Organising Pillar Content

Why Create a Pillar Page for Your Website?

Have you heard people talking about the importance of a pillar page, but you’re not sure what this is exactly?

Why should you create a pillar page for your website? If your SEO strategy isn’t working for your business, then it’s well worth exploring this type of content.

SEO Anchor

A pillar page is a long, detailed resource article on your website that acts as an anchor for your SEO. It’s a hefty piece of content, which links to smaller blogs known as ‘cluster content’, and this helps search engines to crawl and index your site. So, the way you structure your content is crucial to your search engine rankings (SERP). Topic clusters help to enhance EAT algorithm signals for developing Expertise, Authority and Trust.

The aim of a pillar article is for it to become an attractive resource for external websites to encourage backlinks. The other objective is to satisfy user intent by giving your web users the answers to their search engine questions.

Pillar Content User Journey

How do I write pillar content?

Think of it like a research paper. This is your opportunity to really showcase your knowledge base about a particular subject, and this type of content usually includes lots of images and graphics. Pillar content needs to be written to a very high standard, so you’ll need to carry out some research and identify relevant keywords that relates to your web users’ intent.

So, for example, you could write a detailed pillar article on “the evolution of metal being used in modern furniture design” and then create cluster articles on “chairs”, “tables”, “stools” and so on. Your structure needs to be linked, relevant and keyword rich.

Topic clusters help to enhance EAT algorithm signals for developing Expertise, Authority and Trust.

How long should my pillar page be?

The general rule of thumb is that pillar articles should be at least 2,000 words and up to around 4,000 words, but this is not a hard and fast rule. Ultimately, it’s what you’re saying that counts and you need to make sure you have enough cluster topics to reinforce the article. If you write a really in-depth pillar post and then leave it sitting alone all by itself, then it’s not going to work for you because you need topic clusters for the EAT algorithm signals.

What else do I need to know?

The usual SEO checks apply when creating a pillar post to ensure the page is set up ready for those algorithm signals. Does the page work well on mobile devices? How fast is the page loading speed? Do you have decent security protocols installed on your website? Are you providing a great user experience on your site? All of these factors will have an impact on how easily people can access the pillar content and how long they stay to read the article.


Before you start writing a pillar article, heavily research topics that are relevant to your audience and that stand out from similar articles that have already been written. Aim for a topic that’s not oversaturated and decide on an angle that differentiates you from others.


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