Pillar pages have been a reliable method to group and present website content to users and search engines for a long time.
In this post, I will define what a pillar page is, how it can help your SEO efforts, and share some examples of pillar pages in action.
So let’s begin by specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing destination on your site that concentrates on a key topic, resource, item, or service location.
It makes it possible for users and search engines to access great deals of topically appropriate content, quickly.
The depth of pillar pages will vary based upon their function.
Some may be more of a shallow intro to get fast access to other material (a bit like the function of a contents page), whilst others will be more detailed, offering much deeper standalone value, supported by related material items.
If you note down all of the core subjects associated with your business, each of these might logically necessitate ending up being a pillar page.
Pillar pages give people single-stop access to a host of related material in an user-friendly way.
They also supply search engines with realistically organized material that can be quickly crawled, understood, and for that reason ranked successfully in search.
You may have become aware of cornerstone content, material centers, material clusters, or pillar pages in numerous forums, and efficiently, they all represent nuances of the very same technique.
If you visualize a wheel of a bike, at the center, you have the hub.
From the center, you have great deals of spokes.
When it comes to pillar material, the hub is the pillar page (the central style or topic), and the spokes are the associated content areas indicating and from the pillar page.
A single pillar page might have numerous pages and other content types all connecting to the pillar page, either straight, or via other sub-topics that then link back to the main/pillar page.
The basic interaction stays the exact same– centralizing all associated topical material from one primary landing destination (the pillar page).
I’ll supply some examples quickly to assist enhance this concept so you can envision pillar pages in action.
How Can Pillar Pages Help Your SEO?
Before carrying on to some examples of pillar pages, it’s useful to understand a bit more about how they can assist 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
Knowledge, Authoritativeness, and Reliability (E-A-T) underpin Google guidelines and provide a crucial aspect for designating general quality scores to any website.
Simply put, Google uses E-A-T as a yardstick to choose if the material is thought about of high quality– and if it is, it will likely rank regularly greater.
This is due to the fact that it will be deemed:
- Useful and useful to individuals.
- Developed by verifiable professionals in the topic location.
- Placed on a relevant site that has the required authority signals.
- Showcase positive user experiences and expected trust signals.
- Supplies comprehensive topical coverage expected to totally satisfy the user’s search requirement.
By grouping content together in an easy hierarchy, you are making it simple for online search engine to identify, understand, and rank your material.
Your topical signals are clearly being offered to help broader Google standards such as E-A-T.
This suggests that you can shine a light on the areas you desire your company to be carefully associated to online, and make ranking for those subjects more consistent and optimized.
By contrast, think about a website where the bulk of the content is all contending versus itself.
Where there is no clear division or hierarchy of topics (or pillars) and whenever you add a brand-new article, or short article to your website, the amount of noise for online search engine and users boosts.
You can rapidly see why pillar pages add worth.
Here, you can find out more about E-A-T and why it matters.
Faster, Simpler, More Total User Experience
For many years, Google has actually been increasing the effect of a positive 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 desired destination such as interstitials, or websites with perceived thin-value content.
Site speed and mobile-friendliness as ranking elements are other examples.
Through the use of pillar pages, you are able to land people at the heart of the subject they are interested in.
You can offer clear trust signals through comprehensive, more meaningful content delivery.
You can showcase your experts through the material they are related to and house it in a main resource.
You can improve user engagement signals by simplifying access to associated 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 particular, main location pages, you can guarantee they are quick to load, user-friendly to communicate with, and simple to navigate.
You likewise simplify 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 Building
When supplying a one-stop-shop for people to resolve a myriad of associated concerns, desires, requires, and pain points, in an easy way, you can naturally collect external trust signals consisting of links.
Think of 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, perfect for link acquisition, brand structure, and PR.
Added SEO Advantages Of Pillar Pages
There are lots of extra SEO advantages to using pillar pages, but typically this would consist of:
- Determining content gaps (and filling them) more consistently to appear for wider volumes of search terms.
- Improving the internal structure of your website and the related link signals (and worth) indicating key content pillars.
- Associating your brand name and experts to dominant commercial topics 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 Various Pillar Pages
Pillar pages have various applications and to complete this article, I believed it would work to share some here.
Product Pillar Page
This example segment from Foresters Friendly Society demonstrates how a single pillar page can offer:
- Trust signals through 3rd celebration evaluations.
- Single topic material page and access to dominant user styles.
- Interactive material to support trust signals and value.
- Wider brand signals.
Image from Foresters Friendly Society, December 2022 Subject 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 gives the user and online search engine: Quick access to core material for a simpler user journey. Distilled and visual content highlights for fast material digestion. Mobile-friendly material