A pillar page 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.
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.
Pillar pages are good for SEO for three main reasons.
There are two main types of 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.
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.
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.
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.
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.
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.
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.
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.
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