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Pillar pages are the foundation of an effective search engine optimization (SEO) strategy.

At Backlinko, we use pillar pages to secure high search rankings for thousands of keywords.
Case in point:
Our pillar page for the topic Link Building for SEO.

This pillar page appears at the top of Google Search results for its target keyword, “link building for SEO.”

As you can see, excellent pillar page content helps boost your website’s visibility on Google.

That’s why creating it should be an integral part of your [content marketing strategy](/content/hub/content/content-strategy "What Is a Content Strategy?"/index.html).
That’s what you’ll learn about today. We’ll cover:

• What pillar pages are
• How they help with SEO
• How to create pillar pages, step by step
• Examples of effective pillar pages

What Are Pillar Pages?

Pillar pages—or pillar posts—contain content that comprehensively covers a broad topic. They serve as a central hub that provides an in-depth overview and, importantly, links to more detailed pages known as cluster pages. These cluster pages cover subtopics related to the pillar page.

Together, the pillar page and its cluster pages form a topic cluster. The topic cluster organizes information logically. And guides users through the topic in a structured manner.

Plus, the organization of the topic cluster helps search engines understand the relationship between the different pieces of content. Which should help improve the pages’ search engine rankings.

Pillar pages are always part of a topic cluster. Their power lies in connections to related cluster pages, forming a comprehensive network of interlinked content.

To illustrate:

Let’s say you have a pillar page on “organic gardening.”

The topic cluster’s structure would look like the one below, with the pillar page standing as the “pillar” holding all the pages together.

• Topic cluster: Organic gardening

• Pillar page: “Organic Gardening for Urban Spaces: A Complete guide”

  (topic cluster primary keyword: “organic gardening”)

• Cluster pages:

  • “Starting an Organic Garden in Small Spaces”
    (topic cluster secondary keyword: “organic garden small spaces”)
  • “Balcony Gardening: Tips for Organic Growth”
    (topic cluster secondary keyword: “balcony gardening tips”)
  • “How to Do Natural Pest Control for Urban Gardens”
    (topic cluster secondary keyword: “natural pest control urban gardens”)

How Pillar Pages Benefit Your SEO

Pillar pages help boost your SEO rankings in several efficient ways. Here are the top reasons why they’re so effective:

1. They Help Search Engines Find Your Content

Pillar pages link to various related subtopic pages, creating a clear and logical path for search engines to follow.

This interconnected structure helps search engines discover more of your content and understand its context and relevance.

2. They Optimize Link Structure

By linking the pillar page to cluster pages and vice versa, you create a strong network of internal links. This helps users navigate the site. And helps search engines understand which pages are most important.

3. They Target Keywords Efficiently

Pillar pages target the topic cluster’s broader primary keyword. While cluster pages target the topic cluster’s long-tail, secondary keywords. This dual approach helps you rank for both general and specific search terms on a given topic.

4. They Improve the User Experience

Pillar pages offer comprehensive coverage of a topic, providing users with a valuable resource. This keeps users engaged. Reduces bounce rates. And increases dwell time. All of which are positive signals to search engines.

5. They Build Your Topical Authority

By covering a topic in-depth, you signal to search engines that your site is a comprehensive resource. Plus, strategically linking the pillar page and cluster pages, boosts the credibility of all the articles—creating a network of high-quality, authoritative content. This strengthens your site’s topical authority and establishes it as an expert source.

6. They Provide a Chance to Earn Backlinks

Pillar pages—with their comprehensive and valuable content—are prime candidates for earning backlinks. Other websites are more likely to reference and link to these in-depth guides, potentially boosting your overall authority.

How to Create Pillar Pages: A Step-by-Step Guide

Follow these steps to create effective pillar pages.

Step 1: Pick Your Topic Cluster Idea

Begin by selecting a theme for your topic cluster.

Ultimately, you’ll want an idea that aligns with the topics you want your blog to be known for. Piques the interest of your target audience. And is associated with a broad, high-volume keyword that’s relevant to your niche. (More on that in step 2.)

The topic shouldn’t be so broad that it becomes unmanageable. But it should be expansive enough for you to create multiple related pieces of content around it.

Consider:

• Topics your audience is already showing interest in
• Themes your competitors have covered that you haven’t
• Topics that naturally lead to sales or conversions
• Topics foundational to your niche

If you know your niche well, finding topic cluster ideas may come easily.

Step 2: Research Keywords to Target

Next step. Identifying the keywords for both the pillar page and the cluster pages.

While pairing your topic cluster content with keywords that have healthy search volume and achievable keyword difficulty are important, your primary goal should be to improve your readers’ understanding of the covered topic.

Pillar Page Keyword

Choosing the keyword for your pillar page is usually straightforward since it’s closely tied to your chosen topic cluster.

Keywords for Cluster Pages

Once you’ve identified your pillar page keyword and its central theme, it’s time to find subtopics and keywords for your cluster pages.

Step 3: Create an Outline That Comprehensively Covers the Topic Cluster

Creating an outline for your article isn’t just about listing headings and subheadings. You need to structure the entire topic cluster. For comprehensive topic coverage and interlinking.

Step 4: Write and Design the Pillar Page

When you write your pillar page, focus on creating comprehensive content that is useful for the reader. And make sure to seamlessly incorporate the topic cluster keywords.

Step 5: Write the Cluster Page Content and Interlink All the Pages

Now, focus on creating the cluster pages that support your pillar page. One for each secondary keyword.

Step 6: Promote and Measure

After all the hard work and time you’ve spent writing the pillar and cluster pages, it’s time to promote the content. And get it in front of your ideal customers.

Best Practices for Effective Pillar Pages

Leave Content Ungated

Make pillar pages fully crawlable by search engines.

Choose a User-Friendly Layout and Design

Organize content into clear, distinct sections.

Add Internal and External Links

Linking is the lifeblood of pillar pages.

Include Strong Call to Actions (CTAs)

CTAs prompt readers to take whatever next step aligns with your marketing goals.

Types of Pillar Pages (+ Examples)

1. The Ultimate Guide Pillar Pages

These pages provide an all-encompassing resource on a particular topic.

2. How-to Pillar Pages

How-to pillar pages offer step-by-step instructions on how to complete a specific task.

3. Resource Pillar Pages

Resource pillar pages act as a central hub with links to various pages that cover a given topic—including articles, tools, and reference material.

Drive More Traffic to Your Pillar Pages

Publishing robust pillar pages and a comprehensive collection of supporting cluster pages is a great way to build site authority.