Pillar pages have been an effective way to group and present website material 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 begin by defining pillar pages.
What Is A Pillar Page?
A pillar page is a landing location on your website that focuses on a key subject, resource, item, or service location.
It allows users and search engines to access great deals of topically pertinent content, rapidly.
The depth of pillar pages will vary based on 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 detailed, providing deeper standalone value, supported by related content products.
If you listed down all of the core topics related to your service, each of these might logically call for becoming a pillar page.
Pillar pages offer people single-stop access to a host of associated content in an user-friendly method.
They likewise offer online search engine with rationally arranged content that can be quickly crawled, understood, and for that reason ranked efficiently in search.
You might have heard of cornerstone content, content hubs, material clusters, or pillar pages in various online forums, and efficiently, they all represent subtleties of the same method.
If you envision a wheel of a bicycle, at the center, you have the hub.
From the center, you have lots of spokes.
When it comes to pillar content, the center is the pillar page (the central style or subject), and the spokes are the associated material areas indicating and from the pillar page.
A single pillar page might have lots of pages and other content types all linking to the pillar page, either straight, or via other sub-topics that then connect back to the main/pillar page.
The fundamental interaction stays the very same– centralizing all related topical content from one main landing location (the pillar page).
I’ll supply some examples shortly to help strengthen this concept so you can imagine pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Before carrying on to some examples of pillar pages, it works to comprehend a bit more about how they can assist your SEO performance.
There are many advantages to producing pillar pages on your website, and I cover a few of these next.
Enhancing Topical Authority Signals
Proficiency, Authoritativeness, and Trustworthiness (E-A-T) underpin Google standards and supply a crucial factor for designating total quality scores to any website.
In other words, Google utilizes 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 higher.
This is because it will be deemed:
- Valuable and useful to individuals.
- Produced by verifiable experts in the topic location.
- Put on a pertinent site that has the required authority signals.
- Showcase positive user experiences and expected trust signals.
- Supplies thorough topical coverage anticipated to fully satisfy the user’s search requirement.
By organizing material together in a basic hierarchy, you are making it simple for online search engine to determine, comprehend, and rank your material.
Your topical signals are clearly being supplied to help more comprehensive Google guidelines such as E-A-T.
This implies that you can shine a light on the locations you desire your organization to be closely associated to online, and make ranking for those topics more constant and optimized.
By contrast, consider a site where the bulk of the material is all competing against itself.
Where there is no clear division or hierarchy of subjects (or pillars) and every time you add a new article, or article to your site, the quantity of sound for search engines and users increases.
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 current symptom of this.
Another example of this in action is the devaluing of websites and material that puts in location barriers between the user, and their intended destination such as interstitials, or websites with perceived thin-value material.
Site speed and mobile-friendliness as ranking aspects are other examples.
Through making use of pillar pages, you are able to land people at the heart of the subject they are interested in.
You can provide clear trust signals through comprehensive, more significant material shipment.
You can display your specialists through the material they are associated with and house it in a central resource.
You can boost user engagement signals by streamlining access to associated material, and encouraging them to move through the information-seeking and purchasing cycle earlier.
On top of this, as you are focusing your resources on particular, primary destination pages, you can guarantee they are quick to load, instinctive to connect with, and basic to browse.
You likewise streamline the ongoing, iterative modifications you make to keep enhancing them through brand-new data sets.
Here, you can discover more details on improving SEO with user experience.
Natural, Value-Based, Link Building
When providing a one-stop-shop for individuals to resolve a myriad of associated questions, wants, requires, and pain points, in a basic way, you can naturally gather external trust signals including links.
Think of all of the duplicated social listening chances to share your extensive pillar pages with your audience.
With your pillar pages you are providing, complimentary, easy-to-access, share and promote content resources, perfect for link acquisition, brand structure, and PR.
Added SEO Advantages Of Pillar Pages
There are lots of extra SEO benefits to utilizing pillar pages, however normally this would include:
- Recognizing content gaps (and filling them) more regularly to appear for broader volumes of search terms.
- Improving the internal structure of your website and the related link signals (and worth) pointing to essential content pillars.
- Associating your brand and professionals to dominant business subjects that are most 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 Different Pillar Pages
Pillar pages have many different applications and to complete this article, I believed it would work to share some here.
Item Pillar Page
This example segment from Foresters Friendly Society shows how a single pillar page can provide:
- Trust signals through 3rd party reviews.
- Single topic content page and access to dominant user styles.
- 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 location, you can see how a single pillar page offers the user and search engines: Fast access to core content for an easier user journey. Distilled and visual content highlights for quick content digestion. Mobile-friendly material