Pillar pages have been an efficient method to group and present site material to users and search engines 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 specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing location on your website that focuses on a key topic, resource, product, or service location.
It allows users and search engines to gain access to lots of topically pertinent content, quickly.
The depth of pillar pages will vary based on their purpose.
Some may be more of a shallow introduction to get fast access to other material (a little bit like the function of a contents page), whilst others will be more thorough, giving much deeper standalone worth, supported by related content products.
If you note down all of the core subjects related to your organization, each of these might realistically require becoming a pillar page.
Pillar pages offer individuals single-stop access to a host of related material in an easy to use method.
They likewise offer online search engine with logically organized material that can be rapidly crawled, understood, and for that reason ranked successfully in search.
You may have become aware of cornerstone content, material centers, material clusters, or pillar pages in various online forums, and efficiently, they all represent nuances 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 lots of spokes.
In the case of pillar material, the hub is the pillar page (the central theme or topic), and the spokes are the related material locations indicating 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 straight, or via other sub-topics that then connect back to the main/pillar page.
The basic interaction remains the exact same– centralizing all associated topical content from one main landing destination (the pillar page).
I’ll provide some examples quickly to assist strengthen this principle so you can envision pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Before moving on to some examples of pillar pages, it works to understand a little bit more about how they can help your SEO performance.
There are lots of benefits to creating pillar pages on your site, and I cover a few of these next.
Enhancing Topical Authority Signals
Proficiency, Authoritativeness, and Credibility (E-A-T) underpin Google standards and offer a key factor for assigning general quality ratings to any website.
Put simply, Google uses E-A-T as a yardstick to decide if the material is considered of high quality– and if it is, it will likely rank consistently greater.
This is since it will be deemed:
- Practical and useful to people.
- Developed by verifiable experts in the subject location.
- Placed on a relevant website that has the essential authority signals.
- Display favorable user experiences and anticipated trust signals.
- Offers comprehensive topical protection anticipated to completely satisfy the user’s search need.
By organizing material together in a simple hierarchy, you are making it easy for online search engine to identify, understand, and rank your material.
Your topical signals are clearly being provided to help broader Google standards such as E-A-T.
This indicates that you can shine a light on the areas you want your business to be closely related to online, and make ranking for those topics more constant 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 add a brand-new article, or post to your website, the amount of noise for online search engine and users boosts.
You can quickly see why pillar pages add value.
Here, you can learn more about E-A-T and why it matters.
Faster, Easier, More Total User Experience
For many years, Google has been increasing the effect of a positive user experience for SEO gains.
Core Web Vitals (CWVs) are a more recent manifestation of this.
Another example of this in action is the devaluing of websites and material that puts in location barriers in between the user, and their desired location such as interstitials, or websites with viewed thin-value content.
Website speed and mobile-friendliness as ranking factors are other examples.
Through making use of pillar pages, you have the ability to land individuals at the heart of the subject they have an interest in.
You can provide clear trust signals through thorough, more significant material shipment.
You can display your experts through the material they are connected with and house it in a main resource.
You can enhance user engagement signals by simplifying access to associated material, and encouraging them to move through the information-seeking and purchasing cycle faster.
On top of this, as you are focusing your resources on specific, primary destination pages, you can guarantee they fast to load, instinctive to communicate with, and easy to browse.
You also streamline the ongoing, iterative modifications you make to keep enhancing them through new information sets.
Here, you can discover more details on improving SEO with user experience.
Natural, Value-Based, Link Structure
When supplying a one-stop-shop for people to solve a myriad of related questions, desires, requires, and discomfort points, in a basic method, you can naturally collect external trust signals including links.
Think about all of the duplicated social listening opportunities to share your detailed pillar pages with your audience.
With your pillar pages you are supplying, totally free, easy-to-access, share and promote content resources, best for link acquisition, brand building, and PR.
Included SEO Advantages Of Pillar Pages
There are lots of extra SEO advantages to utilizing pillar pages, but generally this would include:
- Recognizing content spaces (and filling them) more consistently to appear for wider volumes of search terms.
- Improving the internal structure of your site and the related link signals (and value) pointing to key content pillars.
- Associating your brand name and professionals to dominant commercial subjects that are likely to support conversions and traffic from SEO.
- Lowering bounce rates and improving 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 complete this short article, I thought it would be useful to share some here.
Item Pillar Page
This example segment from Foresters Friendly Society shows how a single pillar page can offer:
- Trust signals through 3rd celebration evaluations.
- Single topic material page and access to dominant user themes.
- Interactive material to support trust signals and value.
- Wider brand name signals.
Image from Foresters Friendly Society, December 2022 Subject Pillar Page In these example bits from the University of East Anglia (UEA
)life at campus landing location, you can see how a single pillar page gives the user and search engines: Quick access to core content for a simpler user journey. Distilled and visual material highlights for fast material food digestion. Mobile-friendly material