Pillar posts, the concept was first introduced by HubSpot in 2017, and since then it has emerged as a viable SEO strategy. It is more than three years, but Pillar Pages is still a little-known approach.
Pillar pages are the content pillars containing comprehensive posts on your website that portray you as a thought leader on the given subject. The page will cover every aspect of a particular subject/topic without getting too deep in detail.
That doesn't mean it isn't informative, the page covers and provides every aspect of the subject, i.e. the detailed information about a topic through links to various blogs or content cluster, that puts forwards multiple topics that fall under the same umbrella, in more details.
Pillar pages do not stand on their own; they need support from content clusters or topic clusters, i.e. a series of posts that dive into more specific and detailed aspects of a given topic. Consider Pillar posts as the flagship entity where various other content pages are linked (attached) to it.
Instead of explaining in detail, each link from the pillar page links to a sub-topic page (cluster content) allows a user to get more detailed information.
Pillar pages are:
- Longer than usual blog posts.
- Eliminate redundant content
- Links to cluster pages with more detailed information
- Contains comprehensive information that allows a user to get a good understanding of the topic.
- Are suitable for internal linking
- Pillar pages effectively organize your web content
- Helps you organize your blogs around the most essential topics
- Have a significant impact on SEO
- Pillar pages help facilitate communication between your website and both search engines and users.
- A pillar page is like a table of contents to guide customers in the right direction.
Why Are pillar Pages Effective for SEO?
Simply put, Google loves well-structured & organized websites. And pillar pages do precisely that. Pillar pages effectively organize your content and allow Google to determine the topic matter and rank it quickly. Another very crucial benefit that pillar pages provide is the user-friendly experience to the readers and website audience.
A pillar page gives your readers a direction to browse the rest of the site by linking all the content present on the site. It connects to more detailed and comprehensive information pages to related topics on the website, which is useful to the user as well as for Google.
Pillar pages let you create concentrated information on a single topic that Google will rank quickly. The main objective of a pillar page is to rank for specific keywords. Businesses and digital marketers should identify keywords and learn what information your audience is looking for around those keywords and then write a detailed post around that subject.
Pillar pages give your SEO a boost. Pillar posts are not just your ordinary long content page. Instead, it contains comprehensive content and links to other relevant pages on your website.
A pillar page connects with many content clusters, and this gives you an opportunity for interlinking. Interlinking is helpful to your audience because it gives them a convenient way to "go deeper" into your content by exploring a specific point or concept. Plus, it provides them with a direction and knowledge about related content as well.
Your website visitors are hooked for a longer time, visit other pages, and this allows you to lead them into your marketing funnels.
Your content cluster may contain various pages, and they may interlink with each other (for relevant keywords), but all those should link to the pillar page hey were created around. This linking helps Google to recognise and determine that your pillar page is the place to send people looking for the desired information about a topic. It sends positive signals to Google that your pillar page is the most vital page on your website for a given topic.
If a pillar page ranks for high competition target keywords surrounding your business offering, you're going to have a steady stream of visitors.
Pillar pages naturally lend themselves to lead generation. How? By attracting more and more users through its comprehensive content. And, by strategically placing CTAs all through your pillar page. Use CTAs wisely to direct or lead your visitors and audience. These CTAs will ensure that a visitor knows when and where to click to get more information.
Organise content on your site
Pillar pages allow you to organise website content into various topic clusters. And that facilitates users to navigate your website easily. Google prefers websites that are well-structured and built with a user's experience in mind. Users who want detailed information can navigate to the detailed page, and the ones who are looking for an overview can stay on the pillar page itself.
By exploring all the topics surrounding your subject and organising your webpages in a structured manner, search engines like Google can gain a better understanding of your content.
When your website content is organised under the main umbrella that connects various content pages with an appropriate keyword (including long-tail keywords), it will cover many search terms. Suppose Google finds your website easy to read and navigate with relevant and valuable information. In that case, it will recommend your pillar page in the search results for several keywords, including related searches.
Since you are creating valuable & comprehensive content pages for a variety of topics and sub-topics, your website will become the go-to source for people who are looking for a reliable answer to their question. And if all their queries are answered in one place, nothing like it. Also, if other websites find your pillar pages useful, they will link back to your website, which will eventually improve your credibility and popularity. And, to maintain your authority, you must consistently create such pillar pages which have accurate, relevant and informative content.
Structured websites attract more visitors, and informative content keeps them engaged for a long time. And if they need detailed information about a related topic, they can easily navigate to that page. Thus, it improves the 'average time spend on-site' and also the user experience.
It will also improve your conversion rate as more and more people are likely to spend more time on your website. With CTAs in place, your website visitors will take the desired action. Designing a page with user intent in mind, you will definitely be able to gain their trust.
Now you know why pillar pages are important for your SEO and why it is considered the most significant part of your content strategy and SEO strategy.
If you haven’t yet thought of create pillar pages, rethink on your SEO strategy. Creating pillar pages focused on your keywords as well as related topics and subtopics will improve your SEO ranking.