Pillar pages have actually been a reliable way to group and present website material to users and online search engine for a long 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 a key subject, resource, product, or service location.
It allows users and search engines to access great deals of topically pertinent material, quickly.
The depth of pillar pages will vary based upon their function.
Some might 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, giving much deeper standalone worth, supported by related content items.
If you listed down all of the core subjects associated with your company, each of these might rationally call for ending up being a pillar page.
Pillar pages give individuals single-stop access to a host of associated material in an easy to use way.
They likewise offer online search engine with rationally organized material that can be quickly crawled, understood, and therefore ranked successfully in search.
You might have heard of foundation material, content centers, material clusters, or pillar pages in various online forums, and efficiently, they all represent subtleties of the very same method.
If you picture 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 material, the center is the pillar page (the central style or subject), and the spokes are the associated content locations pointing to and from the pillar page.
A single pillar page may have many pages and other content types all connecting to the pillar page, either straight, or via other sub-topics that then connect back to the main/pillar page.
The fundamental interaction stays the exact same– centralizing all related topical content from one main landing destination (the pillar page).
I’ll supply some examples soon to assist reinforce this concept so you can visualize pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Before moving on to some examples of pillar pages, it’s useful to comprehend a little more about how they can help your SEO efficiency.
There are many benefits to producing pillar pages on your website, and I cover a few of these next.
Enhancing Topical Authority Signals
Knowledge, Authoritativeness, and Reliability (E-A-T) underpin Google guidelines and provide an essential factor for appointing total quality ratings to any site.
Simply put, Google utilizes E-A-T as a yardstick to decide if the material is considered of high quality– and if it is, it will likely rank consistently greater.
This is since it will be deemed:
- Handy and useful to people.
- Developed by demonstrable professionals in the topic area.
- Put on a pertinent site that has the needed authority signals.
- Showcase favorable user experiences and expected trust signals.
- Supplies detailed topical coverage expected to fully please the user’s search requirement.
By grouping content together in a basic hierarchy, you are making it easy for online search engine to identify, comprehend, and rank your content.
Your topical signals are clearly being offered to assist broader Google guidelines such as E-A-T.
This means that you can shine a light on the areas you desire your service to be closely related to online, and make ranking for those subjects more constant and optimized.
By contrast, consider a website where the bulk of the material is all competing versus itself.
Where there is no clear division or hierarchy of subjects (or pillars) and whenever you add a brand-new article, or short article to your site, the quantity of noise for search engines and users boosts.
You can quickly see why pillar pages include worth.
Here, you can find out more about E-A-T and why it matters.
Faster, Simpler, More Total 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 recent manifestation 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 designated destination such as interstitials, or sites with perceived thin-value material.
Website speed and mobile-friendliness as ranking aspects are other examples.
Through making use of pillar pages, you are able to land people at the heart of the topic they have an interest in.
You can offer clear trust signals through comprehensive, more significant material delivery.
You can display your professionals through the content they are associated with and house it in a main resource.
You can boost user engagement signals by streamlining access to associated content, and encouraging them to move through the information-seeking and buying 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, instinctive to communicate with, and easy to browse.
You likewise streamline the continuous, iterative changes you make to keep improving them through brand-new data sets.
Here, you can find out more details on improving SEO with user experience.
Natural, Value-Based, Link Structure
When supplying a one-stop-shop for people to solve a myriad of associated questions, wants, requires, and pain points, in a simple 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, best for link acquisition, brand name structure, and PR.
Added SEO Advantages Of Pillar Pages
There are numerous extra SEO advantages to using pillar pages, but generally 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) pointing to key content pillars.
- Associating your brand and specialists to dominant commercial subjects 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 Different Pillar Pages
Pillar pages have many different 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 shows how a single pillar page can provide:
- Trust signals through 3rd celebration evaluations.
- Single topic content page and access to dominant user themes.
- Interactive material to support trust signals and value.
- Wider brand signals.
Image from Foresters Friendly Society, December 2022 Topic Pillar Page In these example snippets from the University of East Anglia (UEA
)life at campus landing destination, you can see how a single pillar page gives the user and online search engine: Quick access to core content for an easier user journey. Distilled and visual content highlights for fast material digestion. Mobile-friendly content