What is a Pillar Page?
A pillar page is a type of content that serves as a comprehensive and authoritative guide to a specific topic.
It is typically a long-form webpage or blog post that covers a broad range of information related to the topic, with links to more detailed subtopics.
The term "pillar" refers to the idea that the page serves as foundational support for other related content pieces, known as "cluster" content.
These cluster pieces can be more focused on specific subtopics related to the pillar page, and they link back to the pillar page, creating a hierarchical structure that helps both search engines and users understand the relationships between the different pieces of content.
Topic clusters vs pillar pages
Topic clusters and pillar pages are two related but distinct concepts in content strategy and SEO.
Here's a brief explanation of each:
Topic clusters
A topic cluster refers to a collection of interconnected content pieces that individually focus on different aspects of a central topic.
Each piece of content within the topic cluster is usually optimized for specific keywords related to the main topic.
The content pieces within a topic cluster are usually linked together, either through internal links or through a hub page that serves as the central point of the cluster.
Pillar pages
A pillar page is a detailed and comprehensive piece of content that extensively covers a specific topic.
It acts as the central hub within a topic cluster, with multiple content pieces (often blog posts) linking back to it.
The pillar page focuses on providing a broad overview of the topic and is optimized for a general, high-level keyword that relates to the overall subject.
On the other hand, the linked blog posts within the topic cluster are optimized for more specific, long-tail keywords that address subtopics or aspects within the broader topic.
Both topic clusters and pillar pages play significant roles in SEO by enhancing topical authority, driving traffic, and improving the user experience.
However, they serve distinct purposes and should be combined to create a comprehensive and successful content strategy.
Types of pillar pages
The most common types of pillar pages are:
Resource pillar pages
Resource pillar pages are comprehensive guides to a particular industry, topic, or subject. They provide a curated list of resources, such as blog posts, articles, videos, and tools, that are relevant to the main topic.
These pages are often used to establish authority and thought leadership in a particular niche.
10x content pillar pages
10x content pillar pages are in-depth, comprehensive guides to a specific topic that goes above and beyond what is currently available on the internet.
They cover all aspects of the topic and provide detailed information, examples, and case studies.
These pages are often used to attract traffic and backlinks, as they provide valuable information that other websites may want to link to.
Product or service pillar pages
Product or service pillar pages provide comprehensive information about a specific product or service.
They include detailed information about the features and benefits of the product or service, as well as information about pricing, reviews, and comparisons to similar products or services.
These pages are often used to improve the ranking of the product or service in search results and provide valuable information to potential customers.
Glossary
A glossary is a pillar page that provides definitions for terms and concepts related to a particular industry or topic.
It can be used to help educate your audience and establish your website as a trusted source of information.
Comparison page
A comparison page is a pillar page that provides an in-depth comparison of different products, services, or solutions.
It should include detailed information about the features, benefits, and drawbacks of each option, as well as recommendations based on the specific needs of your audience.
“What-is” pillar page
A "What is" pillar page is a type of pillar page that is designed to provide a comprehensive overview of a specific topic or concept.
It typically covers the definition, history, and key features of the topic, as well as related subtopics and examples.
This type of pillar page is ideal for introducing readers to a new concept or helping them understand a complex topic in a clear and concise manner.
“How-to” pillar page
A "How to" pillar page is a type of pillar page that provides step-by-step instructions on how to complete a specific task or achieve a specific goal.
It typically includes detailed instructions, images or videos, and helpful tips or troubleshooting advice.
This type of pillar page is ideal for guiding readers through a complex process or providing them with practical advice on a specific topic.
Examples
Here are a few examples of pillar pages:
HubSpot's Marketing Hub
HubSpot's Marketing Hub is a comprehensive resource pillar page that provides a wealth of information on various marketing topics, including email marketing, content marketing, and social media marketing.
The page includes articles, webinars, and other resources, making it a valuable resource for marketers.
Moz's Beginner's Guide to SEO
Moz's Beginner's Guide to SEO is a 10x content pillar page that provides an in-depth guide to search engine optimization.
It covers all aspects of SEO, including keyword research, on-page optimization, and link building.
The guide is widely regarded as one of the best resources for anyone looking to learn about SEO.
