3 Types of Pillar Page (and How They Help With Ranking)


What Is a Pillar Web page?

In impact, a pillar web page is a hub or foundation on which the cluster pages are constructed. It supplies a complete overview of a subject however leaves room for extra detailed protection of the subject within the cluster pages, which generally deal with a selected side of the subject, typically a key phrase.

For instance, a pillar content material web page on search engine optimisation would possibly briefly contact on technical search engine optimisation after which hyperlink to a cluster web page that goes far extra in-depth on the subject. 


Pillar pages are sometimes longer than typical weblog posts (normally 2,000 phrases or extra) as a result of they contact on all components of a subject. Pillar and cluster pages hyperlink again to one another, but when the pillar web page design does its job proper, it turns into an authoritative supply that pulls many exterior hyperlinks.

The Advantages of Pillar and Cluster Pages Embrace: 

  • Elevated engagement: Properly-organized content material makes it very user-friendly for viewers, driving up engagement. 

  • Longer session durations: As a result of the pillar-cluster pages are interlinked, this association tends to maintain guests on the location longer, driving up engagement and web page views.

  • Present higher alerts to Google: As a result of pillar and cluster web page groupings are so properly organized, it’s straightforward for Google to find out their material and rank them. Badly organized webpages are usually poorly ranked by Google, so content material organized by subject pillars and clusters tends to get rewarded with increased rankings.

Complete pillar pages are some of the efficient methods to create content material that appeals to look engine algorithms and targets audiences with authoritative info.

Subsequent, we’ll clarify a few of the foremost varieties of content material pillar pages. Take into account that the divisions between these classes are usually not absolute, so some pillar pages might need components of every.

1. The “Information” Pillar Web page

As its title suggests, a “information” pillar web page strives to be the final word authority on a topic. It might be a 101 information for learners or one thing extra refined geared toward a particular trade section. A information or an “final information” serves to ascertain your authority in a subject or material, builds your model, and helps set up belief with a selected viewers.

The information pillar web page provides a complete overview of a subject that makes it an authoritative vacation spot for these within the topic. It additionally hyperlinks to associated cluster pages that broaden data on specific features of the subject, typically associated to a particular key phrase.

A well timed and well-conceived information pillar web page can garner quite a lot of consideration, enhance web site visitors, appeal to backlinks, and nurture an viewers who could be transformed into subscribers or paying clients.

Some good “information” pillar web page examples embody:

The Final Information to Distant Conferences in 2020


A powerful subject for pillar pages tends to be evergreen, and one instance is distant work. Slack determined to create a helpful information for its customers with “ The Ultimate Guide to Remote Meetings.” 

There’s a lot on this web page that makes it a terrific pillar, notably when understanding what the reader can anticipate and the navigation. On the high of the web page, there’s a observe about how lengthy it can take the reader to get by the content material and some bullets that emphasize greatest practices for distant conferences. 

There are additionally quite a lot of interactive components all through the piece to assist preserve the reader engaged. For example, the floating navigation bar permits the reader to rapidly soar from one part to the following. The web page features a video that reveals a distant assembly in motion.

 Slack’s inside linking technique for the pillar web page directs readers to subject clusters that embody extra ideas for distant work and particular advantages to utilizing Slack. 

Model Consciousness: Almost Every part You Must Know

Typeform is a Barcelona-based on-line software program as a service (SaaS) firm specializing in on-line type constructing and on-line surveys. It additionally has a collection of well-designed, visually enticing pillar pages dedicated to model consciousness, like this one

A navigation menu off to the facet makes it straightforward to navigate the lengthy scrolling web page of data on model consciousness fundamentals — monitoring your model consciousness, kick-starting your model consciousness, and measuring your model consciousness — and presents some parting phrases of recommendation.

The web page has many hyperlinks to associated assets, together with exterior and extra inside hyperlinks towards the top of the web page.

Typeform’s inside linking technique for this pillar web page hyperlinks to different assets of their weblog and pages with their service choices — particularly templates that potential clients can use. 

2. The “What Is” Pillar Web page

A really typical question made by individuals is, “What’s …” They hear about one thing fascinating, controversial, or well timed and wish to be taught extra.

  • “What’s programmatic promoting?”
  • “What’s herd immunity?”
  • “What’s Kubernetes?”

To faucet into this need to be taught extra, a pillar web page can function a definitive examination of a topic — a extremely helpful stand-alone useful resource that hyperlinks to associated cluster pages and develops features of the topic in better element. In some ways, it’s authoritative, like a information web page.

In case you develop a web page that matches a widespread curiosity (“I’ve heard one thing about this a few instances and wish to be taught extra,” or “I’ve at all times wished to know extra about this”) and construct a case for its significance, you’ve created a good way to drive natural visitors to your website. The visitors turns into a top-of-the-funnel circulate that ultimately could be gained over as valued clients with the best conversion technique.

Listed below are a few examples of “what’s” pillar pages that do their jobs:

What Is Wine Precisely?


Chances are you’ll take into account following the instance of oenophile associates and develop an appreciation for high quality wines. However you don’t know a lot, so that you do a question of “What’s winemaking?” or “What’s wine?” and are available throughout this pillar web page, excessive or on the high of the search outcomes. 

The web page is served up with model by Wine Folly, a “content material website dedicated to wine data and appreciation.” (“The purpose is for extra individuals to view wine, not simply as an grownup beverage, however as a approach to discover the world and ourselves.”)

