What Are Pillar Pages & How to Create One (+ Examples)

What Are Pillar Pages & How to Create One (+ Examples)


What Is a Pillar Web page?

Pillar pages, or pillar posts, are items of content material that function the cornerstone of a subject cluster. They supply a complete overview of a broad subject and hyperlink to associated content material items.

For instance, say you need to create a subject cluster on search engine optimization. 

Your pillar web page could possibly be an entire article masking search engine optimization fundamentals. Amongst different matters, you’d point out technical search engine optimization, hyperlink constructing, and native search engine optimization.

Out of your pillar web page, you’ll add hyperlinks to cluster pages. These would dive deeper into the matters talked about in your pillar web page.

the structure of a topic cluster

Your pillar web page acts as a content material hub. And guides customers to extra particular content material items. 

How Pillar Pages Can Assist Your search engine optimization 

Pillar pages profit your search engine optimization rankings by:

  • Constructing topical authority: Clusters cowl all elements of a selected subject, which helps enhance your web site’s authority for that subject 
  • Simplifying navigation for customers and serps: Nicely-structured content material improves consumer expertise and helps Google perceive your web site’s objective 
  • Avoiding key phrase cannibalization: With subject clusters, it’s simpler to arrange your content material and avoid keyword cannibalization points
  • Enhancing your web site’s interlinking: Utilizing pillar pages and subject clusters makes it simpler to outline an efficient internal linking strategy
  • Producing backlinks: Pillar pages are helpful assets that have a tendency to draw extra backlinks than common weblog posts 

How you can Create a Pillar Web page

To create a pillar web page (generally known as content pillar), comply with these steps: 

1. Construction Your Cluster

To construction your topic cluster, first select a subject. 

Then, choose particular matters in your pillar and cluster pages (and one major key phrase per web page).

The construction of your subject cluster might appear to be this: 

  • Cluster subject: Plant-based diets
  • Pillar web page: “Plant-Based mostly Diets: A Full Information”
    • Main key phrase: “plant-based weight-reduction plan”
  • Cluster pages:
    • “10 Simple Plant-Based mostly Recipes”
      • Main key phrase: “simple plant-based recipes”
    • “The Finest Dietary supplements for a Vegan Food regimen: Our Choice”
      • Main Key phrase: “dietary supplements for vegan weight-reduction plan”
    • “Plant-Based mostly Diets for Diabetes: Every little thing You Ought to Know”
      • Main key phrase: “plant-based weight-reduction plan diabetes”

Usually, pillar pages goal higher-volume key phrases.

Alternatively, cluster pages normally goal long-tail keywords with decrease search quantity.

How you can Select a Subject for Your Cluster

You must discover a subject that’s:

  • Related to what you are promoting and target market
  • Broad sufficient to create a number of items of content material round it 

For instance, let’s say you promote dietary dietary supplements. 

A subject cluster about plant-based diets could possibly be an important selection. 

It’s related to your potential clients and pertinent to what you are promoting. As a result of you should utilize the subject cluster to speak about your merchandise.

It’s additionally broad sufficient. You could possibly create dozens of supporting items.

Tip: These matters ought to be simple to search out when you’ve got a well-defined content strategy and detailed buyer personas

How you can Select Matters and Key phrases for Pillar and Cluster Pages

Now, you might want to provide you with matters and key phrases for every content material piece. 

With Semrush’s Topic Research instrument, you may get subject concepts and discover the proper key phrases with sturdy search quantity. 

Enter your cluster subject and click on “Get content material concepts.”

topic research tool

The instrument will present a listing of associated matters. 

list of related topics

In every card, you’ll see the search quantity for a particular key phrase. And printed article headlines or associated questions customers sort into serps.

card information for keyword black beans

Be aware: The Subject Analysis instrument pulls headlines from current articles, so don’t copy them. These ought to function inspiration to search out nice matters.

You can even use the Keyword Magic Tool

Enter your cluster subject and click on “Search.”

Keyword Magic Tool

The instrument will present a listing of key phrases grouped by subject. Click on on a subject group to see a listing of advisable key phrases.

list of keywords grouped by topic

These could be a superb supply of concepts in your pillar put up and cluster pages. 

To search out extra details about a key phrase, use the Keyword Overview instrument. 

Enter as much as 100 key phrases (with a paid subscription), and click on “Search.”

Keyword Overview tool

You’ll see search intent, search quantity, and extra related details about every key phrase.

Study extra about how to conduct keyword research

2. Create Your Content material

Pillar posts are meant to holistically cowl a subject and embrace inside hyperlinks to cluster pages. Aside from that, there isn’t a set algorithm to comply with. 

