Pillar pages have actually been an efficient way to group and present website content 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 start by defining pillar pages.
What Is A Pillar Page?
A pillar page is a landing destination on your site that focuses on an essential topic, resource, product, or service location.
It makes it possible for users and online search engine to gain access to great deals of topically pertinent content, quickly.
The depth of pillar pages will differ based upon their purpose.
Some might be more of a shallow introduction to get fast access to other material (a little bit like the role of a contents page), whilst others will be more detailed, offering 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 rationally call for ending up being a pillar page.
Pillar pages give individuals single-stop access to a host of associated content in an user-friendly method.
They likewise supply online search engine with logically arranged material that can be quickly crawled, comprehended, and for that reason ranked efficiently in search.
You may have heard of foundation material, content hubs, content clusters, or pillar pages in different online forums, and effectively, they all represent subtleties of the very same approach.
If you envision a wheel of a bike, at the center, you have the center.
From the hub, you have great deals of spokes.
In the case of pillar content, the center is the pillar page (the central style or subject), and the spokes are the associated material 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 straight, or by means of other sub-topics that then link back to the main/pillar page.
The basic interaction stays the very same– centralizing all related topical content from one main landing location (the pillar page).
I’ll offer some examples soon to help strengthen this principle 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 little more about how they can help your SEO performance.
There are lots of advantages to creating pillar pages on your site, and I cover a few of these next.
Strengthening Topical Authority Signals
Expertise, Authoritativeness, and Reliability (E-A-T) underpin Google guidelines and offer an essential element for assigning overall quality ratings to any site.
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 consistently greater.
This is since it will be deemed:
- Practical and useful to people.
- Developed by demonstrable experts in the topic location.
- Placed on a pertinent site that has the needed authority signals.
- Showcase positive user experiences and expected trust signals.
- Provides thorough topical coverage anticipated to totally please the user’s search requirement.
By grouping content together in an easy hierarchy, you are making it easy for search engines to identify, understand, and rank your material.
Your topical signals are clearly being provided 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 carefully associated to online, and make ranking for those topics more constant and optimized.
By contrast, think about a site where the bulk of the content is all competing versus itself.
Where there is no clear segmentation or hierarchy of topics (or pillars) and each time you add a brand-new article, or post to your website, the amount of sound for search engines and users boosts.
You can rapidly see why pillar pages add value.
Here, you can find out more about E-A-T and why it matters.
Faster, Easier, More Total User Experience
For several years, Google has been increasing the effect of a positive user experience for SEO gains.
Core Web Vitals (CWVs) are a more current manifestation of this.
Another example of this in action is the devaluing of websites and material that puts in place barriers between the user, and their intended destination such as interstitials, or websites with perceived thin-value material.
Site speed and mobile-friendliness as ranking factors are other examples.
Through using pillar pages, you are able 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 shipment.
You can display your experts through the content they are related to and house it in a main resource.
You can enhance user engagement signals by simplifying access to related content, and encouraging them to move through the information-seeking and purchasing cycle earlier.
On top of this, as you are focusing your resources on specific, main destination pages, you can ensure they are quick to load, user-friendly to interact with, and basic to browse.
You likewise simplify the continuous, iterative modifications you make to keep enhancing them through brand-new data sets.
Here, you can find out more details on enhancing SEO with user experience.
Natural, Value-Based, Link Structure
When providing a one-stop-shop for individuals to resolve a myriad of associated concerns, desires, needs, and discomfort points, in an easy way, you can naturally gather external trust signals consisting of links.
Think about all of the duplicated social listening opportunities to share your thorough pillar pages with your audience.
With your pillar pages you are supplying, complimentary, 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 numerous additional SEO benefits to utilizing pillar pages, but typically this would include:
- Determining content spaces (and filling them) more consistently to stand for more comprehensive volumes of search terms.
- Improving the internal structure of your site and the associated link signals (and value) indicating essential material pillars.
- Associating your brand name and specialists to dominant business subjects that are most likely to support conversions and traffic from SEO.
- Decreasing 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 various applications and to finish this article, I thought it would work to share some here.
Item Pillar Page
This example segment from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd celebration reviews.
- Single subject material page and access to dominant user themes.
- Interactive material to support trust signals and value.
- Broader brand name 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 destination, you can see how a single pillar page offers the user and search engines: Fast access to core content for a simpler user journey. Distilled and visual material highlights for fast material food digestion. Mobile-friendly material