The web page presents a “deep dive” into all issues wine, overlaying what it’s, the origin of the time period “classic,” info on single-varietal wines, blends, and way more. The well-organized web page satisfies the demanding necessities of the Google algorithm and organizes info that’s accessible and consumed with appreciation by guests. After all, there are hyperlinks to equally well-presented cluster pages on sulfites in wine, the way to do a wine tasting, a wine sweetness chart, and extra.

Wine Folly takes a novel strategy to their inside linking technique for this pillar web page by making a stand-alone field on the high that features hyperlinks to different queries that readers is likely to be trying to find, which makes them nice subject clusters for this pillar.

Synthetic Intelligence: What Is Synthetic Intelligence? How Does AI Work?

At greater than 2,500 phrases, this meaty pillar page is obtainable by a tech job website. Constructed In is devoted to answering, “What’s synthetic intelligence?” and “How does AI work?” It might be of curiosity to somebody vaguely conscious of how AI is altering every thing from monetary investing to on-line looking out and has determined to teach themselves from the bottom up.

The web page solutions the above questions and presents sections on slender synthetic intelligence, AI historical past, machine studying, and deep studying. It’s straightforward to drill all the way down to associated pages on AI corporations constructing a better future, how AI can revolutionize well being care, why machine studying tasks fail, cutting-edge AI functions, and different topics of curiosity.

Constructed In’s inside linking technique for this pillar consists of direct callouts providing the reader to seek out out extra. These hyperlinks go on to different tales inside their weblog, that are excellent supporting subject clusters to maintain the reader engaged. 

3. The “How-To” Pillar Web page

In contrast to a “what’s” pillar web page that tells you what one thing is, a “how-to” content material pillar web page tells you the way it’s carried out. You possibly can assist your supposed market clear up issues or discover methods to enhance the processes wanted of their job features.

In case you have an answer or instrument to repair an issue, it may be labored in discretely and embraced if in case you have efficiently addressed your clients’ ache factors and supply quite a lot of good, helpful info. Properly-illustrated, step-by-step tutorials are sometimes utilized in these sorts of pillar pages.

Some “how-to” pillar pages that present how it’s carried out embody:

The way to Begin a WordPress Weblog in 2020 [The Complete Guide]

In case you have any questions on starting your own WordPress blog, this pillar web page created by IsItWP, a WordPress know-how lookup instrument, is an efficient place to begin. With a helpful navigation menu divided into 12 chapters, the huge pillar web page takes you thru the method step-by-step. And in the event you don’t have discernible tech abilities, no fear “as a result of beginning a weblog is means simpler than you suppose.”

The technical how-to information additionally has sections on important plug-ins and tutorials, selling your weblog, doing WordPress search engine optimisation, and even monetizing your weblog. You possibly can drill down additional to cluster pages on the way to construct an internet site from scratch and the way to create an e-commerce storefront, in addition to quite a lot of helpful exterior assets.

This pillar web page takes many approaches to inside linking. A straightforward means to do that with a how-to information consists of an FAQ part on the backside like IsItWP did. Most of the solutions on this part hyperlink on to different supporting subject clusters inside their weblog. 

The Final Information to Simply Make Tutorial Movies

Since quite a lot of how-to content material is offered in tutorial movies, it is sensible that there’s a how-to information to making how-to videos (in fact, this might additionally match within the “information” pillar web page part above). 

Created by Michigan-based TechSmith — a developer of display seize software program and options — this how-to content material pillar web page presents info on the several types of tutorial movies (from micro-videos to screencast movies), info on frequent errors individuals make when creating movies, the way to make tutorial movies with display recordings, the way to create coaching movies with a digital camera, and the true value of creating coaching movies. 

In case you don’t have time to learn your entire information on-line, you can too obtain a PDF model. After all, hyperlinks abound to associated cluster pages, together with video lighting, making YouTube movies, and inexperienced screens. 

A useful inside linking technique that TechSmith makes use of right here is to hyperlink to research they’ve carried out that assist the popularity of video content. These supporting cluster subjects are that rather more authoritative since they embody authentic analysis. 

Create Stronger Content material Pillar Pages

Content material advertising and marketing is among the greatest methods to attach along with your audience, set up your organization’s authority and model, and construct the sort of belief that permits you to lead individuals down the gross sales funnel to grow to be transformed clients.

One of the vital efficient methods to arrange your content material to get outcomes is to embrace the pillar-cluster mannequin. A number of the greatest practices for pillar content material creation embody defining the content material’s targets and what you are attempting to perform, deciding on the deliberate returns, and figuring out what you wish to rank for. 

The way to Discover Subject and Content material Concepts for Pillar Pages

If you’re undecided what ought to be included in pillar pages and which cluster pages it is best to embody, try the Subject Analysis Software! You merely enter a key phrase and the instrument supplies you with associated subtopics


Subsequent: Click on on one of many “trending” playing cards to see latest headlines (nice for aggressive analysis) and asl see associated questions individuals are asking in real-time. Each of those types of info will aid you create an in depth, well timed, and helpful pillar web page. And, you should have concepts for cluster pages.


Prepared To Begin Implementing Pillar Pages?

The title will not be incidental—pillar pages could be the “pillar” of the remainder of your content material. The power to supply an intuitive person expertise and hit all the best notes for search engine optimisation makes them an indispensable component of website construction. Think about embedding pillar pages in your content material ecosystem and see them act as a stable bridge to your audience.