Pillar pages have actually been a reliable way to group and present site material to users and search engines for a long time.
In this post, I will specify what a pillar page is, how it can help 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 crucial subject, resource, product, or service area.
It enables users and search engines to access great deals of topically appropriate material, rapidly.
The depth of pillar pages will differ based on their function.
Some may be more of a shallow intro to get fast access to other content (a bit like the function of a contents page), whilst others will be more extensive, providing much deeper standalone worth, supported by related content products.
If you note down all of the core subjects related to your business, each of these might realistically warrant becoming a pillar page.
Pillar pages provide people single-stop access to a host of associated material in an user-friendly method.
They also offer search engines with logically organized material that can be rapidly crawled, understood, and therefore ranked effectively in search.
You may have become aware of cornerstone material, material centers, material clusters, or pillar pages in various online forums, and successfully, they all represent nuances of the same approach.
If you envision a wheel of a bicycle, at the center, you have the hub.
From the hub, you have lots of spokes.
When it comes to pillar material, the hub is the pillar page (the main theme or subject), and the spokes are the related content locations indicating and from the pillar page.
A single pillar page may have many pages and other content types all linking 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 very same– centralizing all associated topical content from one primary landing destination (the pillar page).
I’ll offer some examples soon to assist strengthen this principle 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 works to understand a little bit more about how they can assist your SEO performance.
There are lots of advantages to producing pillar pages on your site, and I cover a few of these next.
Reinforcing Topical Authority Signals
Competence, Authoritativeness, and Credibility (E-A-T) underpin Google guidelines and provide an essential factor for assigning overall quality scores to any site.
In other words, 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 regularly higher.
This is because it will be deemed:
- Practical and helpful to people.
- Produced by demonstrable experts in the topic area.
- Put on a relevant site that has the required authority signals.
- Display positive user experiences and anticipated trust signals.
- Offers comprehensive topical protection expected to totally satisfy the user’s search need.
By organizing content together in a basic hierarchy, you are making it simple for online search engine to determine, understand, and rank your material.
Your topical signals are plainly being provided to assist broader Google standards such as E-A-T.
This suggests that you can shine a light on the areas you want your business to be closely related to online, and make ranking for those topics more consistent and enhanced.
By contrast, consider a site where the bulk of the content is all contending against itself.
Where there is no clear division or hierarchy of subjects (or pillars) and whenever you include a brand-new blog post, or short article to your website, the amount of sound for online search engine and users increases.
You can rapidly 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 actually been increasing the effect of a favorable 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 websites and content that puts in location barriers between the user, and their desired location such as interstitials, or sites with viewed thin-value content.
Site speed and mobile-friendliness as ranking elements are other examples.
Through using pillar pages, you have the ability to land individuals at the heart of the subject they have an interest 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 central resource.
You can enhance user engagement signals by simplifying access to associated material, and encouraging them to move through the information-seeking and buying cycle faster.
On top of this, as you are focusing your resources on particular, primary destination pages, you can ensure they are quick to load, user-friendly to connect with, and basic to browse.
You likewise streamline the continuous, iterative changes you make to keep enhancing them through new data sets.
Here, you can discover more information on improving SEO with user experience.
Natural, Value-Based, Link Building
When providing a one-stop-shop for individuals to resolve a myriad of associated concerns, desires, needs, and discomfort points, in a simple method, you can naturally collect external trust signals consisting of links.
Think of all of the duplicated social listening opportunities to share your thorough pillar pages with your audience.
With your pillar pages you are providing, free, easy-to-access, share and promote content resources, best for link acquisition, brand name building, and PR.
Added SEO Benefits Of Pillar Pages
There are numerous extra SEO advantages to utilizing pillar pages, however usually this would consist of:
- Recognizing content gaps (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) indicating key material pillars.
- Associating your brand and professionals to dominant business subjects that are likely to support conversions and traffic from SEO.
- Lowering 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 article, I thought it would work to share some here.
Item Pillar Page
This example sector from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd party reviews.
- Single topic material 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 bits from the University of East Anglia (UEA
)life at campus landing location, you can see how a single pillar page provides the user and online search engine: Quick access to core material for a simpler user journey. Distilled and visual content highlights for quick material food digestion. Mobile-friendly material