What Pillar Pages Are and How They Can Improve SEO

You know that sinking feeling when your content is stuck on page 20 of Google? It’s frustrating — especially when you’ve worked hard to optimize your site.

One solution? Pillar pages. These in-depth webpages gather high-quality content in one place, creating a search engine superhighway to better rankings.

At Zoe Marketing & Communications, we have experience building SEO strategies. Here, you’ll learn how pillar pages increase visibility and engagement — and whether they’re right for you.

What a pillar page is

A pillar page is a comprehensive webpage that covers a topic broadly while linking to more specific articles for deeper insights.

5 key elements of a pillar page

1. Two main parts

• A parent pillar page that gives an overview
• Child pages with more in-depth articles

2. Strategic topic selection

• Aligned with your brand
• Strong search volume
• Enough content (10-30 supporting articles is ideal)

3. Clear organization

Sections and a logical layout keep users engaged.

4. Strong internal linking

• Child pages link back to the pillar page
• Users and Google get clear pathways to relevant content

5. High-quality content

• Demonstrate expertise and answer questions directly (aim for 300-600 word pieces)
• Balance depth with easy readability

How pillar pages help SEO

Google’s job is to connect users to valuable information. Pillar pages help in key ways:

1. Boost engagement and time on page

A well-structured pillar page encourages users to keep clicking and learning. This signals value to Google, increasing rankings.

2. Improve keyword targeting

Pillar pages naturally include more keywords and answer more user questions, helping them rank higher over time.

3. Enhance link authority

Search engines prioritize well-linked pages. The more internal and external links your pillar page earns, the more authoritative it becomes.

Types of pillar pages

A pillar page is an umbrella for related content, but its format varies.

3 common pillar page types

The Content Marketing Institute highlights three key common types:

1. 10X content

• A comprehensive guide on one topic (short for “10 times better” than the top search result for a topic)
• Example: A deep-dive blog compiling all your best content

2. Resource page

• A bookmarkable reference with multiple useful links
• Example: A directory of top tools, reports, or case studies

3. Service page

• A business-specific guide that ties into products/services
• Example: An educational page about industry solutions

4 pillar page examples

1. Narrative

• Reads like an extended blog with embedded links
• Example: How to Help a Child With Autism Thrive (Metro Parent)
  

2. Stylized

• Design-heavy with graphics and interactive elements
• Example: The Ultimate Family Guide to Chicago History Museum’s New Exhibit, City on Fire: Chicago 1871 (Chicago Parent)
  

3. Guide/how-to

• Step-by-step education on a topic
• Example: The Complete Guide on How to Buy a Sofa on (Apartment Therapy)
  

4. Service/what is

• Explains a product or service in-depth
• Example: What is Wine Exactly? (Wine Folley)
  

Next steps for using pillar pages

Pillar pages can level up your SEO and engagement by structuring content the way Google loves — with deep linking, strategic keywords and an easy user experience.

Want to explore how pillar pages fit into your content strategy? Talk to us. Zoe Marketing & Communications can help build pillar pages that boost your rankings and drive traffic.

To learn more about your content strategy, explore:

• How content marketing builds trust
• How to come up with great content topics