Amazon's Echo Product Page
Amazon's Echo product page is a product pillar page that provides comprehensive information about the Echo, Amazon's smart speaker.
The page includes detailed information about the features and benefits of the Echo, as well as pricing information and customer reviews.
The page is designed to provide potential customers with all the information they need to make an informed purchasing decision.
Salesforce's CRM Resource Center
Salesforce's CRM Resource Center is a resource pillar page that provides a wealth of information on customer relationship management (CRM).
The page includes articles, webinars, and other resources that cover all aspects of CRM, from lead generation to customer retention. The page is designed to establish Salesforce as a thought leader in the CRM space.
Topic vs keywords within the pillar page context
Topics and keywords are both important elements of a pillar page, but they serve different purposes.
A topic is the main subject or theme that your pillar page covers. It's a broad idea that encompasses a range of related subtopics.
For example, if you're creating a pillar page about "digital marketing," the topic might cover subtopics like SEO, social media marketing, email marketing, and so on.
Keywords, on the other hand, are specific words or phrases that people use to search for information related to your topic.
They are the terms that you want your pillar page to rank for in search results. For example, if someone is searching for "SEO tips," you want your pillar page on digital marketing to show up in the search results for that keyword.
When creating a pillar page, it's important to identify both the topic and the keywords that you want to target.
The topic will help you organize your content and ensure that your page covers all of the important subtopics related to your main idea.
The keywords will help you optimize your page for search engines and ensure that people can find your page when they search for information related to your topic.
How do pillar pages affect seo?
Pillar pages can affect SEO in many ways.
User experience
Pillar pages can improve the user experience by providing a comprehensive and organized guide to a specific topic.
By including all relevant information on one page, users can find the information they need without having to search through multiple pages or pieces of content.
Additionally, the hierarchical structure of a pillar page can help users understand the relationships between different subtopics and how they fit into the larger topic.
Site structure
Pillar pages can help improve the overall site structure by providing a clear and organized guide to a specific topic.
By using a hierarchical structure, with the pillar page at the top and cluster content linking back to it, you can signal to search engines the relationships between different pieces of content.
This can help improve your website's crawlability and make it easier for search engines to understand the structure of your website.
Topical authority
By creating a pillar page on a specific topic, you can establish your website as a trusted source of information for that topic.
This can improve your website's topical authority, which is the measure of how well your website is regarded as an expert on a particular topic.
As your website's topical authority improves, you're more likely to rank higher in search results for related queries.
Ranking for competitive keywords
Pillar pages can help you rank for competitive keywords by providing an authoritative guide to a specific topic.
By covering all relevant subtopics and providing valuable information, your pillar page is more likely to attract traffic and backlinks, which can improve your website's overall authority and ranking in search results.
Reputation
Creating a high-quality pillar page can improve your website's reputation by providing valuable and trustworthy information on a particular topic.
This can help establish your website as a reliable source of information and improve user trust.
Natural link building
Pillar pages are more likely to attract backlinks from other websites because they provide comprehensive information on a particular topic.
As other websites link back to your pillar page, your website's authority and ranking in search results can improve.
Identify content gaps
By creating a pillar page on a specific topic, you can identify content gaps on your website and guide your content strategy for future pieces of content.
By covering all relevant subtopics on your pillar page, you can see where you may need to create additional content to fill in any gaps.
Improve metrics
Pillar pages have the potential to enhance several metrics, including time on site, bounce rate, and engagement.
By offering a comprehensive and captivating resource for users, pillar pages can improve the overall user experience and drive higher engagement.
These positive engagement metrics can indicate to search engines that your website provides a high-quality user experience - potentially leading to improved search rankings and visibility.
How to create a pillar page?
Plan out the page
Define your topic
The first step is to define the main topic of your pillar page. This should be a broad idea that encompasses a range of related subtopics.
For example, if you're creating a pillar page about "digital marketing," the topic might cover subtopics like SEO, social media marketing, email marketing, and so on.
Brainstorm subtopics
Once you have defined your main topic, brainstorm a list of subtopics that you want to cover on your pillar page.
These subtopics should be relevant to your main topic and provide valuable information to your audience.
You can use a mind map or a content planning tool to help you organize your ideas and ensure that you cover all of the important subtopics.
