Pillar pages have actually been a reliable way to group and present website material to users and online search engine for a long 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 site that concentrates on a crucial subject, resource, item, or service area.
It enables users and online search engine to gain access to lots of topically appropriate material, rapidly.
The depth of pillar pages will vary based on their purpose.
Some may be more of a shallow intro to get quick access to other material (a little like the role of a contents page), whilst others will be more comprehensive, providing deeper standalone worth, supported by related content products.
If you listed down all of the core subjects connected to your service, each of these might realistically call for ending up being a pillar page.
Pillar pages give people single-stop access to a host of related content in an easy to use way.
They likewise supply search engines with realistically arranged content that can be quickly crawled, understood, and therefore ranked successfully in search.
You might have heard of cornerstone material, material hubs, material clusters, or pillar pages in different online forums, and efficiently, they all represent subtleties of the exact same method.
If you picture a wheel of a bike, at the center, you have the center.
From the center, you have great deals of spokes.
In the case of pillar material, the center is the pillar page (the central style or topic), and the spokes are the associated content areas pointing to and from the pillar page.
A single pillar page may have many pages and other content types all connecting to the pillar page, either directly, or by means of other sub-topics that then connect back to the main/pillar page.
The basic interaction remains the same– centralizing all associated topical content from one primary landing destination (the pillar page).
I’ll provide some examples quickly to help reinforce this principle so you can imagine pillar pages in action.
How Can Pillar Pages Help Your SEO?
Before moving on to some examples of pillar pages, it’s useful to understand a bit more about how they can help your SEO efficiency.
There are numerous advantages to developing pillar pages on your website, and I cover a few of these next.
Enhancing Topical Authority Signals
Know-how, Authoritativeness, and Dependability (E-A-T) underpin Google guidelines and supply a crucial aspect for appointing general quality ratings to any site.
Put simply, Google utilizes E-A-T as a yardstick to decide if the material is considered of high quality– and if it is, it will likely rank regularly higher.
This is due to the fact that it will be deemed:
- Valuable and helpful to people.
- Developed by verifiable specialists in the subject area.
- Put on a relevant website that has the needed authority signals.
- Showcase positive user experiences and expected trust signals.
- Supplies extensive topical coverage anticipated to completely satisfy the user’s search requirement.
By organizing material together in an easy hierarchy, you are making it simple for search engines to identify, understand, and rank your content.
Your topical signals are clearly being supplied to assist wider Google guidelines such as E-A-T.
This means that you can shine a light on the locations you want your organization to be closely associated to online, and make ranking for those topics more consistent and optimized.
By contrast, consider a website where the bulk of the material is all contending versus itself.
Where there is no clear segmentation or hierarchy of topics (or pillars) and whenever you add a new article, or short article to your site, the quantity of noise for search engines and users increases.
You can rapidly see why pillar pages add value.
Here, you can discover more about E-A-T and why it matters.
Faster, Simpler, 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 content that puts in location barriers between the user, and their intended 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 have the ability to land individuals at the heart of the subject they are interested in.
You can offer clear trust signals through extensive, more meaningful material shipment.
You can display your specialists through the material they are related to and house it in a central resource.
You can improve user engagement signals by streamlining access to associated content, and encouraging them to move through the information-seeking and buying cycle quicker.
On top of this, as you are focusing your resources on particular, main location pages, you can guarantee they fast to load, user-friendly to connect with, and simple to navigate.
You likewise streamline the ongoing, 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 Structure
When offering a one-stop-shop for people to solve a myriad of related concerns, desires, requires, and discomfort points, in an easy method, you can naturally collect external trust signals including links.
Think of all of the duplicated social listening chances to share your comprehensive pillar pages with your audience.
With your pillar pages you are providing, totally free, easy-to-access, share and promote content resources, best for link acquisition, brand name building, and PR.
Added SEO Advantages Of Pillar Pages
There are numerous additional SEO advantages to using pillar pages, but generally this would include:
- Recognizing content gaps (and filling them) more regularly to appear for broader volumes of search terms.
- Improving the internal structure of your website and the associated link signals (and value) indicating crucial material pillars.
- Associating your brand and specialists to dominant commercial subjects that are likely to support conversions and traffic from SEO.
- Decreasing 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 finish this post, I believed it would be useful to share some here.
Product Pillar Page
This example sector from Foresters Friendly Society demonstrates how a single pillar page can provide:
- Trust signals through 3rd celebration reviews.
- Single subject content page and access to dominant user themes.
- Interactive content to support trust signals and worth.
- Broader 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 online search engine: Quick access to core material for an easier user journey. Distilled and visual content highlights for fast content food digestion. Mobile-friendly content