Pillar pages are a central hub of information on a specific topic or theme. They provide a comprehensive overview of a subject, and often include links to other, more detailed pieces of content, known as “cluster” or “resource” pages. This structure is known as a “pillar-and-cluster” or “topic cluster” model, and it is designed to improve a website’s search engine optimization (SEO) by making it easier for search engines to understand the content and context of a website.
Pillar pages are typically long-form, in-depth pieces of content that cover a specific topic in great detail. They are designed to be the go-to resource for anyone looking for information on that topic. For example, a pillar page on the topic of content marketing might cover the definition of content marketing, the history of content marketing, the different types of content marketing, and the benefits of content marketing. It might also include links to other resources on the topic, such as case studies, infographics, and blog posts.
Resource or cluster pages, on the other hand, are shorter pieces of content that delve deeper into specific subtopics related to the overall theme of the pillar page. For example, a cluster page on the topic of content marketing might focus on a specific aspect of content marketing, such as creating a content marketing strategy or measuring the success of a content marketing campaign. These pages should be linked to from the pillar page, and should also include links back to the pillar page to establish the relationship between the two pieces of content.
The pillar-and-cluster model is often referred to as “10x content” because it is intended to provide 10 times the value of a traditional standalone piece of content. By creating a comprehensive overview of a topic and linking to more detailed resources, a pillar page provides a wealth of information that is more useful and valuable to the reader.
One of the key benefits of the pillar-and-cluster model is improved SEO. By creating a central hub of information on a specific topic, and linking to other resources on that topic, a website can signal to search engines the relevance and authority of its content on that topic. This can help the website rank higher in search results for keywords related to that topic, which can drive more traffic to the website.
Another benefit of the pillar-and-cluster model is that it allows for the creation of a cohesive, organized structure for a website’s content. By linking related content together, it becomes easier for readers to find and navigate the content they are interested in, and for the website to showcase its expertise on a specific topic.
To create a pillar page, the first step is to identify a topic or theme that is relevant to your business or industry. This could be a broad topic, such as “content marketing,” or a more specific topic, such as “using video in content marketing.” Once you have identified your topic, you can start brainstorming ideas for what to include on your pillar page. Some ideas might include:
- An overview of the topic, including its definition and history
- The benefits of the topic, and why it is important
- The different types or approaches to the topic
- Common challenges or misconceptions about the topic
- Case studies or examples of the topic in action
- Links to other resources on the topic, such as infographics, blog posts, or ebooks
Once you have an outline of what you want to include on your pillar page, you can start writing the content. It is important to remember that a pillar page should be in-depth and comprehensive, so aim for at least 2,000-3,000 words of content.
As you write your pillar page, it is also important to think about how you will link to your cluster pages. You should include links to relevant cluster pages throughout your pillar page, as this helps to establish the relationship between the two pieces of content and signals to search engines the relevance of the cluster pages to the overall theme of the pillar page. You might also want to consider including a table of contents or a navigation menu on your pillar page to make it easier for readers to find the specific information they are looking for.
It is also important to keep in mind the user experience when creating a pillar page. While it should be comprehensive and in-depth, it should also be well-organized and easy to read. Use headings, subheadings, and bullet points to break up the content and make it easier to scan. You should also include images, videos, or other multimedia elements to help illustrate your points and make the content more engaging.
Once your pillar page is complete, you can start creating your cluster pages. These should be shorter pieces of content that delve deeper into specific subtopics related to the overall theme of the pillar page. For example, if your pillar page is on the topic of content marketing, your cluster pages might cover topics such as creating a content marketing strategy, measuring the success of a content marketing campaign, or using video in content marketing.
As you create your cluster pages, it is important to link back to your pillar page to establish the relationship between the two pieces of content. You should also include links to relevant resources or external websites to provide additional information or examples on the topic.
It is also important to optimize your cluster pages for SEO. This means including relevant keywords in the page title, headings, and throughout the content. You should also include meta descriptions and tags to help search engines understand the content of your cluster pages.
Here are a few examples of pillar pages and cluster pages on different topics:
A pillar page on the topic of inbound marketing might include an overview of inbound marketing, the benefits of inbound marketing, the different types of inbound marketing tactics, and links to cluster pages on topics such as creating an inbound marketing strategy, using content in inbound marketing, and measuring the success of an inbound marketing campaign.
A pillar page on the topic of social media marketing might include an overview of social media marketing, the benefits of social media marketing, the different social media platforms and how to use them, and links to cluster pages on topics such as creating a social media marketing strategy, using visual content in social media marketing, and measuring the success of a social media marketing campaign.
A pillar page on the topic of search engine optimization (SEO) might include an overview of SEO, the benefits of SEO, the different components of SEO, and links to cluster pages on topics such as keyword research, on-page optimization, and link building.
Overall, pillar pages are a useful tool for creating a comprehensive, organized structure for your website’s content. By providing a central hub of information on a specific topic, and linking to more detailed resources, pillar pages can improve SEO and provide a valuable resource for readers. By following the pillar-and-cluster model and creating both pillar and cluster pages, you can create a cohesive, organized content strategy that helps your website stand out as a trusted authority on your chosen topic.