Pillar pages have actually been an efficient method to group and present website material 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 location on your site that concentrates on a key topic, resource, product, or service location.
It makes it possible for users and online search engine to gain access to lots of topically appropriate content, rapidly.
The depth of pillar pages will differ based on their function.
Some might be more of a shallow intro to get fast access to other material (a bit like the role of a contents page), whilst others will be more extensive, providing deeper standalone worth, supported by related material items.
If you listed down all of the core subjects related to your organization, each of these might rationally warrant ending up being a pillar page.
Pillar pages offer people single-stop access to a host of related content in an user-friendly method.
They also provide online search engine with logically organized material that can be quickly crawled, comprehended, and for that reason ranked successfully in search.
You may have become aware of cornerstone content, material hubs, material clusters, or pillar pages in various forums, and effectively, they all represent nuances of the very same method.
If you imagine a wheel of a bicycle, at the center, you have the center.
From the hub, you have lots 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 areas indicating 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 link back to the main/pillar page.
The essential interaction remains the exact same– centralizing all related topical content from one main landing location (the pillar page).
I’ll provide some examples soon to assist strengthen this concept so you can imagine pillar pages in action.
How Can Pillar Pages Help Your SEO?
Before proceeding to some examples of pillar pages, it works to understand a bit more about how they can assist your SEO efficiency.
There are lots of advantages to developing pillar pages on your website, and I cover a few of these next.
Reinforcing Topical Authority Signals
Competence, Authoritativeness, and Reliability (E-A-T) underpin Google standards and supply a key element for appointing overall quality ratings to any site.
Simply put, Google utilizes 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 since it will be deemed:
- Helpful and useful to individuals.
- Developed by demonstrable professionals in the topic area.
- Placed on a relevant site that has the needed authority signals.
- Display favorable user experiences and anticipated trust signals.
- Supplies comprehensive topical coverage expected to completely satisfy the user’s search need.
By organizing content together in a basic hierarchy, you are making it simple for online search engine to recognize, understand, and rank your material.
Your topical signals are plainly being provided to help wider Google guidelines such as E-A-T.
This means that you can shine a light on the locations you desire your company to be closely associated to online, and make ranking for those topics more consistent and optimized.
By contrast, think about a website where the bulk of the material is all competing versus itself.
Where there is no clear segmentation or hierarchy of topics (or pillars) and each time you add a new post, or article to your website, the amount of noise for search engines and users increases.
You can quickly see why pillar pages include value.
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 been increasing the effect of a positive 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 sites and material that puts in place barriers in between the user, and their intended location such as interstitials, or sites with perceived thin-value content.
Site speed and mobile-friendliness as ranking aspects are other examples.
Through making use of pillar pages, you have the ability to land individuals at the heart of the topic they have an interest in.
You can offer clear trust signals through thorough, more significant material shipment.
You can showcase your experts through the content they are connected with and house it in a main resource.
You can improve user engagement signals by simplifying 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 destination pages, you can ensure they fast to load, intuitive to engage with, and simple to navigate.
You likewise streamline the continuous, iterative modifications you make to keep enhancing them through brand-new information sets.
Here, you can discover more details on improving SEO with user experience.
Natural, Value-Based, Link Building
When supplying a one-stop-shop for individuals to solve a myriad of associated questions, wants, requires, and discomfort points, in a simple way, you can naturally collect external trust signals consisting of links.
Think of all of the repeated social listening opportunities to share your detailed 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 structure, and PR.
Added SEO Benefits Of Pillar Pages
There are lots of extra SEO benefits to utilizing pillar pages, however typically this would include:
- Recognizing content spaces (and filling them) more consistently to appear for more comprehensive volumes of search terms.
- Improving the internal structure of your website and the associated link signals (and worth) pointing to crucial material pillars.
- Associating your brand and specialists to dominant industrial topics that are 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 Different Pillar Pages
Pillar pages have many different applications and to complete this post, I believed it would be useful to share some here.
Item Pillar Page
This example section from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd party evaluations.
- Single topic material page and access to dominant user styles.
- Interactive content to support trust signals and value.
- Broader 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 school landing location, you can see how a single pillar page gives the user and online search engine: Quick access to core content for an easier user journey. Distilled and visual material highlights for fast material food digestion. Mobile-friendly content