Pillar pages have actually been an effective 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 assist 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 website that focuses 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 purpose.
Some may be more of a shallow intro to get fast access to other material (a little bit like the role of a contents page), whilst others will be more thorough, providing deeper standalone worth, supported by related content items.
If you note down all of the core subjects associated with your company, each of these might realistically warrant becoming a pillar page.
Pillar pages give people single-stop access to a host of associated material in an user-friendly way.
They also supply search engines with rationally organized material that can be rapidly crawled, understood, and for that reason ranked successfully in search.
You may have become aware of foundation material, content centers, material clusters, or pillar pages in different online forums, and successfully, they all represent nuances of the exact same approach.
If you imagine a wheel of a bike, at the center, you have the hub.
From the center, you have lots of spokes.
When it comes to pillar material, the hub is the pillar page (the main theme or topic), and the spokes are the related material areas 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 via other sub-topics that then connect back to the main/pillar page.
The basic interaction remains the exact 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 Help Your SEO?
Before carrying on to some examples of pillar pages, it’s useful to comprehend a little bit more about how they can help your SEO performance.
There are many benefits to creating pillar pages on your website, and I cover a few of these next.
Strengthening Topical Authority Signals
Knowledge, Authoritativeness, and Reliability (E-A-T) underpin Google standards and provide an essential aspect for assigning general quality scores to any website.
Simply put, 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 higher.
This is since it will be considered:
- Practical and beneficial to people.
- Created by verifiable professionals in the topic location.
- Placed on an appropriate website that has the required authority signals.
- Showcase positive user experiences and expected trust signals.
- Offers detailed topical protection anticipated to fully please the user’s search need.
By organizing 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 provided to help wider Google standards such as E-A-T.
This means 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 consistent and optimized.
By contrast, think about a site where the bulk of the material is all completing against itself.
Where there is no clear segmentation or hierarchy of topics (or pillars) and whenever you include a brand-new article, or short article to your website, the amount of noise for online search engine and users increases.
You can quickly see why pillar pages include worth.
Here, you can learn more about E-A-T and why it matters.
Faster, Easier, More Total 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 manifestation of this.
Another example of this in action is the devaluing of sites and content that puts in place barriers in between the user, and their intended location such as interstitials, or sites with perceived thin-value content.
Site speed and mobile-friendliness as ranking elements are other examples.
Through making use of pillar pages, you are able to land people at the heart of the subject they are interested in.
You can provide clear trust signals through comprehensive, more meaningful content delivery.
You can showcase your specialists 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 content, and motivating them to move through the information-seeking and buying cycle quicker.
On top of this, as you are focusing your resources on specific, main location pages, you can ensure they are quick to load, user-friendly to engage with, and basic to navigate.
You also streamline the continuous, iterative changes you make to keep enhancing them through new data sets.
Here, you can discover more information on improving SEO with user experience.
Natural, Value-Based, Link Building
When providing a one-stop-shop for individuals to fix a myriad of related questions, wants, requires, and discomfort points, in an easy method, you can naturally gather external trust signals including links.
Think of all of the duplicated social listening chances to share your extensive pillar pages with your audience.
With your pillar pages you are providing, totally free, easy-to-access, share and promote content resources, ideal for link acquisition, brand building, and PR.
Added SEO Benefits Of Pillar Pages
There are lots of additional SEO benefits to utilizing pillar pages, however generally this would consist of:
- Recognizing content spaces (and filling them) more regularly to appear for wider volumes of search terms.
- Improving the internal structure of your website and the associated link signals (and worth) indicating key material pillars.
- Associating your brand and professionals to dominant industrial topics that are most 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 many different applications and to finish this short article, I believed it would work to share some here.
Product Pillar Page
This example sector from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd party evaluations.
- Single subject material page and access to dominant user themes.
- Interactive material to support trust signals and worth.
- Broader brand signals.
Image from Foresters Friendly Society, December 2022 Subject Pillar Page In these example snippets from the University of East Anglia (UEA
)life at school landing location, you can see how a single pillar page gives the user and search engines: Fast access to core content for an easier user journey. Distilled and visual content highlights for fast content food digestion. Mobile-friendly content