9 Pillar Page Examples (And How to Make Yours Just as Great)

9 Pillar Page Examples (And How to Make Yours Just as Great)


What Is a Pillar Web page?

A pillar web page is a webpage that provides an in depth overview of a broad subject.

It’s referred to as a “pillar” web page as a result of it gives foundational data of the subject. Which different pages referred to as “cluster pages” will broaden upon whereas overlaying related subtopics.

The pillar web page additionally hyperlinks to the cluster pages—and vice versa—to assist readers broaden their data of the general subject cluster.

Like so:

The structure of a topic cluster

This manner, readers can be taught extra about the primary subject as an entire. Regardless of whether or not they began by studying a pillar web page or a cluster web page.

Let’s take a look at three sorts of pillar pages you possibly can create, together with a number of the finest pillar web page examples.

Varieties of Pillar Pages

There are three broad classes of pillar pages:

  1. “Information” pillar pages purpose to offer an general information to a subject. They might reply basic questions like “What’s [topic],” “How does [topic] work,” “How are you going to get began with [topic],” and “What are suggestions for doing [topic].”
  2. “What-is” pillar pages deal with defining a subject and offering its background context. For instance, aside from answering the query “What’s [topic],” a what-is pillar web page can also clarify how the subject’s underlying ideas have been derived. Or, the historical past behind it.
  3. “How-to” pillar pages clarify tips on how to do one thing in relation to the subject. They typically embody step-by-step directions. How-to pillar pages can also embody diagrams and movies to facilitate the dialogue.

There may be some overlap between every pillar web page kind.

For instance, information pillar pages typically embody explanations of “what’s” and “tips on how to.” Which “what-is” and “how-to” pillar pages respectively additionally cowl—although normally in additional element.

So, we suggest not getting hung up on forcing your content material into anyone pillar web page kind.

As a substitute, focus your efforts on discovering key phrases price creating pillar pages for—and building high-performing content pillars round.

How one can Discover Pillar Web page Key phrases

Semrush’s Keyword Magic Tool may help you discover broad key phrases for pillar pages.

Launch the software and sort a broad key phrase associated to your area of interest into it. Choose the nation from which you need to see outcomes, then click on “Search.”

"meditation" entered into the Keyword Magic Tool search bar

You’re going to get a listing of potential pillar web page key phrases.

On this instance, the Key phrase Magic Software suggests key phrases like:

  • Meditation: Could possibly be the key phrase for a information pillar web page on meditation
  • Meditation music: Could possibly be the key phrase for a information pillar web page on meditation music
  • How one can meditate: Could possibly be the key phrase for a how-to pillar web page explaining tips on how to meditate
"meditation," "meditation music," and "how to meditate" results highlighted in Keyword Magic Tool

You can too refine the key phrase record utilizing the filters on the prime of the software.

For instance, choose “Broad Match” to see key phrases which can be variations of your preliminary key phrase.

"Broad Match" keyword results for "meditation" in Keyword Magic Tool

And click on the “Questions” tab to get key phrases within the type of questions. Like:

  • How one can meditate: Could possibly be the key phrase for a how-to pillar web page explaining tips on how to meditate (as talked about earlier)
  • What’s meditation: Could possibly be the key phrase for a what-is pillar web page explaining what meditation is. And the way the apply happened.
  • What’s transcendental meditation: Could possibly be the key phrase for a what-is pillar web page explaining the idea of transcendental meditation
"Questions" keyword results for "meditation" in Keyword Magic Tool

Discovering Pillar Web page Subtopics for Cluster Pages

After creating your pillar web page, construct cluster pages on related subtopics.

Doing so creates a subject cluster. Which helps your web site turn out to be the one-stop, go-to useful resource for data in your area of interest.

An example of a topic cluster for "Disney World" Planning

In flip, getting you extra eyeballs on and backlinks to your web site. And probably boosting your visitors and rankings.

Get concepts for pillar web page subtopics by researching key phrase clusters in Semrush’s Keyword Overview software.

Enter your pillar web page key phrase into the software and choose “US” because the database from which you need to get outcomes. Then click on “Search.”

"meditation" entered into the Keyword Overview tool search bar

Scroll down the “Overview” web page and click on “View all clusters” to get key phrase clusters on your pillar web page key phrase.

"View all clusters" button selected under "Keyword Clusters" section of the report

The software will show the key phrase clusters in a brand new browser tab. Make an observation of people who appear like good pillar web page subtopics.

Keyword clusters table for "meditation" in Keyword Manager tool

Semrush’s Topic Research software can even aid you generate a listing of pillar web page subtopics.

Launch the software and sort your pillar web page key phrase into the search bar. Choose the nation from which you need to see outcomes, then click on “Get content material concepts.”

