What is a Pillar Page in SEO?
A pillar page refers to website content that is a central point of a topic cluster on the site. As the name suggests, a topic cluster is a selection of content like blogs, articles, and website copy focusing on a single subject.
When combined, the pillar page and topic cluster offer readers all the information they need to know about the subject. Each page is connected through internal linking, helping to keep all relevant information grouped together.
The pillar page is the main page, acting as an entry point and hub for the topic, linking to all the other pages included in the topic cluster. Because these pages are designed to inform the reader, the pillar page content is typically a complete guide on the topic, such as ‘a complete guide to…’ or ‘everything you need to know about…’
The Importance of Pillar Pages and Topic Clusters
The pillar page and topic cluster strategy play an important role in a website’s search engine optimisation (SEO). There are several SEO metrics that pillar pages and cluster topics improve, including site structure, user experience, and keyword ranking.
So, by including a pillar page and topic cluster on your website, you’ll increase SEO ranking for the site and appear higher on search engines like Goggle. Your website becomes easier to find and your brand reputation builds and spreads, making a pillar page and cluster topic a great investment for any business.
Tips for Creating Topic Clusters
Choose the Right Topic to Cover
Before you start developing a pillar page, you need to decide on the topic that you want to cover.
Make sure you choose a topic related to your target audience. Your pillar page should offer value to readers, so think about subjects that are related to your business that your target audience need guidance with.
Of course, there are likely multiple topics you could cover across several different pillar pages and topic clusters, but it’s best to focus on one to begin with.
Use a Keyword Research Tool for Your Topic
Once you have a topic chosen for the pillar page, search for the term with keyword research tools such as Semrush or Ahrefs. You’ll get a list of keywords with the highest search volume on your chosen topic, along with the competition data for each phrase.
It’s an effective way to generate keyword ideas around your topic, which you’ll need to integrate into the copy of the pillar page to improve SEO.
Determine Pillar Page and Cluster Topic Keywords
A pillar page features a high-volume keyword related to your chosen topic, while long-tail keywords are related to that keyword. Long-tail keywords help form the heading and subheadings for the pillar page, which in turn determine what keywords you should use in the linked cluster pages.
So, you want to identify the high-volume keyword for the pillar page using a keyword research tool. Then, use long-tail keywords related to the high-volume keyword to shape the content on that page as subheadings.
Each subheading on the pillar page can then be used to create a separate cluster page, linking each one to create a hub of content for your readers.
Create Quality Content with Your Keywords
Both the pillar page and cluster pages all have their own target keywords, so make sure to include these in your on-page SEO. Target keywords should be considered for use on:
- Page title
- Meta description
- Content body
- Image alt tags
By including relevant keywords naturally and semantically in each section of on-page SEO, you make it easier for search engine crawlers to identify and recognise the keywords whenever someone searches for them.
Remember – quality content always beats content overstuffed with keywords!
Stuffing content with the keywords won’t improve ranking and Google will notice when readers are quickly leaving your site. To ensure the reader remains on your pillar page, make sure the content is useful and offers value!
Pillar pages and topic clusters are a great way to improve the SEO of your business website. The content strategy offers consumers value, improves the user experience, and enhances website structure.
All the above goes towards improving your site ranking on search engines, meaning more traffic, conversions, and possible sales.