In-the-know marketers have been focusing on a relatively new SEO tactic that’s helping them rank higher in online searches: pillar pages.

A pillar page is a single page on your website that hosts a wealth of content pertaining to a particular topic. Long-form and in-depth, the page’s content addresses a variety of subtopics that tie into the main topic. Page content can include tip videos, infographics, pull-out stats, text-driven strategy articles, step-by-step how-to pieces, and links and hyperlinks to related content, like other blog posts. The abundance of expert content, along with the web of links, can elevate your site in searches connected to the page topic.

To understand pillar pages, check out a few. In one example, HubSpot, an inbound marketing and sales platform, has a page titled “Instagram Marketing”. The page features everything from how to create an Instagram marketing strategy and little-known “Instagram hacks” to how to write captions, use hashtags, get more followers and best leverage Instagram advertising.

Pillar pages do have one clear drawback: it takes time to build the content. Still, the end result could well be worth the effort. To start, try developing a page that addresses core concerns of a market niche in which you have – or aim to have – significant sales.

Targeting craft brewers? Perhaps a page built around craft brewery marketing and trends is the way to go. Is trade show swag your thing? Put together a page that offers advice on how companies can improve their trade show ROI. The page would, of course, include strategies for using branded merchandise as part of the effort.