Pillar pages have actually been a reliable method to group and present site material to users and search engines for some 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 location on your site that focuses on a crucial subject, resource, product, or service location.
It allows users and online search engine to gain access to lots of topically pertinent material, rapidly.
The depth of pillar pages will vary based upon their purpose.
Some might be more of a shallow introduction to get quick access to other content (a bit like the role of a contents page), whilst others will be more detailed, providing much deeper standalone value, supported by associated material products.
If you note down all of the core subjects connected to your company, each of these could realistically require becoming a pillar page.
Pillar pages offer individuals single-stop access to a host of related content in an easy to use way.
They likewise offer online search engine with realistically arranged material that can be rapidly crawled, comprehended, and therefore ranked efficiently in search.
You might have heard of foundation content, content hubs, content clusters, or pillar pages in different online forums, and effectively, they all represent nuances of the exact same method.
If you envision a wheel of a bike, at the center, you have the center.
From the hub, you have lots of spokes.
In the case of pillar content, the center is the pillar page (the central theme or topic), and the spokes are the associated content locations pointing to and from the pillar page.
A single pillar page might have lots of pages and other content types all linking to the pillar page, either straight, or via other sub-topics that then connect back to the main/pillar page.
The basic interaction stays the exact same– centralizing all associated topical content from one primary landing destination (the pillar page).
I’ll supply some examples quickly to help reinforce this concept so you can visualize pillar pages in action.
How Can Pillar Pages Help Your SEO?
Before carrying on to some examples of pillar pages, it’s useful to comprehend a bit more about how they can assist your SEO performance.
There are numerous benefits to producing pillar pages on your website, and I cover a few of these next.
Reinforcing Topical Authority Signals
Proficiency, Authoritativeness, and Trustworthiness (E-A-T) underpin Google guidelines and provide a crucial aspect for designating overall quality ratings to any website.
Put simply, Google utilizes 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 due to the fact that it will be considered:
- Handy and useful to individuals.
- Produced by verifiable professionals in the topic location.
- Put on a pertinent site that has the necessary authority signals.
- Showcase positive user experiences and expected trust signals.
- Provides thorough topical coverage expected to fully please the user’s search requirement.
By organizing content together in an easy hierarchy, you are making it simple for search engines to determine, comprehend, and rank your material.
Your topical signals are clearly being provided to help wider Google standards such as E-A-T.
This indicates that you can shine a light on the locations you desire your company to be closely related to online, and make ranking for those topics more consistent and optimized.
By contrast, consider a site where the bulk of the content is all completing versus itself.
Where there is no clear segmentation or hierarchy of topics (or pillars) and each time you include a brand-new article, or post to your site, the amount of noise for search engines and users increases.
You can quickly see why pillar pages add value.
Here, you can discover more about E-A-T and why it matters.
Faster, Simpler, More Complete User Experience
For many years, Google has actually been increasing the impact 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 content that puts in location barriers between the user, and their intended destination such as interstitials, or sites with perceived thin-value content.
Website speed and mobile-friendliness as ranking aspects are other examples.
Through the use of pillar pages, you have the ability to land individuals at the heart of the topic they have an interest in.
You can supply clear trust signals through detailed, more meaningful material delivery.
You can display your specialists through the content they are connected with and house it in a main 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 faster.
On top of this, as you are focusing your resources on specific, main destination pages, you can ensure they fast to load, intuitive to engage with, and basic to browse.
You likewise simplify the ongoing, iterative modifications you make to keep improving them through brand-new information sets.
Here, you can discover more information on enhancing SEO with user experience.
Natural, Value-Based, Link Building
When offering a one-stop-shop for people to solve a myriad of associated concerns, desires, needs, and discomfort points, in an easy way, you can naturally gather external trust signals including links.
Think about all of the duplicated social listening chances to share your extensive pillar pages with your audience.
With your pillar pages you are providing, free, easy-to-access, share and promote content resources, perfect for link acquisition, brand structure, and PR.
Included SEO Advantages Of Pillar Pages
There are lots of additional SEO advantages to utilizing pillar pages, however normally this would consist of:
- Determining content spaces (and filling them) more consistently to appear for more comprehensive volumes of search terms.
- Improving the internal structure of your site and the related link signals (and value) pointing to key content pillars.
- Associating your brand and professionals to dominant commercial topics that are most likely to support conversions and traffic from SEO.
- Minimizing 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 various applications and to finish this short article, I believed it would work to share some here.
Item Pillar Page
This example sector from Foresters Friendly Society demonstrates how a single pillar page can offer:
- Trust signals through 3rd celebration reviews.
- Single subject content page and access to dominant user styles.
- 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 provides the user and online search engine: Quick access to core content for an easier user journey. Distilled and visual material highlights for quick material food digestion. Mobile-friendly content