Pillar pages have actually been an efficient way to group and present site content to users and search engines for a long 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 focuses on a key subject, resource, product, or service area.
It enables users and search engines to access great deals of topically relevant material, rapidly.
The depth of pillar pages will differ based upon their purpose.
Some might be more of a shallow intro to get fast access to other content (a bit like the role of a contents page), whilst others will be more comprehensive, providing much deeper standalone value, supported by associated content products.
If you listed down all of the core topics related to your business, each of these could logically warrant becoming a pillar page.
Pillar pages provide individuals single-stop access to a host of related material in an easy to use way.
They likewise provide online search engine with rationally arranged content that can be quickly crawled, comprehended, and for that reason ranked successfully in search.
You might have become aware of cornerstone material, material centers, material clusters, or pillar pages in different online forums, and effectively, they all represent subtleties of the same approach.
If you imagine a wheel of a bike, at the center, you have the hub.
From the center, you have lots of spokes.
In the case of pillar content, the hub is the pillar page (the central theme or subject), and the spokes are the associated material locations 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 by means of other sub-topics that then link back to the main/pillar page.
The essential interaction stays the same– centralizing all related topical material from one primary landing destination (the pillar page).
I’ll provide some examples quickly to assist strengthen this concept so you can visualize pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Prior to carrying on to some examples of pillar pages, it works to comprehend a bit more about how they can assist your SEO efficiency.
There are many advantages to developing pillar pages on your site, and I cover a few of these next.
Strengthening Topical Authority Signals
Knowledge, Authoritativeness, and Dependability (E-A-T) underpin Google guidelines and offer a key factor for assigning overall quality scores to any website.
Simply put, Google utilizes E-A-T as a yardstick to decide if the material is thought about of high quality– and if it is, it will likely rank regularly greater.
This is because it will be considered:
- Handy and beneficial to individuals.
- Produced by verifiable professionals in the subject area.
- Placed on a pertinent website that has the necessary authority signals.
- Display favorable user experiences and expected trust signals.
- Provides extensive topical coverage anticipated to totally satisfy the user’s search requirement.
By grouping material together in an easy hierarchy, you are making it simple for search engines to identify, comprehend, and rank your content.
Your topical signals are plainly being offered to help broader Google guidelines such as E-A-T.
This suggests that you can shine a light on the locations you want your service to be carefully related 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 competing against itself.
Where there is no clear division or hierarchy of subjects (or pillars) and each time you include a brand-new post, or article to your site, the amount of sound for search engines and users boosts.
You can rapidly see why pillar pages include worth.
Here, you can find out more about E-A-T and why it matters.
Faster, Easier, More Complete User Experience
For many years, Google has been increasing the impact of a favorable user experience for SEO gains.
Core Web Vitals (CWVs) are a more current symptom of this.
Another example of this in action is the devaluing of websites and content that puts in place barriers in between the user, and their designated location such as interstitials, or sites with viewed thin-value material.
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 provide clear trust signals through comprehensive, more meaningful material shipment.
You can display your professionals through the content they are related to and house it in a central 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 specific, primary location pages, you can guarantee they are quick to load, intuitive to interact with, and easy to navigate.
You also streamline the continuous, iterative changes you make to keep enhancing them through new data sets.
Here, you can find out more details on improving SEO with user experience.
Natural, Value-Based, Link Building
When offering a one-stop-shop for individuals to fix a myriad of associated concerns, wants, needs, and pain points, in a basic way, you can naturally collect external trust signals including links.
Think about all of the duplicated social listening opportunities to share your comprehensive pillar pages with your audience.
With your pillar pages you are supplying, free, easy-to-access, share and promote content resources, perfect for link acquisition, brand name structure, and PR.
Added SEO Benefits Of Pillar Pages
There are many extra SEO advantages to utilizing pillar pages, however normally this would consist of:
- Determining content gaps (and filling them) more regularly to appear for broader volumes of search terms.
- Improving the internal structure of your site and the associated link signals (and worth) indicating crucial content pillars.
- Associating your brand and professionals 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 Various Pillar Pages
Pillar pages have several applications and to finish this article, I believed it would be useful to share some here.
Product Pillar Page
This example sector from Foresters Friendly Society demonstrates how a single pillar page can provide:
- Trust signals through 3rd party reviews.
- Single topic content page and access to dominant user styles.
- Interactive material to support trust signals and value.
- Wider brand name 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 provides the user and search engines: Quick access to core content for an easier user journey. Distilled and visual content highlights for quick material food digestion. Mobile-friendly material