Pillar pages have actually 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 specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing destination on your site that concentrates on an essential topic, resource, item, or service area.
It allows users and search engines to gain access to great deals of topically pertinent material, quickly.
The depth of pillar pages will differ based on their function.
Some might 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 comprehensive, offering deeper standalone value, supported by associated content products.
If you listed down all of the core subjects connected to your service, each of these might logically require ending up being a pillar page.
Pillar pages provide individuals single-stop access to a host of associated content in an easy to use method.
They likewise offer search engines with logically organized content that can be rapidly crawled, comprehended, and therefore ranked efficiently in search.
You may have heard of foundation content, material hubs, content clusters, or pillar pages in various forums, and efficiently, they all represent subtleties of the same method.
If you envision a wheel of a bike, at the center, you have the center.
From the center, you have great deals of spokes.
When it comes to pillar content, the hub is the pillar page (the main theme or topic), and the spokes are the associated material areas indicating and from the pillar page.
A single pillar page might have many pages and other content types all linking to the pillar page, either straight, or through other sub-topics that then connect back to the main/pillar page.
The basic interaction stays the very same– centralizing all associated topical content from one main landing location (the pillar page).
I’ll provide some examples quickly to assist enhance this concept so you can picture pillar pages in action.
How Can Pillar Pages Help Your SEO?
Before moving on to some examples of pillar pages, it’s useful to comprehend a little more about how they can assist your SEO performance.
There are lots of advantages to developing pillar pages on your site, and I cover a few of these next.
Strengthening Topical Authority Signals
Know-how, Authoritativeness, and Credibility (E-A-T) underpin Google standards and provide a crucial element for designating overall quality scores to any website.
Put simply, Google uses 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 regularly higher.
This is because it will be considered:
- Useful and helpful to people.
- Created by verifiable professionals in the subject area.
- Put on an appropriate site that has the required authority signals.
- Display positive user experiences and expected trust signals.
- Offers detailed topical coverage anticipated to totally satisfy the user’s search requirement.
By grouping content together in an easy hierarchy, you are making it easy for search engines to identify, understand, and rank your material.
Your topical signals are clearly being provided to help more comprehensive Google guidelines such as E-A-T.
This indicates that you can shine a light on the areas you want your company to be carefully associated to online, and make ranking for those subjects more constant and enhanced.
By contrast, consider a website where the bulk of the content 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 site, the quantity of noise for online search engine and users increases.
You can rapidly see why pillar pages add worth.
Here, you can discover more about E-A-T and why it matters.
Faster, Simpler, More Complete User Experience
For several years, Google has actually been increasing the effect of a favorable user experience for SEO gains.
Core Web Vitals (CWVs) are a more current manifestation 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 sites with perceived thin-value content.
Site speed and mobile-friendliness as ranking aspects are other examples.
Through the use of pillar pages, you have the ability to land people at the heart of the topic they have an interest in.
You can supply clear trust signals through thorough, more significant content shipment.
You can showcase your specialists through the material they are associated with and house it in a main resource.
You can enhance user engagement signals by streamlining access to related content, and encouraging them to move through the information-seeking and purchasing cycle faster.
On top of this, as you are focusing your resources on specific, main destination pages, you can guarantee they fast to load, instinctive to connect with, and easy to browse.
You likewise streamline the ongoing, iterative changes you make to keep enhancing them through new data sets.
Here, you can learn more information on improving SEO with user experience.
Natural, Value-Based, Link Building
When offering a one-stop-shop for individuals to resolve a myriad of related concerns, wants, needs, and pain points, in an easy method, you can naturally collect external trust signals including links.
Think of all of the repeated social listening chances to share your detailed pillar pages with your audience.
With your pillar pages you are providing, free, easy-to-access, share and promote content resources, ideal for link acquisition, brand building, and PR.
Added SEO Advantages Of Pillar Pages
There are lots of additional SEO benefits to utilizing pillar pages, but typically this would include:
- Determining content gaps (and filling them) more regularly to appear for wider volumes of search terms.
- Improving the internal structure of your site and the associated link signals (and value) pointing to crucial material pillars.
- Associating your brand and professionals to dominant business topics that are 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 Various Pillar Pages
Pillar pages have many different applications and to finish this article, I believed it would work to share some here.
Product Pillar Page
This example section from Foresters Friendly Society demonstrates how a single pillar page can supply:
- Trust signals through 3rd celebration reviews.
- Single subject content page and access to dominant user themes.
- Interactive material to support trust signals and value.
- 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 destination, you can see how a single pillar page offers the user and search engines: Fast access to core content for an easier user journey. Distilled and visual content highlights for fast content food digestion. Mobile-friendly content