Given that most people interact with a brand multiple times around 7 times before deciding to purchase, it’s crucial for your content to be visible to them regularly.

If your website has plenty of SEO-optimized content but isn’t attracting the traffic you expect, it’s likely that your internal linking strategy needs improvement. Pillar pages are the key to solving this issue. These pages hold significant influence over your search rankings and, if utilized correctly, can drive substantial traffic and generate a wealth of qualified leads for your business.

Let’s delve into why and how to leverage pillar pages for enhanced SEO.

Table of contents

• What are pillar pages?
• How do pillar pages improve SEO?
• How to create pillar pages
• Pillar page examples

What is a pillar page?

A pillar page is a comprehensive piece of content that serves as the foundation for a topic cluster. A topic cluster is a collection of related articles or blog posts on a specific subject, which collectively provide a thorough understanding of that subject.

The strategy behind using pillar pages and topic clusters is to employ internal linking to connect related content on your site, forming a cluster. This cluster revolves around a central page—the pillar page—which acts as a directory for all the links within that cluster. This approach is also referred to as the hub and spoke method.

Visually, pillar and cluster pages resemble this:

The pillar page acts as the central hub of your topic cluster, connecting all other pages within the cluster through inbound and outbound links.

In the example above, “SEO: The Complete Guide” represents the pillar or hub page, while the surrounding articles (On-Page SEO Checklist, Google Ranking Factors, etc.) are the cluster or spoke articles. Together, they offer readers a comprehensive understanding of SEO.

Pillar pages are often presented as “ultimate guides,” “what is X” pages, or “how to do Y” pages. These types of searches indicate a user actively seeking a solution to a problem. By providing a solution and showcasing your expertise on the subject through a well-crafted pillar page, you position yourself as the ideal candidate to assist them.

How do pillar pages and topic clusters improve SEO?

The pillar page method is essential for establishing credibility with searchers and boosting your online presence. Here’s how it enhances your SEO:

1. Improve site structure

Topic clusters enhance your site structure, a technical SEO aspect that makes your site easier for Googlebot and other search engines to crawl. Improved crawlability allows Google to find, index, and rank your pages more effectively.

A well-structured website ensures that every page is accessible within three clicks from the homepage. The information architecture should prioritize the most crucial pages by placing them closer to the homepage.

Pillar pages align with this model as they are designed to be standalone destinations, often accessible directly from the homepage or a level below.

2. Improve user experience

Topic clusters enhance website navigation for human users seeking specific information. Grouping related pages under a common theme provides a logical structure, making it easier for users to find what they need.

For instance, if someone searches for “how to do X,” a well-organized topic cluster can provide all the necessary information in one place. This improved experience encourages users to stay on your site longer, signaling to Google’s algorithm that your content is valuable and deserves a higher ranking.

3. Rank for competitive keywords

Pillar pages, as the central hub for a primary topic, are designed to target broad keywords, which are highly competitive in search results.

Ranking for a broad keyword requires comprehensive, long-form content that thoroughly covers the keyword and links to other pages addressing related subtopics—exactly what a pillar page offers.

When pillar pages rank well, they attract traffic, backlinks, and SEO authority. Moreover, they pass on “link juice” to the linked cluster pages, improving their ranking as well.

4. Build your reputation

Search engines prioritize providing the most relevant and accurate results to user queries. Inaccurate or unreliable information would result in a negative user experience, eroding trust in the search engine—something Google wants to avoid.

Furthermore, inaccurate information can have real-world consequences. Imagine someone with no medical expertise writing an article about “how to know if you’re having a heart attack” that ranks highly. If millions of people read and trust this inaccurate information, the results could be disastrous.

Google prioritizes ranking authoritative and trustworthy content from experts. The search engine’s algorithm incorporates factors like expertise, authority, and trust to determine the quality and relevance of content.

Developing a comprehensive topic cluster around a pillar page demonstrates your in-depth knowledge of the subject. After all, true expertise extends beyond a single discussion.

When Google recognizes your expertise and ranks you highly, users are more likely to trust your content as well.

How to create a pillar page to improve your SEO

Once you understand the concept of topic clusters, you can incorporate them into your content creation process, whether you’re developing new content or optimizing existing content on your website.

