Pillar pages have been a reliable way to group and present website content to users and search engines 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 site that focuses on a key subject, resource, product, or service area.
It makes it possible for users and search engines to access great deals of topically appropriate material, rapidly.
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 function of a contents page), whilst others will be more extensive, offering deeper standalone worth, supported by related material products.
If you listed down all of the core subjects related to your organization, each of these could realistically necessitate ending up being a pillar page.
Pillar pages give individuals single-stop access to a host of associated material in an easy to use way.
They also offer online search engine with logically organized material that can be rapidly crawled, understood, and for that reason ranked effectively in search.
You may have become aware of foundation material, material centers, material clusters, or pillar pages in numerous forums, and efficiently, they all represent nuances of the exact same approach.
If you envision a wheel of a bicycle, at the center, you have the hub.
From the center, you have lots of spokes.
In the case of pillar material, the hub is the pillar page (the main theme or topic), and the spokes are the related material locations 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 basic interaction remains the exact same– centralizing all associated topical material from one primary landing location (the pillar page).
I’ll supply some examples quickly to help strengthen this principle so you can picture pillar pages in action.
How Can Pillar Pages Help Your SEO?
Prior to carrying on to some examples of pillar pages, it’s useful to understand a little more about how they can help your SEO efficiency.
There are lots of advantages to developing pillar pages on your site, and I cover a few of these next.
Reinforcing Topical Authority Signals
Expertise, Authoritativeness, and Trustworthiness (E-A-T) underpin Google guidelines and offer a crucial element for designating general quality ratings to any website.
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 consistently greater.
This is due to the fact that it will be deemed:
- Handy and useful to people.
- Developed by demonstrable specialists in the subject location.
- Placed on a relevant website that has the required authority signals.
- Display positive user experiences and expected trust signals.
- Offers extensive topical coverage expected to completely satisfy the user’s search requirement.
By grouping material together in a basic hierarchy, you are making it easy for online search engine to determine, comprehend, and rank your material.
Your topical signals are clearly being provided to help wider Google guidelines such as E-A-T.
This suggests that you can shine a light on the areas you want your business to be closely related to online, and make ranking for those topics more consistent and enhanced.
By contrast, think about a site where the bulk of the material is all contending versus itself.
Where there is no clear segmentation or hierarchy of subjects (or pillars) and whenever you add a new post, or short article to your website, the amount of sound for search engines and users increases.
You can rapidly see why pillar pages include worth.
Here, you can learn more about E-A-T and why it matters.
Faster, Easier, More Complete User Experience
For several years, Google has been increasing the effect of a favorable 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 material that puts in location barriers in between the user, and their intended destination such as interstitials, or websites with perceived thin-value material.
Site speed and mobile-friendliness as ranking aspects are other examples.
Through making use of pillar pages, you are able to land individuals at the heart of the subject they have an interest in.
You can offer clear trust signals through detailed, more meaningful material shipment.
You can showcase your experts through the material they are connected with and house it in a central resource.
You can improve user engagement signals by streamlining access to related material, and motivating them to move through the information-seeking and buying cycle earlier.
On top of this, as you are focusing your resources on specific, primary location pages, you can ensure they are quick to load, instinctive to communicate with, and basic to navigate.
You also streamline the continuous, iterative changes you make to keep improving them through new data sets.
Here, you can find out more information on improving SEO with user experience.
Natural, Value-Based, Link Structure
When supplying a one-stop-shop for individuals to solve a myriad of associated concerns, wants, requires, and discomfort points, in a basic way, you can naturally gather external trust signals including links.
Think of all of the repeated social listening opportunities to share your detailed pillar pages with your audience.
With your pillar pages you are supplying, complimentary, easy-to-access, share and promote content resources, ideal for link acquisition, brand name structure, and PR.
Included SEO Advantages Of Pillar Pages
There are numerous additional SEO advantages to using pillar pages, however normally this would consist of:
- Recognizing content spaces (and filling them) more consistently to appear for more comprehensive volumes of search terms.
- Improving the internal structure of your website and the associated link signals (and worth) pointing to essential material pillars.
- Associating your brand and experts to dominant industrial 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 Different Pillar Pages
Pillar pages have many different applications and to complete this article, I thought it would be useful to share some here.
Item Pillar Page
This example sector from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd party reviews.
- Single subject content page and access to dominant user styles.
- Interactive content to support trust signals and worth.
- Broader 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: Fast access to core material for a simpler user journey. Distilled and visual material highlights for quick content digestion. Mobile-friendly content