How Pillar Pages Will Help Your Search Engine Rankings

When it comes to SEO, many website owners and marketers are constantly on the lookout for ways to improve their visibility on search engines. One powerful strategy that has proven effective in recent years is the use of pillar pages. But what exactly are pillar pages, and how will pillar pages help your search engine rankings?

In this article, we'll break down the concept of pillar pages, discuss why they’re important for SEO, and explain how they can help your website rank higher on Google and other search engines.

Table of Contents

• Key Takeaways
• What Is a Pillar Page?
• Why Should You Use Pillar Pages?
• How to Create an Effective Pillar Page
  •  Decide on the Topics You Want to Rank For
  •  Use Keyword Research to Organize Your Content
  •  Create Your Pillar Page and Supporting Content
  •  Build Backlinks to Your Pillar Pages
• Examples of Pillar Pages to Inspire Your Strategy
  • 1. Rover
    2. NerdWallet
    3. Amazon

Key Takeaways

• Pillar Pages: These serve as in-depth, organized content hubs around a central topic, linking to related content and enhancing site structure.
• Boost SEO: Pillar pages improve site organization, making it easier for search engines to understand your content hierarchy and for users to navigate.
• Content Clusters: Pillar pages link to related articles (content clusters), signaling topical authority to search engines.
• Effective Strategy: Selecting the right topics, performing keyword research, and building backlinks are crucial steps to creating pillar pages that rank.

What Is a Pillar Page?

A pillar page is a comprehensive, central page on your website that covers a broad topic in depth and links to various supporting pages (content clusters) on related subtopics. Think of it as a hub that organizes related content, making it easy for both users and search engines to find and understand your site’s main areas of expertise.

For example, a fitness website might have a pillar page on "Healthy Living." This page would provide an overview and link to clusters like "Nutrition Tips," "Workout Plans," and "Mental Health."

Why Should You Use Pillar Pages?

Pillar pages help improve SEO by creating a well-structured, cohesive site experience that’s easy for search engines to crawl and understand. This layout also helps users by guiding them through your site in a logical flow, keeping them engaged with related topics. When search engines recognize this structure, they’re more likely to rank your content higher.

Benefits include:

• Increased User Engagement: Users spend more time on your site as they explore related articles.
• Improved Crawlability: Search engines can easily navigate and index content, thanks to clear organization.
• Enhanced Authority: By linking multiple pages on a topic, you build a stronger reputation as an authority in that area.

How to Create an Effective Pillar Page

Building a successful pillar page involves planning, organizing, and creating a content structure that resonates with both users and search engines.

Here’s a step-by-step guide to help you create pillar pages that can boost your search engine rankings.

1: Decide on the Topics You Want to Rank For

Identify broad topics that are relevant to your business and have enough subtopics to warrant a pillar page. For example:

• If you own a travel blog, a pillar page on “Adventure Travel” might link to topics like “Hiking Trails,” “Adventure Gear,” and “Travel Tips for Thrill-Seekers.”
• If your site is about digital marketing, a topic like “Content Marketing” could branch out into areas like “SEO Basics,” “Email Marketing,” and “Social Media Strategy.”

2: Use Keyword Research to Organize Your Content

Once you’ve chosen a topic, perform keyword research to determine what people are searching for within that topic. Your primary keyword should represent the central theme of the pillar page (e.g., “How Pillar Pages Will Help Your Search Engine Rankings”), while secondary keywords can cover the subtopics.

Organize the keywords to ensure that each supporting page (or cluster page) focuses on a specific keyword or subtopic, linking back to the main pillar page.

3: Create Your Pillar Page and Supporting Content

Your pillar page should provide a high-level overview of the main topic, along with brief introductions to each subtopic. Each subtopic should then link to a more detailed cluster page on that specific aspect.

• Use Clear Headings and Subheadings: This not only improves readability but also signals to search engines which parts of your content are most important.
• Provide Value: Ensure your content answers readers' questions thoroughly and offers valuable insights that keep them engaged.
• Internal Linking: Link to your cluster pages directly within the pillar page to create a well-organized, interconnected structure.

4: Build Backlinks to Your Pillar Pages

Once your pillar page is complete, focus on building backlinks. High-quality backlinks help boost a page's authority and improve its ranking potential.

• Reach Out to Related Sites: Look for websites with similar or related content and request backlinks.
• Guest Posting: Write guest posts on reputable sites, linking back to your pillar page as a valuable resource.
• Social Media and Sharing: Promote your pillar page on social media to drive traffic and increase visibility.

Examples of Pillar Pages to Inspire Your Strategy

Here are some excellent examples of pillar pages that have successfully enhanced search engine rankings and user experience.

1. Rover

• Rover, a pet services company, has a well-structured pillar page on “Dog Care,” covering topics like “Dog Nutrition,” “Training Tips,” and “Health Essentials.” This setup makes it easy for dog owners to find relevant information while signaling to search engines that Rover is an authority on dog care.

2. NerdWallet

• NerdWallet uses a pillar page strategy for personal finance. Their page on “Credit Cards” links to content clusters about “Best Credit Cards,” “Credit Score Tips,” and “Card Comparisons,” making the site a go-to resource for credit card information.

3. Amazon

• Amazon uses pillar pages for major product categories, like “Electronics” or “Home & Kitchen.” Each category page serves as a central hub, linking to various subcategories and products, making it easier for users to navigate and for search engines to understand Amazon’s vast offerings.

Optimizing Your Pillar Page for Search Engines

• Use the Primary Keyword Naturally: Include “How Pillar Pages Will Help Your Search Engine Rankings”in the title, meta description, and throughout the content.
• Meta Descriptions and Alt Text: Write a compelling meta description that includes your main keyword. Add alt text to images for additional SEO benefits.
• Use Visuals: Add relevant images, charts, or infographics to keep readers engaged and improve your page’s visual appeal.

Conclusion

Building pillar pages is one of the most effective ways to improve your website’s SEO and user experience. By organizing your content around central topics and linking to supporting articles, you help search engines and users navigate your site more easily. This not only boosts engagement and authority but also leads to better search engine rankings.

Start by choosing the right topics, performing keyword research, and creating valuable content that links together seamlessly. How Pillar Pages Will Help Your Search Engine Rankings becomes clear as you implement these steps and watch your site’s performance improve.