What Is a Pillar Page?
A pillar page or pillar post is a single web page on a site that gives an in-depth and comprehensive insight into a particular topic, usually linking to sub-topics elsewhere on the website. It is optimised to rank highly in SERPs for this specific term or topic.
Why Is a Pillar Page Important?
Over the years as search engines have evolved, becoming more personalised and integrating more AI. As a result, it has become more difficult to rank for keywords.
To keep up with the ever-changing world of SEO, pillar pages were born in order boost page authority and help with website organisation and navigation.
How Do Pillar Posts Affect SEO?
Pillar pages are good for SEO for three main reasons:
- When writing long form copy, not only is it easier to rank for keywords, but you’re more likely to fulfil user intent too
- It creates the perfect opportunity for interlinking and link building
- It is a great way of optimising UX through providing anchor links and optional downloads
What Are The Different Types of Pillar Pages?
There are two main types of pillar content:
1. 10X Content Pillar Page
Perhaps the more important of the two, this kind of pillar page is the one that delves into detail on a particular subject/topic. It also usually downloadable.
2. Resource Pillar Page
A resource pillar page is a reference page that is bookmark-able. It contains lots of internal and external links, including links to other pillar pages. It also includes both gated and ungated content.
How To Create an Effective Pillar Post?
Creating a great pillar page is not a small or easy task, especially when they are so important for ranking. There are a lot of things to consider. Below are some essential components.
1. Easy to Navigate
Visitors to your site should be able to navigate this page with ease. Include an anchor-linked table of contents at the top of this page that allows the end user to find the specific content they are looking for.
Also be sure to include a ‘back to top’ button to optimise UX, and make it mobile-friendly.
2. Create Engaging and Insightful Long-Form Content
Create long-form content that showcases your expertise, knowledge and insight into a topic or product. Include data, examples and evidence but maintain a high readability score.
Additionally, once you have found a topic related to your brand or product, conduct keyword research to ensure that it is optimised for a specific target keyword.
3. Include Internal Links
Including internal links on your pillar page means end users can access supporting material in sub-topic pillar pages, and elsewhere on your site. It also means your site is easier to crawl and index.
4. External Linking
Include links to legitimate and relevant sources that enhance your page authority. This is key, and backed up by research from HubSpot, which found the more external links on a pillar page, the higher the ranking in SERPs.
5. Supply Visual Aids
Visual aids add another level of interest on top of engaging content. Pillar pages should be visually stunning, but not over complicated. Including interesting infographics and pictures relevant to the pillar page content can really entice the end user.
Don’t forget to optimise these visual aids and include image alt text that includes the target keyword.
How Can We Help?
Think you’re making a mess of any pillar pages your site does have?
Contact us and we can help you optimise them by pairing you with an awesome team that comes highly recommended by us.
Whilst you wait - you could check out our training courses to get you started on some effective SEO techniques to set you up in the long run.