Here’s a step-by-step guide:

1. Decide on the topic you want to rank for

Begin by identifying the core topic you want your pillar page to rank for. Consider your target audience and choose a subject they need help with that aligns with your business.

You’ll likely have multiple topics you want to rank for, and your site can benefit from several topic clusters. However, focus on one at a time to maintain clarity for your audience and maximize your efforts.

2. Plug it into a keyword research tool

Once you have a topic, use a keyword research tool. These tools reveal keywords with high search volumes (typically monthly) and the level of competition for each term.

3. Identify your pillar vs cluster keywords

Typically, your hub/pillar page will target a broad, high-volume keyword related to your chosen topic. Long-tail keywords falling under this broad keyword will guide the main headings and sections of your pillar page, ultimately determining the keywords to target with your cluster pages.

For comprehensive guidance on keyword research, refer to our keyword research guide. Alternatively, consider partnering with an SEO agency specializing in keyword research services.

4. Create your content…

Since your pillar and cluster pages are keyword-focused, prioritize on-page SEO for each one. Include target keywords naturally in your title, headings, body text, meta descriptions, image alt-tags, and other relevant areas.

This optimization helps search engine crawlers understand your content and its relevance to user searches.

…high-quality content

While accommodating search engine crawlers is essential, remember that your ultimate goal is to create valuable content for your audience.

Keyword-stuffed content might temporarily rank well, but if it fails to provide value and users quickly leave the page, Google will notice and your rankings will plummet.

A good rule of thumb for pillar pages is to create the most comprehensive and in-depth resource on the topic, exceeding the length and depth of other articles. Aim for a word count well over 5,000 words.

This approach is also known as the skyscraper technique:

5. Take care of internal linking & cluster pages

After writing your pillar page, internally link to cluster articles that elaborate on the concepts discussed. If you’re building a new topic cluster, these cluster pages might not exist yet. For larger sites, conduct a site search to identify existing content covering the subtopics.

In your browser’s address bar, type (without quotes): “site:mysite.com topic”

Example:

This search will display existing content related to the topic, ranked by relevance. Use quotes for exact phrase matches. Link to the most relevant article to support your pillar page, ensuring it links back to the pillar page and that all cluster articles interlink.

Avoid linking your pillar page to every article mentioning the topic. Instead, focus on linking to well-optimized articles targeting child keywords related to the pillar page’s main keyword. This keeps your topic cluster organized and understandable for search engines.

5. Promote your pillar pages

Allocate your paid advertising and social media promotion efforts to your pillar pages. These pages should be standalone destinations, so promote them accordingly, highlighting their value to your target audience.

Make it easy for your audience to discover and benefit from these valuable resources.

Effective pillar page examples

You can identify some of the best pillar pages by their URL structure, the number of internal links to other pages on the site, and the comprehensiveness of the content.

Here are some prime examples of pillar pages in action:

1. Localiq’s Social Media Marketing Lab

LocaliQ’s Local Social Media Marketing Lab course features 32 outbound links to other social media marketing articles on the LocaliQ blog.

• Word count: 8,068
• Number of internal links: 32

2. nexus-security’s SEO pillar page

nexus-security’s SEO pillar page boasts 69 internal links to other resources on the nexus-security website, creating a comprehensive knowledge base for visitors. Users could potentially learn everything they need to know about SEO without leaving the site.

• Word count: 4,390
• Number of internal links: 69!

3. Shopify’s beginner’s guide to selling on Amazon

For those looking to sell on Amazon, Shopify’s How to Sell on Amazon offers almost 7,000 words and 44 links to guide sellers in the right direction.

• Word count: 6,759
• Number of internal links: 44

Start implementing pillar pages & topic clusters now

In conclusion, this article covered the importance of pillar pages, topic clusters, and content strategy for SEO. Pillar pages and topic clusters enhance your website’s crawlability, demonstrate your expertise, and provide a user-friendly experience.

Here are the key takeaways:

1. Choose your desired ranking topic.
2. Research relevant keywords.
3. Categorize keywords into pillar and cluster keywords.
4. Create SEO-optimized content.
5. Incorporate relevant internal links.
6. Actively promote your pillar pages.

By consistently implementing these practices, you can significantly increase your website traffic over time.