Pillar pages: Why are they significant to your SEO strategy

A pillar page is high-level content broadly overviews a core topic and links to in-depth articles about specific subtopics. In other words, it's a one-stop shop for everything you need to know about a particular topic.

In this article, we'll discuss why pillar pages are essential for SEO strategy and how you can create them for your website.

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Pillar pages

What is a Pillar Page?

A pillar page is a long-form, comprehensive piece of content that covers a particular topic in detail. A pillar page is the cornerstone of a website's content strategy, providing a foundation upon which other, smaller pieces of content (known as "clusters") can be built.

Pillar pages are essential to your SEO strategy because they provide a foundation for your website's keyword rankings. Optimizing your pillar pages for your target keywords enables you to ensure that your website appears prominently in search engine results pages (SERPs) for those keywords. This, in turn, can help you attract more visitors to your website and generate more leads and sales. It allows you to target a broad range of keywords, which helps you rank higher in search engine results pages (SERPs).

Not only that, but pillar pages also act as a central hub for your website's content. This means that your visitors can find information on all of your core topics quickly and easily. So, if you want to strengthen your SEO strategy, consider creating some pillar pages!

Why are pillar pages important for SEO strategy?

Why are pillar pages essential for your SEO strategy?

Pillar pages are high-level content that broadly overviews a core topic. They are a hub for all your other in-depth content about that topic. And by linking out to these in-depth articles from your pillar page, you're giving Google and your readers the information they need to understand the case in its entirety.

This is important for two reasons. First, it helps you rank for long-tail keywords that you wouldn't be able to rank for otherwise. And second, it provides a better user experience for your readers, who can easily find the information they're looking for without having to search through multiple pages on your website.

What are the benefits of having a pillar page?

Having a pillar page as part of your SEO strategy is essential because it can help you to organize your content better. And when your content is better organized, it's easier for your customers and the search engines to find what they're looking for.

Here are some benefits of the pillar pages:

1. Pillar pages help you establish authority on a topic.

2. They improve your site's architecture, making it easier for search engines to index and rank your content.

3. They drive organic traffic to your other content.

4. They help you rank for long-tail keywords.

5. They establish you as a thought leader in your industry.

All in all, pillar pages are a valuable addition to any SEO strategy.

How to create a pillar page?

How to create pillar pages?

What steps are involved in creating a pillar page? First, you must create a topic cluster. So, if you haven't already, read our post on topic clusters. Finally, you must have your keyword list in place and categorize them into separate categories. Then, complete all of the cluster pages. The entire procedure is outlined below:

1. Determine which topics you want to rank for.

The first step in creating a content cluster and pillar page is deciding on a topic for which you want to rank. The goal is to consider broad topical themes rather than specific keywords. Your piece should ideally be general enough to necessitate multiple blog posts but not so vast that it is impossible to cover all topics in a single pillar page.

"Business" is far too broad for a pillar page. It's likely too wide for a website. When choosing a broad keyword for a pillar page, ensure that it has a high search volume. However, you may also want to examine trend data. Is the keyword gaining traction among your target audience? Or is it already past its prime?

2. Conduct extensive keyword research

Conduct extensive keyword research to discover your topic cluster's entire universe of search queries. You must know everything. Consider your personas' pain points and the questions they ask at each stage of the customer journey.

Use traditional keyword research tools such as Google Search Console or Answer The Public. This tool displays the keywords and search queries people enter when searching for a specific topic. 

Another method for generating valuable queries is to use Google autocomplete suggestions and related searches in the “People Also Asked” section. This provides you with even more information about how people search.

3. Sort keywords into blog categories.

This is possibly the most challenging aspect of creating a topic cluster. And it's by far the most crucial step to nail. If you fail to group your keywords properly, your cluster pages will be too broad, too narrow, or too similar, and they will not rank well.

-Think about the overall theme or focus of the blog, and use that as a starting point for categorizing keywords. 

-Consider what keywords are most relevant to each category, and try to group them together accordingly. 

-Don't be afraid to get creative with the categories - sometimes, the best way to sort keywords is to come up with unconventional or unique groupings that will make the blog stand out.

4. Compose your cluster pages

Your cluster pages are blogs or any other type of content that expands on the sub-topics on your pillar page.

