Pillar pages have been a reliable way to group and present website content to users and search engines for a long time.
In this post, I will define what a pillar page is, how it can assist your SEO efforts, and share some examples of pillar pages in action.
So let’s start by specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing location on your site that focuses on a key topic, resource, item, or service location.
It makes it possible for users and online search engine to access lots of topically relevant material, quickly.
The depth of pillar pages will vary based upon their purpose.
Some might 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 thorough, giving much deeper standalone worth, supported by associated content products.
If you listed down all of the core topics connected to your company, each of these could rationally necessitate ending up being a pillar page.
Pillar pages offer individuals single-stop access to a host of related material in an user-friendly way.
They likewise supply online search engine with logically arranged material that can be rapidly crawled, comprehended, and therefore ranked efficiently in search.
You may have heard of cornerstone content, material centers, content clusters, or pillar pages in various online forums, and successfully, they all represent nuances of the exact same approach.
If you imagine a wheel of a bike, at the center, you have the hub.
From the center, you have lots of spokes.
In the case of pillar material, the center is the pillar page (the central style or subject), and the spokes are the related content areas pointing to and from the pillar page.
A single pillar page may have numerous pages and other content types all linking to the pillar page, either straight, or by means of other sub-topics that then connect back to the main/pillar page.
The essential interaction remains the very same– centralizing all associated topical content from one main landing location (the pillar page).
I’ll supply some examples quickly to help strengthen this principle so you can visualize pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Prior to proceeding to some examples of pillar pages, it’s useful to understand a bit more about how they can help your SEO performance.
There are numerous benefits to producing pillar pages on your website, and I cover a few of these next.
Enhancing Topical Authority Signals
Competence, Authoritativeness, and Credibility (E-A-T) underpin Google guidelines and provide an essential element for appointing overall quality ratings to any website.
Put simply, Google utilizes E-A-T as a yardstick to choose if the content is thought about of high quality– and if it is, it will likely rank consistently greater.
This is because it will be deemed:
- Helpful and beneficial to people.
- Developed by verifiable professionals in the topic area.
- Placed on an appropriate website that has the necessary authority signals.
- Showcase positive user experiences and expected trust signals.
- Provides thorough topical coverage expected to fully please the user’s search need.
By organizing content together in a basic hierarchy, you are making it simple for search engines to recognize, comprehend, and rank your material.
Your topical signals are clearly being provided to assist broader Google guidelines such as E-A-T.
This suggests that you can shine a light on the locations you want your service to be carefully related to online, and make ranking for those topics more consistent and optimized.
By contrast, consider a website where the bulk of the material is all contending against itself.
Where there is no clear division or hierarchy of subjects (or pillars) and every time you include a brand-new article, or short article to your website, the quantity of noise for search engines and users boosts.
You can quickly see why pillar pages add worth.
Here, you can learn more about E-A-T and why it matters.
Faster, Simpler, More Total User Experience
For several years, Google has actually been increasing the effect of a positive 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 place barriers in between the user, and their desired location such as interstitials, or sites with viewed thin-value content.
Site speed and mobile-friendliness as ranking factors are other examples.
Through the use of pillar pages, you have the ability to land people at the heart of the subject they are interested in.
You can offer clear trust signals through detailed, more meaningful content shipment.
You can display your experts through the material they are associated with and house it in a main resource.
You can improve user engagement signals by streamlining access to associated content, and encouraging them to move through the information-seeking and buying cycle faster.
On top of this, as you are focusing your resources on specific, primary location pages, you can ensure they fast to load, instinctive to interact with, and basic to browse.
You likewise streamline the continuous, iterative modifications you make to keep improving them through brand-new information sets.
Here, you can learn more information on improving SEO with user experience.
Natural, Value-Based, Link Building
When offering a one-stop-shop for people to resolve a myriad of associated questions, wants, requires, and pain points, in a basic way, you can naturally collect external trust signals including links.
Think about all of the duplicated social listening opportunities to share your thorough pillar pages with your audience.
With your pillar pages you are providing, free, easy-to-access, share and promote content resources, best for link acquisition, brand name structure, and PR.
Added SEO Benefits Of Pillar Pages
There are numerous additional SEO benefits to using pillar pages, but normally this would include:
- Identifying content spaces (and filling them) more consistently to stand for broader volumes of search terms.
- Improving the internal structure of your website and the related link signals (and value) pointing to key content pillars.
- Associating your brand name and experts to dominant industrial topics that are likely to support conversions and traffic from SEO.
- Lowering bounce rates and enhancing other metrics such as time on page/site, and other content quality signals.
Examples Of Different Pillar Pages
Pillar pages have many different applications and to finish this short article, I thought it would be useful to share some here.
Product Pillar Page
This example segment from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd party reviews.
- Single subject material page and access to dominant user themes.
- Interactive content to support trust signals and value.
- Wider brand signals.
Image from Foresters Friendly Society, December 2022 Subject Pillar Page In these example bits from the University of East Anglia (UEA
)life at school landing destination, you can see how a single pillar page offers the user and search engines: Fast access to core material for a simpler user journey. Distilled and visual material highlights for fast material digestion. Mobile-friendly material