Pillar pages have been an effective way to group and present site material to users and search engines for a long time.
In this post, I will specify 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 destination on your website that focuses on a key topic, resource, product, or service location.
It enables users and search engines to gain access to great deals of topically appropriate material, quickly.
The depth of pillar pages will vary based upon their purpose.
Some may be more of a shallow intro to get fast access to other content (a bit like the role of a contents page), whilst others will be more extensive, providing much deeper standalone value, supported by associated content items.
If you listed down all of the core subjects related to your company, each of these might realistically warrant becoming a pillar page.
Pillar pages give people single-stop access to a host of related content in an easy to use way.
They also supply online search engine with rationally organized content that can be quickly crawled, understood, and therefore ranked effectively in search.
You may have become aware of foundation content, material hubs, material clusters, or pillar pages in numerous forums, and successfully, they all represent nuances of the exact same approach.
If you imagine a wheel of a bicycle, at the center, you have the center.
From the center, you have lots of spokes.
In the case of pillar content, the center is the pillar page (the central style or subject), and the spokes are the related material 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 straight, or via other sub-topics that then connect back to the main/pillar page.
The essential interaction stays the same– centralizing all related topical content from one primary landing location (the pillar page).
I’ll supply some examples soon to assist reinforce this concept so you can imagine pillar pages in action.
How Can Pillar Pages Help Your SEO?
Before proceeding to some examples of pillar pages, it works to understand a bit more about how they can assist your SEO efficiency.
There are numerous benefits to developing pillar pages on your site, and I cover a few of these next.
Reinforcing Topical Authority Signals
Know-how, Authoritativeness, and Trustworthiness (E-A-T) underpin Google standards and offer a key factor for assigning total quality scores to any site.
Simply put, Google utilizes E-A-T as a yardstick to choose if the content is considered of high quality– and if it is, it will likely rank regularly greater.
This is due to the fact that it will be considered:
- Valuable and beneficial to individuals.
- Created by verifiable professionals in the topic area.
- Placed on a relevant site that has the necessary authority signals.
- Display favorable user experiences and anticipated trust signals.
- Provides thorough topical coverage expected to totally please the user’s search need.
By grouping content together in a simple hierarchy, you are making it simple for search engines to determine, understand, and rank your content.
Your topical signals are clearly being supplied to assist wider Google guidelines such as E-A-T.
This indicates that you can shine a light on the locations you want your organization 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 contending versus itself.
Where there is no clear division or hierarchy of topics (or pillars) and every time you add a new blog post, or article to your website, the quantity of noise for online search engine and users increases.
You can quickly see why pillar pages include worth.
Here, you can discover more about E-A-T and why it matters.
Faster, Easier, 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 current manifestation of this.
Another example of this in action is the devaluing of sites and content that puts in location barriers between the user, and their intended location such as interstitials, or websites with perceived thin-value content.
Site speed and mobile-friendliness as ranking factors are other examples.
Through the use of pillar pages, you have the ability to land individuals at the heart of the subject they have an interest in.
You can provide clear trust signals through detailed, more meaningful material delivery.
You can showcase your experts through the material they are related to and house it in a main resource.
You can improve user engagement signals by streamlining 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, main destination pages, you can guarantee they are quick to load, instinctive to connect with, and simple to navigate.
You likewise streamline the continuous, iterative changes you make to keep improving 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 resolve a myriad of associated questions, desires, needs, and discomfort points, in a simple method, you can naturally collect external trust signals including links.
Consider all of the repeated social listening chances to share your detailed pillar pages with your audience.
With your pillar pages you are providing, complimentary, easy-to-access, share and promote content resources, ideal for link acquisition, brand structure, and PR.
Included SEO Advantages Of Pillar Pages
There are numerous extra SEO benefits to utilizing pillar pages, but generally this would consist of:
- Determining content gaps (and filling them) more consistently to appear for more comprehensive volumes of search terms.
- Improving the internal structure of your site and the related link signals (and value) pointing to key material pillars.
- Associating your brand and experts to dominant business subjects that are likely to support conversions and traffic from SEO.
- Minimizing bounce rates and enhancing 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 complete this article, I believed it would be useful to share some here.
Product Pillar Page
This example sector from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd celebration reviews.
- Single subject material page and access to dominant user styles.
- Interactive content to support trust signals and worth.
- Broader brand name signals.
Image from Foresters Friendly Society, December 2022 Topic Pillar Page In these example bits from the University of East Anglia (UEA
)life at school landing destination, 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 quick material digestion. Mobile-friendly content