For example, if you have a pillar page on "B2B Video Marketing", then you could create cluster pages on secondary topics like:

• Maximizing the Potential of Video Marketing: Engaging and Converting Your Audience
• How to Use Video for Successful Digital Marketing Campaigns
• Visual Search: What is and How to Use It?

As we see, a pillar page relies on pretty general content, a central keyword. Meanwhile, your cluster pages should focus on long tail keywords or more specific questions to give your audience more details on that pillar theme.

But what should you do first, a pillar page or your cluster ones?

Before creating a pillar page, you should complete most of your cluster pages. It's much easier to summarize content when it already exists. If you write your pillar page first, you'll feel compelled to include too much information, rendering the cluster pages obsolete.

There are a few key things to consider when composing your cluster pages: 

1. Make sure your pages are well-organized and easy to navigate. 

2. Use clear and concise language. 

3. Use images and multimedia to break up text and add visual interest. 

4. Use external links to provide more information about your topic. 

5. Keep your pages updated with fresh content.

Extra TIP:

Many users ask how long a pillar page should be.

Since we are talking about cluster pages, this is a significant part of explaining the "ideal length" of each of these should be. The length has to do more with the page's end goal, but in short:

-Pillar Pages should encompass all the general information around the topic. An ideal length could be 3,000+ words.

- A cluster page manages a sub-topic in depth. Nonetheless, these shouldn't be as lengthy because you can explain secondary topics more precisely and quickly. A good length could be around 1,200 to 2,000 words.

More than word count, the focus should be on explaining topics efficiently and quickly.

5. List all your backlinks.

Before going to work with your pillar page, it is good that you organize in a list all these clusters that you will be placing throughout the blog.

While some websites place all related subtopics in a list at the bottom or top of the pillar page, others prefer to put it along the way.

Your link placement should look casual and smooth to do this process effectively.

It is wrong to try to force our users to read "9 Innovative Solutions That'll Help Move Your Business Forward (in the future)." The topic appears from out of nowhere and doesn't link directly to the article's narrative.

Instead, it is more effective for the hyperlink to appear organically, and if you are a writer struggling to introduce hyperlinks, why don't you check out these mistakes copywriters could be making?

In this case, placing the links at the indicated point can further expand the user experience since they probably want to read more when they see extra information on sub-topics.

In the end, the idea is that all these articles are hyperconnected back to your pillar page, thus fulfilling the objective of topic clusters in the content strategy and telling Google that the information is well-hierarchical and organized.

6. Compose your pillar page

Keep the following two points in mind as you create your pillar pages:

• Keep subtopics brief so that you can expand on them in your cluster pages.
• Give the reader enough information to be helpful.

This can be difficult to master. It would help if you delved deeply into each subtopic so that the reader — and Google — believe you have adequately answered their query. 

As we explained, pillar pages are typically long-form content pieces designed to cover a specific topic comprehensively. To write a pillar page, you will need extensive research on your topic and organize your information in a way that is easy for readers to understand. Once you have gathered all your information, you can start writing your pillar page. Include plenty of examples, illustrations, and data to support your points.

How to optimize your pillar page for SEO?

You can optimize your pillar page for on-page SEO elements like:

• Incorporate your main keyword into the page title and subheadings.
• Make a catchy, clickable title tag and meta description.
• Use structured data when appropriate.
• Each subtopic should have its header.
• Include your primary and secondary keywords throughout the page.
• Within the first 100 words, include your target keyword.
• Make sure that your content corresponds to the search intent.
• Create readable text with plenty of headers and paragraph breaks.
• Image optimization and alt text addition

How to promote your pillar pages?

You can promote your pillar page by defining your content marketing tactics to earn high-quality backlinks. Marketers can effectively promote pillar and cluster pages by doing the following:

Guest posting on authoritative websites and linking to your pages

• Use existing strategic alliances to link to each other's content.
• Make shareable infographics that can be embedded on other websites and linked back to yours.
• Locate unlinked mentions of your brand and request that the site owner link to one of your pages.
• Work with micro-influencers to promote your pages and increase traffic.
• Try working on a PR campaign.

How can Codedesign help a B2B client set up a pillar SEO strategy?

