What Is A Pillar Page? (How They Can Help Your SEO)


Pillar pages have been an efficient strategy to group and current web site content material to customers and search engines like google for a while.

On this publish, I’ll outline what a pillar web page is, the way it may also help your search engine optimization efforts, and share some examples of pillar pages in motion.

So let’s begin by defining pillar pages.

What Is A Pillar Web page?

A pillar web page is a touchdown vacation spot in your web site that focuses on a key subject, useful resource, product, or service space.

It permits customers and search engines like google to entry plenty of topically related content material, shortly.

The depth of pillar pages will fluctuate based mostly on their objective.

Some could also be extra of a shallow introduction to get quick entry to different content material (slightly just like the position of a contents web page), while others will probably be extra complete, giving deeper standalone worth, supported by associated content material gadgets.

When you listed down all the core subjects associated to your enterprise, every of those may logically warrant changing into a pillar web page.

Pillar pages give folks single-stop entry to a bunch of associated content material in a user-friendly method.

Additionally they present search engines like google with logically organized content material that may be shortly crawled, understood, and due to this fact ranked successfully in search.

You might have heard of cornerstone content material, content material hubs, content material clusters, or pillar pages in varied boards, and successfully, all of them symbolize nuances of the identical method.

When you visualize a wheel of a bicycle, on the middle, you will have the hub.

From the hub, you will have plenty of spokes.

Within the case of pillar content material, the hub is the pillar web page (the central theme or subject), and the spokes are the associated content material areas pointing to and from the pillar web page.

A single pillar web page might have many pages and different content material sorts all linking to the pillar web page, both instantly, or by way of different sub-topics that then hyperlink again to the primary/pillar web page.

The elemental interplay stays the identical – centralizing all associated topical content material from one predominant touchdown vacation spot (the pillar web page).

I’ll present some examples shortly to assist reinforce this precept so you possibly can visualize pillar pages in motion.

How Can Pillar Pages Assist Your search engine optimization?

Earlier than transferring on to some examples of pillar pages, it’s helpful to grasp slightly extra about how they may also help your search engine optimization efficiency.

There are numerous advantages to creating pillar pages in your web site, and I cowl a number of of those subsequent.

Strengthening Topical Authority Indicators

Experience, Authoritativeness, and Trustworthiness (E-A-T) underpin Google pointers and supply a key issue for assigning total high quality scores to any web site.

Put merely, Google makes use of E-A-T as a yardstick to resolve if the content material is taken into account of top of the range – and whether it is, it is going to seemingly rank constantly increased.

It is because it is going to be deemed:

  • Useful and helpful to folks.
  • Created by demonstrable specialists within the subject space.
  • Positioned on a related web site that has the required authority alerts.
  • Showcase constructive consumer experiences and anticipated belief alerts.
  • Offers complete topical protection anticipated to completely fulfill the consumer’s search want.

By grouping content material collectively in a easy hierarchy, you’re making it simple for search engines like google to determine, perceive, and rank your content material.

Your topical alerts are clearly being supplied to assist broader Google pointers resembling E-A-T.

This implies that you would be able to shine a lightweight on the areas you need your enterprise to be intently associated to on-line, and make rating for these subjects extra constant and optimized.

In contrast, think about an internet site the place the majority of the content material is all competing in opposition to itself.

The place there isn’t any clear segmentation or hierarchy of subjects (or pillars) and each time you add a brand new weblog publish, or article to your web site, the quantity of noise for search engines like google and customers will increase.

You’ll be able to shortly see why pillar pages add worth.

Right here, you will discover out extra about E-A-T and why it issues.

Sooner, Easier, Extra Full Person Expertise

For a few years, Google has been rising the influence of a constructive consumer expertise for search engine optimization positive factors.

Core Internet Vitals (CWVs) are a more moderen manifestation of this.

One other instance of this in motion is the devaluing of internet sites and content material that places in place boundaries between the consumer, and their supposed vacation spot resembling interstitials, or websites with perceived thin-value content material.

Web site velocity and mobile-friendliness as rating components are different examples.

By the usage of pillar pages, you’ll be able to land folks on the coronary heart of the subject they’re excited by.

You’ll be able to present clear belief alerts by way of complete, extra significant content material supply.

You’ll be able to showcase your specialists by way of the content material they’re related to and home it in a central useful resource.

You’ll be able to improve consumer engagement alerts by simplifying entry to associated content material, and inspiring them to maneuver by way of the information-seeking and shopping for cycle sooner.

On prime of this, as you might be focusing your assets on particular, predominant vacation spot pages, you possibly can guarantee they’re fast to load, intuitive to work together with, and easy to navigate.

You additionally simplify the continued, iterative adjustments you make to maintain enhancing them by way of new knowledge units.

Right here, you will discover out extra particulars on enhancing search engine optimization with consumer expertise.

Pure, Worth-Based mostly, Hyperlink Constructing

When offering a one-stop-shop for folks to resolve a myriad of associated questions, needs, wants, and ache factors, in a easy method, you possibly can naturally collect exterior belief alerts together with hyperlinks.

Take into consideration all the repeated social listening alternatives to share your complete pillar pages along with your viewers.

Together with your pillar pages you might be supplying, free, easy-to-access, share and promote content material assets, excellent for hyperlink acquisition, model constructing, and PR.

Added search engine optimization Advantages Of Pillar Pages

There are numerous further search engine optimization advantages to utilizing pillar pages, however sometimes this would come with:

  • Figuring out content material gaps (and filling them) extra constantly to seem for broader volumes of search phrases.
  • Enhancing the inner construction of your web site and the associated hyperlink alerts (and worth) pointing to key content material pillars.
  • Associating your model and specialists to dominant industrial subjects which can be more likely to help conversions and site visitors from search engine optimization.
  • Lowering bounce charges and enhancing different metrics resembling time on web page/web site, and different content material high quality alerts.

Examples Of Completely different Pillar Pages

Pillar pages have many various functions and to complete this text, I believed it will be helpful to share some right here.

Product Pillar Web page

This instance section from Foresters Pleasant Society demonstrates how a single pillar web page can present:

  • Belief alerts by way of third celebration evaluations.
  • Single subject content material web page and entry to dominant consumer themes.
  • Interactive content material to help belief alerts and worth.
  • Wider model alerts.
Foresters Friendly Society - Product Pillar PagePicture from Foresters Pleasant Society, December 2022

Matter Pillar Web page

In these instance snippets from the College of East Anglia (UEA) life at campus touchdown vacation spot, you possibly can see how a single pillar web page provides the consumer and search engines like google:

  • Quick entry to core content material for a less complicated consumer journey.
  • Distilled and visible content material highlights for fast content material digestion.
  • Cellular-friendly content material segments for on-the-go fact-finding.
  • Topical content material sign-posting to maintain the consumer studying with out having to seek for info.
  • Storification to assist the affiliation between the consumer and the model.
UEA - Informational Content Pillar - P1Picture from College of East Anglia, December 2022
UEA - Informational Content Pillar - P2Picture from College of East Anglia, December 2022
UEA - Informational Content Pillar - P3Picture from College of East Anglia, December 2022


Pillar pages aren’t simply an efficient strategy to set up your web site’s content material, they’ll even have important advantages to your search engine optimization.

By leveraging pillar pages, you possibly can create a quicker, extra streamlined, and customarily extra user-friendly expertise in your web site – making it simpler for each customers and search engines like google to work together with it.

If you wish to enhance your search engine optimization efforts right now, put pillar pages to make use of!

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Featured Picture: oatawa/Shutterstock


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