Pillar pages have been a reliable method to group and present website content 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 specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing location on your website that concentrates on an essential subject, resource, item, or service location.
It enables users and online search engine to gain access to great deals of topically appropriate content, rapidly.
The depth of pillar pages will vary based upon their purpose.
Some may be more of a shallow intro to get quick access to other content (a little bit like the function of a contents page), whilst others will be more comprehensive, offering deeper standalone value, supported by related material items.
If you note down all of the core topics associated with your service, each of these could realistically warrant ending up being a pillar page.
Pillar pages offer people single-stop access to a host of associated material in an user-friendly method.
They likewise supply online search engine with rationally organized material that can be rapidly crawled, comprehended, and for that reason ranked effectively in search.
You may have become aware of foundation material, content hubs, content clusters, or pillar pages in different online forums, and successfully, they all represent subtleties of the exact same approach.
If you picture 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 center is the pillar page (the central style or subject), and the spokes are the associated content areas pointing to and from the pillar page.
A single pillar page may have numerous pages and other content types all linking to the pillar page, either directly, or through other sub-topics that then connect back to the main/pillar page.
The fundamental interaction stays the exact same– centralizing all associated topical content from one main landing location (the pillar page).
I’ll provide some examples soon to help enhance this principle so you can visualize pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Prior to moving on to some examples of pillar pages, it’s useful to understand a bit more about how they can help your SEO performance.
There are lots of advantages to producing pillar pages on your site, and I cover a few of these next.
Enhancing Topical Authority Signals
Knowledge, Authoritativeness, and Dependability (E-A-T) underpin Google standards and provide an essential aspect for designating total quality scores to any site.
In other words, 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 regularly greater.
This is since it will be considered:
- Useful and useful to people.
- Created by demonstrable professionals in the subject location.
- Placed on a pertinent website that has the required authority signals.
- Showcase favorable user experiences and anticipated trust signals.
- Supplies thorough topical coverage expected to fully please the user’s search need.
By organizing content together in an easy hierarchy, you are making it simple for online search engine to identify, understand, and rank your content.
Your topical signals are clearly being offered to help more comprehensive Google guidelines such as E-A-T.
This implies that you can shine a light on the locations you desire your business to be closely associated to online, and make ranking for those topics more constant and enhanced.
By contrast, consider a site where the bulk of the content is all contending against itself.
Where there is no clear segmentation or hierarchy of topics (or pillars) and whenever you include a new post, or post to your site, the amount of noise for search engines and users boosts.
You can rapidly see why pillar pages add value.
Here, you can discover more about E-A-T and why it matters.
Faster, Easier, More Complete 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 recent manifestation of this.
Another example of this in action is the devaluing of websites and material that puts in location barriers between the user, and their designated location such as interstitials, or sites with viewed thin-value material.
Website speed and mobile-friendliness as ranking factors are other examples.
Through making use of pillar pages, you have the ability to land individuals at the heart of the subject they have an interest in.
You can supply clear trust signals through extensive, more significant content delivery.
You can showcase your professionals through the content they are connected with and house it in a main resource.
You can improve user engagement signals by simplifying access to related content, and encouraging them to move through the information-seeking and purchasing cycle sooner.
On top of this, as you are focusing your resources on specific, primary location pages, you can ensure they are quick to load, user-friendly to communicate with, and simple to navigate.
You likewise streamline the ongoing, iterative modifications you make to keep improving them through new data sets.
Here, you can discover more information on improving SEO with user experience.
Natural, Value-Based, Link Structure
When offering a one-stop-shop for individuals to fix a myriad of related concerns, wants, needs, and discomfort points, in a basic method, you can naturally gather external trust signals including links.
Consider all of the duplicated social listening chances to share your thorough pillar pages with your audience.
With your pillar pages you are supplying, 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 consist of:
- Recognizing content gaps (and filling them) more regularly 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 material pillars.
- Associating your brand name and experts to dominant industrial topics that are most likely to support conversions and traffic from SEO.
- Reducing 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 complete this post, I thought it would work to share some here.
Item 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 content page and access to dominant user themes.
- Interactive content to support trust signals and worth.
- Larger brand signals.
Image from Foresters Friendly Society, December 2022 Subject Pillar Page In these example bits from the University of East Anglia (UEA
)life at school landing location, you can see how a single pillar page provides the user and online search engine: Quick access to core content for a simpler user journey. Distilled and visual content highlights for quick content digestion. Mobile-friendly material