Pillar Pages in SEO

What are Pillar Pages?

A pillar page provides a broad overview of a general topic and links to subtopics, professionally called cluster pages, that go into more depth. This structure organizes information logically and helps both crawlers and users understand the content. It also retains site visitors. Pillar pages naturally recommends related articles that may interest readers.

SEO Benefits

From an SEO standpoint, pillar pages establish topical authority since the writer covers related topics extensively. They also prevent keyword cannibalization. Because all the topics are related to one another, the keywords cover a wide range of nuances and cast a larger net.

Types of Pillar Pages

1. The Guide Pillar: Provides a general overview, usually good for amateurs in the field.
2. The What-is Pillar Page: Usually follows the format “What is + [topic]” and targets search inquerires
3. How-to Pillar Page: Teaches readers, typically like a tutorial

How to Create Pillar Pages?

1. Brainstorm topic ideas: Based on keyword research, come up with a large group of topics.
2. Research the topic: conduct research on topics, which may generate more related ideas.
3. Organize Ideas: draw connections between topics.
4. Choose a Topic: If you see a cluster of ideas, find one unifying idea to make your pillar. It may be a general term or concept.
5. Write pillar page: Keep the page information relevant to the subtopics.
6. Link to Subtopics
7. Write subtopics: Go into more depth about each subtopic.

Example

For a design website, the writer may choose to create “10 Creative Jobs you didn’t know existed” as a pillar page about creative jobs. The article may discuss what qualifies as a creative job or the characteristics needed for these types of jobs.

The subtopics could be about “Informational Designers,” “Print Designers,” “Creative Directors,” etc. Each subtopic may cover what they specifically do, salary, hours, or pros and cons.