Pillar pages have been a reliable way to group and present website content to users and search engines 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 location on your website that concentrates on a key topic, resource, item, or service area.
It enables users and online search engine to access lots of topically relevant content, quickly.
The depth of pillar pages will differ based on their purpose.
Some might 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 detailed, providing much deeper standalone worth, supported by related material items.
If you note down all of the core topics associated with your business, each of these could rationally warrant becoming a pillar page.
Pillar pages provide individuals single-stop access to a host of related content in an user-friendly way.
They likewise provide search engines with realistically arranged material that can be rapidly crawled, understood, and for that reason ranked successfully in search.
You might have become aware of foundation material, content hubs, material clusters, or pillar pages in numerous online forums, and effectively, they all represent subtleties of the same technique.
If you picture a wheel of a bicycle, at the center, you have the hub.
From the center, you have great deals of spokes.
In the case of pillar material, the center is the pillar page (the central theme or subject), and the spokes are the related material areas pointing to and from the pillar page.
A single pillar page may have lots of pages and other content types all connecting to the pillar page, either straight, or by means of other sub-topics that then link back to the main/pillar page.
The essential interaction stays the same– centralizing all related topical material from one main landing destination (the pillar page).
I’ll provide some examples quickly to help reinforce this concept so you can imagine pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Prior to carrying on to some examples of pillar pages, it works to understand a little more about how they can assist your SEO efficiency.
There are many advantages to developing pillar pages on your site, and I cover a few of these next.
Reinforcing Topical Authority Signals
Proficiency, Authoritativeness, and Reliability (E-A-T) underpin Google guidelines 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 consistently greater.
This is because it will be considered:
- Helpful and helpful to people.
- Developed by demonstrable professionals in the subject area.
- Put on a pertinent site that has the needed authority signals.
- Display favorable user experiences and anticipated trust signals.
- Supplies extensive topical coverage anticipated to totally please the user’s search need.
By organizing material together in a simple hierarchy, you are making it easy for search engines to identify, comprehend, and rank your material.
Your topical signals are plainly being offered to assist more comprehensive Google guidelines such as E-A-T.
This implies that you can shine a light on the locations you want your service to be closely related to online, and make ranking for those subjects more consistent and enhanced.
By contrast, think about a website where the bulk of the content is all competing versus itself.
Where there is no clear division or hierarchy of topics (or pillars) and every time you add a new post, or article to your site, the amount of sound for search engines and users increases.
You can quickly see why pillar pages include worth.
Here, you can find out more about E-A-T and why it matters.
Faster, Simpler, More Total 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 between the user, and their designated location such as interstitials, or websites with perceived thin-value material.
Website speed and mobile-friendliness as ranking aspects are other examples.
Through using pillar pages, you are able to land people at the heart of the subject they have an interest in.
You can supply clear trust signals through thorough, more meaningful content shipment.
You can showcase your specialists through the content they are related to and house it in a central resource.
You can enhance user engagement signals by streamlining access to related content, and motivating them to move through the information-seeking and purchasing cycle faster.
On top of this, as you are focusing your resources on particular, primary destination pages, you can guarantee they fast to load, intuitive to connect with, and basic to browse.
You also simplify the continuous, iterative changes you make to keep enhancing them through brand-new data sets.
Here, you can learn more details on improving SEO with user experience.
Natural, Value-Based, Link Building
When offering a one-stop-shop for individuals to solve a myriad of related questions, desires, needs, and discomfort points, in a basic way, you can naturally collect external trust signals consisting of links.
Think of all of the repeated social listening chances to share your thorough 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 building, and PR.
Included SEO Benefits Of Pillar Pages
There are numerous additional SEO benefits to utilizing pillar pages, but generally this would consist of:
- Identifying content gaps (and filling them) more consistently to stand for more comprehensive volumes of search terms.
- Improving the internal structure of your site and the related link signals (and value) pointing to crucial material pillars.
- Associating your brand name and specialists 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 Various 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 section from Foresters Friendly Society demonstrates how a single pillar page can offer:
- Trust signals through 3rd celebration reviews.
- Single subject material page and access to dominant user styles.
- Interactive material to support trust signals and worth.
- Larger brand signals.
Image from Foresters Friendly Society, December 2022 Topic Pillar Page In these example snippets from the University of East Anglia (UEA
)life at campus landing location, you can see how a single pillar page offers the user and online search engine: Fast access to core content for a simpler user journey. Distilled and visual material highlights for quick material digestion. Mobile-friendly material