What Is a Pillar Page?
A pillar page is basically a core or center that the related pages are structured around. It offers an in-depth look at a subject matter, but allows for a more thorough exploration on specific facets of the subject via cluster pages, which are usually centered on one major facet, in many cases a keyword.
For example, an article about SEO might include general information, while a link to another page could cover the subject in great detail. This page would be a deep dive on technical SEO.
Pillars tend to be extended pieces of writing, regularly surpassing 2,000 words, as they cover all aspects of a subject matter. The pillar page should be put together in such a way that it becomes an authoritative resource, attracting external links from many other sources. Additionally, the individual cluster pages should link back to the pillar page.
Why are Pillar Pages Important?
As an authority on content marketing or SEO, you have probably come across the idea that when writing, it is important to focus on the needs and interests of your readers first, rather than the search engine crawlers. While this is compelling, it’s not completely true. Any type of content with a large following could be identified as being well-crafted from a technical and creative standpoint. Finding a suitable balance between appealing to both web crawlers and human readers should contentment both.
Let’s consider some of the advantages of pillar pages.
The Benefits of Pillar and Cluster Pages Include:
- Organized material that is simple to understand makes it effortless for people to access, leading to increased levels of involvement.
- Having each page in the pillar-cluster connected to one another leads to people spending more time on the website, resulting in higher involvement and more page views.
- Giving Google clearer signals will make it more straightforward for the search engine to find out what subject matter the clustered and pillar pages divide up and classify them accordingly. Google tends to rank pages with a well-organized layout higher than those without. Creating content based on topic clusters and pillars is a good way to get rewarded with a higher position.
Different Types of Pillar Pages
1. The “Guide” Pillar Page
A “guide” pillar page attempts to become the ultimate expert on a particular topic, which is implied by its title. It could be a basic primer for novices or something more complex created for a particular sector. A resource or what one could refer to as an “all-inclusive guide” works to demonstrate your expertise in a certain area or topic, construct your image, and generate confidence with a specific group of people.
The guide pillar page offers a thorough insight into the topic, making it an authoritative source for anyone with an interest in the subject. The page connected to this topic further deepens understanding of certain elements, commonly related to a special word.
Creating a guide pillar page in a timely manner can bring many advantages to your website, such as increased visibility, more visitors, backlinks, and a developed following that can be transformed into followers who pay or join.
Some good “guide” pillar page example include:
Brand Awareness: Nearly Everything You Need to Know
Based in Barcelona, Spain, Typeform creates a Software as a Service (SaaS) that focuses on building online forms and surveys. It boasts a collection of impressively designed and aesthetically pleasing individual pages dedicated to brand recognition, similar to this one.
A menu located to one side simplifies the task of finding one’s way through the lengthy scroll of data on the fundamentals of brand recognition – which includes the tracking, initiation and calculation of said awareness – as well as providing a few words of counsel when departing.
This page features a number of connections to referenced materials such as external sources, as well as links to more internal information at the bottom.
Typeform’s internal linking plan for their guiding page connects to other content on their blog and sections that offer their services – specifically, design templates that prospective purchasers can use.
2. The “What Is” Pillar Page
Often times, individuals attach the phrase, “What is…” when they hear about something of interest, controversy, or newness which they desire to know more information about.
- “What is programmatic advertising?”
- “What is herd immunity?”
- “What is Kubernetes?”
Exploiting the urge to find out more, a key page can be utilized as a comprehensive exploration of a subject – a very helpful solitary asset that connects to related group sites and expands perspectives of the topic in greater detail. It functions as an authoritative source of information, similar to a reference guide.
If you put together something that adheres to an idea that is well-known (like something you have heard spoken of multiple times and want to gain more insight into) and justify its relevance, you have made an excellent opportunity to draw in natural visitors to your website. Traffic at the top of the funnel can become valuable customers if the right strategy is implemented to convert them.
Here are a couple of examples of “what is” pillar pages that do their jobs:
Artificial Intelligence: What Is Artificial Intelligence? How Does AI Work?
This tech job site has created a substantial pillar page with a length of over 2,500 words. Built In is devoted to addressing the questions, “What does artificial intelligence entail?” and “How does AI operate?” This resource would be excellent for a person who has some knowledge of how AI is altering all aspects from financial investments to web searches, and who is eager to learn from the basics.
This article provides insight into four areas of artificial intelligence; specifically, narrow AI, the history of AI, machine learning, and deep learning. It outlines the key points of each topic and even answers any questions pertaining to them. It is easy to find information on related topics such as AI companies making a tomorrow that is smarter, how AI can alter health care, why machine learning initiatives do not work out, the most advanced AI uses and other connected issues.
Built In’s internal linking policy for this section calls for explicit directions to be given so the reader knows how to learn more. These links lead to other posts in the same blog, which can be used as supplemental material to keep viewers captivated.
