What Is Pillar Pages

In this article, I’m going to explain exactly what a pillar page is... and why pillar pages are important to your company and your marketing.

What is a Pillar Page?

The word pillar probably brings up an image of giant marble column. And a pillar page is kind of like that. It’s the pillar that holds up your SEO today. A pillar page is the structure, the main page, on which a topic cluster is built. A pillar page covers all aspects of the specific topic on a single page, with room for more in-depth reporting in more detailed cluster blog posts that hyperlink back to that pillar page. It’s like a beacon of light for information on the things that you’re the expert on. A bright, shining light. Like a giant skyscraper.

Why are Pillar Pages important for your company?

Here’s the thing. You know how quickly the digital rules change. Consumers push the boundaries all the time, so we’re trying to stay caught up. One example of this is how businesses get found in search results. 

Blogs still help fuel this, but it’s changed a bit. The way most blogs are built, creators have worked to create individual blog posts that rank for specific keywords. The result is disorganized content. It’s hard for the user to find the exact information they need. It also results in your own URLs competing against one another in search engine rankings when you produce multiple blog posts about similar topics.

Now, in order to rank in search and best answer the new types of queries searchers are submitting, the solution is to use the topic cluster model: You choose the broad topics you want to rank for, then create content based on specific keywords related to that topic that all link to each other, to create broader search engine authority. You end up with specific topics surrounded by blog posts related to the topic, connected to other URLs in the cluster via hyperlinks. And that’s where pillar pages come into play. 

You create a pillar page for your subject, then create secondary pages and blog articles that link back to the deep content of this pillar page. 

How can you use Pillar Pages for your marketing?

So if you’re convinced on why pillar pages, or skyscraper pages, are important, it’s time to see how to use them. Let’s go over a few ideas, shall we? Are you ready?? 

First: Build a pilar page for the main service or product you want people to find you for. In other words, your specific niche. Maybe you have a few services you offer. Start with your signature move. Then build a pillar page that answers “what is [your service here].” From there, plan 10 blog articles that offer you the opportunity to mention this specific offering in the content, so you can link to it. When planning these articles, think about the things people will search for that connect to the service. 

For example, maybe you’re a pizza joint that makes the best Chicago-style deep dish pizza in Kansas. The pillar page might simply be Chicago style pizza. From there, you could create articles that compare deep dish to thin crust to hand tossed pizza. Maybe you have an article on how to make Chicago style pizza. Then you might create content - including video - on the best Chicago style pizza places in Chicago. Finally, how about an article on where each pizza style originated from. 

Man… now I want pizza… 

Okay… A second way you can use pillar pages: Turn an ebook into a pillar page. You see, pillar pages are longer, more in-depth and full of more information than typical blog articles. If a “normal” article is around 800 to a thousand words, a pillar page may be a couple thousand pages. That sounds like an ebook or whitepaper, doesn’t it? So, turn your ebooks into pillar pages that you can link to from other pages on your site. Include multiple videos to get people to stay on-page longer. Include more images. Build a page worthy of bookmarking so people come back, share, and even link to it themselves.

Third tip for pillar pages: Link out to other resources not in your organization. You already know that links help SEO. But have you thought about what linking out to great content does for your user experience? Create a great hub of information on a pillar page that people return to, and you’ll give Google signals that your content is useful and worthy of higher rankings. 

Now that you know what a pillar page is and why pillar pages are important, make sure you are implementing it for your company’s success.