Since the word “floorplan” refers to a number of things that have nothing to do with AFC’s offerings, though, my keyword research pointed me towards variants that would put us in front of the people looking for what we provide. One of the most important of these was “floorplan financing”—so I built a pillar and branch-style framework that would allow us to link between this primary content piece and several others that focused on specific details about floorplanning—like a glossary of terms (which was itself a pillar piece), why floorplan loans are better than cash, the different types of floorplans available to dealers, and how long a floorplan loan’s term should be.

Using this method, I achieved a few goals. First, I established a primary page within our site for Google to identify with “floorplan financing,” focusing crawlers’ attention in one place rather than muddying the waters. This blog now appears on page 1 of Google’s results for the search “floorplan financing.” Also, by using a pillar/branch framework I was able to boost the SEO performance of all of our floorplan-specific content via internal linking—the authority built by one page rubbed off on all the rest. Plus, it just makes it easier for the user to find new content to read when every use of the term “floorplan financing” on autofinance.com links to a pillar piece with tons of links to other related content.