"meditation" entered into the Topic Research tool search bar

You’ll see numerous playing cards with associated subject concepts on your pillar web page key phrase. Together with the search quantity for his or her related key phrases.

Topic Research "Content Ideas" results for "meditation"

Click on any card to be taught:

  • The headlines of articles others have written about this associated subject
  • The questions individuals have been asking about this subject
  • Associated searches for the subject
"Headlines," "Questions," and "Related searches" sections for "heart rate" keyword in Topic Research tool

All of those can present inspiration for pillar web page subtopics.

9 Prime Pillar Web page Examples

Let’s take a look at 9 excellent examples of pillar pages—three from every pillar web page kind—price taking notes from as you create your personal.

Examples of Information Pillar Pages

1. “A First-Time Owner’s Guide to Caring for a New Puppy” by Petcube

“A First-Time Owner’s Guide to Caring for a New Puppy” page by Petcube

This information pillar web page gives important data that first-time homeowners ought to find out about getting a pet, like:

  • How to decide on a pet
  • How one can puppy-proof their house
  • Varieties of pet provides they’ll want
  • Fundamental pet coaching instructions
  • Frequent new pet proprietor errors

Every web page part consists of hyperlinks to different articles with extra detailed data on associated subjects:

"Raising a Puppy While Working" section of Petcube's Puppy Care Guide

And on the backside of the web page are solutions to ceaselessly requested questions (FAQs) on pet possession.

"FAQ" section of Petcube's Puppy Care Guide

The web page additionally consists of pictures of cute puppies!

A photo of a puppy with a food bowl under "Puppy Feeding" section of Petcube's Puppy Care Guide

These pictures catch the reader’s eye. And entice them to proceed studying.

In any case, readers will know the web page will take them roughly 11 minutes to learn. As seen from the web page’s estimated learn time:

Petcube's Puppy Care Guide shows "11mins" reading time under the title

Which in flip offers them an thought of the web page’s comprehensiveness beforehand.

Foremost takeaways:

  • Present solutions to FAQs in your pillar web page. These solutions can even seem because the solutions to the “Folks Additionally Ask” (PAA) questions on Google’s search engine results pages (SERPs)—and get nice visibility there. Seventy-five p.c of PAA outcomes are discovered throughout the prime three outcomes on the SERPs, according to our 2020 PAA SEO study.
  • Embrace photographs to make your web page extra visually attention-grabbing. And maintain readers’ consideration for longer. (However since photographs usually have bigger file sizes, compress them. In order that they don’t take too lengthy to load.)
  • Show your pillar web page’s estimated learn time to let readers know the way lengthy they could have to learn it in full. And assist them determine whether or not your web page gives the extent of element they’re searching for.

2. “Guide to Pottery Techniques: Everything You Need to Know” by Gathered

“Guide to Pottery Techniques: Everything You Need to Know” page by Gathered

Gathered collaborated with skilled potter Katrina Pechal to supply this information pillar web page on pottery-making.

A desk of contents on the prime of the web page tells readers what they will be taught from it:

Guide to Pottery Techniques's table of contents

And every desk of contents heading is a leap hyperlink that leads guests to its respective content material part when clicked.

Sprinkled all through the web page are photographs and video embeds that assist illustrate numerous pottery methods:

A YouTube video embeded in Guide to Pottery Techniques
An example of clay making photos added to the Guide to Pottery Techniques

The web page additionally recommends locations the place budding potters can entry supplies and kilns. To begin making their very own ceramics.

"Where to buy pottery clay" section of Guide to Pottery Techniques

Foremost takeaways:

  • Embrace insights from specialists in your pillar web page. To extend the worth the web page presents to readers. Particularly for those who aren’t a specialist within the subject your self.
  • Add leap hyperlinks—often known as anchor links—to assist readers simply skip to the subjects on the web page they’re extra fascinated about
  • Illustrate ideas utilizing photographs and movies if these assist get the purpose throughout extra simply than textual content explanations

3. “Rock Climbing Basics: Getting Started” by REI Knowledgeable Recommendation

“Rock Climbing Basics: Getting Started” page by REI Expert Advice

REI’s information pillar web page on mountain climbing fundamentals breaks down the method of getting began with the game in 5 steps.

The web page summarizes these steps within the introduction, with leap hyperlinks to their respective discussions on the web page. And it features a hyperlink to a helpful glossary for readers unfamiliar with mountain climbing phrases.

REI's process of five steps to rock climbing

The dialogue on mountain climbing gear hyperlinks out to devoted gear guides for readers to be taught extra about every merchandise:

A discussion on rock climbing gear section of REI's guide

REI has additionally taken steps to enhance its web page’s credibility.

The web page hyperlinks to different authoritative web sites on mountain climbing, just like the American Mountain Guides Affiliation and the Skilled Climbing Guides Institute.

