEO, digital PR (earning coverage and links from other sites), custom images and video, translation and updates separately.
Outside and specialist costsList research tools, site scanning, stock images, illustration, photography, video, translation, development and expert review costs separately, where they are needed.
No guarantee of resultsState clearly that we don't promise Google will find or include your pages, which version it treats as the main one, special search features, inclusion or mentions in AI answers, rankings, traffic, leads or revenue.
Triggers for updatesSet review points for changes in products, evidence, regulations, search behavior, overlapping pages, broken links and claims that have expired.
Hand-over and ongoing ownerDeliver editable briefs, page maps, source records and quality check results, then name who keeps each page and the links between pages up to date.
Research and implementation tools

Tools help us decide, but they don't decide how many pages you need

Search Console (Google's free tool that shows how your site does in search), analytics, site-scanning tools and research tools are used within their known limits, and checked against your live site and your subject experts.

What we check

Seven checks, from deciding if it fits to keeping pages up to date

Each check ends with a recommendation, the evidence behind it, your decision, the person in charge and the next agreed step.

Check 01 · Fit, audience and topic limits

Fit, audience and what the topic covers

We decide whether your business needs a pillar page structure, merged pages or a smaller content improvement.

Our first recommendation may be to create fewer pages, improve one page or leave your page structure as it is.

Good fit startThe intended audience, their main situations, the questions they keep asking and the decision the content should help them make defined.
Proof inputBusiness priorities, current content, available expert time, accurate product details and publishing limits reviewed.
Decision structurePillar page, merging pages, a focused improvement or no change to the structure chosen, with the reasons explained.
What we deliver go liveTopic limits, related services, countries, languages and content that is clearly outside the work named.
Risks controlRisks from weak expertise, pages that are too similar, too little time for upkeep or claims that aren't approved recorded.
Next step resultThe plan, the person who decides, the evidence needed and the next research step approved.
Check 02 · Current pages and search data

Your current pages and search evidence

We look closely at your live site and dated market evidence before suggesting any new page.

Search results and tool reports are snapshots. They aren't a full picture of demand and don't tell you how many pages to build.

Good fit startRelevant pages, what each is for, titles, headings, main-version tags, links, routes to get in touch and owners listed.
Proof inputCurrent search results, buyer questions, your own search data and on-site behavior reviewed for the agreed scope.
Decision structurePages answering the same need, pages that clash, missing buyer details, out-of-date information and unproven assumptions found.
What we deliver go liveDate ranges, filters, sample limits, differences in how data is grouped and known site changes kept with every conclusion.
Risks controlPages flagged where removing, merging or redirecting could lose useful content, links, images or customer routes.
Next step resultThe pages and questions that move into the page plan approved, plus the evidence that is still uncertain.
Check 03 · Main page and supporting page map

Map of the main page and supporting pages

We give every kept or new page its own different, useful job for the buyer.

Using the same words is not enough of a reason to have separate pages.

Good fit startThe main page's audience, core question, level of detail, proof and next step defined.
Proof inputEach supporting page given a narrower question, its own evidence, level of detail and next page.
Decision structureLinks between overview, learning, comparison, proof, service and contact pages mapped, without forcing a fixed sales path.
What we deliver go liveKeep, improve, combine, redirect, retire or don't create chosen for each relevant page.
Risks controlChecked for repeated titles, overlapping briefs, pages with no links to them, unclear ownership and too many menu paths.
Next step resultThe final page map, what the build depends on and the people who confirm the facts approved.
Check 04 · Briefs, sources and writing

Briefs, sources and writing

We turn the page map into writing briefs you can review, and write only the pages named in your scope.

Competitors' headings and AI-written summaries can't replace approved expert knowledge or original value.

Good fit startThe buyer questions, doubts, decisions and level of explanation each page must cover listed.
Proof inputSources, subject experts, your own examples, product evidence, claims and usage rights reviewers assigned.
Decision structureHeadings, examples, tables, images, calls to action, links between pages, titles, descriptions and hidden labels set out.
What we deliver go liveOnly the named pages and versions drafted, with the writer, sources, changes and approval history kept.
Risks controlChecked for copied structure, unproven claims, facts with no owner, images some people can't access and content that doesn't help any decision.
Next step resultApproved copy, changes still needed, open questions and the next person in charge of design or editing recorded.
Check 05 · Links, page titles and hidden labels

Links, page titles and hidden labels

We make the approved links between pages clear to people and practical for your developers to build.