3. The “How-To” Pillar Page
In contrast to a “what is” pillar page which conveys information about the subject, a “how-to” content pillar page provides instructions on how to do something. You can assist the people you are targeting to successfully address issues or discover methods to enhance the operations necessary in their job roles.
If you have created a resolution or tool to tackle an issue, it can easily be introduced and accepted if you have managed to tackle your customers’ problems and provide plenty of beneficial, relevant data. Instructional material that is demonstrated graphically and broken down into sections is frequently incorporated into these types of webpages.
Some “how-to” pillar pages that show how it is done include:
How to Start a WordPress Blog in 2023 [The Complete Guide]
If you are curious regarding launching a WordPress blog, this informational article, generated by IsItWP, a technology lookup tool concerning WordPress, is the perfect place to start. A navigation menu split into 12 sections is provided, guiding you through each step of the process. This enormous page offers an abundance of information. Don’t let the lack of tech skills stop you from blogging, as it is much simpler to do than you would expect.
The manual offers advice on utilizing required add-ons, publicizing your blog, optimizing for WordPress search engine results, and making money from your site. You can explore more deeply in order to group together webpages on constructing a website from the very start and constructing an online shop, as well as an array of valuable outside resources.
How to Create an Effective Pillar Page?
At this point, you should have grasped the concept that a pillar page will organize your website or blog and make it easier for those who visit it to make sense of the content. A systematic technique is necessary for successful execution of a pillar page idea. Creating content without much thought could help improve your SEO rankings and give visitors a positive experience. It’s essential to have a plan in order to ensure both [goals] can be achieved; this section explains the best approach to do so. Let’s check it out.
Find Relevant Topics and Content Ideas
Identifying your area of specialization or target market is the initial step in constructing a pillar page. If you are knowledgeable about technology or have the relevant experience, it’s much easier for you to determine your field of focus and start formulating pillar content.
But if you haven’t done blogging or content marketing before, it’s best to spend time selecting a topic before beginning to create your presence on the web. Be sure to select a concept or topic that you are particularly passionate about or have great knowledge of.
When you’ve established your principal theme or subject, you can exploit tools like Ubersuggest, Buzzsumo, SEMrush and so on to come up with motivating new subject material, different points of view, and other interesting ideas. Look into websites or blogs related to your area of interest and review the manner in which their pillar pages are constructed. This will give you further notions on how to proceed. Think of ways to make a similar setup more distinctive and remarkable.
You don’t need to confine yourself to only one central page. You could have several groups of content, with each cluster containing related information.
Do Extensive Keyword Research
When you have decided the subject you are aiming to gain a high position in the search results for, begin to compile the key words you plan to rank for. This is a fundamental part of SEO, where you create detailed and keyword-laden blog entries or material.
You could challenge traditional presentation by incorporating more visuals, like videos, graphs, and other graphics, into your material.
You can utilize Google’s, Ubersuggest and other such tools to undertake keyword research. Utilize more specific, lengthy search terms and phrases to get in front of your audience quicker. Check out what people are asking for in the People Ask For section and then explore the autofill suggestions and other options.
Ensure that your information is comprehensive and expansive as it relates to the main idea. So, do not leave any stone unturned.
Build your Pillar Page
When the subjects have been agreed upon and all the essential words collected, nearly three-quarters of the admin has been sorted out. This should provide you with a clear understanding of what the next step should be. The subsequent stage involves constructing a robust main page with an exact arrangement.
Here’s the structure for you to have a better understanding:
- Have a solid introduction about the topic you are going to address or discuss. Like we discussed, it could be a customer pain point, a basic definition of a topic, the promise of a rewarding takeaway at the end or more. A visitor reading your introduction should be able to assess the value out of your pillar content in the first few minutes to gauge if they should sustain in your page.
- Explain why you deserve to narrate your story or share your expertise. Show your credibility to your visitors by explaining your professional experience, domain authority and more and tell them you have all the required skills and experience levels to arrive as an authority on the subject.
- Hyperlink your supporting content and give a visual flow to your audience.
- Arrange your content pieces in a sequential order and not just randomly. A person willing to learn about growing followers should have a gradual introduction to algorithms. You cannot directly put this as chapter one and lose them even before they get started. Understand the demographics, learning curve and topic expertise of your audience as well.
- Do not have CTAs to your products or services at the end of each content piece. The goal here is not to push your brand directly. Understand the subtlety.
- Work with your design team or sit down to create creatives or visuals that complement your topic and simplify its understanding. This adds more value to your visitor’s experience.
Wrapping Up
Creating a pillar page is not rocket science. There are examples everywhere on the internet. In order to be successful, it is essential to set a specific goal and have a clear image of the desired results. By using these two ideas, you can plan your course of action for content marketing.
Creating a pillar page is the most effective way to become more knowledgeable about them. It is wise to bear the aforementioned advice in mind from the outset when beginning to build your base page and increasing your web authority.
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