What Are Pillar Pages? (With Examples)
Having quality content didn't always guarantee Google rankings. Multiple pages on a site would struggle for visibility despite efforts. The concept of "pillar pages" emerged in 2017 as a solution, becoming fundamental to modern content and keyword strategies. They help organize content and create a network effect where success compounds across related pages.
The Blueprint: Topic Clusters
Understanding pillar pages requires understanding topic clusters first. This organizational framework differs from older isolated keyword targeting approaches.
The topic cluster model involves three steps:
- Selecting broad topics to target (example: project management for an ERP blog)
- Researching long-tail subtopics related to those areas (like "agile project management")
- Creating a pillar page serving as the main hub linking to detailed articles
This architecture prevents keyword cannibalization and helps all related pages benefit when one ranks well.
The Anatomy of a Pillar Page
Pillar pages tend to be substantially longer than standard blog posts since they're comprehensive. They target broader, higher-volume keywords while supporting articles focus on long-tail variations. Effective pillar pages combine compelling copy with clear navigation encouraging readers to explore related subtopics.
Benefits for SEO
- Prevents keyword overlap: A clear way of plotting out blogs that are related but aren't identical
- Boosts engagement: Readers choose depth level
- Improves content discovery: Well-organized, interlinked structure aids both users and search crawlers
- Demonstrates expertise: Abundant in-depth content establishes topical authority
Three Pillar Page Types
1. The "How To" Guide
Upsolve's bankruptcy guide exemplifies this format. It uses subheadings, tables, lists, and graphics across multiple sections, linking naturally to 25+ related articles without feeling forced.
2. The Glossary Page
Career Karma's "What Is Coding" article serves as reference material for terminology. These evergreen pieces attract natural backlinks and accommodate numerous internal links subtly through list-formatted content.
3. The "Best Of" Rollup
HubSpot's "17 Best Sales Strategies" demonstrates curated list formats. It uses varied CTAs, downloadable resources, and visual elements to encourage exploration beyond the main article.
Word counts vary—approximately 3,000 to 7,000 words depending on topic and audience needs.
Conclusion
Pillar pages and topic clusters improve content efficiency by avoiding redundant efforts while increasing discoverability and SEO ROI.