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 destination on your site that focuses on a crucial topic, resource, item, or service area.
It allows users and search engines to access great deals of topically appropriate material, rapidly.
The depth of pillar pages will vary based upon their function.
Some may be more of a shallow introduction to get fast access to other content (a bit like the role of a contents page), whilst others will be more extensive, giving much deeper standalone worth, supported by related content items.
If you listed down all of the core topics associated with your service, each of these could rationally require becoming a pillar page.
Pillar pages give individuals single-stop access to a host of associated content in an user-friendly method.
They likewise provide search engines with realistically arranged content that can be quickly crawled, understood, and for that reason ranked efficiently in search.
You might have heard of foundation material, material hubs, content clusters, or pillar pages in different forums, and effectively, they all represent subtleties of the very same method.
If you envision a wheel of a bicycle, at the center, you have the hub.
From the hub, you have lots of spokes.
When it comes to pillar content, the hub is the pillar page (the main theme or subject), and the spokes are the related content areas indicating and from the pillar page.
A single pillar page might have many pages and other content types all linking to the pillar page, either directly, or via other sub-topics that then connect back to the main/pillar page.
The essential interaction remains the very same– centralizing all related topical material from one main landing destination (the pillar page).
I’ll offer some examples quickly to help strengthen this concept so you can picture pillar pages in action.
How Can Pillar Pages Help 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 efficiency.
There are many advantages to developing pillar pages on your website, and I cover a few of these next.
Enhancing Topical Authority Signals
Know-how, Authoritativeness, and Dependability (E-A-T) underpin Google guidelines and supply a crucial aspect for designating general quality scores to any site.
Put simply, Google uses E-A-T as a yardstick to choose if the material is considered of high quality– and if it is, it will likely rank consistently higher.
This is because it will be considered:
- Useful and helpful to people.
- Created by demonstrable experts in the topic location.
- Placed on a pertinent site that has the required authority signals.
- Display positive user experiences and expected trust signals.
- Supplies thorough topical coverage expected to fully please the user’s search need.
By grouping content together in an easy hierarchy, you are making it easy for online search engine to determine, comprehend, and rank your material.
Your topical signals are plainly being provided to help wider Google standards such as E-A-T.
This means that you can shine a light on the locations you desire your service to be closely 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 completing against itself.
Where there is no clear division or hierarchy of topics (or pillars) and every time you include a brand-new article, or post to your site, the quantity of noise for online search engine and users boosts.
You can rapidly see why pillar pages include 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 current manifestation of this.
Another example of this in action is the devaluing of sites and content that puts in place barriers between the user, and their intended destination such as interstitials, or websites with perceived thin-value content.
Website speed and mobile-friendliness as ranking aspects are other examples.
Through making use of pillar pages, you have the ability to land individuals at the heart of the topic they are interested in.
You can supply clear trust signals through comprehensive, more meaningful content delivery.
You can display your experts through the content they are related to and house it in a central resource.
You can enhance user engagement signals by simplifying access to related 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 particular, main location pages, you can ensure they fast to load, user-friendly to engage with, and easy to browse.
You likewise streamline the continuous, iterative changes you make to keep improving them through new data sets.
Here, you can discover more information on enhancing SEO with user experience.
Natural, Value-Based, Link Structure
When providing a one-stop-shop for people to solve a myriad of associated concerns, wants, requires, and pain points, in a simple method, you can naturally gather external trust signals consisting of links.
Consider all of the duplicated social listening opportunities to share your thorough pillar pages with your audience.
With your pillar pages you are supplying, totally free, easy-to-access, share and promote content resources, ideal for link acquisition, brand structure, and PR.
Included SEO Advantages Of Pillar Pages
There are many additional SEO advantages to utilizing pillar pages, however typically this would consist of:
- Identifying content gaps (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 worth) pointing to crucial content pillars.
- Associating your brand and experts to dominant commercial topics that are likely to support conversions and traffic from SEO.
- Decreasing 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 various applications and to finish this post, 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 offer:
- Trust signals through 3rd celebration evaluations.
- Single subject material page and access to dominant user themes.
- Interactive material to support trust signals and worth.
- Broader 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 campus landing destination, you can see how a single pillar page gives the user and online search engine: Fast access to core content for a simpler user journey. Distilled and visual content highlights for fast material digestion. Mobile-friendly content