Pillar pages have actually been a reliable method to group and present website content to users and online search engine for a long time.
In this post, I will define what a pillar page is, how it can help your SEO efforts, and share some examples of pillar pages in action.
So let’s start by defining pillar pages.
What Is A Pillar Page?
A pillar page is a landing location on your website that focuses on a crucial subject, resource, item, or service area.
It makes it possible for users and online search engine to access great deals of topically relevant content, rapidly.
The depth of pillar pages will differ based upon their function.
Some may be more of a shallow introduction to get fast access to other material (a bit like the role of a contents page), whilst others will be more detailed, offering deeper standalone worth, supported by related material items.
If you listed down all of the core topics related to your organization, each of these could rationally call for ending up being a pillar page.
Pillar pages give people single-stop access to a host of related material in an easy to use method.
They likewise offer online search engine with rationally organized material that can be rapidly crawled, understood, and for that reason ranked effectively in search.
You may have become aware of cornerstone content, content centers, content clusters, or pillar pages in numerous forums, and efficiently, they all represent subtleties of the exact same method.
If you imagine a wheel of a bike, at the center, you have the hub.
From the hub, you have great deals of spokes.
When it comes to pillar content, the hub is the pillar page (the main style or topic), and the spokes are the associated material locations pointing to and from the pillar page.
A single pillar page may have lots of pages and other content types all connecting to the pillar page, either directly, or via other sub-topics that then connect back to the main/pillar page.
The basic interaction remains the same– centralizing all related topical content from one main landing destination (the pillar page).
I’ll supply some examples quickly to help reinforce this principle so you can envision pillar pages in action.
How Can Pillar Pages Help Your SEO?
Prior to proceeding to some examples of pillar pages, it’s useful to comprehend a bit more about how they can help your SEO performance.
There are many advantages to creating pillar pages on your website, and I cover a few of these next.
Strengthening Topical Authority Signals
Know-how, Authoritativeness, and Credibility (E-A-T) underpin Google standards and provide a key element for assigning general quality scores to any website.
Put simply, Google uses E-A-T as a yardstick to decide if the content is considered of high quality– and if it is, it will likely rank regularly greater.
This is because it will be considered:
- Helpful and useful to people.
- Created by demonstrable professionals in the topic area.
- Put on a pertinent site that has the needed authority signals.
- Display favorable user experiences and anticipated trust signals.
- Provides detailed topical protection anticipated to fully satisfy the user’s search requirement.
By grouping material together in a simple hierarchy, you are making it simple for search engines to determine, comprehend, and rank your material.
Your topical signals are plainly being offered to assist broader Google standards such as E-A-T.
This means that you can shine a light on the locations you desire your business to be carefully associated to online, and make ranking for those subjects more consistent and optimized.
By contrast, consider a website where the bulk of the content is all contending against itself.
Where there is no clear segmentation or hierarchy of subjects (or pillars) and whenever you include a brand-new post, or post to your website, the quantity of noise for search engines and users boosts.
You can rapidly see why pillar pages include worth.
Here, you can discover more about E-A-T and why it matters.
Faster, Simpler, More Total User Experience
For several years, Google has been increasing the impact of a favorable user experience for SEO gains.
Core Web Vitals (CWVs) are a more recent symptom of this.
Another example of this in action is the devaluing of sites and content that puts in location barriers in between the user, and their intended location such as interstitials, or sites with viewed thin-value material.
Site speed and mobile-friendliness as ranking elements are other examples.
Through making use of pillar pages, you have the ability to land people at the heart of the subject they have an interest in.
You can offer clear trust signals through comprehensive, more meaningful material shipment.
You can display your experts through the material they are connected with and house it in a main resource.
You can boost user engagement signals by simplifying access to associated content, and motivating them to move through the information-seeking and buying cycle quicker.
On top of this, as you are focusing your resources on specific, primary destination pages, you can ensure they fast to load, intuitive to engage with, and easy to navigate.
You also streamline the continuous, iterative modifications you make to keep enhancing them through new information sets.
Here, you can discover more details on enhancing SEO with user experience.
Natural, Value-Based, Link Building
When providing a one-stop-shop for individuals to fix a myriad of associated concerns, desires, needs, and discomfort points, in a simple method, you can naturally collect external trust signals including links.
Consider all of the repeated social listening chances to share your comprehensive pillar pages with your audience.
With your pillar pages you are providing, free, easy-to-access, share and promote content resources, ideal for link acquisition, brand name building, and PR.
Added SEO Advantages Of Pillar Pages
There are lots of additional SEO advantages to utilizing pillar pages, but usually this would consist of:
- Recognizing content spaces (and filling them) more consistently to appear for broader volumes of search terms.
- Improving the internal structure of your website and the related link signals (and worth) pointing to crucial content pillars.
- Associating your brand and professionals to dominant commercial subjects that are likely to support conversions and traffic from SEO.
- Minimizing bounce rates and enhancing other metrics such as time on page/site, and other content quality signals.
Examples Of Various Pillar Pages
Pillar pages have various applications and to complete this post, I thought it would work to share some here.
Product Pillar Page
This example segment from Foresters Friendly Society shows how a single pillar page can provide:
- Trust signals through 3rd party evaluations.
- Single topic content page and access to dominant user styles.
- Interactive material to support trust signals and worth.
- Larger brand signals.
Image from Foresters Friendly Society, December 2022 Topic Pillar Page In these example snippets from the University of East Anglia (UEA
)life at school landing location, you can see how a single pillar page gives the user and search engines: Quick access to core content for an easier user journey. Distilled and visual content highlights for fast content digestion. Mobile-friendly content