Pillar pages have actually been an effective method to group and present website content to users and online search engine for some time.
In this post, I will specify 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 specifying pillar pages.
What Is A Pillar Page?
A pillar page is a landing destination on your site that concentrates on an essential subject, resource, item, or service area.
It enables users and search engines to gain access to great deals of topically appropriate content, rapidly.
The depth of pillar pages will vary based on their function.
Some may be more of a shallow intro to get fast access to other material (a bit like the function of a contents page), whilst others will be more thorough, giving deeper standalone worth, supported by associated material items.
If you listed down all of the core subjects related to your organization, each of these could rationally call for ending up being a pillar page.
Pillar pages offer people single-stop access to a host of related content in an easy to use method.
They also provide online search engine with rationally arranged content that can be rapidly crawled, comprehended, and therefore ranked effectively in search.
You might have become aware of foundation content, material hubs, content clusters, or pillar pages in numerous 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 center.
From the center, you have great deals of spokes.
In the case of pillar content, 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 might have numerous pages and other content types all linking to the pillar page, either straight, or via other sub-topics that then connect back to the main/pillar page.
The fundamental interaction remains the very same– centralizing all related topical content from one main landing destination (the pillar page).
I’ll offer some examples shortly to assist strengthen this concept so you can picture pillar pages in action.
How Can Pillar Pages Assist Your SEO?
Prior to proceeding to some examples of pillar pages, it’s useful to understand a little bit more about how they can assist your SEO performance.
There are lots of benefits to developing pillar pages on your website, and I cover a few of these next.
Reinforcing Topical Authority Signals
Proficiency, Authoritativeness, and Reliability (E-A-T) underpin Google standards and provide a crucial aspect for appointing overall 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 greater.
This is since it will be deemed:
- Practical and useful to people.
- Developed by verifiable professionals in the topic area.
- Placed on a relevant website that has the necessary authority signals.
- Showcase positive user experiences and anticipated trust signals.
- Provides extensive topical protection expected to fully please the user’s search requirement.
By grouping content together in an easy hierarchy, you are making it easy for search engines to recognize, comprehend, and rank your content.
Your topical signals are plainly being provided to help wider Google standards such as E-A-T.
This indicates that you can shine a light on the locations you desire your company to be closely associated to online, and make ranking for those subjects more consistent and optimized.
By contrast, think about a website where the bulk of the material is all completing against itself.
Where there is no clear segmentation or hierarchy of subjects (or pillars) and every time you add a brand-new post, or post to your site, the quantity of noise for search engines and users increases.
You can quickly see why pillar pages include value.
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 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 desired location 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 subject they are interested in.
You can offer clear trust signals through comprehensive, more significant material shipment.
You can showcase your experts through the content they are connected with and house it in a main resource.
You can boost user engagement signals by streamlining access to associated material, 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, primary location pages, you can ensure they fast to load, user-friendly to engage with, and easy to browse.
You likewise streamline the continuous, iterative changes you make to keep improving them through new data sets.
Here, you can learn more information on enhancing SEO with user experience.
Natural, Value-Based, Link Structure
When offering a one-stop-shop for people to solve a myriad of related concerns, desires, needs, and pain points, in an easy method, you can naturally collect external trust signals including links.
Think of all of the repeated social listening opportunities to share your detailed pillar pages with your audience.
With your pillar pages you are providing, totally free, easy-to-access, share and promote content resources, perfect for link acquisition, brand building, and PR.
Included SEO Advantages Of Pillar Pages
There are numerous extra SEO advantages to using pillar pages, however normally this would consist of:
- Determining content gaps (and filling them) more regularly to appear for more comprehensive volumes of search terms.
- Improving the internal structure of your site and the associated link signals (and value) pointing to essential content pillars.
- Associating your brand and experts to dominant business topics that are most likely to support conversions and traffic from SEO.
- Lowering bounce rates and improving other metrics such as time on page/site, and other content quality signals.
Examples Of Various Pillar Pages
Pillar pages have several applications and to finish this post, I believed it would be useful to share some here.
Item Pillar Page
This example sector from Foresters Friendly Society shows how a single pillar page can supply:
- Trust signals through 3rd party reviews.
- Single topic material page and access to dominant user themes.
- Interactive content to support trust signals and worth.
- 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 offers the user and online search engine: Quick access to core content for a simpler user journey. Distilled and visual content highlights for quick material food digestion. Mobile-friendly material