Why Do Pillar Pages Matter For SEO?

 A digital commerce expert and the co-founder at Kinex Media Inc, a creative digital agency in Toronto.

A pillar page is an organized piece of content on a website that can help search engines see its worth and connection with other pages on the site. If the page is structured well, it can impact the website’s rankings because of the high searched terms or additional highlighted useful information. Our agency has experienced good results with the value of pillar pages for SEO.

Let’s start with the basics.

What Is A Pillar Page?

A pillar page acts as an index of a particular subject that shows (and links to) related information that the reader might want or need. A pillar page cannot have all the information about a single topic, so it has to be spread on other pages.

For example, a blog post focuses on a topic with much information. For SEO, the blog post should include links that create a network for the search engines to crawl the content further. Even a homepage or product or service page can be tied to a pillar page.

Pillar pages are a valuable part of a content strategy. You can write about a topic and narrow down the post with relevant material. A pillar page surrounded by associated content can allow site visitors to dig deeper all in one place—your post.

How Do You Create A Pillar Page?

A pillar page should include a broad range of keywords, be useful to readers and promote taking action. Here are some important things to remember while creating a pillar page:

Define the primary topic. Start with a simple and easy definition of your topic. For instance, if your pillar page topic is journalism, you might choose to write on the main usefulness of journalism. Getting straight to the point can give your definition the coveted spot of a Google featured snippet.

Focus on the main keyword & content. Your pillar page content must focus on keywords. The main terms must be used in the content body, title, subheader, meta description and URL for the search engines to understand a page. The quality of content must be very good and include authentic points. If you cannot write yourself, seek professional help. I'd recommend beginning with keyword research using a keyword searching tool. One popular free tool is Google’s Keyword Planner.

Use credible internal and external links. Linking to a popular, high-performing inner page of your website leads readers to more information. The same goes for external links (third-party websites), which must be trustworthy sources for adding credibility to your page. Use statistical references like the Census Bureau if your page is regarding the economy or people. Everyone likes real data.

Keep content relevant and to the point. Your pillar page should not have unnecessary information. It will wear out readers and they may not click on the linked pages or engage further. Give a logical overview of the topic using proper titles and short subheaders for readers to quickly reach a part they are interested in or might want to come back to.

With lots of content, a pillar page creates a hierarchical map. A site structure is formed. The linked URLs on the page make it easy for the search engine to select and show the best page for a given search query.

Promoting Pillar Pages

Results don’t come by themselves after you have readied your pillar page. You have to promote your page for traffic and conversions. Some methods are: 

• Third-party guest posting on relevant and credible websites with a link back to your pillar page.

• Creating shareable infographics with a link back to your pillar page.

• Promoting your pillar page with internet influencers. They can bring direct traffic and business. YouTube and Instagram are some examples to find quality influencers with a large fan following. Also, you can create your own channel on such sites to discuss your pillar page.

• Generating backlinks.

• Posting regularly on social media about your pillar page.

Lasting Advice

A pillar page can drive massive traffic. Adding regular content or subtopics to your pillar page can show that your company has the expertise to discuss the things you're skilled at. Keep looking out for news and updates that are related to your pillar page’s topic and connect that link or write on it and share it on your social media.

A pillar page is a never-ending process where you have to show a great deal of the latest information with targeted keywords. It may take some time, but it is never a regrettable investment. Once the traffic starts to pour onto your pillar page, its authority should increase along with the other linked pages.

Source: https://www.forbes.com/sites/forbesagencycouncil/2021/09/27/why-do-pillar-pages-matter-for-seo/