Hidden labels and links between pages help search engines understand your site, but they don't guarantee how your pages appear or where they rank.

#1
Good fit startEvery link inside the text mapped from its section to a relevant page and a real reader need.
Proof inputClear link wording, page titles, descriptions and headings written so each page's job is distinct.
Decision structureStructured data (hidden labels) recommended only when the visible page and Google's current rules both support it.
What we deliver go liveFields, templates, which version should be the main one, sitemap handling, accessibility and phone and tablet needs handed over.
Risks controlChecked for broken links, repeated link text, misleading titles, labels that don't match the page and links that don't help readers.
Next step resultThe build instructions approved, with a named owner for content, design, development and the technical review.
Check 06 · Going live and approved merges

Going live and approved page merges

We check the approved content and any approved changes to page addresses before and after they go live.

A recommendation to merge or redirect pages is not permission to change your live site.

Good fit startFinal copy, sources, usage rights, page sections, addresses, titles, links, hidden labels, tracking and approvers confirmed.
Proof inputWhere approved, old addresses, kept content, links from other sites, files, main-version tags, sitemaps and analytics matched to the new setup.
Decision structureComputer, phone, keyboard, link, title, hidden label and destination checks run on the version about to go live.
What we deliver go livePages published or moved only by the person you authorize, with a dated, saved version and a clear way to undo the change.
Risks controlRedirects, page status, main-version tags, menus, tracking and important customer paths checked again after going live.
Next step resultAccepted results, faults, decisions to undo changes and the owner of any remaining technical work recorded.
Check 07 · Measuring and upkeep

Measuring and upkeep

We review what changed without claiming that being more visible in search proves our work caused it.

How Google processes pages, buyer behavior, competitors and other site changes can all affect the results you see.

Good fit startPublish dates, changes to page addresses, content versions, affected searches, owners and other changes at the same time recorded.
Proof inputWhether Google can reach and find pages, the main versions you set and Google chose, and indexing reports watched, along with their limits.
Decision structureTimes shown, clicks, search terms and pages reported separately from on-site behavior and accepted business results.
What we deliver go liveAccuracy, freshness, useful detail, your own evidence, page overlap, link health and whether reviewers are available assessed.
Risks controlA review triggered when products, facts, claims, regulations, search behavior, page roles or linked pages change in an important way.
Next step resultKeep, improve, combine, expand, retire or look into it further chosen next, with a person in charge assigned.
Your type of business

Pillar pages for your type of business, your buyers' questions and your risks

What each page is for, the proof needed, the steps to get in touch or buy, the review rules and how often pages need updating are all adapted to how your business really works.

Local

Local services

For local service businesses, the plan has to take into account the areas you serve, when you are available, urgent questions, proof that builds trust, phone calls and who handles bookings.

FocusClear limits between location and service pages, Local proof and question map, Booking path hand-over
MeasureLocal proof and question map, Booking path hand-over, Person in charge of upkeep
Ecommerce

Online stores and direct-to-consumer brands

For online stores and brands that sell directly to customers, the plan has to take into account teaching shoppers about categories, differences between products, stock, promotions, returns, buying guides and the checkout steps.

FocusRoles for category and guide pages, Product proof plan, Online store page hand-over
MeasureProduct proof plan, Online store page hand-over, Person in charge of upkeep
Software

Software companies (SaaS)

For software companies, the plan has to take into account how customers use the product, features, links with other software, comparisons, help documents, demos and whether new users actually start using it.

FocusPages organized by use case, Product proof briefs, Demo path hand-over
MeasureProduct proof briefs, Demo path hand-over, Person in charge of upkeep
B2B

Business-to-business (B2B) and professional services

For B2B and professional services, the plan has to take into account the several people who decide on a purchase, expert proof, what your services do and don't cover, checking whether a lead is a good fit and long sales cycles.

FocusPages organized by buyer questions, Expert source plan, Lead-checking hand-over
MeasureExpert source plan, Lead-checking hand-over, Person in charge of upkeep
Health

Healthcare and wellness

For healthcare and wellness, the plan has to take into account medical accuracy, who qualifies, patient privacy, locations, appointment steps and claims that regulators control.

