In order to rank for a search term, you need to create and optimize your pages. This blog post will break down different types of pillar pages, how they help with ranking, and why you should use them.
A “pillar page” is a web page that has a large amount of content. The content on the pillar page is organized in sections, or “pillars”. These pillars are designed to help with ranking. Read more in detail here: pillar page examples.
In effect, a pillar page serves as a center or foundation for the cluster pages. It gives a broad overview of a subject but allows opportunity for more in-depth coverage in the cluster pages, which usually concentrate on a specific facet of the subject, such as a keyword.
For example, a pillar content page on SEO may mention technical SEO briefly before linking to a cluster page that dives much further into the subject.
Because they cover all aspects of a subject, pillar pages are considerably lengthier than regular blog articles (usually 2,000 words or more). Pillar and cluster pages are linked to each other, however if the pillar page design is done well, it may become an authoritative source that receives a lot of external connections.
Increased viewer engagement: Well-organized material is particularly user-friendly for viewers, resulting in increased engagement.
Longer session durations: Because the pillar-cluster pages are interconnected, this layout keeps users on the site for longer periods of time, increasing engagement and page views.
Improve Google signals: Because pillar and cluster page groups are so well structured, it’s simple for Google to figure out what they’re about and rank them. Google penalizes badly ordered websites, thus information arranged around subject pillars and clusters is rewarded with better ranks.
One of the most successful strategies to develop content that appeals to search engine algorithms and targets audiences with authoritative information is to establish comprehensive pillar pages.
Following that, we’ll go through some of the most common sorts of content pillar pages. Keep in mind that the lines between these categories aren’t always clear, thus certain pillar pages may have aspects from all of them.
A “guide” pillar page, as the name implies, aspires to be the final authority on a topic. It might be a beginner’s handbook or something more advanced targeted at a certain industrial niche. A guide, sometimes known as a “ultimate guide,” establishes your expertise in an area or subject matter, strengthens your brand, and aids in the development of trust with a certain audience.
The guide pillar page provides a thorough summary of a topic, making it an authoritative resource for people with an interest in the subject. It also contains connections to related cluster sites that provide further information on various elements of the issue, frequently in relation to a single term.
A well-timed and well-designed guide pillar page may attract a lot of attention, increase website traffic, gain backlinks, and nurture an audience into subscribers or paying customers.
Examples of excellent “guide” pillar pages include:
The subject of remote work is a good example of an evergreen pillar page topic. With “The Ultimate Handbook to Remote Meetings,” Slack sought to produce a helpful guide for its users.
There’s a lot on this page that makes it a wonderful pillar, especially when it comes to knowing the reader’s expectations and navigation. A remark indicating how long it will take the reader to read the information is placed at the top of the page, along with a few bullets emphasizing recommended practices for remote meetings.
The article also has a lot of interactive components to keep the reader interested. The floating navigation bar, for example, helps the reader to navigate from one part to the next swiftly. A video of a remote conference in action may be seen on the website.
The pillar page’s internal linking approach drives viewers to subject clusters that feature further remote work suggestions and particular Slack perks.
Typeform is an online software as a service (SaaS) firm established in Barcelona that specializes in online form development and online surveys. It also features a series of well-designed, aesthetically appealing pillar pages, such as this one, dedicated to brand awareness.
A side navigation bar makes it simple to browse the lengthy scrolling page of information on brand awareness essentials — monitoring your brand awareness, kicking off your brand awareness, and assessing your brand awareness — and gives some parting words of advise.
The page has several connections to relevant sites, including external and internal links at the bottom.
This pillar page’s internal linking strategy ties to additional resources on Typeform’s blog and sites about their service offerings, notably templates that prospective clients may utilize.
“What is…” is a common question asked by individuals. They are interested in learning more about something fascinating, controversial, or topical that they have heard about.
- “What is programmatic advertising?” you may wonder.
- “What is herd immunity?” says the narrator.
- “What is Kubernetes?” you may wonder.
A pillar page may serve as a final investigation of a topic — a very valuable stand-alone resource that connects to relevant cluster pages and explores parts of the subject in deeper depth — to tap into this urge to learn more. It is authoritative in many aspects, similar to a guidance page.
You’ve established a terrific technique to attract organic traffic to your site if you construct a page that fits a general interest (“I’ve heard something about this a couple of times and want to learn more,” or “I’ve always wanted to know more about this”) and make a case for its value. With the correct conversion strategy, the traffic becomes a top-of-the-funnel flow that can ultimately be converted into valuable customers.
Here are a handful of examples of effective “what is” pillar pages:
You may want to follow in the footsteps of your oenophile buddies and acquire a taste for exquisite wines. But since you don’t know much, you Google “What is winemaking?” or “What is wine?” and get this pillar page on the top of the search results.
Wine Folly, a “content portal committed to wine education and enjoyment,” has styled the page. (“The objective is for more people to see wine as a method to explore the world and themselves, not simply as an adult beverage.”)
