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 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 location on your site that concentrates on an essential topic, resource, item, or service area.
It enables users and online search engine to gain access to great deals of topically appropriate material, rapidly.
The depth of pillar pages will differ based upon their function.
Some may be more of a shallow introduction to get quick access to other content (a little bit like the function of a contents page), whilst others will be more thorough, offering deeper standalone worth, supported by related content items.
If you listed down all of the core subjects connected to your business, each of these could realistically require ending up being a pillar page.
Pillar pages provide people single-stop access to a host of related content in an easy to use method.
They also offer online search engine with realistically organized material that can be rapidly crawled, comprehended, and for that reason ranked successfully in search.
You may have become aware of foundation content, content centers, content clusters, or pillar pages in different forums, and effectively, they all represent nuances of the same approach.
If you picture a wheel of a bicycle, at the center, you have the center.
From the center, you have lots of spokes.
In the case of pillar material, the center is the pillar page (the central theme or subject), and the spokes are the related content locations pointing to and from the pillar page.
A single pillar page may have numerous pages and other content types all connecting to the pillar page, either straight, or by means of other sub-topics that then connect back to the main/pillar page.
The essential interaction remains the very same– centralizing all associated topical material from one primary landing destination (the pillar page).
I’ll offer some examples quickly to assist strengthen this concept so you can envision pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Prior to carrying on to some examples of pillar pages, it’s useful to understand a bit more about how they can help your SEO efficiency.
There are many benefits to creating pillar pages on your website, and I cover a few of these next.
Reinforcing Topical Authority Signals
Know-how, Authoritativeness, and Dependability (E-A-T) underpin Google guidelines and offer a crucial aspect for appointing overall quality scores to any website.
In other words, Google utilizes E-A-T as a yardstick to choose if the material is considered of high quality– and if it is, it will likely rank consistently higher.
This is due to the fact that it will be considered:
- Helpful and beneficial to people.
- Developed by demonstrable experts in the topic location.
- Placed on an appropriate site that has the needed authority signals.
- Display favorable user experiences and expected trust signals.
- Provides detailed topical protection anticipated to totally please the user’s search need.
By organizing material together in an easy hierarchy, you are making it simple for search engines to determine, understand, and rank your content.
Your topical signals are clearly being supplied to help wider Google guidelines such as E-A-T.
This suggests that you can shine a light on the locations you want your service to be closely related to online, and make ranking for those subjects more constant and enhanced.
By contrast, consider a site where the bulk of the content is all completing against itself.
Where there is no clear segmentation or hierarchy of topics (or pillars) and each time you add a new blog post, or article to your website, the quantity of sound for search engines and users boosts.
You can quickly see why pillar pages add worth.
Here, you can find out more about E-A-T and why it matters.
Faster, Simpler, More Complete 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 symptom of this.
Another example of this in action is the devaluing of sites and content that puts in location barriers in between the user, and their desired destination such as interstitials, or websites with viewed 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 people at the heart of the topic they are interested in.
You can supply clear trust signals through extensive, more meaningful material delivery.
You can showcase your specialists through the content they are connected with and house it in a central resource.
You can boost user engagement signals by streamlining access to related material, and motivating them to move through the information-seeking and buying cycle quicker.
On top of this, as you are focusing your resources on particular, primary destination pages, you can ensure they are quick to load, intuitive to interact with, and basic to navigate.
You also streamline the continuous, iterative changes you make to keep improving them through new information sets.
Here, you can discover more information on improving SEO with user experience.
Natural, Value-Based, Link Structure
When providing a one-stop-shop for individuals to resolve a myriad of related concerns, desires, requires, and discomfort points, in a basic way, you can naturally collect external trust signals consisting of links.
Think of all of the repeated social listening opportunities to share your thorough pillar pages with your audience.
With your pillar pages you are providing, complimentary, easy-to-access, share and promote content resources, perfect for link acquisition, brand building, and PR.
Added SEO Benefits Of Pillar Pages
There are numerous additional SEO advantages to using pillar pages, however generally this would consist of:
- Determining content gaps (and filling them) more regularly to stand for broader volumes of search terms.
- Improving the internal structure of your website and the related link signals (and value) indicating crucial content pillars.
- Associating your brand and professionals to dominant industrial topics 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 several applications and to finish this short article, I thought it would be useful to share some here.
Item Pillar Page
This example section from Foresters Friendly Society demonstrates how a single pillar page can supply:
- Trust signals through 3rd party reviews.
- Single topic material 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 campus landing location, you can see how a single pillar page offers the user and search engines: Quick access to core material for an easier user journey. Distilled and visual material highlights for quick material food digestion. Mobile-friendly material