External links highlighted under REI's "Step 3: Learn the Ropes" section of the guide

And on the backside of the web page are the biographies of its creator and contributing skilled. Which speak about their rock-climbing expertise.

"Authors," and "Contributing Experts" section at the bottom of REI's guide

Whereas on the prime, you’ll see that the web page has gotten a whole bunch of evaluations—resulting in an general optimistic evaluation of 4 out of 5 stars.

This acts as social proof that many others have discovered the information helpful. Suggesting that you’ll, too.

Reviews section highlighted under "Getting Started Rock Climbing" title section

Foremost takeaways:

  • Hyperlink to a glossary in case your pillar web page incorporates technical phrases readers could not perceive
  • Sign your web page’s credibility by linking readers to different authoritative web sites on the subject. And highlighting the web page creator’s expertise, experience, authority, and trustworthiness (E-E-A-T). Lastly, incorporate components of social proof, like person evaluations and testimonials.

Examples of What-Is Pillar Pages

4. “Local SEO: What Is It & How to Do It” by Semrush

“Local SEO: What Is It & How to Do It” article title by Semrush

This what-is pillar web page defines native search engine marketing on the outset to satisfy the search intent for its “what’s native search engine marketing” goal key phrase instantly.With out making customers learn fluffy, filler introductions.

"What Is Local SEO?" section of Semrush's blog page

After explaining what native search engine marketing is, the web page goes into associated subjects that individuals fascinated about native search engine marketing can also need to know. Like:

  • Why native search engine marketing is essential
  • How native search engine marketing works
  • How one can do native search engine marketing
  • Native search engine marketing instruments

The web page places these subjects in a “sticky” desk of contents that stays in place even because the reader scrolls down. To assist the reader conveniently leap to totally different sections from any a part of the web page.

A “sticky” table of contents on the left side of Semrush's blog on local SEO

The web page makes use of brief paragraphs to enhance readability.

And it consists of “Additional studying” hyperlinks on the finish of sure subject sections. So customers can be taught extra about these subjects.

A “Further reading” link under a section of Semrush's blog

The web page additionally demonstrates how readers can use Semrush’s instruments to enhance their native search engine marketing.

Which drives consciousness of them. And encourages account sign-ups.

A section of the article showing users the Semrush’s On Page SEO Checker tool

Foremost takeaways:

  • Outline the topic of your what-is pillar web page firstly of it. Don’t bury this clarification additional down the web page or make it troublesome to search out.
  • After defining the topic, present readers with associated data they could discover helpful. Each on the pillar web page and through the related assets you’ve linked to.
  • If the web page options your services or products, present how these can remedy the reader’s ache factors. As a substitute of merely itemizing their options.

5. “What Is Engineering?” by Reside Science

“What Is Engineering?” page by Live Science

This web page by Reside Science explains what engineering is. Ranging from a broad overview of engineering as an idea, adopted by breakdowns of various kinds of engineering.

The web page additionally hyperlinks to guides to every engineering kind for customers to learn extra about them.

"Types of engineering" section of Live Science's page on engineering

Reside Science’s predominant target market is laypeople fascinated about science. And a few individuals on this viewers could also be aspiring engineers.

So, Reside Science’s what-is pillar web page gives data on the {qualifications} they’ll have to turn out to be one. Plus, the work environments and salaries they will anticipate.

"Careers in engineering: jobs & salaries" section of Live Science's page on engineering

Reside Science rounds off its pillar web page with additional assets for learning engineering or working in that discipline. To assist potential future engineers with their profession targets.

"Additional resources" section of Live Science's page on engineering

Foremost takeaways:

  • When explaining a subject spanning many subtopics, present a broad definition of it first—earlier than defining its numerous subtopics
  • Know your target market. So you possibly can present related data catering to their needs and desires

6. “What Is Fast Fashion and Why Is It So Bad?” by Good on You

“What Is Fast Fashion and Why Is It So Bad?” page by Good on You

Good on You’s pillar web page offers readers an in-depth look into quick vogue. With the purpose of furthering its purpose to cease the apply.

The web page first explains what quick vogue is for readers new to the idea. It then gives background data on quick vogue’s evolution over time for higher context.

And it shares suggestions for recognizing quick vogue manufacturers in record type for straightforward studying.

"How to spot a fast fashion brand" tips

Good on You additionally shows particularly compelling data on quick vogue as giant block quotes. In order that they catch the reader’s consideration. And maintain them hooked.

Good on You's large block quote

The group hyperlinks to different articles on its web site for readers to be taught extra in regards to the ideas it has mentioned.

Examples of external links highlighted on Good on You's page

And the web page ends by offering assets for readers who need to know the way they may help cease the quick vogue pattern.