The website takes a “deep dive” into everything wine, including what it is, the origins of the word “vintage,” single-varietal wines, blends, and much more. The well-organized page meets the stringent standards of the Google algorithm and arranges content that visitors may easily access and consume. There are also connections to cluster sites on sulfites in wine, how to conduct a wine tasting, a wine sweetness chart, and other topics.
Wine Folly takes a unique approach to their internal linking strategy for this pillar page by including a stand-alone box at the top with connections to additional queries that users could be looking for, making them excellent subject clusters for this pillar.
This substantial pillar page, with over 2,500 words, is supplied by a tech employment portal. The goal of Built In is to address the question, “What is artificial intelligence?” “How does AI work?” and “How does AI work?” Someone who is slightly aware of how AI is affecting everything from financial investment to internet searching and has opted to educate themselves from the ground up would find it interesting.
The article includes parts on limited artificial intelligence, AI history, machine learning, and deep learning, as well as answers to the questions above. Related articles on AI firms forging a smarter future, how AI can change health care, why machine learning projects fail, cutting-edge AI applications, and other topics of interest are easily accessible.
For this pillar, Built In’s internal linking approach incorporates straightforward callouts that invite the reader to learn more. These links lead to additional articles on their site, which serve as excellent supporting subject clusters to keep the reader interested.
A “how-to” content pillar page, in contrast to a “what is” pillar page, explains how something is done. You may assist your target market in resolving issues or finding methods to enhance the procedures that are required in their job activities.
If you have a solution or tool to solve an issue, if you have effectively addressed your consumers’ pain points and provided a lot of excellent, helpful information, it may be worked in quietly and welcomed. In these kind of pillar pages, well-illustrated, step-by-step tutorials are often employed.
The following are several “how-to” pillar sites that demonstrate how to achieve it:
This pillar page built by IsItWP, a WordPress technology lookup tool, is a wonderful place to start if you have any queries about launching your own WordPress site. The enormous pillar page walks you through the procedure step by step, with an easy navigation menu separated into 12 segments. And don’t worry if you don’t have any obvious technical skills: “creating a blog is far simpler than you think.”
Essential plug-ins and tutorials, advertising your site, handling WordPress SEO, and even monetizing your blog are all covered in the technical how-to guide. You may go further into the cluster to find sections on how to construct a website from the ground up and how to set up an e-commerce shop, as well as a number of valuable external resources.
Internal linking is handled in a variety of ways on this pillar page. A simple approach to achieve this is to add a FAQ section at the bottom of a how-to guide, like IsItWP did. Many of the responses in this part point to other related subject clusters in their site.
Because instructional videos give a lot of how-to information, it’s only natural that there’s a how-to guide for generating how-to videos (which, of course, could also be found in the “guide” pillar page section above).
This how-to content pillar page, created by TechSmith, a Michigan-based developer of screen capture software and solutions, provides information on the various types of instructional videos (from micro-videos to screencast videos), common mistakes people make when creating videos, how to make instructional videos with screen recordings, how to create training videos with a camera, and the true cost of making training videos.
You may also download a PDF version if you don’t have time to read the complete tutorial online. Links to relevant cluster sites, such as video lighting, creating YouTube videos, and green screens, are abundant.
TechSmith employs an effective internal linking technique here by referring to research that support the appeal of video content. Because they feature actual research, these supporting cluster topics are much more authoritative.
One of the most effective methods to engage with your target audience, establish your company’s authority and brand, and generate the sort of trust that allows you to drive individuals down the sales funnel and turn them into customers is via content marketing.
Using the pillar-cluster strategy to structure your content is one of the most effective strategies to generate results. Defining the content’s aims and what you’re aiming to achieve, agreeing on the expected returns, and selecting what you want to rank for are some of the best practices for pillar content generation.
Check out the Topic Research Tool if you’re not sure what should be on pillar pages or which cluster pages to add. Simply type in a term, and the program will suggest relevant subtopics.
Next, choose one of the “trending” cards to view recent headlines (ideal for competitive research) as well as relevant questions that people are asking in real time. Both of these types of data can aid you in creating a comprehensive, current, and helpful pillar page. You’ll also have some ideas for cluster pages.
A pillar page is a type of website that has been designed to rank well on search engines. They have unique content, that is specific to their niche, and they are typically not updated as often. This makes them more likely to rank for highly competitive keywords. Reference: what is a pillar page certification.
Frequently Asked Questions
How pillar pages will help your search engine rankings?
A: Pillar pages will make it easier for your website to be found by people looking up specific information. These are typically pages that have been indexed with the most important keywords, based on what you want searchers to find when they search for certain terms.
What is the purpose of a pillar page?
A: A pillar page is an interactive web interface that will have one or more questions on it. The purpose of the pillar is to allow users to learn about a subject, and then take their understanding further by answering some of those very same questions and potentially more in future pillars.
What makes a good pillar page?
A: Good pillars are well-formed and easy to read. They should have a good understanding of the content that they will be writing about, as well as an in-depth knowledge on how it works or what it is used for.
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