Choose content types
After identifying your subtopics, decide on the type of content that you will use to present the information.
This can include text, images, videos, infographics, and other media types. You should choose content types that are relevant to your subtopics and engage your audience.
Organize your content
Once you have determined your subtopics and content types, organize your content into a logical structure.
If you have chosen text-based content for your pillar pages, like articles or blog posts, use headings, subheadings, and bullet points to break up the text and make it easier to read.
Ensure that your content flows smoothly and provides a clear understanding of the topic.
Create the outline
Creating an outline is an essential step in organizing your pillar page. It will help you to structure your content logically, and ensure that you cover all the necessary subtopics.
Your outline should include the following sections:
Introduction
This section should provide a brief overview of your topic and explain why it's important to your audience.
It should also introduce your subtopics and let your readers know what to expect from your pillar page.
Subtopic 1
This section should cover your first subtopic in detail. It should include any relevant statistics, data, or case studies that support your argument. Make sure to use clear and concise language that is easy to understand.
Subtopic 2
This section should cover your second subtopic in detail, following the same structure as Subtopic 1. You can also use images or infographics to help illustrate your points and make your content more engaging.
Subtopic 3
This section should cover your third subtopic in detail, following the same structure as Subtopics 1 and 2.
Conclusion
In this section, you should summarize the main points of your pillar page and reiterate why your topic is important.
You can also include a call-to-action that encourages your readers to take a specific action, such as signing up for your newsletter or contacting you for more information.
Design elements
To make your pillar page visually appealing and easy to navigate, you should consider using the following design elements:
Use a consistent layout
Use a consistent layout throughout your pillar page to make it easy to navigate. Make sure that your headings, subheadings, and other design elements are consistent across the page.
Choose a colour scheme
Use a colour scheme that matches your branding and is visually appealing. You can use colour to highlight important information and make your page more engaging.
Use high-quality images and videos
Use high-quality images and videos that are relevant to your content. Make sure that your images and videos are optimized for web use and do not slow down your page load time.
Use white space
Use white space to make your page easier to read and more visually appealing. White space can help break up the text and make it easier for your audience to scan your page.
Use a responsive design
Make sure that your pillar page is designed to be responsive, meaning it adapts to different screen sizes and devices. This will ensure that your page looks good on all devices and is easy to navigate.
Write it
Now that you have worked on everything, it's time to start writing your pillar page. Your content should be clear, and concise, and provide detailed information on each subtopic.
Here are a few tips to help you write your pillar page:
Use clear and concise language
Write in a way that is easy to understand and avoids using jargon or technical terms that your audience may not be familiar with.
Provide detailed information
Each subtopic should be covered in detail, using relevant data, statistics, and case studies to support your arguments. Make sure to explain any complex concepts or ideas in a way that is easy to understand.
Use subheadings and bullet points
Breaking up your content into smaller, easy-to-read sections will make it more engaging and accessible to your audience.
Use subheadings and bullet points to help organize your content and make it easier to follow.
Use relevant visuals
Adding images, infographics, and videos can help make your content more engaging and memorable. Use visuals that are relevant to your content and help illustrate your points.
Review and edit your content
Once you've finished writing, take the time to review and edit your content. Make sure it flows smoothly and addresses all the necessary points.
You can also have someone else review your content to provide feedback and catch any errors you may have missed.
Optimize your pillar page
To optimize your pillar page for search engines, consider the following tips:
Use relevant keywords
Include relevant keywords in the title, headers, and body of your pillar page. This will help search engines understand the main topic of your page and improve your page's visibility in search results.
Use internal linking
Use internal linking to connect your pillar page to related content on your website. This will help search engines understand the structure of your website and improve the overall visibility of your content.
Use meta descriptions
Write a clear and concise meta description that accurately describes the content of your page. This will help search engines and users understand what your page is about and encourage them to click through to your website.
Use alt text for images
Use descriptive alt text for images on your page to help search engines understand the content of your images.
This will also help visually impaired users who rely on screen readers to understand the content of your page.
Conclusion
A pillar page is a highly valuable piece of content that can help establish your authority and expertise in your field.
By covering a broad topic in-depth and providing comprehensive information on related subtopics, a well-crafted pillar page can become the foundation for a cluster of related content and improve your website's SEO.