Pillar posts can do wonders for your content and SEO strategies. And if you’re creating content, then you’re already halfway there.

What’s puzzling is most marketers aren’t investing much energy into pillar pages. In fact, most content marketers have fewer than five pillar pages, if any. Marketers who aren’t making pillar posts apart of their content strategy are missing out on a big opportunity to increase their authority, relevancy, and ranking of their site. Luckily, there’s no better time than now to adopt a pillar page strategy and enjoy all of the benefits that come along with it.

I’ll cover everything you need to know to get started with pillar pages, including why they’re important and how to create and use them. So, buckle up. 

What is a Pillar Page?

Before we dive headfirst into what your strategy should look like, let’s address the elephant in the room. What exactly is a pillar page? 

A pillar page is a page on your website which provides a deep dive into a specific area or topic. Think of it like a site index detailing everything that someone would want to know about a topic, with no stone left unturned. 

Typically, these pages are longer than your standard blog post and very in-depth. They are meant to be linked to heavily by your other content, which in turn drives more traffic to them and increases their search visibility over time (but more on that later). 

The result is a comprehensive overview of the information that matters to your audience and a strongly entrenched link network that helps search engines better scan and categorize your site.

Why Pillar Pages Are So Important

I’ve alluded to this already, but let’s dive into some specifics on why having pillar pages is a  must for your content marketing strategy.

They help with your SEO strategy. Pillar pages are built around specific keywords or phrases that you’re already trying to rank for. When search engines are indexing for those terms, they’ll see that your site clearly has authority on the topic, and thus deserves a higher place in the rankings.

They inspire other pieces of content. Pillar pages are built around broad topics and ideas. And by default, these big-picture focuses offer a wealth of inspiration for shorter posts. For example, you could create a pillar page on marketing automation and then build that out into a collection of smaller blog posts on related topics that fall under that umbrella, such as email marketing or landing pages.

They allow you to build a linking strategy. Pillar posts are essentially your go-to for your internal link building strategy. Using the same example of the marketing automation pillar page, any time you use the words “marketing automation” in other posts, link back to the pillar page. This brings organization and utility to your linking strategy and identifies the most critical pieces of content to internally link to for certain terms. It also serves as a potential resource for inbound links from other sites.

How to Create Pillar Pages

If the idea of creating such comprehensive pieces of content sounds overwhelming, don’t fret. Creating pillar pages is a lot easier than you might think. Follow the steps below to get started.

Step One: Put Together Your Keyword List

Your keyword list should include both focus words and phrases that you know you want your brand to rank for. These terms should reflect the bread and butter of what your company does, as well as what your audience is using to search online. 

Step Two:  Select The Most Important Keyword to Create Your First Pillar Page

Create your pillar pages in order of priority, starting with your most important keywords. Keyword by keyword and page by page, list out the various areas within that keyword that you want to cover. Each pillar page will end up having a lot of sub-keywords since the page is a one-stop-shop for everything your audience needs to know regarding the topic you’re covering.

Step Three: Write the Page

The next step is content creation. As you put together your post, make sure your keywords and phrases are included not just in the main body copy but in the subheads too. Link to other valuable content within your pillar page, and format the page using bullet points, numbered lists, etc. so it’s easy for readers to digest. Use images and videos where applicable to better convey ideas and increase the page’s SEO. Remember, this page should be thorough. 

Step Four: Review

Have other team members or an editor review the page for clarity, scope, grammar, and flow. Getting more eyes on the page ensures there are no are major gaps and also allows you to ensure it’s as high quality as possible. If you have someone who is an SEO expert, make sure he or she takes a look as well. 

Step Five: Publish

Publish your pillar page and distribute it effectively among your network. Once it’s live, you can start creating other pieces of content that fall under the same umbrella and adding links back to the page. Over time, the page will increase in ranking for its specific search terms and keywords.

As a final tip, track the performance of your pillar page regularly to make sure it’s still ranking, and tweak it if necessary. And don’t forget to link to your pillar page when writing guest posts for other websites, which will also work to increase your SEO.