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 designed specifically for conversion. So what is a pillar page then and how can you use one to boost your SEO?
Learn all about topic clusters and pillar pages so you can better understand how to use them to their full benefit.
What Are Pillar 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.
In some industries, a pillar page might be shorter. But other in-depth industries might have incredibly long pillar pages of 5,000 words or more. It all depends on how much content fits within a topic cluster and how well you can cover that content on a page.
These in-depth pages will become the primary interlinking target for new content. When you write new content that relates, you’ll link to the pillar page to add to its clout.
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 about it. For example, my additional topics might include:
- Proper keyword usage on SEO blogs
- Optimal blog length
- Benefits of hiring a freelance copywriter
- 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.
Pillar Page FAQs
Although the concept of pillar pages is nothing new, businesses still have many questions about how these pages work and how to use them fully. Here are some answers to common questions.
True or False Pillar Pages Make Landing Pages Obsolete?
False, pillar pages serve a very different purpose than landing pages. You’ll use a landing page for a campaign where you want to specifically target a segment of your audience or draw out a primary benefit customers might not know about. Or a landing page could announce a sale or a new product without making alterations to your primary website content.
What Is the Point of a Pillar Page?
A pillar pages offers high-level content related to a specific topic to get readers started. You’ll link back to this master page when referencing the topic on other webpages but you’ll also link to the more in-depth articles you draft later to connect your content and help search engines understand the relationships between your content.
How Many Pillar Pages Should You Have?
You’ll have as many pillar pages as you have topic clusters for your target keywords. But remember, a pillar page is a piece of content where you provide an overview of the topic. This requires that you write a few thousand words. So if you can’t write that many words, you probably don’t have a potential pillar page on your hands.