Many websites have dozens of articles just sitting next to each other with no links between them, and Google has no way of knowing which one is the important page. A pillar page is how you give that pile a structure. We recently built a few on our own blog, so here is plainly what it is and how to make a good one.

What a pillar page is

A pillar page is a large overview page about one broad topic that acts as a hub linking to dozens of more specific articles. The model is called pillar and cluster:

  • The pillar is the trunk. It covers the topic broadly, gives an overview and links onward. For example “computer networks”.
  • The cluster are the branches. Your detailed articles on sub-topics (WiFi channels, VLANs, fibre and so on).
  • The key is two-way linking: the pillar links to the articles and every article links back to the pillar.

A live example: our computer networks overview is a pillar that ties dozens of our network articles into one hub.

Why it works

When Google sees one strong page surrounded by related articles that link to each other, it treats the site as an authority on that topic. The ranking of the whole cluster improves, not just the pillar itself. Internal links also pass page “strength” to where you want it. Why links matter we cover in backlinks and how to maximise SEO.

How to build a quality pillar page

  1. Pick a broad enough topic. One that at least ten articles fit under. You cannot build a cluster from a topic that is too narrow.
  2. Gather the cluster. Go through what you already have and group the articles into logical sub-topics. Fill the gaps with new articles.
  3. Write the pillar as a hub, not an encyclopaedia. A short intro, themed sections, a few sentences in each and links to the detailed articles. The pillar is not meant to exhaust the topic, it is meant to navigate.
  4. Link it both ways. The pillar links to the articles, every article links back to the pillar. Without the back-links it is not a cluster, just a list.
  5. Point to a goal. At the end of the pillar, add a path to action, to a service or contact. Otherwise it is just reading with no result.
  6. Write for people, not for Google. No forced keyword repetition. The text has to genuinely help, or neither the reader nor the search engine will value it.

Common mistakes

  • A pillar with no back-links from the articles. The most common mistake, and half the effect is gone.
  • A topic too narrow to have a cluster at all.
  • A pillar stuffed with keywords instead of useful content.
  • No path to a sale, so the visitor reads and leaves.
  • Dead links after a site rebuild. After every URL change, the linking needs rechecking.

Live examples

On our blog you will find several pillars where you can see it in action: computer networks, cybersecurity, data backup and recovery and camera systems. Notice how each ties dozens of articles together and ends by pointing to a specific service.

Want this on your own site?

A pillar page makes sense for any site that has more content and wants people to find it on Google. We do website design and optimisation including content structure and SEO. If you want to turn a pile of articles into a site that actually attracts customers, get in touch, we will advise you with no obligation.

This article is part of our Business and IT overview.