Pillar pages have actually been a reliable way to group and present site content to users and online search engine for some 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 an essential topic, resource, item, or service area.
It makes it possible for users and online search engine to access lots of topically pertinent material, 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 bit like the function of a contents page), whilst others will be more detailed, providing deeper standalone worth, supported by associated material products.
If you listed down all of the core topics connected to your service, each of these might rationally require ending up being a pillar page.
Pillar pages offer individuals single-stop access to a host of related content in an easy to use way.
They also offer search engines with rationally arranged content that can be quickly crawled, understood, and therefore ranked efficiently in search.
You may have heard of cornerstone material, content centers, content clusters, or pillar pages in different forums, and effectively, they all represent subtleties of the very same approach.
If you envision a wheel of a bike, at the center, you have the center.
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 related material locations pointing to and from the pillar page.
A single pillar page might have lots of pages and other content types all connecting to the pillar page, either directly, or through other sub-topics that then connect back to the main/pillar page.
The basic interaction stays the very same– centralizing all related topical material from one main landing location (the pillar page).
I’ll supply some examples quickly to assist reinforce this principle so you can imagine pillar pages in action.
How Can Pillar Pages Help Your SEO?
Before proceeding to some examples of pillar pages, it’s useful to understand a bit more about how they can assist your SEO performance.
There are many advantages to creating 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 standards and supply an essential element for assigning total quality ratings to any website.
Simply put, Google uses 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 because it will be considered:
- Useful and useful to individuals.
- Developed by demonstrable professionals in the topic area.
- Put on a pertinent site that has the required authority signals.
- Display positive user experiences and anticipated trust signals.
- Offers comprehensive topical coverage anticipated to totally satisfy the user’s search need.
By organizing content together in an easy hierarchy, you are making it easy for search engines to recognize, comprehend, and rank your material.
Your topical signals are plainly being supplied to help broader Google standards 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 topics more constant and enhanced.
By contrast, think about a site where the bulk of the material is all competing against itself.
Where there is no clear segmentation or hierarchy of subjects (or pillars) and each time you include a brand-new post, or article to your website, the quantity of sound for online search engine and users increases.
You can quickly see why pillar pages add worth.
Here, you can discover more about E-A-T and why it matters.
Faster, Easier, More Total 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 manifestation of this.
Another example of this in action is the devaluing of sites and material that puts in location barriers between the user, and their designated destination such as interstitials, or websites with viewed thin-value material.
Website speed and mobile-friendliness as ranking elements are other examples.
Through the use of pillar pages, you are able to land individuals at the heart of the subject they have an interest in.
You can supply clear trust signals through thorough, more significant material shipment.
You can showcase your experts through the content they are related to and house it in a main resource.
You can boost user engagement signals by streamlining access to associated 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 particular, primary location pages, you can guarantee they fast to load, intuitive to interact with, and basic to navigate.
You likewise streamline the ongoing, iterative changes you make to keep improving them through brand-new information sets.
Here, you can discover more information on enhancing SEO with user experience.
Natural, Value-Based, Link Building
When supplying a one-stop-shop for individuals to resolve a myriad of associated questions, wants, needs, and pain points, in a basic way, you can naturally gather external trust signals including links.
Consider all of the repeated social listening chances to share your thorough pillar pages with your audience.
With your pillar pages you are providing, free, easy-to-access, share and promote content resources, perfect for link acquisition, brand structure, and PR.
Added SEO Advantages Of Pillar Pages
There are many additional SEO advantages to utilizing pillar pages, however generally 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) indicating essential material pillars.
- Associating your brand and experts to dominant industrial subjects that are most likely to support conversions and traffic from SEO.
- Lowering bounce rates and improving other metrics such as time on page/site, and other content quality signals.
Examples Of Various Pillar Pages
Pillar pages have various applications and to complete this article, I thought it would work to share some here.
Product Pillar Page
This example segment from Foresters Friendly Society demonstrates how a single pillar page can supply:
- Trust signals through 3rd celebration evaluations.
- Single topic 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 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 provides the user and online search engine: Fast access to core content for a simpler user journey. Distilled and visual content highlights for fast material digestion. Mobile-friendly material