These assets embody:

  • Different associated articles on sustainable vogue (which is the alternative of quick vogue)
  • Suggestions of sustainable clothes manufacturers readers can store with
A recommendation section for a "MUD Jeans" brand

Foremost takeaways:

  • Format your content material in a means that helps maintain the reader’s curiosity. Like utilizing block quotes to emphasise quotes or key factors. And lists to current data in bite-sized chunks.
  • Inform readers what they need to do after studying your web page. This could possibly be studying different assets you’ve linked to. Or trying out your services or products.

Examples of How-to Pillar Pages

7. “How to Start a Business in 15 Steps” by NerdWallet

“How to Start a Business in 15 Steps” page by NerdWallet

NerdWallet’s pillar web page lists the 15 key steps for beginning a enterprise.

Every step consists of:

  • A transparent, descriptive heading. Phrased as an motion readers have to take.
  • A concise dialogue on the subject
  • Hyperlinks to different pages. For readers to be taught extra about totally different elements of the subject.
NerdWallet pillar page's step 1 section

The web page orders the steps logically—they’re within the sequence readers might want to comply with to get their enterprise off the bottom.

A desk of contents on the prime helps readers leap to sure steps. As a substitute of scrolling and studying the web page in full.

However itemizing all 15 steps could make the web page look too intimidating to learn. And crowd out the web page’s predominant content material.

So, the desk of contents reveals solely the primary 5 steps. Earlier than hiding the remaining with a “Present Extra” hyperlink.

NerdWallet's pillar page table of contents

Foremost takeaways:

  • Phrase a few of your how-to pillar web page headings as actions. Like “Join an account” as a substitute of “Why you want an account.” So readers know what they should do to attain their goal.
  • Current the steps in your how-to pillar web page sequentially. Ranging from the very starting. Then, constructing upon what readers have accomplished in earlier steps.

8. “How to Record a Podcast (It’s Easier Than You Think!)” by The Podcast Host

“How to Record a Podcast (It’s Easier Than You Think!)” page title by The Podcast Host

The title of this how-to pillar web page on recording a podcast consists of the phrase “It’s Simpler Than You Suppose!”

To reassure readers that recording a podcast isn’t troublesome. In case they’ve by no means accomplished it earlier than and assume the method will likely be powerful.

The web page then covers three predominant elements of podcast recording—planning, gear, and software program.

Other than offering explanations in textual content type, the web page features a YouTube video on the identical topic. To cater to visible learners.

The Podcast Host's pillar page YouTube video section

All through the web page’s contents are hyperlinks to guides that cowl sure subjects in additional element.

Examples of external links highlighted in The Podcast Host's pillar page content

After overlaying the primary subject of tips on how to document a podcast, the web page will get into associated subjects. Like:

  • How one can document a podcast in the identical room as your visitor
  • Whether or not you possibly can add music and sound results to your podcast recording

Foremost takeaways:

  • Make your pillar web page title compelling and click-worthy. Use power words and phrases that attraction to feelings, like “It’s Simpler Than You Suppose!,” “Free,” and “Tried-and-Examined.”
  • Reply questions associated to your how-to pillar web page’s predominant subject. To deal with different issues readers could have.

9. “How to Plan a Wedding” by Brides

“The Complete Guide to Planning a Wedding” page by Brides

Brides has put collectively a listing of 44 bite-sized suggestions for {couples} desirous to plan their wedding ceremony.

Every tip is numbered “# of 44” to assist readers know the way far alongside they’ve gotten on the web page. Particularly because the record is lengthy.

Brides's number 1 tip on planning a wedding

The information embody hyperlinks to associated articles.

Examples of links to related articles from Brides's page on planning a wedding

There’s additionally an infographic with Brides’ prime 5 wedding ceremony planning tricks to summarize the important issues {couples} ought to find out about planning a marriage. In a visually interesting means, too.

An infographic with Brides’ top five wedding planning tips

And spot how Brides states the date it up to date the web page:

"Updated on 09/01/23 09:30AM" section highlighted under Brides’ page title

This manner, readers know when the web page was final up to date. Which may instill confidence in its freshness, relevance, and usefulness if it had been up to date just lately.

Foremost takeaways:

  • Give readers a way of their progress by way of the dialogue to encourage them to learn to the tip. Like how Brides has marked its suggestions as “# of 44.” Or including a progress bar to the highest of the web page.
  • Use customized infographics and diagrams so as to add colour to your pillar web page. And clarify ideas extra visually.
  • Present your pillar web page’s last-updated date. To sign to readers how present its dialogue is.

Begin Creating Your Personal Pillar Pages

Undertake the most effective practices from these pillar web page examples to make your personal pillar pages simply as beneficial.

Instruments like Keyword Magic and Topic Research can even aid you discover the suitable key phrases and subjects on your pillar pages and cluster pages.

Strive them without cost by signing up for a Semrush account.


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