Above Digital | Marketing Agency | Gold Coast, Australia

At Above Digital, we understand that creating content is only half the battle. The real challenge lies in crafting pieces that are not only relevant to your audience but also align with Google’s helpful content guidelines and match search intent.

This is where pillar pages and topic clusters come into play. A pillar page serves as the foundation for a central topic and links to a series of related subtopics, creating a cohesive content framework that enhances SEO performance.

Think of pillar pages as the backbone of your content strategy. By grouping related topics together, you not only demonstrate expertise to search engines but also make it easier for users to navigate your site. This translates to improved visibility, higher rankings, and, ultimately, more organic traffic and conversions.

Want to learn more? This blog is inspired by Neil Patel’s comprehensive article on pillar pages. You can explore the original post here.

Key Takeaways

• A pillar page is an in-depth resource on a central topic that links to related subtopics, forming a content cluster.
• These pages boost SEO by improving site structure, reducing keyword cannibalisation, and building topical authority.
• Focus on evergreen topics relevant to your business for long-term value.
• Pillar pages enhance user experience, increase dwell time, and offer opportunities for internal linking and backlink acquisition.

What Is a Pillar Page?

A pillar page is a comprehensive resource designed to cover a broad topic while linking to detailed subtopics. For instance, a pillar page titled “The Ultimate Guide to Digital Marketing” might include links to posts on SEO strategies, content marketing tips, and paid advertising methods.

Unlike standard blog posts, pillar pages are longer and formatted like an e-book, often with hyperlinked chapters and a clear structure. Their primary goal isn’t conversions but to organise your website’s content and provide users with a seamless experience.

Why Should You Use Pillar Pages?

Pillar pages come with multiple benefits:

• Improved Rankings: By creating an organised site structure, pillar pages help search engines understand your content, improving visibility.
• Topical Authority: Covering a subject in-depth builds your reputation as an expert.
• Enhanced Navigation: A clear hierarchy makes it easier for users to find relevant content, improving their overall experience.
• Reduced Keyword Cannibalisation: Organising related content under one topic prevents overlap and ensures better optimisation.

As Ryan Velez, Senior Content Production Lead at NP Digital, explains, splitting larger topics into manageable subtopics ensures each piece of content gets the attention it deserves while making your site more authoritative and user-friendly.

Steps to Create an Effective Pillar Page

Step 1: Identify Your Core Topics

Choose topics central to your business and your audience’s needs. Use tools like Google Trends, AnswerThePublic, and Ubersuggest for inspiration.

Step 2: Map Out Keywords

Conduct thorough keyword research to determine what your audience is searching for. Structure your pillar page and subtopics around these keywords.

Step 3: Create High-Quality Content

Write detailed and engaging content for your pillar page. Use clear headings, concise paragraphs, and visuals to improve readability.

Step 4: Promote and Earn Backlinks

Share your pillar page across platforms and reach out to authoritative websites for backlinks. A strong backlink profile strengthens your pillar page’s SEO performance.

Examples of Successful Pillar Pages

• Rover: Their dog training pillar page provides actionable advice and builds authority in the pet care niche.
• NerdWallet: Guides like “How to Save Money” attract high search intent users and drive engagement.
• Amazon AWS: Their generative AI pillar page combines visuals, resources, and links to cater to a broad audience.

FAQs

What is a pillar page?
A pillar page is a content hub that links to related subtopics, showcasing your expertise on a specific theme.

How is a pillar page different from a landing page?
While landing pages focus on conversions, pillar pages provide in-depth information and serve as an organisational tool for your website’s content.

How do you create an effective pillar page?
Start with keyword research, focus on user needs, and ensure your content is detailed, well-structured, and visually engaging.

This article was inspired by Neil Patel’s blog post on the benefits of pillar pages. For a more in-depth guide, check out the original article here.

At Above Digital, we specialise in creating content strategies tailored to your business needs. If you’re ready to elevate your website’s SEO performance, let’s work together to create a winning strategy.