If you’ve been around the SEO forums lately or been working with inbound marketing software like Hubspot, you’re probably already familiar with the term Pillar-Pages. But, for those who don’t know what a pillar page is, I’m going to go ahead and explain it, and how to apply it when it comes to SEO.
A pillar page is nothing more than an HTML webpage filled with great relative content, answering every relevant topic question imaginable. Let’s take for example the homepage of SEO Consultant Jesus Tellez. It’s evident and clear that the intention here is to rank for the following keywords/topics: SEO Consultant, and SEO Consulting. So the page is set up in a pillar page format, which means that there are multiple h2 headers asking relevant questions like “Is SEO consulting worth it”, “how much does an SEO consultant cost”, “where to find an SEO expert”, etc… you get the idea, the point here is to put yourself in the eyes of the user, and imagine what kind of questions your user wants to be answered, and group all relevant questions and answers together, as seen in the example page.
The key thing to remember when creating or building out a pillar page is to not over-optimize and instead focus on a more organic and natural way of writing, without being concerned about your keyword density ratio, or similar metric. It’s also a good idea to use LSI keywords once your pillar page has been created in your h2 headers, so your page is not over-optimized. Once again if you look at the example provided, you’ll notice that the h2 headers have a variety of LSI keywords, like SEO expert instead of an SEO consultant.
As a result of redesigning my homepage a few weeks ago into a pillar page targeting the topic of SEO consultant, I now rank #1 locally for my targeted keywords, and on the first page of Google for other highly relevant keywords, that I’m not necessarily targeting, but because of how much relevant content I wrote in my pillar page, I naturally picked up other relevant keywords. We all know that a big part of SEO is having quality and relevant backlinks from other websites, one of the best ways of getting these links is by having quality and relevant content organized in a pillar page format so that it’s easy to read through the information. Now when you work on link building strategies, you’ll have a better chance of someone wanting to link to your pillar page because they find value in it.
A pillar page will help in terms of SEO because it will help improve link building conversions. It will also help minimize bounce rate, and it will create a better user experience for your users. Those three things are big SEO factors that should not be ignored. The downside to creating a pillar page is the time and energy spent in organizing and writing the content, but putting in the effort is worth it.