SEO

What Is Pillar Page SEO? Create an SEO Pillar Content Strategy

Topic clusters are one of the most effective ways to grow website traffic and enhance user engagement. However, topic clusters are effective partly due to pillar pages. 

When done right, pillar pages can help drive efficiency, increase traffic and create more conversions for an improved user experience. The first steps are pillar page search engine optimization (SEO) and a SEO pillar content strategy. 

Whether it is your first time creating pillar pages or you want to enhance your current pillar page, we can help. Keep reading for a breakdown of pillar page SEO and how to start crafting your own strategy. 

What is a pillar page?

A pillar page is a piece of content that offers a brief explanation for the main topic page on a company website. The defining feature of a pillar page is a set of internal links, which directs website visitors to other pages that offer more information about subtopics.

Think about a pillar page as a tree — branches grow from the center of the trunk, and each branch has multiple leaves. The trunk is a pillar page on a website, the branches are internal links and the tree leaves represent additional articles on your website.

A pillar page is longer than a typical blog post because it covers all the information you need to achieve a higher ranking. However, pillar pages are not as in-depth because they feature links to more specific content pages. The goal of a pillar page is to answer questions about a topic while leaving room for related SEO content.

What are topic clusters?

Usually, a website’s topic clusters reflect the categories in a website’s main navigation menu. For example, a website may use a pillar page as the focus of its topic cluster. When users click on the main menu category, your website will redirect them to a general page that links to more detailed web pages. 

Benefits of pillar pages for SEO

A pillar page is an accessible starting point, which allows users to find the right pillar page instead of searching your site for resources.

Pillar pages make it easier to plan and create relevant content. For example, if you create a pillar page about email marketing strategies, your audience will naturally click on and read cluster posts such as:

• Template ideas
• How to create a drip campaign
• Automation for email marketing
• Tools for email marketing

Utilizing topic clusters and pillar pages can help create a robust internal link profile and improve your website’s overall rank.

4 types of pillar pages

While there is no one type of pillar page, there are specific patterns you can employ to ensure your website content has the greatest chance of success. Some examples of pillar pages include the following.

1. Brand-focused resource page

Brand-focused pillar pages provide links to resources within a brand’s website. This pillar page is simple and directs users to internal pages on your site, such as blog posts and downloadable PDFs.

Resource pages are easier to craft than other pillar pages since they do not stand alone on a website. Generally, when making a brand resource page, it is best to feature an introduction and a few paragraphs to describe which posts you will link to your pillar page.

2. How-to pages

Unlike a resource page, how-to pillar pages offer users value, such as basic information, definitions, tips and instructions. How-to pages also link to cluster posts that offer more information. Since how-to pages are longer, they can provide multiple SEO benefits, such as more linking opportunities. 

3. 10X content

10X content is longer and contains more details than most blog posts. The goal of 10X content is to learn every question a reader may have about a specific topic and then provide all the answers in a separate post or another pillar page. Unlike how-to pages, 10X content provides information on multiple topics with different objectives.

4. Product or service pillar page

The goal of a product or service pillar page is to convert leads with solid purchase intents. The product or service page is a guide for potential buyers and can feature different types of products, their prices, and a few tips. 

For example, if your product pillar page is about women’s summer fashion, you may link out to topic pages such as:

• Classic summer outfits
• Summer sandals
• Summer wedding outfits
• Summer outfit ideas

How to create content for your pillar page

To create your pillar page, complete the following steps:

1. Determine the topic of your pillar page and clusters. Start by considering your target audience and use this information to guide your content creation.
2. Build a list of keywords. Thorough keyword research can help you uncover search queries for your specific topic. You should also consider each customer’s persona, pain points, and potential questions.
3. Decide which pillar page is most beneficial. Your pillar page should optimize your content and target keywords.
4. Create your pillar page. Keep your subtopics short enough to elaborate on in your cluster pages, but make sure you provide enough information that your reader thinks your page is valuable.
5. Optimize the pillar page. You can optimize your page for SEO by using headers for subtopics and incorporating primary and long tail keywords throughout the page.

Create successful pillar pages with WebFX

Investing in pillar content drives valuable leads for your business. If you’re ready to experience the many benefits pillar content has to offer, WebFX is here to help. As an award-winning digital marketing agency, WebFX can give you an edge over the competition so your company and your content will shine. 

Contact WebFX online for more information about pillar page building! 

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