In the world of search engine optimization (SEO), pillar pages have emerged as a powerful tool for improving a website’s search engine rankings and boosting its overall visibility online. But what exactly are pillar pages, and why are they so important? In this article, we’ll take a closer look at this concept, explore how it works, and provide some tips for creating effective pillar pages that can help take your website’s SEO efforts to the next level.
What are pillar pages?
At its core, a pillar page is a comprehensive piece of content that serves as the central hub for a specific topic or theme. Think of it as a high-level overview of a particular subject, with links to more detailed subtopics or related content. For example, a pillar page about digital marketing might cover everything from social media marketing to email campaigns to search engine optimization, with each of these topics linking out to more in-depth content on each subject.
Pillar pages typically take the form of a long-form blog post or article, often with a table of contents or other navigational aids to help readers find the information they need quickly and easily. The goal of a pillar page is to provide readers with a comprehensive, authoritative resource on a particular subject, while also helping search engines understand the structure and hierarchy of your website’s content.
Why are pillar pages important?
There are several reasons why pillar pages have become such an important part of modern SEO strategies. Here are a few of the most important:
They improve user experience
One of the biggest benefits of pillar pages is that they provide a great user experience. By organizing all of your content around a central theme or topic, you make it easier for readers to find the information they need, without having to sift through a lot of unrelated or irrelevant content. This not only helps improve the user experience on your site, but can also lead to higher engagement metrics and more time spent on site, both of which can help boost your search engine rankings.
They establish authority
When you create a comprehensive pillar page on a particular subject, you demonstrate to both readers and search engines that you are an authority on that topic. This can help establish your brand or business as a go-to resource for information in your industry, which can lead to increased trust, credibility, and ultimately, more traffic and conversions.
They help with internal linking
Another key benefit of pillar pages is that they make it easier to create a logical, hierarchical structure for your website’s content. By linking out from your pillar page to more detailed subtopics or related content, you can help establish a clear taxonomy for your site, which can make it easier for search engines to crawl and index your content.
They improve search engine rankings
Perhaps the most significant benefit of pillar pages is that they can help improve your website’s search engine rankings. By creating a comprehensive, well-structured resource on a particular subject, you make it easier for search engines to understand the relevance and authority of your content. This, in turn, can lead to higher rankings for related keywords, increased visibility in search results, and ultimately, more traffic and conversions.
How to create an effective pillar page
Now that you understand what pillar pages are and why they’re important, let’s take a look at how to create an effective one. Here are a few tips to keep in mind:
Choose the right topic
The first step in creating an effective pillar page is to choose the right topic. Ideally, you want to pick a subject that is both broad enough to cover a lot of related subtopics, but also specific enough to be relevant to your target audience. Look for topics that are popular in your industry, have high search volume, and are likely to generate interest and engagement from your audience.
Conduct thorough research
Once you’ve chosen a topic for your pillar page, the next step is to conduct thorough research to ensure that your content is comprehensive and authoritative. This may involve reading books, whitepapers, and other resources on your topic, as well as conducting interviews with experts in your field. The goal is to create a resource that provides real value to your audience and demonstrates your expertise on the subject.
Organize your content
Once you’ve conducted your research, it’s time to start organizing your content. This typically involves creating a detailed outline or table of contents for your pillar page, which will help guide readers through the various subtopics and sections of your content. Make sure that your content is well-structured and easy to navigate, with clear headings and subheadings that break up the text and make it easier to read.
Link out to related content
One of the key benefits of pillar pages is that they make it easier to establish a logical, hierarchical structure for your website’s content. To take full advantage of this, be sure to link out from your pillar page to related content on your site, such as blog posts, landing pages, or other resources that provide more in-depth information on specific subtopics. This will help establish a clear taxonomy for your site and make it easier for search engines to crawl and index your content.
“A hub and spoke strategy can be extremely effective,” said Paul Dughi, CEO at Stronger Content.com and author of the book, The Comprehensive Guide to SEO Strategy (2023 Edition). “Letting your pillar content be the hub and then cross-linking to deeper dives into specific sections creates a pool of content that helps establish you as an authority.
Optimize for search engines
It’s important to optimize your pillar page for search engines to ensure that it ranks well in search results. This may involve conducting keyword research to identify relevant keywords and phrases that you can target with your content, as well as optimizing your on-page SEO elements, such as your page title, meta description, and header tags. Make sure that your content is well-written and free of spelling and grammar errors, and be sure to include high-quality images and other multimedia elements to make your content more engaging and visually appealing.