Creating Effective Pillar Pages – an Expert Guide

Pillar pages can be the ultimate game changer for your SEO strategy. The concept is straightforward; a page that covers a broad topic and links out to cluster pages that target specific keywords within the subject.

Why do pillar pages content matter? Human search behaviors have evolved, and search engines have adapted to this change to serve users with the most relevant result for their queries.

Optimizing your blog content for specific keywords might not be as effective anymore.

It has become necessary to organize website content to address all your audiences’ queries. This ensures that users find the information they need about a particular topic — the ultimate goal of pillar pages!

This guide discusses what pillar pages are and how you can create effective ones.

Why Focus on Pillar Pages?

The way individuals use the internet is changing dramatically. Today, most internet users type more detailed search queries in Google while they scan results to find answers to their questions quickly.

Google’s algorithm has also changed (and is still evolving) to provide users with the best answers to their queries. One of the most significant changes is the use of machine learning to interpret search queries and provide users with the best results. 

It was common practice for websites (it still is for most) to create web content that ranks for specific keywords. This strategy made it difficult for internet users to find the precise information they need.

Today, the focus has shifted to organizing a website based on pillar pages linked to cluster content. While pillar pages address a central topic, each cluster piece targets a specific keyword about the central topic.

This is the best way to ensure that your content answers all individual search queries about a particular topic! 

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Photo by Myriam Jessier on Unsplash

What Exactly Are Pillar Pages?

A pillar page is usually a single, overarching page that covers all the aspects of a central topic a website wants to rank for. Pillar pages are the basis on which topic clusters are structured. They link out to cluster pages that cover specific topics about the subject in detail.

Topic clusters address specific keywords, usually long-tail keywords related to the broad topic in detail.

The pillar and topic-cluster strategy is a great way to organize website content to answer all the search queries related to a central topic. Once structured with pillar pages, website content can be broken into small, topic-based clusters with detailed information on keywords related to the main topic.

Pillar pages organizes website content and makes it easy for users and search engines to find and understand the relevance of your site.

Topic Clusters and Pillar Pages: What’s the Link?

A topic cluster comprises multiple pieces of content created around a central topic. It addresses several search queries and sub-topics around a broad topic, providing a more in-depth understanding. And serving to satisfy an audience’s search intent concerning the subject.

A topic cluster typically comprises blog posts on more specific topics within a subject. Each cluster page offers in-depth coverage of a specific topic and links back to the pillar page.

Topic clusters focus on less competitive keywords related to the main keyword, which typically has a high search volume.

Say you provide Dog Training services; you may create a pillar page on “Dog Training.” And then, optimize your cluster content for long-tail keywords like “Dog training tips for beginners,” and “Dog training exercises.” 

Benefits of Pillar Pages Content

1. Improve Website Structure

Pillar pages help to organize your website’s content and make it easy for users to navigate. The organized information on your website enhances the crawlability of your website, making it easy for search engines to index and rank your pages!

2. Increase Search Engine Visibility

While pillar pages cover a broad topic and are more competitive, the cluster pages provide in-depth information on long-tail keywords. These long-tail keywords are easier to rank for. Cluster content can increase your search engine visibility, ranking, traffic, and backlinks.

3. Establish Authority

Among Google’s ranking factors are relevance, niche expertise, and authority. The topic cluster that pillar pages link out to targets specific topics that match what people are searching for. This makes it easier for Google to determine your authority and rank your content for relevant search queries.

4. Improve User Experience

Pillar pages make it easy to find content, improving the overall user experience. If users can quickly and easily find what they are looking for on your website, they are more likely to return.

How to Create Effective Pillar Pages Content

We’ve established that a pillar page is a one-stop source of information on a specific topic. Now it’s time to learn how to create effective pillar pages.

Here are easy steps for creating effective pillar pages content.

1. Determine Which Topic You Want to Rank For

Creating an effective pillar page begins with knowing the core topic you want your website to rank for. Consider your target audience when choosing which topic to focus on. Conduct keyword research and uncover which topics your audience is actively searching for in your niche.

Make a list of topics most relevant to your audience that align with your business. While you can have several pillar pages on your website, focusing on one at a time is best.

Enter your list of topics into a keyword research tool to determine the search volumes and competition for each search term. This way, you can choose which keyword is more profitable.

2. Choose Your Main Keyword and Cluster Keywords.

Typically, your pillar page will target a broad topic with a high search volume. While your cluster pages will target specific long-tail keywords around the main topic. Your main topic from step 1 is your pillar page keyword. 

Enter your main topic into a keyword research tool to discover related long-term keywords on that topic. Make a list of the most relevant keywords – this will make your topic cluster.

3. Create Engaging and High-Quality Content

Now that you have your pillar and cluster keywords, it’s time to create high-quality content. Ensure that your content is relevant and satisfies the intent behind the keyword you’re targeting.

You don’t want to put out content that doesn’t provide value to the user – Google will penalize you for it. Take time to write blog posts that provide useful content about the topic. Write in a clear, engaging, informative tone, and use images to enhance the user experience.

4. Tackle on-Page Optimization

Use keywords naturally throughout your content. Ensure your website is mobile-friendly, loads quickly, and has a clear and intuitive navigation structure. Use target keywords in the title, meta description, headings, and image alt-tags.

5. Include Links

Your pillar pages should link to the respective cluster content and vice versa. This will keep your site on-topic, organized, search-engine, and user-friendly.


Think of the pillar page as “the mother of all content on a particular topic” that helps categorize and organize your website content. Pillar pages provide a clear roadmap for users and search engines. 

It tells Google that your website has all relevant content on a particular content. With more specific cluster pages, you tackle all your audience’s search queries about a topic. This way, every user looking for information on a topic finds their answers on your website!

Soon enough, you’ll be seen as an authority in your niche and reap the long-term benefits of the pillar and cluster-pages strategy. Now’s the time to start – focus on pillar pages content!

Co-Founder of INK, Alexander crafts magical tools for web marketing. SEO and AI expert. He is a smart creative, a builder of amazing things. He loves to study “how” and “why” humans and AI make decisions.

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