FocusClear limits on patient questions, Medical review plan, Appointment path checks
MeasureMedical review plan, Appointment path checks, Person in charge of upkeep
Regulated

Finance, insurance and legal

For finance, insurance and legal businesses, the plan has to take into account the rules in each state or country, required notices, terms that change, sensitive decisions and records of approvals.

FocusPage map by state or country, Claim and notice review, Careful go-live plan
MeasureClaim and notice review, Careful go-live plan, Person in charge of upkeep
Education

Education and training

For education and training, the plan has to take into account accurate program details, dates, who can enroll, student outcomes, accessibility and the enrollment steps.

FocusProgram topic map, Evidence and accessibility brief, Enrollment path hand-over
MeasureEvidence and accessibility brief, Enrollment path hand-over, Person in charge of upkeep
Media

Publishers and media

For publishers and media companies, the plan has to take into account who wrote what, original reporting, subscriptions, archives, usage rights and fast update cycles.

FocusMap of your editorial pages, Source and rights plan, Subscription path review
MeasureSource and rights plan, Subscription path review, Person in charge of upkeep
Marketplaces

Marketplaces and directories

For marketplaces and directories, the plan has to take into account questions from both buyers and sellers, listing quality, duplicate pages, which locations are covered and trust.

FocusMarketplace page roles, Listing evidence plan, Duplicate page control hand-over
MeasureListing evidence plan, Duplicate page control hand-over, Person in charge of upkeep
Travel

Travel and hospitality

For travel and hospitality, the plan has to take into account destinations, busy and quiet seasons, availability, policies, booking conditions and local proof.

FocusPages organized by destination, Seasonal evidence plan, Booking path review
MeasureSeasonal evidence plan, Booking path review, Person in charge of upkeep
Industrial

Industrial and manufacturing

For industrial and manufacturing businesses, the plan has to take into account technical specifications, which products work together, how products are used, distributors, technical proof and inquiries.

FocusPage map by product use, Specification review plan, Good-fit inquiry hand-over
MeasureSpecification review plan, Good-fit inquiry hand-over, Person in charge of upkeep
Membership

Memberships and communities

For memberships and communities, the plan has to take into account access levels, ongoing value for members, events, moderating discussions, renewals and member support.

FocusMembership question map, Community evidence plan, Join and renewal hand-over
MeasureCommunity evidence plan, Join and renewal hand-over, Person in charge of upkeep
Clear ownership

Research, writing and building the pages are priced separately

Your proposal states what Softscotch will research, write and hand over. You keep the final say on facts, usage rights and publishing.

We deliver

The exact pillar page work named in your proposal.

  • Fit, audience and topic plan
  • Review of current pages and search data
  • Approved map of the main page and supporting pages
  • Named writing briefs and original copy
  • Link plan and build instructions
  • Go-live checks and upkeep plan
We coordinate

Separate work that specialists are in charge of.

  • Subject experts and editors
  • Design and development teams
  • People handling page moves and technical SEO
  • Digital PR and image and video producers
  • Analytics and lead-tracking owners
  • Translation, legal and accessibility reviewers
You keep

The true facts about your business and the final say on publishing.

  • Audience and business priorities
  • Subject expertise and accurate facts
  • Product details, claims and evidence
  • Rights to content, customer material, images and video
  • Approval to merge, redirect and publish
  • Editing time and ongoing upkeep
How it fits together

Nine working documents make the plan easy to use

Every approved page, source, link and go-live step can be traced back to a buyer need, the person in charge and a review date.

Pillar Pages and Topic Clusters

01
Topic decision plan

States the audience, business purpose, topic limits, the fit decision, what is not included and who approves.

02
List of current pages

Lists relevant pages, what each one does today, titles, headings, main-version tags, links, where they lead, status and owners.

03
Search and buyer question record

Keeps dated notes on search results, your own search data, customer questions and the limits of each source together.

04
Final page map

Shows the jobs of the main page, supporting pages and current pages, plus the decision to keep, improve, combine, redirect, retire or not create each one.

05
Sources and claims record

Links facts, examples, product statements, customer material and usage rights to sources, reviewers and expiry dates.

06
Set of page briefs

Defines the questions, sections, proof, images and video, links, titles and descriptions, hidden labels, calls to action and sign-off for the included pages.

07
Build hand-over

Packages the content, page sections, website editor fields, accessibility, changes to page addresses, analytics and go-live checks for the named owners.

08
Go-live and quality check record

Records the approved version, publish time, redirects, main-version tags, links, tracked actions, faults and decisions to undo changes.

