Pillar Pages: Definition, Benefits and How They Work

By Indeed Editorial Team

Published October 21, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Companies interested in enhancing the structure of their website may want to consider adding one or more pillar pages. A pillar page can improve your search engine optimization (SEO) and boost your lead generation. Pillar pages may also make your website easier for both human users and search engines to navigate. In this article, we discuss the definition of pillar pages, explore their benefits and explain how to implement pillar pages into your website.

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What are pillar pages?

A pillar page is a type of web page that outlines much of or all the pages on your website. Pillar pages show visitors website content related through a common subject or theme. These pages list the various titles of the web pages that are united by a theme. Some companies may choose to provide one pillar page that summarizes the entire content of their website. Others might prefer to use multiple pillar pages for various categories or topics. For example, a marketing business could create different pages for topics like social media, content marketing and SEO.

How do pillar pages work?

Pillar pages often use hyperlinked text for each listed webpage title. This allows visitors to easily click on and navigate to the content they are most interested in from the page. Companies can alter the content of their pillar pages over time as they add or modify other pages on their website.

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Benefits of using a pillar page

Using pillar pages on your website can offer a range of advantages, including:

  • Structure your site content: A pillar page can provide the content of your website with a more cohesive or unified structure. Visitors to your website may be able to more quickly browse and locate the content they want with these pages.

  • Add more internal links: Pillar pages make it easier for your business to determine what pages on your site internally link to others. This more cohesive structure makes your site more readable to both computing systems and human visitors.

  • Boost user engagement: Users may be more likely to engage with your content if they're given a simple way to find more web pages similar to the content they've already viewed. Having site visitors who are more engaged can also lengthen how long each user spends interacting with your business.

  • Improve your SEO: Pillar pages help search engines comprehend and categorize the pages on your website into their search results, which can boost your SEO. This means that your web pages may be more likely to appear in relevant search results.

  • Optimize lead generation: If you improve the SEO of your website, you may find it easier to generate leads. Lead generation refers to the process of engaging new prospective customers.

How to implement pillar pages on a website

Following are seven steps for incorporating pillar pages into the structure of your company's website:

1. Choose your primary theme

Pick the chief theme of a portion of your website or a subject for your entire site. Choose a subject or subjects in which you or others in your company are knowledgeable. Strive to find a theme broad enough that you can generate lots of content, but specific enough that you can establish your brand as a thought leader or expert in the field.

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2. Pick subtopics related to your theme

Make a list of subtopics that connect to your overall subject. Think about the subtopics of your past content and how they might relate to the broader theme of your pillar page. In addition, consider subtopics you'd like to create content about in the future. Each subtopic ideally should relate to multiple potential pieces of content you can produce, such as blogs, videos, emails or white pages.

3. Evaluate user intent

Assess why potential visitors to your site might search for terms related to your pillar page's theme. To create a great pillar page, it's helpful to imagine yourself as a prospective customer. Write down the reasons these website visitors may look up information about your subject. Make another list of questions these users might have about both the page's theme along with how your online content, goods or services relate to that theme.

4. Design a content strategy

Develop a strategy for the content on your pillar page. Once you understand your overall theme, subtopics and visitor intentions, you can create a plan for how your current and past content connects to these. Specify subjects for each piece of current or future content and identify how they relate to both a particular subtopic and your overall theme.

An important part of this stage is conducting keyword research to determine specific words or phrases connected to each content update. For example, say that one of your subtopics for your pillar page is budgeting. You might find keywords and create content about more specific subjects like mortgages, education and childcare.

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5. Build a schedule

Devise a realistic schedule for creating and releasing new pieces of content for your pillage page. Launching new content regularly can help you generate more leads and provide a more engaging experience for your site visitors. Consumers may be more likely to follow a brand if they understand that your company consistently gives them high-quality content.

6. Create the structure of your pillar page

Design the structure and layout for your pillar page. This includes deciding both on the content of your page and the internal web page structure. Most pillar pages begin with an introduction to your overall theme. Your introduction can both summarize the subject and indicate why users may have an interest in learning more.

Following this introduction, categorize each item on your pillar page into a group and present these in an organized list. Make the title of each item on your pillar page into a hyperlink that can take viewers directly to that web page.

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7. Add internal links to your content

Link each web page included in your pillar page to both your pillar page and to other related pieces of content. This is an important step both for existing pieces of content on your website and for new content additions. Internally linking various content to other items linked by a pillar page makes it easier for both human visitors and computing search engines to understand and navigate your website.

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