Pillar pages have been a reliable way to group and present website material to users and search engines for some 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 defining pillar pages.
What Is A Pillar Page?
A pillar page is a landing destination on your website that focuses on a crucial topic, resource, product, or service location.
It allows users and search engines to gain access to great deals of topically relevant content, rapidly.
The depth of pillar pages will differ based upon their purpose.
Some may be more of a shallow intro to get quick access to other content (a little bit like the role of a contents page), whilst others will be more extensive, offering much deeper standalone worth, supported by related content products.
If you note down all of the core topics associated with your organization, each of these could realistically require becoming a pillar page.
Pillar pages provide people single-stop access to a host of related content in an easy to use method.
They also supply online search engine with rationally organized content that can be rapidly crawled, understood, and therefore ranked efficiently in search.
You might have heard of foundation material, content hubs, content clusters, or pillar pages in different forums, and successfully, they all represent nuances of the exact 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 content, the center is the pillar page (the central theme or topic), and the spokes are the related content locations pointing to and from the pillar page.
A single pillar page might have numerous pages and other content types all linking to the pillar page, either directly, or via other sub-topics that then connect back to the main/pillar page.
The basic interaction stays the very 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 picture pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Before carrying on to some examples of pillar pages, it’s useful to comprehend a bit more about how they can assist your SEO efficiency.
There are numerous advantages to producing pillar pages on your website, and I cover a few of these next.
Enhancing Topical Authority Signals
Expertise, Authoritativeness, and Credibility (E-A-T) underpin Google guidelines and provide an essential factor for assigning general quality ratings to any website.
Put simply, Google utilizes E-A-T as a yardstick to choose if the content is thought about of high quality– and if it is, it will likely rank consistently greater.
This is due to the fact that it will be considered:
- Helpful and useful to people.
- Produced by verifiable professionals in the topic area.
- Put on an appropriate site that has the essential authority signals.
- Showcase favorable user experiences and expected trust signals.
- Supplies thorough topical coverage expected to fully 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 content.
Your topical signals are clearly being provided to assist more comprehensive Google standards such as E-A-T.
This indicates that you can shine a light on the areas you desire your business to be carefully related to online, and make ranking for those subjects more consistent and optimized.
By contrast, consider a website where the bulk of the content is all competing versus itself.
Where there is no clear segmentation or hierarchy of subjects (or pillars) and each time you include a new blog post, or article to your site, the amount of sound for online search engine and users increases.
You can rapidly see why pillar pages include value.
Here, you can learn more about E-A-T and why it matters.
Faster, Easier, More Total 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 recent manifestation of this.
Another example of this in action is the devaluing of sites and material that puts in place barriers between the user, and their desired destination such as interstitials, or sites with perceived thin-value content.
Site speed and mobile-friendliness as ranking factors are other examples.
Through using 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 extensive, more meaningful content shipment.
You can showcase your specialists through the content they are associated with and house it in a main resource.
You can boost user engagement signals by streamlining access to related material, and motivating them to move through the information-seeking and purchasing cycle sooner.
On top of this, as you are focusing your resources on particular, main destination pages, you can ensure they are quick to load, user-friendly to communicate with, and simple to navigate.
You also streamline the continuous, iterative modifications you make to keep improving them through new data sets.
Here, you can find out more information on enhancing SEO with user experience.
Natural, Value-Based, Link Structure
When providing 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 collect external trust signals including links.
Consider all of the duplicated social listening opportunities to share your extensive 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 structure, and PR.
Added SEO Benefits Of Pillar Pages
There are lots of extra SEO benefits to using pillar pages, however typically this would consist of:
- Determining content spaces (and filling them) more regularly to stand for broader volumes of search terms.
- Improving the internal structure of your website and the associated link signals (and worth) pointing to crucial material pillars.
- Associating your brand and experts to dominant commercial subjects that are most likely to support conversions and traffic from SEO.
- Decreasing 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 article, I thought it would be useful to share some here.
Item Pillar Page
This example segment from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd party evaluations.
- Single subject content page and access to dominant user themes.
- Interactive material to support trust signals and worth.
- Larger 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 campus landing destination, you can see how a single pillar page gives the user and search engines: Fast access to core content for a simpler user journey. Distilled and visual material highlights for fast content digestion. Mobile-friendly content