Pillar pages have been an efficient way to group and present site 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 specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing location on your site that concentrates on a crucial topic, resource, product, or service area.
It makes it possible for users and search engines to access lots of topically appropriate material, rapidly.
The depth of pillar pages will differ based upon their function.
Some may be more of a shallow introduction to get quick access to other material (a little like the role of a contents page), whilst others will be more detailed, providing much deeper standalone worth, supported by associated content products.
If you note down all of the core subjects associated with your organization, each of these could rationally warrant becoming a pillar page.
Pillar pages provide individuals single-stop access to a host of related material in an easy to use way.
They likewise provide online search engine with logically arranged material that can be quickly crawled, comprehended, and for that reason ranked efficiently in search.
You may have heard of foundation content, content centers, content clusters, or pillar pages in numerous online forums, and efficiently, they all represent nuances of the same method.
If you picture a wheel of a bicycle, at the center, you have the hub.
From the hub, you have lots of spokes.
In the case of pillar material, the center is the pillar page (the central theme or topic), and the spokes are the related content areas pointing to and from the pillar page.
A single pillar page might have numerous pages and other content types all connecting to the pillar page, either directly, or by means of other sub-topics that then link back to the main/pillar page.
The essential interaction remains the exact same– centralizing all related topical material from one primary landing location (the pillar page).
I’ll provide some examples shortly to assist enhance 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’s useful to understand a little bit more about how they can assist your SEO performance.
There are lots of advantages to producing pillar pages on your site, and I cover a few of these next.
Reinforcing Topical Authority Signals
Competence, Authoritativeness, and Reliability (E-A-T) underpin Google guidelines and supply a crucial aspect for appointing general quality scores to any website.
Simply put, Google uses E-A-T as a yardstick to decide if the content is thought about of high quality– and if it is, it will likely rank consistently greater.
This is since it will be deemed:
- Helpful and useful to individuals.
- Created by demonstrable experts in the subject area.
- Put on a relevant site that has the necessary authority signals.
- Showcase positive user experiences and expected trust signals.
- Offers extensive topical coverage anticipated to totally satisfy the user’s search need.
By grouping content together in a simple hierarchy, you are making it simple for online search engine to recognize, comprehend, and rank your material.
Your topical signals are clearly being provided to assist broader Google standards such as E-A-T.
This implies that you can shine a light on the areas you desire your company to be carefully associated to online, and make ranking for those topics more constant and enhanced.
By contrast, think about a site where the bulk of the content is all contending versus itself.
Where there is no clear segmentation or hierarchy of subjects (or pillars) and each time you include a brand-new article, or short article to your website, the amount of sound for search engines and users boosts.
You can quickly see why pillar pages add value.
Here, you can find out more about E-A-T and why it matters.
Faster, Simpler, More Complete User Experience
For several years, Google has been increasing the impact 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 websites and material that puts in location barriers between the user, and their desired location such as interstitials, or sites with perceived thin-value content.
Website speed and mobile-friendliness as ranking elements are other examples.
Through using 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 thorough, more meaningful material delivery.
You can showcase your professionals through the content they are associated with and house it in a central resource.
You can boost user engagement signals by streamlining access to related material, and motivating them to move through the information-seeking and purchasing cycle quicker.
On top of this, as you are focusing your resources on specific, main destination pages, you can guarantee they fast to load, user-friendly to communicate with, and easy to browse.
You likewise simplify the continuous, iterative modifications you make to keep enhancing them through new information sets.
Here, you can find out more details on enhancing SEO with user experience.
Natural, Value-Based, Link Building
When providing a one-stop-shop for people to fix a myriad of associated questions, desires, needs, and pain points, in a simple method, you can naturally collect external trust signals consisting of links.
Consider all of the repeated social listening opportunities to share your extensive pillar pages with your audience.
With your pillar pages you are supplying, complimentary, easy-to-access, share and promote content resources, ideal for link acquisition, brand building, and PR.
Included SEO Benefits Of Pillar Pages
There are many extra SEO advantages to using pillar pages, but normally this would include:
- Determining content gaps (and filling them) more regularly to stand for broader volumes of search terms.
- Improving the internal structure of your website and the associated link signals (and value) indicating key content pillars.
- Associating your brand and experts to dominant industrial topics that are most likely to support conversions and traffic from SEO.
- Minimizing bounce rates and improving other metrics such as time on page/site, and other content quality signals.
Examples Of Various Pillar Pages
Pillar pages have many different applications and to finish this post, I believed it would be useful to share some here.
Product Pillar Page
This example segment from Foresters Friendly Society demonstrates how a single pillar page can offer:
- Trust signals through 3rd party evaluations.
- Single topic content page and access to dominant user themes.
- Interactive material to support trust signals and value.
- Larger brand name signals.
Image from Foresters Friendly Society, December 2022 Topic Pillar Page In these example snippets from the University of East Anglia (UEA
)life at campus 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 content digestion. Mobile-friendly material