Pillar pages have been a reliable method to group and present site content to users and online search engine for some 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 begin by specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing location on your website that focuses on a crucial topic, resource, item, or service location.
It allows users and search engines to access great deals of topically pertinent content, quickly.
The depth of pillar pages will differ based upon their purpose.
Some may be more of a shallow introduction to get quick access to other material (a little bit like the role of a contents page), whilst others will be more thorough, providing deeper standalone worth, supported by related material items.
If you listed down all of the core subjects related to your service, each of these could rationally call for becoming a pillar page.
Pillar pages offer people single-stop access to a host of related material in an easy to use way.
They likewise offer search engines with logically organized material that can be rapidly crawled, understood, and therefore ranked efficiently in search.
You might have heard of cornerstone content, content hubs, content clusters, or pillar pages in various forums, and efficiently, they all represent subtleties of the very same technique.
If you envision a wheel of a bike, at the center, you have the hub.
From the hub, you have great deals of spokes.
When it comes to pillar content, the hub is the pillar page (the main theme or subject), and the spokes are the associated material areas pointing to and from the pillar page.
A single pillar page may have lots of pages and other content types all linking to the pillar page, either directly, or via other sub-topics that then link back to the main/pillar page.
The fundamental interaction remains the very same– centralizing all associated topical content from one main landing destination (the pillar page).
I’ll offer some examples soon to help enhance this concept so you can visualize 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 efficiency.
There are many advantages to developing pillar pages on your website, and I cover a few of these next.
Reinforcing Topical Authority Signals
Proficiency, Authoritativeness, and Dependability (E-A-T) underpin Google guidelines and provide an essential element for appointing total quality scores to any site.
Put simply, Google utilizes E-A-T as a yardstick to choose if the material is considered of high quality– and if it is, it will likely rank regularly higher.
This is because it will be deemed:
- Handy and beneficial to individuals.
- Produced by verifiable specialists in the topic location.
- Placed on an appropriate website that has the required authority signals.
- Display favorable user experiences and expected trust signals.
- Offers extensive topical protection expected to fully satisfy the user’s search requirement.
By grouping material together in a basic hierarchy, you are making it simple for search engines to identify, comprehend, and rank your content.
Your topical signals are clearly being supplied to assist broader Google guidelines such as E-A-T.
This suggests that you can shine a light on the areas you desire your business to be closely associated 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 competing against itself.
Where there is no clear division or hierarchy of topics (or pillars) and each time you add a new post, or article to your website, the amount of sound for online search engine and users increases.
You can rapidly see why pillar pages add worth.
Here, you can find out more about E-A-T and why it matters.
Faster, Easier, More Complete User Experience
For many 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 content that puts in place barriers in between the user, and their desired destination such as interstitials, or websites with viewed thin-value material.
Website speed and mobile-friendliness as ranking factors are other examples.
Through the use of pillar pages, you are able to land individuals at the heart of the subject they are interested in.
You can offer clear trust signals through extensive, more meaningful material delivery.
You can display your professionals through the material they are associated with and house it in a central resource.
You can improve user engagement signals by simplifying access to related material, and encouraging them to move through the information-seeking and buying cycle sooner.
On top of this, as you are focusing your resources on specific, main destination pages, you can guarantee they fast to load, intuitive to engage with, and easy to navigate.
You also streamline the continuous, iterative changes you make to keep improving them through brand-new information sets.
Here, you can discover more details on enhancing SEO with user experience.
Natural, Value-Based, Link Building
When offering a one-stop-shop for individuals to resolve a myriad of related questions, wants, needs, and discomfort points, in a simple way, you can naturally gather external trust signals including links.
Think of all of the duplicated social listening chances to share your comprehensive pillar pages with your audience.
With your pillar pages you are providing, totally free, easy-to-access, share and promote content resources, ideal for link acquisition, brand name structure, and PR.
Added SEO Benefits Of Pillar Pages
There are numerous extra SEO benefits to using pillar pages, however usually this would include:
- Identifying content spaces (and filling them) more consistently to appear for broader volumes of search terms.
- Improving the internal structure of your site and the related link signals (and worth) pointing to key content pillars.
- Associating your brand name and professionals to dominant commercial subjects that are 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 Different Pillar Pages
Pillar pages have various applications and to complete this short article, I believed 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 provide:
- Trust signals through 3rd celebration evaluations.
- Single topic content page and access to dominant user themes.
- Interactive material to support trust signals and value.
- 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 campus landing location, you can see how a single pillar page offers the user and search engines: Fast access to core material for an easier user journey. Distilled and visual content highlights for fast content food digestion. Mobile-friendly content