Pillar pages have been a reliable way to group and present website 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 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, product, or service location.
It makes it possible for users and search engines to gain access to great deals of topically appropriate material, rapidly.
The depth of pillar pages will vary based upon their purpose.
Some might be more of a shallow intro to get quick access to other material (a little bit like the function of a contents page), whilst others will be more comprehensive, offering deeper standalone value, supported by associated content items.
If you listed down all of the core topics associated with your organization, each of these might rationally warrant becoming a pillar page.
Pillar pages provide individuals single-stop access to a host of associated material in an user-friendly method.
They also provide online search engine with rationally organized content that can be quickly crawled, understood, and for that reason ranked successfully in search.
You may have heard of foundation content, content centers, material clusters, or pillar pages in various forums, and successfully, 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 hub, you have lots of spokes.
In the case of pillar content, the center is the pillar page (the main style or topic), and the spokes are the related content areas pointing to and from the pillar page.
A single pillar page might have numerous pages and other content types all linking to the pillar page, either directly, or through other sub-topics that then connect back to the main/pillar page.
The basic interaction stays the very same– centralizing all related topical material from one main landing destination (the pillar page).
I’ll offer some examples soon to assist reinforce this concept so you can envision pillar pages in action.
How Can Pillar Pages Help Your SEO?
Prior to proceeding to some examples of pillar pages, it’s useful to comprehend a little more about how they can assist your SEO efficiency.
There are numerous benefits to creating pillar pages on your site, and I cover a few of these next.
Strengthening Topical Authority Signals
Expertise, Authoritativeness, and Trustworthiness (E-A-T) underpin Google standards and supply an essential factor for appointing overall quality ratings to any website.
Put simply, 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 considered:
- Valuable and helpful to people.
- Produced by verifiable experts in the topic location.
- Placed on a relevant website that has the essential authority signals.
- Display positive user experiences and expected trust signals.
- Provides comprehensive topical coverage anticipated to completely please the user’s search need.
By organizing material together in a simple hierarchy, you are making it easy for online search engine to recognize, comprehend, and rank your content.
Your topical signals are clearly being supplied to assist wider Google standards such as E-A-T.
This implies that you can shine a light on the locations you desire your service to be carefully related to online, and make ranking for those subjects more consistent and optimized.
By contrast, consider a website where the bulk of the material is all completing versus itself.
Where there is no clear division or hierarchy of topics (or pillars) and every time you include a new post, or short article to your website, the amount of sound for online search engine and users boosts.
You can quickly see why pillar pages include value.
Here, you can learn more about E-A-T and why it matters.
Faster, Easier, More Total User Experience
For several years, Google has actually been increasing the effect of a positive 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 place barriers in between the user, and their desired destination such as interstitials, or websites with viewed thin-value content.
Website speed and mobile-friendliness as ranking elements are other examples.
Through making use of pillar pages, you have the ability to land individuals at the heart of the topic they are interested in.
You can offer clear trust signals through extensive, more meaningful content delivery.
You can showcase your experts through the content they are related to and house it in a main resource.
You can improve user engagement signals by streamlining access to related 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 specific, main destination pages, you can guarantee they are quick to load, user-friendly to connect with, and basic to navigate.
You likewise simplify the continuous, iterative changes you make to keep improving them through brand-new data sets.
Here, you can find out more information on enhancing SEO with user experience.
Natural, Value-Based, Link Structure
When providing a one-stop-shop for people to fix a myriad of related questions, desires, needs, and discomfort points, in a simple way, you can naturally collect external trust signals including links.
Think about all of the repeated 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 name structure, and PR.
Included SEO Benefits Of Pillar Pages
There are numerous extra SEO advantages to utilizing pillar pages, however normally this would include:
- Recognizing content spaces (and filling them) more consistently to stand for broader volumes of search terms.
- Improving the internal structure of your site and the related link signals (and worth) pointing to crucial material pillars.
- Associating your brand name and experts to dominant commercial topics that are likely to support conversions and traffic from SEO.
- Reducing bounce rates and improving other metrics such as time on page/site, and other content quality signals.
Examples Of Different Pillar Pages
Pillar pages have several applications and to complete this short article, I believed it would be useful to share some here.
Product Pillar Page
This example segment from Foresters Friendly Society shows how a single pillar page can provide:
- Trust signals through 3rd celebration reviews.
- Single topic 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 Subject Pillar Page In these example bits from the University of East Anglia (UEA
)life at school landing destination, you can see how a single pillar page provides the user and search engines: Fast access to core material for an easier user journey. Distilled and visual content highlights for quick material food digestion. Mobile-friendly content