Do I Need Pillar Pages and Why? A Practical Guide for Content Marketers

Gigi Kenneth
Sep 8, 2024
5 min read

If you’ve been knee-deep in content strategy lately, you’ve probably heard the term “pillar pages” tossed around quite a bit. And while it sounds like another buzzword, there’s more to it than meets the eye.

But what exactly is a pillar page? And, more importantly, do you actually need one?

In this post, we’ll break down what a pillar page is, why it matters, and how it can elevate your content marketing game.

I’ll also share some tips on creating a killer pillar page and answer a few frequently asked questions to help you decide if this approach is right for you.

· What is a Pillar Page, Really?· Why Should You Care About Pillar Pages?· Do You Really Need a Pillar Page?· How to Create an Awesome Pillar Page· Examples of Awesome Pillar Pages∘ How To Start an Online Store in 2024 (10-Step Guide) — Shopify∘ Algebra (all content) — Khan Academy∘ GitHub Open Source Guides· FAQs About Pillar Pages· Conclusion· Additional Resources

What is a Pillar Page, Really?

Think of a pillar page as the ultimate guide on a specific topic. It’s a long-form, comprehensive piece that serves as the central hub for a cluster of related content.

Imagine you’re creating a website for “Technical Content Marketing.” Your pillar page would provide an in-depth overview of this topic, while smaller, more specific pieces — like “SEO Tips for Technical Writers” or “Top Tools for Content Creation” — would link back to it.

Essentially, the pillar page is like a “table of contents,” with all the supporting pages (also known as cluster content) connected to it. This structure helps both users and search engines understand what your site is about and how different pieces of content relate to each other.

Why Should You Care About Pillar Pages?

Pillar pages aren’t just another trend; they offer several strategic benefits:

Boost Your SEO

When you organize your content around a pillar page, you create a clear structure that helps search engines understand what your site is about. This structure, known as a “topic cluster,” signals to search engines that you have comprehensive, authoritative content on that topic, which can help you rank higher. HubSpot explains how pillar pages can improve SEO and increase your chances of ranking for competitive keywords.

Improve User Experience

A pillar page provides a logical, easy-to-navigate structure for your audience. By gathering all related content in one place, you make it easier for users to find the information they need. This often leads to longer time spent on your site, lower bounce rates, and, ultimately, higher conversions.

Simplify Content Creation

A pillar page gives you a roadmap for future content creation. Once you have a core topic, you can create smaller pieces that dive deeper into specific aspects of that topic. This approach not only makes planning easier but also helps you repurpose existing content, saving time and resources.

Establish Authority

When you provide a wealth of valuable content on a topic, you position yourself as a go-to resource in your field. Over time, this can build trust and authority, encouraging visitors to return to your site and even refer others.

Strengthen Internal Linking

Pillar pages make internal linking easier and more strategic. By linking your cluster content back to the pillar page, you guide users through a cohesive content journey and make it easier for search engines to crawl and index your site.

Do You Really Need a Pillar Page?

It depends on a few key factors:

Your Content Goals: If you’re aiming to improve your site’s SEO, build authority, or offer a better user experience, a pillar page could be a game-changer. But if your audience prefers quick updates or short, digestible content, a different strategy might work better.
Your Audience’s Needs: Understand what your audience is looking for. If they seek in-depth, comprehensive guides, a pillar page is ideal. If not, focus on creating the type of content they engage with most.
Your Industry: In tech, finance, health, or any field where users need detailed information, pillar pages can be particularly effective. They help you break down complex topics into manageable sections and provide a more organized and navigable user experience.
Your Existing Content: If you already have several articles around a specific topic, consider creating a pillar page to tie them all together. This can give new life to your existing content, boost your SEO, and improve overall site structure.

How to Create an Awesome Pillar Page

Ready to create your first pillar page? Here’s how to do it:

Choose a Core Topic: Start with a broad topic relevant to your business and audience. It should be something you want to rank for and around which you can build additional content.
Research Subtopics: Use tools like Ahrefs, SEMrush, or Google Keyword Planner to identify related subtopics that your audience is searching for. These will become your cluster content.
Write Comprehensive Content: Your pillar page should be detailed and valuable, covering the core topic from multiple angles. Use a clear, logical structure with headings and subheadings to guide the reader.
Link Strategically: Ensure that all cluster content links back to your pillar page and that the pillar page links out to all relevant subtopics. This interlinking will improve both user experience and SEO.
Optimize for SEO: Follow on-page SEO best practices, like optimizing title tags, meta descriptions, headers, and images. Make sure your URL is clean, and consider adding a strong CTA to guide readers toward a desired action.

Examples of Awesome Pillar Pages

How To Start an Online Store in 2024 (10-Step Guide) — Shopify

Shopify’s guide is designed to help entrepreneurs launch their online store, offering step-by-step instructions, tips, and tools. It serves as a central hub, linking out to various supporting articles on topics like product selection, branding, and marketing.

Link to the Shopify page.

Algebra (all content) — Khan Academy

Khan Academy’s algebra guide offers a structured overview of algebraic concepts, including equations, inequalities, functions, and graphing. It links to specific lessons, exercises, and quizzes, creating a comprehensive learning resource.

Link to the Khan Academy page.

GitHub Open Source Guides

GitHub’s Open Source Guides offer an extensive set of resources for anyone looking to understand, create, or contribute to open source projects. It includes guides on getting started, maintaining projects, and building communities, all internally linked to provide a complete picture.

Link to GitHub Open Source Guides

Let’s move on to some FAQs.

FAQs About Pillar Pages

1. How long should a pillar page be?A good rule of thumb is 3,000 to 5,000 words, but it really depends on the depth and breadth of the topic. The key is to be comprehensive and cover all aspects of the topic without overwhelming the reader.

2. Can I create multiple pillar pages?Absolutely! Depending on the variety of topics you cover, you can have several pillar pages on your site, each with its own cluster of related content.

3. How often should I update my pillar page?Regular updates are crucial to maintain its relevance and SEO value. Consider reviewing your pillar pages every 6–12 months to update statistics, add new information, and refresh any outdated content.

Conclusion

So, do you need a pillar page? If you want to boost your SEO, improve user experience, and build authority in your field, the answer is likely yes. However, it’s essential to assess your specific business goals and audience needs before diving in.

By following the steps above, you can create a great pillar page that not only ranks well but also becomes a valuable resource for your audience.