09
Upkeep plan

Names the review triggers, measures, page owners, what the content depends on and the next agreed decision about your set of pages.

The connected growth engine

Research

In charge of audience questions, the review of live pages, dated notes on search results and the limits of the evidence.

Writing

In charge of the named briefs, original drafts, use of sources, rounds of changes and editorial sign-off.

Design

In charge of page sections everyone can use, menus, how images and video are shown and layouts for phones and tablets.

Development

In charge of setting pages up in your website editor, templates, links, hidden labels, redirects, go-live controls and undoing changes.

Measurement

In charge of Search Console, analytics and definitions of business actions, plus notes on the limits of each report.

Your oversight

In charge of expertise, facts, claims, usage rights, legal decisions, changes to page addresses, publishing and upkeep.

One connected scope. Pillar Pages and Topic Clusters is coordinated with the strategy, creative, experience, data and reporting it depends on, so responsibilities and handoffs stay visible in one written plan.

What to expect

How long it takes to go from choosing a topic to a hand-over ready to build

Research and a page map usually take 1 to 2 weeks once we have access and input from your subject experts. A first page brief or draft usually follows in the next 1 to 2 weeks. Design, development, moving pages, approvals and watching results after launch add time when they are included.

Pillar pages and topic clusters, your first delivery cycle

Days 1 to 3

Fit and topic limits plan

We confirm the audience, business purpose, topic limits, current concerns, subject experts, how much you can publish and whether a topic cluster is the right route.

KPI Direction agreed
Usually week 1

Review of current pages and evidence

We list relevant pages and look at current buyer questions, search results, your own search data, links and the steps people take to get in touch or buy.

KPI Evidence reviewed
Usually weeks 1 to 2

Page map and merge decisions

We deliver a clear role for each page and recommendations to keep, improve, combine, redirect, retire or not create pages, for your approval.

KPI Map approved
Usually weeks 2 to 4

First brief or draft

We deliver the included page brief or original draft with approved sources, proof, links, titles and descriptions, hidden labels and questions for you to review.

KPI First content ready
After content approval

Hand-over for building and going live

We give the approved page section, website editor, accessibility, redirect, analytics and quality check requirements to the named people who will build the pages.

KPI Hand-over accepted
After sufficient observation

First review of your pages

We report going live, whether Google has found and included the pages, search results, visitor behavior and business results separately, then agree the next upkeep decision.

KPI Next step agreed

Our full growth plan (all services together), month by month

Month 1

Setup and first launch

Agree priorities, fix the biggest problems and launch the first approved work once we have access, content, budget and your sign-off.

KPI First work live
Month 2

Build and improve

Use the first report to improve the live work and build the next agreed materials, campaigns, pages or follow-up steps.

KPI Improvements live
Month 3

Do more of what works

Do more of the messages, audiences, pages or channels that the results show are working, while keeping budgets and quality checks within the limits we agreed.

KPI What works, expanded
Month 4

Strengthen results

Fix weak handovers between teams, gaps in tracking and anything slowing delivery, then test the next priorities against measures that matter to your business, such as lead quality and sales.

KPI Blockers removed
Month 5

Turn more visitors into customers

Improve the offer, message, page and follow-up steps wherever the results show people getting stuck or leads that aren't a good fit.

KPI Improvements to win more customers live
Month 6

Plan the next round

Review what changed, what the results really show, what should stop and which work deserves budget and attention in the next period.

KPI Next round agreed
How we compare

A set of useful pages, not a pile of keyword pages

We may reduce the number of pages when your current pages overlap, and we only add a page when it serves a different buyer need and there is enough evidence to support it.

The risk of using a different agency for everything
  • Starts with a huge keyword list
  • Assumes you always need a pillar page
  • Creates one page for every small change in wording
  • Judges how complete a page is by word count
  • Copies headings from competitors you can see in Google
  • Leaves expert input until the final review
  • Adds links using a fixed formula
  • Bundles writing and building together vaguely
  • Reports rankings without saying what changed and when
  • Promises authority, traffic or AI mentions
vs
Softscotch
  • Starts with your audience's and business's questions
  • Checks whether a pillar page fits before adding pages
  • Makes every page earn its own different job
  • Plans useful detail and original evidence
  • Researches your current pages and search results
  • Assigns facts, claims and reviewers early
  • Adds links only where they help the reader
  • Prices research, writing and building separately
  • Keeps going live, visibility and results apart
  • Is clear about the limits on Google finding your pages, rankings and AI mentions
The numbers

Results from Softscotch client work.