Our SEO team can be an invaluable partner for B2B businesses aiming to harness the power of a pillar SEO strategy. Here's how we can assist:

Understanding the Industry Landscape: Before diving into content creation, it's crucial to understand the specific landscape of the B2B industry. Codedesign, with our deep expertise, conducts thorough market research, competitor analysis, and target audience profiling. For instance, if a business is in B2B SaaS offering supply chain solutions, we would analyze what topics related to the supply chain are garnering attention, potential clients' pain points, and the areas competitors might be overlooking.

Keyword and Topic Identification: One of the core components of an effective pillar strategy is identifying the right topics and keywords. At Codedesign, we employ cutting-edge proprietary tools and methodologies to unearth high-volume, relevant keywords that resonate with the target audience. For example, a B2B company specializing in CRM software might identify "CRM Implementation Best Practices" or "Maximizing ROI with CRM" as potential pillar topics, ensuring these are areas with significant search volume and interest.

Content Creation and Structuring: Once the foundation is laid, it's time to craft high-quality, authoritative content. Our content specialists and SEO experts collaboratively produce content that is not only engaging but also optimized for SEO. They'll create a comprehensive pillar page on "CRM Implementation Best Practices," and from there, branch out to cluster topics like "Choosing the Right CRM for Your Business" or "Training Your Team on New CRM Software," ensuring all content interlinks and provides a seamless user experience.

Promotion and Outreach: Creating content is just one part of the equation. We understand that for a pillar SEO strategy to succeed, the content needs to be seen. We employ a mix of organic and paid promotion tactics, from social media sharing to targeted PPC campaigns. For our B2B CRM software example, Codedesign reaches out to industry blogs or forums, offering guest posts or collaboration opportunities, ensuring that the pillar content reaches the right eye and establishes the business as a thought leader in the domain.

Continuous Analysis: At Codedesign, we believe in continuous optimization. We monitor the performance of the pillar content, analyzing metrics like organic traffic, engagement rates, and conversion. Suppose we notice, for instance, that the "Maximizing ROI with CRM" pillar page is drawing significant traffic but has a high bounce rate. In that case, we will look into it deeper, tweaking content and improving the user interface to ensure visitors stay engaged and take desired actions.

With a partner like Codedesign, B2B businesses can be confident that their pillar SEO strategy is aligned with current best practices and agile enough to adapt to future changes and challenges.

Frequently Asked Questions 

What are pillar pages?

Pillar pages refer to authoritative pages that cover all the aspects of a specific topic. They serve as the hub for a subject and provide links to related sub-topics, often called cluster content or topic clusters. For instance, if a website specializes in marketing, a pillar page could be a guide to "Social Media Marketing," which covers the basics, platforms, strategies and more. From this pillar, links can branch out to sub-topics like "Instagram Advertising" or "Facebook Analytics."

What is the difference between a pillar page and a landing page?

When it comes to distinguishing between a pillar page and a landing page, there is a difference. A pillar page aims to be a resource on a topic, acting as the core hub for various related articles or posts. On the other hand, a landing page is designed for an action or conversion purpose like capturing leads or promoting a particular product. For example, while an in-depth pillar page on "Digital Photography Techniques" may explore methods and provide links to related articles, a landing page might solely focus on promoting one photography course and encourage visitors to sign up.

How many pillar pages should I have?

A website's appropriate number of pillar pages depends on factors such as its scope, industry and content strategy. If a business operates in domains or offers services, it may be beneficial to have multiple pillar pages focusing on a specific area. For example, a health and wellness website could have pillar pages dedicated to "Nutrition," "Exercise," and "Mental Wellbeing." However, it is crucial to ensure that each pillar page is thoroughly developed, authoritative and does not significantly overlap with pillars.

What is the difference between a blog and a pillar page?

A blog typically consists of updated articles or posts covering topics less extensively than a pillar page. Each blog post usually tackles a subject, idea or news item. Conversely, a pillar page is a page solely dedicated to providing an in-depth exploration of a broader topic while also linking to related content or cluster topics. For instance, while a blog post might discuss "5 Tips for Vegan Baking," a pillar page could comprehensively cover the realm of "Vegan Cooking."

Are Pillar pages good for SEO?

Absolutely! Pillar pages are highly advantageous when it comes to SEO optimization. Websites can use pillar pages to organize content to benefit search engines and users. When a website covers a topic extensively and includes links to sub-topics, it signals to search engines that the website is an expert in that subject. As a result, this can lead to search rankings. Additionally, by interconnecting content, users tend to spend time on the website, reducing bounce rates and increasing engagement. Both of these factors can have an impact on SEO.

