Table of Contents
- Introduction
- What Is a Pillar Page?
- How Pillar Pages Can Help Your SEO
- How to Create a Pillar Page
- Types of Pillar Pages (+ Examples)
- Create Stronger Pillar Pages
- FAQ
Introduction
Have you ever wondered how to structure your website content to enhance SEO and provide a better user experience? If so, you're about to discover the ultimate strategy: creating a pillar page. This method not only organizes your content but also improves your site's authority in the eyes of search engines. By the end of this guide, you'll understand what a pillar page is, how it can bolster your SEO efforts, and the steps to construct one effectively.
What Is a Pillar Page?
A pillar page, also known as a content pillar or pillar post, serves as the central hub for a specific topic cluster on a website. It provides a comprehensive overview of a broad subject and links to more detailed pieces of content related to that topic. Think of it as the foundation of your site’s content architecture, designed to establish your authority on a given subject.
For example, if your broad topic is SEO, your pillar page will cover the fundamentals of SEO, including technical SEO, link building, and local SEO. This page will then link out to cluster pages that dive deeper into each subtopic. Essentially, your pillar page acts as a guide, directing users to more specific information within your topic cluster.
How Pillar Pages Can Help Your SEO
Build Topical Authority
One of the primary benefits of a pillar page is that it helps build topical authority. By comprehensively covering a broad topic on your pillar page and then expanding on subtopics in detailed cluster pages, you demonstrate expertise and authority. Search engines recognize this thorough coverage and are more likely to rank your content higher.
Simplify Navigation
Pillar pages enhance navigation for both site visitors and search engines. They help users find the information they need quickly, improving the overall user experience (UX). A well-structured content layout is something Google rewards, so simplifying navigation through pillar pages can positively impact your rankings.
Avoid Keyword Cannibalization
Creating content arbitrarily based on keyword lists can lead to keyword cannibalization, where multiple pages on your site compete for the same keyword. Pillar pages mitigate this issue by organizing content around specific topics and their subtopics, guiding your content creation process. This approach helps you avoid duplication and ensures each page has a unique focus.
Improve Internal Linking Structure
A strategic internal linking structure is crucial for SEO, and pillar pages facilitate this. Your pillar page should link to all relevant cluster pages, and vice versa. Some cluster pages may also link to each other, creating a logical and understandable internal linking structure for search engines. This makes it easier for search engines to index your site accurately, boosting your SEO.
Generate Backlinks
Pillar pages are comprehensive and in-depth, making them more likely to attract backlinks than other types of content. High-quality pillar pages get shared and cited frequently, generating more backlinks and boosting your site’s domain authority.
How to Create a Pillar Page
1. Brainstorm Topic Ideas
Identify core topics that are relevant to your audience and site. For example, if you run a fitness blog, potential pillar page topics could include strength training, cardio workouts, or nutrition. Once you’ve chosen a core topic, outline all aspects of it. For instance, a pillar page on strength training might include subtopics like workout routines, benefits, common injuries, and nutrition for strength training.
Use tools like Semrush’s Topic Research tool to generate ideas for your pillar page. By entering your chosen topic, you will receive a list of related subtopics, which you can review and organize to form the content of your pillar page.
2. Organize Your Pillar Pages and Subtopics
Next, use tools such as Semrush's Keyword Strategy Builder to organize your topics. Enter your seed keywords to see a visual overview of your pillar page topics and their potential subpages. This tool helps you visualize and select which pages and subtopics to include in your content plan.
3. Create Your Content
While there are no fixed rules for creating a pillar page, most effective ones share common traits:
- Comprehensive Coverage: Cover the topic thoroughly and link to detailed cluster pages for subtopics.
- Clear Structure: Organize the content logically with headings, subheadings, and bullet points.
- Engagement: Include interactive elements like images, videos, or infographics to keep readers engaged.
Dive deeper into the topic to ensure you leave no stone unturned.
4. Upload It to Your Site and Add Internal Links
Publish your pillar page like any other content piece, but ensure it contains links to all your cluster pages. Conversely, make sure cluster pages link back to the pillar page. Use the primary keyword as your anchor text to clarify the page's focus for search engines. If your cluster pages aren't ready, you can publish the pillar page first and update it with links as you create new content.
Types of Pillar Pages (+ Examples)
The Guide Pillar Page
A guide pillar page serves as an exhaustive overview of a topic. It can be an introductory guide or an advanced resource.
Example: Hunter’s Cold Email Guide
Hunter’s guide covers the essentials of cold email outreach, including crafting messages, tools to use, and success metrics. This page ranks highly for numerous keywords due to its comprehensive nature.
The What-Is Pillar Page
This type of pillar page answers broad "What is" queries, providing foundational knowledge on a topic.
Example: Shopify's What Is Dropshipping
Shopify's detailed guide on dropshipping includes definitions, processes, and advantages, making it a go-to resource for understanding this fulfillment model.
The How-To Pillar Page
How-to pillar pages offer step-by-step instructions to solve specific problems or achieve certain goals.
Example: Shopify's How to Start an Online Store
This guide details every aspect of setting up an online store, from choosing a niche to marketing your products. It’s incredibly detailed and ranks highly for related keywords.
Create Stronger Pillar Pages
To build effective pillar pages, follow these best practices:
- Research Thoroughly: Use keyword research and topic generation tools to plan your content.
- Structure Logically: Organize your content with clear sections and use internal linking to guide readers.
- Optimize for SEO: Use primary keywords as anchor texts and ensure your page loads quickly.
- Engage Readers: Use multimedia and interactive elements to keep your audience engaged.
FAQ
What is a pillar page?
A pillar page is a comprehensive content piece that serves as the central hub for a topic cluster, linking to more detailed cluster pages on related subtopics.
How do pillar pages improve SEO?
Pillar pages improve SEO by establishing topical authority, simplifying navigation, preventing keyword cannibalization, improving internal linking, and attracting backlinks.
What types of pillar pages are there?
Common types include guide pillar pages, what-is pillar pages, and how-to pillar pages. Each serves a unique purpose in providing comprehensive information and answering user queries.
How should I organize my pillar page content?
Use keyword tools to generate and organize your topics, ensuring each pillar page links to its related cluster pages for a coherent structure.
Can I add multimedia to my pillar page?
Yes, incorporating multimedia elements like images, videos, and infographics can enhance user engagement and improve the overall effectiveness of your pillar page.
By following these steps and principles, you can create compelling pillar pages that not only enhance your SEO but also provide a valuable resource for your audience.
