A pillar page is a hub or basis on which the cluster pages are built. It provides a comprehensive overview of a topic but leaves room for more detailed coverage of the topic. If the pillar page design does its job right, it becomes an authoritative source that attracts many external links.
The Benefits of Pillar and Cluster Pages
Increased engagement
- Well-organized content makes it very user-friendly for viewers, driving up engagement.
- Longer session durations
- Provide better signals to Google
- Badly organized webpages tend to be poorly ranked by Google, so content organized by topic pillars and clusters tends to get rewarded with higher rankings
The “What Is” Pillar Page
Serve as a definitive examination of a subject – a stand-alone resource that links to related cluster pages and develops aspects of the subject in greater detail.
- If you develop a page that matches a widespread interest, you have created a great way to drive organic traffic to your site.
Artificial Intelligence: What Is Artificial Intelligence? How Does AI Work?
Built In’s internal linking strategy for this pillar includes direct callouts offering the reader to find out more.
- These links go directly to other stories within their blog, which are perfect supporting topic clusters to keep the reader engaged
The Ultimate Guide to Easily Make Instructional Videos
Created by Michigan-based TechSmith, this how-to content pillar page offers information on the different types of instructional videos (from micro-videos to screencast videos), information on common mistakes people make when creating videos, and how to make instructional videos with screen recordings.
- The true cost of making training videos.
The Ultimate Guide to Remote Meetings in 2020
The floating navigation bar allows the reader to quickly jump from section to the next.
- At the top of the page, there are a few bullets that emphasize best practices for remote meetings.
- The page includes a video that shows a remote meeting in action.
Create Stronger Content Pillar Pages
One of the most effective ways to organize your content to get results is to embrace the pillar-cluster model
Brand Awareness: Nearly Everything You Need to Know
Typeform is a Barcelona-based online software as a service (SaaS) company specializing in online form building and online surveys
- It also has a series of well-designed, visually attractive pillar pages devoted to brand awareness
- An information on brand awareness basics
What Is Wine Exactly?
Offers a deep dive into all things wine, covering what it is, the origin of the term “vintage,” information on single-varietal wines, blends, and much more.
- Serves the demanding requirements of the Google algorithm and organizes information that is accessible and consumed with appreciation by visitors.
How to Find Topic and Content Ideas for Pillar Pages
Use the Topic Research Tool
The “Guide” Pillar Page
Establishes authority in a field or subject matter, builds brand, and helps establish trust with a particular audience
- A comprehensive overview of a topic makes it an authoritative destination for those interested in the subject
- Links to related cluster pages that expand knowledge on particular aspects of the topic
The “How-To” Pillar Page
Tell users how it is done. Well-illustrated, step-by-step tutorials are often used to illustrate these types of pages.
- If you have a solution or tool to fix a problem, it can be worked in discretely and embraced if you have successfully addressed your customers’ pain points.
How to Start a WordPress Blog in 2020
IsItWP has a comprehensive guide on how to start a blog including sections on plug-ins, tutorials, promoting your blog, doing WordPress SEO, and monetizing your blog.
- There are also sections on building a website from scratch and how to create an e-commerce storefront.