These totals come from work for Softscotch clients across search, paid ads, websites and lead generation, as published on softscotch.com. Past results don't guarantee future results.

$12M+Ad spend managed for clients
87,200+Leads generated for clients
2,140+Search terms ranked on Google's first page
$28M+Revenue generated for clients
Client case studies

All six Softscotch client stories.

Every Quick Story currently published on Softscotch.com, covering education, ecommerce, healthcare and SaaS. Stock photography represents each client industry; the figures are reported historical results and do not guarantee future performance.

Education consultant speaking with a prospective student Education Ads + local SEO
+183%leads

183% more leads for an education consultancy

WordPressQuora adsLocal SEO
The challenge

An education consulting business in India needed to build its digital presence and lead flow from scratch.

What changed
  • Built a new WordPress website
  • Used Quora ads to grow daily lead volume
  • Added Local SEO and community engagement
+183% leads25+ leads/day-38% bounce rate+273% new users
Bright modern home interior representing the home-solutions client Home solutions Shopify + SEO
+82%Shopify sales

Home-solutions ecommerce growth

ShopifyOrganic searchAmazon ads
The challenge

A home-solutions business was dependent on business-to-business (B2B) marketplaces, losing sales and recovering from a Google penalty.

What changed
  • Resolved the Google penalty
  • Revamped the website and online store
  • Improved organic visibility and Amazon campaign performance
+82% Shopify sales+147% organic+23% Amazon ROAS
Mother and baby representing the lactation-consultant client Health consultant $20/day
5/daybooked calls

Five booked calls a day for a health consultant

Facebook adsGoogle AdsLocal SEO
The challenge

A Houston lactation consultant needed to recover a malware-damaged website and rebuild local patient acquisition.

What changed
  • Rebuilt the hacked site and migrated it to secure hosting
  • Ran targeted Facebook and Google campaigns
  • Reached top-three local Google positions
5 calls/day$20 daily spend+87% local traffic+34% new users
Ecommerce owner preparing customer orders beside a laptop Ecommerce 10 months
+315%organic traffic

315% organic growth for an ecommerce site

Content strategyOn-page SEO
The result

Softscotch reports a 315% increase in ecommerce organic traffic over 10 months through focused on-page SEO.

What changed
  • Optimized product and collection pages
  • Improved the links between pages and the page addresses (URLs)
  • Made the site easier for Google to explore and better matched to what people search for
+315% organic10 monthsProductsCollections
SaaS team reviewing campaign data around a laptop SaaS platform Cold outreach
16%reply rate

9% close rate for a transcription SaaS

ProspectingSMTP
The challenge

A transcription platform needed a qualified prospect list and a reliable email-sending setup for outreach we managed.

What changed
  • Built a comprehensive prospecting list
  • Managed the cold outreach campaigns
  • Set up reliable email-sending servers (SMTP)
9% close rate16% reply rateSaaSManaged outreach
Healthcare professional consulting with a patient Healthcare 6 months
+182%organic traffic

182% organic growth for a healthcare clinic

HealthcareOn-page SEOOff-page SEO
The challenge

A clinic in a competitive location needed to build organic search visibility from the ground up.

What changed
  • Built the clinic's foundation for unpaid (organic) Google search
  • Combined on-page and off-page SEO
  • Reached top-five positions in Google Search
+182% organic6 monthsTop 5 Google
01 / 06
In their words

Teams that stopped leaving clicks on the table.

★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
★★★★★

"Softscotch is a great team to work with: transparent, reliable and genuinely invested in the growth of your company. They are good partners to have by your side."

MJ
Malvika JainCyclop
★★★★★

"The Softscotch team has been a solid partner as our business evolved over the last five years. Unlike most agencies, they have never charged us for work that falls outside the agreement. That is what sets them apart."

IM
Imtiyaz MominHairareus
★★★★★

"Without their knowledge, we would be in a very different place than we are now. Whenever they find something that can be improved, they implement it quickly. I could not be happier with their performance and response time."

AP
Aaron PaulsonBaby Pavilion
★★★★★

"Softscotch goes above and beyond the scope. The time, effort and dedication they put in is like having your own in-house marketing team. They are not just another marketing company."

