Pillar pages have actually been an effective way to group and present site content to users and online search engine for some 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 begin by specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing destination on your site that focuses on an essential subject, resource, item, or service location.
It allows users and online search engine to access great deals of topically relevant material, rapidly.
The depth of pillar pages will differ based on their purpose.
Some might be more of a shallow intro to get fast access to other content (a little like the function of a contents page), whilst others will be more thorough, providing much deeper standalone value, supported by associated material items.
If you note down all of the core topics associated with your business, each of these might realistically necessitate ending up being a pillar page.
Pillar pages offer people single-stop access to a host of related content in an user-friendly way.
They likewise supply search engines with rationally organized material that can be quickly crawled, understood, and therefore ranked successfully in search.
You may have heard of foundation content, material hubs, content clusters, or pillar pages in different online forums, and efficiently, they all represent subtleties of the exact same approach.
If you imagine a wheel of a bike, 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 style or topic), and the spokes are the related material locations indicating and from the pillar page.
A single pillar page may have many pages and other content types all connecting 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 location (the pillar page).
I’ll provide some examples shortly to assist reinforce this principle so you can imagine pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Before carrying on to some examples of pillar pages, it works to comprehend a little bit more about how they can help your SEO efficiency.
There are many benefits to producing pillar pages on your site, and I cover a few of these next.
Reinforcing Topical Authority Signals
Proficiency, Authoritativeness, and Dependability (E-A-T) underpin Google standards and provide a crucial aspect for appointing total quality scores to any site.
Put simply, 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 due to the fact that it will be deemed:
- Valuable and useful to individuals.
- Developed by demonstrable specialists in the subject location.
- Put on a pertinent site that has the needed authority signals.
- Showcase favorable user experiences and expected trust signals.
- Supplies comprehensive topical coverage anticipated to totally please the user’s search requirement.
By grouping material together in a simple hierarchy, you are making it simple for online search engine to determine, understand, and rank your material.
Your topical signals are plainly being offered to assist more comprehensive Google guidelines such as E-A-T.
This suggests that you can shine a light on the areas you desire your company to be closely associated to online, and make ranking for those topics more consistent and optimized.
By contrast, consider a website where the bulk of the content is all competing against itself.
Where there is no clear segmentation or hierarchy of subjects (or pillars) and whenever you add a new post, or post to your site, the quantity of noise for search engines and users boosts.
You can quickly see why pillar pages add value.
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 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 sites and material that puts in location barriers in between the user, and their intended destination such as interstitials, or sites with perceived thin-value content.
Site speed and mobile-friendliness as ranking factors are other examples.
Through the use of pillar pages, you are able to land individuals at the heart of the subject they have an interest in.
You can provide clear trust signals through detailed, more meaningful material delivery.
You can display your professionals through the material they are related to and house it in a main resource.
You can improve user engagement signals by simplifying access to associated material, and motivating them to move through the information-seeking and buying cycle faster.
On top of this, as you are focusing your resources on particular, primary location pages, you can guarantee they are quick to load, user-friendly to connect with, and simple to browse.
You also streamline the continuous, iterative modifications you make to keep improving them through new information sets.
Here, you can discover more details on enhancing SEO with user experience.
Natural, Value-Based, Link Structure
When supplying a one-stop-shop for people to solve a myriad of related questions, wants, needs, and discomfort points, in an easy way, you can naturally collect external trust signals including links.
Think of all of the repeated social listening opportunities to share your extensive pillar pages with your audience.
With your pillar pages you are providing, complimentary, easy-to-access, share and promote content resources, best for link acquisition, brand structure, and PR.
Included SEO Benefits Of Pillar Pages
There are lots of additional SEO advantages to using pillar pages, however normally this would include:
- Identifying content gaps (and filling them) more regularly to appear for more comprehensive volumes of search terms.
- Improving the internal structure of your website and the related link signals (and worth) pointing to essential content pillars.
- Associating your brand and professionals to dominant business topics that are most likely to support conversions and traffic from SEO.
- Reducing 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 many different applications and to complete this post, I believed 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 evaluations.
- Single subject material page and access to dominant user styles.
- Interactive content to support trust signals and value.
- Wider brand name signals.
Image from Foresters Friendly Society, December 2022 Subject Pillar Page In these example bits 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: Fast access to core material for an easier user journey. Distilled and visual material highlights for fast material digestion. Mobile-friendly content