Pillar pages have actually been an effective 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 defining pillar pages.
What Is A Pillar Page?
A pillar page is a landing location on your site that concentrates on a key 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 on their purpose.
Some might be more of a shallow introduction to get quick access to other content (a little bit like the role of a contents page), whilst others will be more comprehensive, providing deeper standalone worth, supported by associated content products.
If you listed down all of the core topics associated with your organization, each of these could realistically require ending up being a pillar page.
Pillar pages provide people single-stop access to a host of associated material in an user-friendly method.
They also supply online search engine with realistically organized content that can be rapidly crawled, understood, and for that reason ranked efficiently in search.
You might have heard of cornerstone content, content centers, material clusters, or pillar pages in different forums, and effectively, they all represent subtleties of the very same method.
If you picture a wheel of a bike, at the center, you have the center.
From the center, you have lots of spokes.
In the case of pillar material, the hub is the pillar page (the main theme or topic), and the spokes are the related material locations pointing to and from the pillar page.
A single pillar page might have numerous 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 essential interaction remains the exact same– centralizing all associated topical material from one main landing destination (the pillar page).
I’ll provide some examples soon to assist enhance this concept 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’s useful to comprehend a bit more about how they can assist your SEO performance.
There are numerous benefits to developing pillar pages on your website, and I cover a few of these next.
Enhancing Topical Authority Signals
Competence, Authoritativeness, and Dependability (E-A-T) underpin Google standards and offer a crucial factor for assigning total quality scores to any website.
Put simply, Google utilizes 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 regularly higher.
This is because it will be deemed:
- Handy and useful to individuals.
- Produced by demonstrable specialists in the subject area.
- Placed on a pertinent website that has the necessary authority signals.
- Showcase positive user experiences and expected trust signals.
- Provides detailed topical coverage anticipated to fully satisfy the user’s search need.
By organizing content together in a basic hierarchy, you are making it easy for search engines to identify, understand, and rank your material.
Your topical signals are clearly being offered to assist broader Google guidelines such as E-A-T.
This implies 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 enhanced.
By contrast, think about a site where the bulk of the material is all contending against itself.
Where there is no clear division or hierarchy of topics (or pillars) and each time you add a new article, or short article to your site, the amount of noise for search engines and users increases.
You can rapidly see why pillar pages include value.
Here, you can discover more about E-A-T and why it matters.
Faster, Easier, More Total User Experience
For many years, Google has been increasing the impact of a favorable 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 place barriers between the user, and their desired destination such as interstitials, or sites with perceived thin-value content.
Site speed and mobile-friendliness as ranking aspects are other examples.
Through the use of pillar pages, you are able to land people at the heart of the topic they have an interest in.
You can offer clear trust signals through thorough, more significant material shipment.
You can showcase your specialists through the content they are associated with and house it in a main resource.
You can improve user engagement signals by simplifying access to associated material, and motivating them to move through the information-seeking and buying cycle quicker.
On top of this, as you are focusing your resources on particular, primary destination pages, you can ensure they fast to load, intuitive to connect with, and basic to browse.
You also streamline the continuous, iterative changes you make to keep enhancing them through brand-new information sets.
Here, you can learn more details on enhancing SEO with user experience.
Natural, Value-Based, Link Building
When supplying a one-stop-shop for people to solve a myriad of related concerns, wants, needs, and discomfort points, in an easy way, you can naturally gather external trust signals consisting of links.
Consider all of the duplicated social listening opportunities to share your comprehensive pillar pages with your audience.
With your pillar pages you are supplying, totally free, easy-to-access, share and promote content resources, perfect for link acquisition, brand building, and PR.
Included SEO Benefits Of Pillar Pages
There are lots of additional SEO benefits to utilizing pillar pages, but generally this would include:
- Determining content gaps (and filling them) more regularly to stand for wider volumes of search terms.
- Improving the internal structure of your website and the related link signals (and value) indicating essential material pillars.
- Associating your brand name and experts to dominant industrial topics that are likely to support conversions and traffic from SEO.
- Decreasing 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 various applications and to finish this short article, I thought it would be useful to share some here.
Item Pillar Page
This example sector from Foresters Friendly Society demonstrates how a single pillar page can supply:
- Trust signals through 3rd celebration reviews.
- Single subject material page and access to dominant user styles.
- Interactive material to support trust signals and worth.
- Wider brand signals.
Image from Foresters Friendly Society, December 2022 Subject 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 a simpler user journey. Distilled and visual material highlights for quick material digestion. Mobile-friendly content