TM
Tabassum MithaniTRS Care
★★★★★

"We are extremely happy with Softscotch, such an attentive team. No project is too small, and they give their 100%. We are extremely satisfied with their work."

SH
Safiya HafiziSimply Lactation
No black box

You'll always know exactly what we changed.

Plenty of agencies go quiet after the audit and you never quite know what you're paying for. We do the opposite. You get a live view of every change and what it moved, in plain language you can act on.

Your delivery, at a glanceSample
Changes shipped12
Pages reviewed28
StartMidpointNow
Delivery activity✓ Up to date
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Live client dashboard

Every change, score and ranking in one place you can open any time, not a monthly PDF you wait around for.

This week, explainedSample
✓Titles updated
Ready for your review
SSSoftscotch weekly update
0:00
2:00
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Weekly video summary

A short screen-recorded video (Loom) each week walking you through exactly what shipped and what it moved, so nothing is a mystery.

The change is clearSample

Before

Titles30 / 100
Structure42 / 100
Content28 / 100

After

Titles84 / 100
Structure79 / 100
Content90 / 100
Same page. Reviewed changes.
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Before/after score per page

See the exact lift on every page we touch, not a vague "it's improving" you have to take on faith.

Your weekly reportSample
01
What shipped

Approved page updates are live.

02
What we learned

Product details need a review.

03
What happens next

Confirm the next priority pages.

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Plain-English reporting

Clicks, rankings and revenue, explained in words you can act on, instead of a wall of charts about how often you were seen (impression charts.

Your data. Your view.Sample
Organic search
StartMidpointNow
Sample report preview↗
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Reports on demand

Ask for any cut of the data whenever you need it and get it, no waiting for the end of the month.

Every step, visibleSample
  1. ✓
    Proposed

    Softscotch prepares the change.

  2. ✓
    Approved

    Your team gives the go-ahead.

  3. ✓
    Published

    Checked live and recorded.

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Ethical, transparent, always on

One accountable team, strictly white-hat (only methods search engines and platforms allow), no shortcuts and no surprises. Support whenever you need it.

One plan, full-stack access

One Softscotch plan gives you access to the full service stack, coordinated around your priorities.

You do not need a separate agency or retainer for every channel. Your plan can draw from search, paid media, web, ecommerce, outreach, automation, lead generation, messaging, content, creative and operations. The agreed scope sets what is active, in what order and at what capacity.

Pricing approach

One price for everything, not a stack of separate retainers.

You get one price for your whole marketing, not a separate retainer for every service. SEO, paid ads, your website, automations, cold email and newsletters, we run all of it as a single scope, so you get the most result for what you pay. Agencies sell each of these on its own, so the invoice climbs whether or not that line drives a single lead.

Bought separately, service by service

A different agency or retainer for each service. The bill stacks up fast, and keeps climbing whether or not each one moves a single lead.

SEO (technical, on-page, content)$2,000–3,500/mo
Local SEO+$750–1,500/mo
Programmatic SEO+$1,000–2,500/mo
CRO & landing pages+$2,000–3,500/mo
Paid ads (Google & Meta)+$2,500–4,000/mo
Marketing automations+$1,500–3,000/mo
Cold email outreach+$1,500–2,500/mo
Email marketing & newsletters+$750–1,500/mo
Website management & care+$750–1,500/mo
WordPress build & setup+$2,500–6,000 once
10 separate services$12,750–23,500/mo

Plus the one-off build, and a fresh contract, kickoff and onboarding delay for every new service you add.

All of it, one scope

We run your whole marketing as one engagement, so you get the most result for what you pay, not a pile of disconnected invoices.

  • SEO: technical, on-page, content, local and AI search
  • Template-built pages (programmatic SEO), links from other websites (backlinks) and authority
  • CRO and landing pages
  • Paid ads across Google and Meta
  • Automations, cold email and newsletters
  • WordPress build, setup and ongoing care
  • One team, one roadmap and one point of contact
  • Reporting tied to qualified leads and revenue
Everything above. One flat monthly fee.A fraction of the cost of the stack on the left
Plus free access to our own platforms
Post InstantlyVerified WidgetsTrending FunnelsBrands for CreatorsDarnItSEOGoHighLevel

Priced to your site after the audit. No sticker price, and no per-service creep.

