What’s a Pillar Page on My Blog and Why Do I Need One?

A client recently asked me if their services pages should be their website pillar pages. The answer is no, a services or product page should not serve as a pillar page on your website. That’s because these pages are shorter, simpler pages.

True pillar pages are in-depth content of at least 2,000 words. However, if your content is shorter than that, it doesn’t mean you should add filler content just to meet the 2,000-word threshold.

Building a Pillar Page

To get started with building a pillar page on your blog, you should build out a topic cluster. This means you start with a broad topic. In the case of my website, my broad topic might be SEO blogging.

From there, you come up with more details around it. For example, my additional topics might include:

  • Proper keyword usage on SEO blogs
  • Optimal blog length
  • Hiring an SEO blog writer
  • Using a lead magnet on SEO blogs
  • Building a blogging strategy

See how all these topics relate to SEO blogging? Now I want to write the most comprehensive article on SEO blogging. It should include the various topics outlined. I want this blog to be as complete as possible.

Now, when I write shorter articles on the topic, I link them back to my pillar page to show that page’s importance and relevance.

Why Do I Need a Pillar Page?

Blogging continues to grow in popularity. If you look up the headlines from your blogs, there are probably several other companies writing about the same thing.

Google needed a way to rank these blogs when so many cover the same topics. Instead of only evaluating keyword usage, now Google also looks at how complete the content is. That’s why pillar pages matter. 

They show deep expertise on a topic and help you outrank shorter content. If your blog is the most comprehensive and informative one out there on the topic, you’re more likely to rank higher for that topic.

I’ll never rank the highest for the keyword “pillar page.” HubSpot identified that need and has a wide variety of content related to the topic.

Instead, this article is designed to support my other blog topics, including the benefits of hiring a freelance copywriter. When you work with an expert, they can advise the best next steps for your blog, including creating pillar pages that elevate the blog as a whole.

And while you’re at it, consider how you’ll get users to take the next step so you’re developing leads with your website. It might seem counterintuitive to give away in-depth content instead of putting it behind a form as a lead magnet. But you have to get users to your site before you can encourage them to download your materials.

So instead, you might consider ways to create an accompanying download to go with your pillar page. Or offer your pillar page as a downloadable resource they can share with others and keep for simple reference.

Building an SEO Blogging Strategy with Pillar Pages

Pillar pages are just one element of an effective blogging strategy. You should work with an expert to help guide you in executing a strong plan on how to start ranking for your target keywords.

Schedule a free consultation with Bridge the Gap Communication to learn more about how we help you develop pillar pages that earn you results.

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