Why use Pillar Pages?

Pillar Pages have benefits when it comes to organizing and presenting content in a user manner. They not only make it easier for visitors to navigate and find information but also establish your website as a resource on a specific topic. By creating a pillar page, businesses can enhance their brand visibility, drive traffic and attract leads. For instance, if your company specializes in "Content Marketing, " having a crafted pillar page on this subject can position you as an expert. Attract potential clients seeking comprehensive information on content marketing.

Are Content Pillars still valuable in today's landscape?

Absolutely! Content pillars continue to be relevant because they offer an approach to content creation and organization. In an age where we are bombarded with amounts of information, having organized and authoritative content sets your website apart from the competition. Moreover, search engines prioritize depth, relevance and authority when evaluating and ranking content. As search algorithms evolve to understand user intent, having a clear content structure becomes increasingly crucial for success.

How do I choose a pillar page?

Choosing the topic for your pillar page involves identifying core areas of expertise or interests that align with your business or website's goals. Begin by analyzing which subjects resonate most with your target audience using tools such as keyword research, competitor analysis and gathering feedback directly from your audience.

Once you have identified a topic that's both relevant to your brand and interesting to your audience, you can create a comprehensive pillar page. For a travel website, examples of pillar pages could be "A Guide to Backpacking in Europe" or "Budget Travel Tips."

Are more pages better for SEO?

Not necessarily. While having content may offer opportunities for ranking higher in search engines, the quality, relevance and structure of the content truly matter. It is preferable to have high-quality pages that are well-optimized rather than numerous low-quality, thin or duplicate pages. In fact, poor or irrelevant content can negatively impact SEO.

Therefore, the main focus should be on producing high-quality content that caters to users' needs and aligns with SEO strategies.

What is a 10X pillar page?

A "10X pillar page" refers to content that surpasses any resources on the given topic by tenfold. The concept of "10X content" was popularized by Rand Fishkin from Moz. Emphasizes creating content that's exceptionally valuable, comprehensive and user-oriented in order to outshine competitors. Therefore, a 10X pillar page goes beyond delving into a subject; it becomes an authoritative and unparalleled resource that offers unmatched value to readers.

Can a pillar page be a product page?

Usually, pillar pages are focused on providing informative content rather than being sales-oriented. However, if a product page is designed to offer information covering aspects of a broader subject and including links to related content, it can function similarly to a pillar page. For example, a company that sells DSLR cameras might have a product page that delves into the topic of "Understanding DSLR Cameras," discussing their history, components, usage tips and more while showcasing their product range.

Is a pillar page a blog post?

Not exactly. While both are types of content formats, a pillar page is generally longer and more comprehensive. It serves as the hub for a topic and includes links to related articles or posts (often referred to as cluster content).

A pillar page is a piece of content that focuses on a topic while related cluster content provides more specific information and links back, to the pillar page. This approach helps organize content in a user way, making it easier for visitors to navigate and find information. From an SEO perspective, this strategy also helps search engines understand the relationship between pieces of content, potentially improving search rankings. For instance, if a company's pillar strategy centers around "Digital Marketing," the pillar page could be a guide covering aspects of digital marketing and the cluster content could explore individual channels such as SEO, PPC, Email Marketing and more.

What are the different types of pillar pages?

Pillar pages can be categorized based on their content and structure;

1. Resource Pillar Page: A compilation of resources related to a topic. This could include lists of tools, references or external links.

2. Guide Pillar Page: A guide that breaks down a topic into easily understandable sections. It often includes tutorials or step-by-step processes.

3. FAQ Pillar Page: This type focuses on answering asked questions about a topic, providing direct solutions to common queries for readers.

4. List Pillar Page: A list format that covers aspects of a topic; for example, "20 Ways to Improve SEO." There are types, each, with their specific purpose. The choice of which type to use depends on the topic and the audience's needs.

Conclusion

Pillar pages, also known as high-level content, provide a broad overview of a core topic. They link to in-depth articles about specific subtopics, providing readers with a one-stop shop for all their information needs. While pillar pages are not new, they are becoming increasingly important for SEO strategy. Pillar pages are a must-have if you want to improve your SEO strategy. Contact us today to grow your business!

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