What shapes your quote
Site sizePage count, templates and how much of the site actually needs work.
Market competitionHow hard the terms you want to win are, and who you are up against.
Content needsHow much new writing, rewriting and production the plan calls for.
Build complexityYour website platform (CMS, the system you edit your site in), your other tools and how involved the changes are to make.
Final pricing comes after the audit, once we have seen the four things above on your actual site. You get a written scope and a fixed quote before any work begins: no lock-in, no surprise line items, and no upfront number that ignores your market.
Request a custom scope
Questions, answered

Pillar page and topic cluster FAQs

These answers explain whether this suits you, what you get, how many pages, who owns what, costs, timing, building the pages and the limits on results.

Filter
What is included in pillar pages and topic clusters?

Your proposal can include the fit and topic plan, a review of your current pages, a plan for merging or updating overlapping pages, research on search results and buyer questions, a page map, writing briefs, original copy, a plan for links between pages and page titles, supported hidden labels for Google, a hand-over for building the pages, go-live checks and an upkeep plan. It names the exact pages and what you get.

Do we definitely need a pillar page?

No. Our review may recommend improving one page, merging pages that overlap or leaving your page structure as it is, when separate supporting pages wouldn't help your buyers.

What makes a supporting page different from the main pillar page?

It needs its own audience question, useful detail, evidence and next step that the main page can't cover as well. Sharing the same words alone isn't a good reason for another page.

Do you review our current content first?

Yes, for the pages within the agreed scope. Before recommending any new pages, we look at what each live page does, its title, headings, which version is marked as the main one, links between pages, routes to get in touch, available performance data and who is responsible for it.

What research do you use?

We can use buyer questions, interviews with your subject experts, your own customer evidence, current search results, Search Console, analytics, site scans and approved outside sources. Dates, filters, samples and limits stay attached to every conclusion.

Is writing the pages included?

Only for the briefs, drafts, rounds of changes, versions and languages named in your proposal. Research and page planning don't include unlimited writing or ongoing updates.

What do you need from us?

We need your audience and business priorities, access to subject experts, your current pages, product facts, evidence, claims, customer or internal examples, decisions on usage rights, analytics access where included and named reviewers.

How do you avoid generic content?

Each brief asks for approved expert knowledge, examples, demonstrations, data or real experience from your business where available, and asks what the page adds to help a buyer decide, beyond summarizing what's already out there.

Will you add links between pages?

Your proposal states whether Softscotch plans the links, adds them or only hands them to another team. Each suggested link includes the reason a reader would want it, where it goes, the wording around it and a check that it works.

Is structured data included?

When it's named in your scope, we can plan or add supported structured data (hidden labels that tell Google what a page is about) for content visitors can see and that qualifies. Google and other search tools decide whether and how any special search features appear.

Are design and development included?

Only when listed in your proposal. The basic strategy can include a hand-over of page sections and website editor (CMS) needs. Full design, development, template work and technical fixes are separate services.

Will you merge or redirect our existing pages?

We can recommend and plan merging pages. Live merges, removals, redirects, changes to which version is the main one and site moves need your clear permission and must be part of an agreed technical scope.

What work is priced separately?

Keyword research for your whole site, unlimited writing, a redesign, development, moving your site, broad technical SEO, digital PR, custom photography or video, translation, monitoring tools and expert review are separate unless listed in your proposal.

How will you measure the work?

Our report can separate what went live, whether Google can reach the pages, Google's indexing reports, times shown and clicks in search, what visitors do when they arrive, actions credited to the pages and accepted business results. Each measure keeps its own definition and limits.

Can you guarantee we'll appear or be mentioned in AI search?

No. Current SEO basics and useful original content guide our work, but the platforms decide what they pick up, show and mention, and they can change how their systems work at any time.

Can you guarantee rankings, traffic or leads?

No. Softscotch is responsible for the agreed research, writing, help with building and checks. Results also depend on how Google processes your pages, competitors, demand, your offers, the quality of your site and how your business follows up.

How long does the first round of work take?

Research and a page map usually take 1 to 2 weeks once we have access and input from your subject experts. A first brief or draft usually follows in the next 1 to 2 weeks. Design, development, moving pages to new addresses and waiting for approvals add time to the schedule.

How are pillar pages and topic clusters priced?

The price depends on how many current pages you have and their condition, how deep the research goes, briefs, writing, expert reviews, design, development, moving pages, images and video, translation, tools, quality checks and upkeep. Your proposal sets out exactly what is and isn't included first.

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