Pillar pages have been an effective way to group and present website material to users and online search engine for a long time.
In this post, I will specify what a pillar page is, how it can assist 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 destination on your website that focuses on a crucial subject, resource, item, or service location.
It allows users and online search engine to gain access to lots of topically relevant content, rapidly.
The depth of pillar pages will differ based on their function.
Some might be more of a shallow introduction to get fast access to other material (a bit like the function of a contents page), whilst others will be more thorough, giving much deeper standalone worth, supported by associated content items.
If you listed down all of the core subjects related to your company, each of these might logically call for becoming a pillar page.
Pillar pages provide individuals single-stop access to a host of associated content in an easy to use method.
They also provide search engines with rationally organized material that can be rapidly crawled, understood, and for that reason ranked effectively in search.
You might have heard of cornerstone material, material centers, material clusters, or pillar pages in numerous forums, and efficiently, they all represent subtleties of the very same approach.
If you imagine a wheel of a bike, at the center, you have the center.
From the center, you have lots of spokes.
When it comes to pillar material, the hub is the pillar page (the main theme or topic), and the spokes are the associated content locations pointing to and from the pillar page.
A single pillar page may have numerous pages and other content types all connecting to the pillar page, either straight, or through other sub-topics that then connect back to the main/pillar page.
The basic interaction stays the exact same– centralizing all associated topical material from one main landing location (the pillar page).
I’ll offer some examples shortly to help strengthen this principle so you can envision 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 more about how they can assist your SEO efficiency.
There are lots of benefits to creating pillar pages on your site, and I cover a few of these next.
Strengthening Topical Authority Signals
Knowledge, Authoritativeness, and Dependability (E-A-T) underpin Google standards and provide an essential aspect for assigning overall quality ratings to any site.
In other words, Google utilizes E-A-T as a yardstick to decide if the material is thought about of high quality– and if it is, it will likely rank consistently higher.
This is since it will be considered:
- Useful and helpful to people.
- Developed by verifiable experts in the topic area.
- Placed on an appropriate website that has the required authority signals.
- Display positive user experiences and expected trust signals.
- Supplies detailed topical coverage anticipated to fully please the user’s search need.
By organizing content together in an easy hierarchy, you are making it easy for search engines to identify, comprehend, and rank your content.
Your topical signals are plainly being provided to assist more comprehensive Google standards such as E-A-T.
This suggests that you can shine a light on the locations you want your service to be carefully related to online, and make ranking for those subjects more consistent and optimized.
By contrast, think about a website where the bulk of the content is all completing against itself.
Where there is no clear segmentation or hierarchy of subjects (or pillars) and whenever you add a new blog post, or post to your website, the quantity of noise for search engines and users boosts.
You can quickly see why pillar pages add worth.
Here, you can discover more about E-A-T and why it matters.
Faster, Simpler, More Complete User Experience
For many years, Google has actually been increasing the impact of a favorable 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 location barriers in between the user, and their designated location such as interstitials, or sites with viewed thin-value content.
Website speed and mobile-friendliness as ranking elements 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 supply clear trust signals through extensive, more meaningful content shipment.
You can display your specialists through the content they are related to and house it in a main resource.
You can improve 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 particular, main location pages, you can ensure they are quick to load, intuitive to engage with, and easy to navigate.
You likewise streamline the ongoing, 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 Building
When supplying a one-stop-shop for people to solve a myriad of related concerns, desires, needs, and pain points, in a basic way, you can naturally gather 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, free, easy-to-access, share and promote content resources, ideal for link acquisition, brand building, and PR.
Included SEO Advantages Of Pillar Pages
There are numerous additional SEO benefits to utilizing pillar pages, but typically this would include:
- Determining content gaps (and filling them) more consistently to appear for more comprehensive 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 professionals to dominant business subjects that are likely to support conversions and traffic from SEO.
- Lowering 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 finish this post, I believed it would work to share some here.
Item Pillar Page
This example section from Foresters Friendly Society shows how a single pillar page can provide:
- Trust signals through 3rd party evaluations.
- Single subject material 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 Topic 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 provides the user and search engines: Quick access to core content for an easier user journey. Distilled and visual material highlights for quick content food digestion. Mobile-friendly material