Nevertheless, most nice pillar pages share the next traits:

  • They’re search engine-optimized: Optimize your pillar web page simply as another web page. Take a look at this SEO writing guide to find out how.
  • They’re evergreenEvergreen content stays “contemporary” for longer. You don’t have to replace it each month. 
  • They’re simple to learn: Pillar pages are content-heavy as a result of they cowl many elements of a subject. Simplify navigation and amplify consumer expertise utilizing components like a desk of contents, photos, and bulleted lists.
  • They incorporate various kinds of content material: Most pillar posts are text-based. However you can even embrace different codecs, equivalent to movies or infographics.
  • They embrace helpful hyperlinks: Pillar pages act as content material hubs and infrequently embrace many internal links. Solely embrace related hyperlinks with optimized anchor textual content. 
  • They use related CTAs: Use compelling calls to motion (CTAs) to encourage customers to take actions, equivalent to creating an account or downloading an e-book. 

Diver deeper within the content creation process to discover ways to create the most effective subject cluster. 

You don’t need to create a customized design or make your pillar web page look totally different from different pages in your web site. Add it like another piece of content material in your web site. 

For those who haven’t performed so already, add inside hyperlinks.

In case your cluster pages aren’t printed and prepared for inside hyperlinks, publish your pillar put up with out them. 

As you publish new cluster pages, edit your pillar put up and add the not too long ago created URLs.

This course of is important to constructing a logical website architecture

Sorts of Pillar Pages (+ Examples)

Not all pillar posts are created for a similar objective. Beneath, we discover various kinds of pillar posts. And pillar web page examples to encourage you. 

Do not forget that the divisions between these classes usually are not absolute. Some pillar pages may need components of every sort.

1. The Information Pillar Web page

A information pillar web page is a complete overview of a subject. It may be a 101 information for novices or final information for superior customers, for instance.

The next are good examples of information pillar pages:

“The last word information to digital conferences,” by Slack

The ultimate guide to digital meetings

Slack’s final information to digital conferences is an in-depth information masking all of the fundamentals of distant conferences, with related, actionable ideas. 

It makes use of inside hyperlinks to information readers to cluster pages with extra ideas. And particular advantages of utilizing Slack. 

Utilizing Semrush’s Organic Research instrument, we will see this Slack information ranks for related key phrases:

Organic Research tool

“Buyer Success: almost every thing you might want to know,” by Typeform

Customer Success: nearly everything you need to know

Typeform is a web-based type and survey creation instrument. It created a sequence of well-designed pillar pages that cowl matters related to its enterprise. One good instance is that this information to buyer success.

Its merchandise are carefully associated to buyer success. So, it is sensible to create a information about this subject. 

Amongst different issues, it makes use of this information to share templates potential clients might use:

free customer satisfaction survey template

2. The What-Is Pillar Web page

Customers sometimes seek for “What’s + [topic]” when in search of extra info. A what-is pillar web page responds to these search queries.

Be aware: In some ways, a what-is pillar web page is just like a information. Be at liberty to merge or tweak each sorts to craft your very best content material piece. 

Beneath are two examples of strong what-is pillar pages:

“What’s Wine? A Stunning Clarification,“ by Wine Folly

What is Wine?

This pillar put up explains what wine is. And provides a deep dive, masking wine’s varieties, story, and extra.

It additionally consists of hyperlinks to related content material items, equivalent to this associated questions part:

related questions

“What’s graphic design? with examples for novices,” by Webflow

What is graphic design? with examples for beginners

This pillar web page by Webflow, a code-free web site constructing platform, dives into graphic design. 

It has a transparent construction, high-quality photos, related hyperlinks, and CTAs.

This pillar web page at present ranks for high-volume key phrases, equivalent to “what’s graphic design” and “graphic design examples.”

Organic Research tool results

3. The How-To Pillar Web page

How-to pillar pages assist your readers resolve issues, usually with step-by-step tutorials. 

Some examples of how-to pillar pages embrace the next:

“How you can Shoot Movie Images — A Information from Begin to End,” by StudioBinder

film loading tips

This information by StudioBinder, a multimedia manufacturing administration software program web site, explains methods to begin taking pictures movie. It covers all the fundamental steps, from getting your personal analog digicam to creating movie rolls. It additionally hyperlinks to related matters. 

StudioBinder guide on shooting film excerpt

On this instance, combining textual content with video provides a visible clarification of probably the most technical steps, equivalent to establishing your digicam or creating movie. 

“How you can Begin a Profitable YouTube Channel for Your Enterprise,” by Wix

How to Start a Successful YouTube Channel for Your Business

Wix created this in-depth how-to information explaining methods to create a YouTube channel. 

The pillar web page is split into 12 chapters. It explains every step, from creating an account to measuring the outcomes. 

To assist the reader, the pillar put up makes use of textual content, video, photos, and infographics. 

It’s a compelling piece of content material that guides customers to different YouTube-related content material items. Similar to these articles on analytics or options. 

Wix guide on how to create a YouTube channel excerpt

Create Stronger Pillar Pages

Now that you understand what pillar pages are, take the following step: Begin constructing your personal. 

Semrush may also help. 


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