Pillar Content: What It Is and How To Create One

You might have come across some websites that seem to rank higher and attract more traffic easily and effortlessly. Ever wondered why? The secret often lies in what is called the pillar content. A powerhouse piece of content that covers a topic in-depth and links to related content. Some consider it to be the foundation of a strong content strategy. 

Curious to learn more? Read on while we break down what pillar content is, why it is important for SEO, and how you can create one. 

What is Pillar Content?

Pillar content is a long-form piece that covers a broad topic in-depth, offering valuable information that answers your audience’s major questions. By creating pillar content, you are actually creating content that provides a complete guide on a particular subject, making it an authoritative resource for reference. 

Now you may want to know what sets pillar content apart from others. Pillar content is usually evergreen, meaning that it remains relevant and valuable over time. This piece of content serves as a hub of related content (also known as cluster content) and links to various subtopics within itself. The good part is that this structure helps readers navigate through your website easily while boosting your SEO by making your site more interconnected. 

If you’re still wondering what is a pillar page, it is simply this—a well-structured content hub that links to multiple related articles, forming a strong internal linking network.

The Role of Pillar Content in SEO 

As we have already mentioned, pillar content plays a major role in search engine optimisation (SEO) by improving website structure, enhancing user experience, and boosting search engine rankings. Google and other search engines always give value and priority to well-organised, authoritative content that can answer the queries of the users. 

Here is how pillar content plays a major role in SEO:

• Improves website structure and navigation: A pillar page serves as the central hub and makes it easier for users to navigate through the sites. By linking pillar content to related articles, you provide a logical flow, reducing bounce rates and increasing engagement.
• Enhances SEO with internal linking: A strong internal linking strategy is key to SEO success. Pillar content naturally includes links to supporting blog posts or subpages. This helps search engines understand the relationship between different pages, improving your site’s indexability and authority.
• Increases the chance of ranking: Since pillar content covers a broad topic in-depth, it allows you to target multiple keywords and related search queries. By adding a mix of primary keywords, long-tail keywords, and semantic variations, you may increase the chances of ranking for a variety of search terms.
• Helps build authority and credibility: Well-researched pillar content can help establish your site’s credibility and industry authority. When users find valuable, high-quality information, they are more likely to trust your content, spend more time on your site, and even share it with others. 
• Keeps content evergreen and relevant: Short-term blog posts might lose relevance over time. However pillar content remains useful and valuable for an extended period. Regular updates and optimisations help maintain its relevance, ensuring it continues to drive traffic and engagement over time.

Further Reading: What is Cornerstone Content?

Types of Pillar Content 

Pillar content comes in different formats, depending on the topic, audience, and goals of your website. While all content pillars serve as a central hub for related subtopics, the way it is structured can vary. Here are the three main types of pillar content:

• The “Guide” Pillar (Ultimate Guide/How-To Guide)

This type of content provides a comprehensive overview of a broad topic, offering detailed explanations, step-by-step instructions, and expert insights. It serves as a go-to resource for users who want to learn everything about a particular subject.

Best for: Educational content, industry insights, and step-by-step tutorials.

Example: “The Ultimate Guide to SEO” (links to subtopics like keyword research, on-page SEO, and backlink building).

• The “What Is” Pillar (Definition/Explainer Pillar)

This pillar focuses on defining a concept or explaining a topic in-depth. It answers fundamental questions, breaking down complex ideas into simple, easy-to-understand sections. It’s ideal for audiences new to a topic or looking for clear, authoritative explanations.

Best for: Glossary pages, knowledge hubs, and industry terms.

Example: “What Is Content Marketing?” (links to subtopics like content strategy, blogging, and social media marketing).

• The “Resource” Pillar (Best Practices/Tools List/Trends)

This type of pillar content serves as a curated resource hub, offering recommendations, tools, statistics, or best practices related to a topic. It’s often structured as a list-based or research-heavy article, helping users find everything they need in one place.

Best for: Toolkits, industry reports, trend analysis, and best practice guides.

Example: “Top 20 SEO Tools You Need in 2024” (links to detailed reviews of each tool).

7 Key  Steps to Create Effective Pillar Content

Writing a long article can not just result in creating pillar content. To create pillar content, you require a strategic approach to ensure that it ranks well, engages right with the readers and drives traffic. If you are confused about creating content pillars, here is a step-by-step guide that ensures high-quality content that delivers results.

Topic Selection

Choosing the right topic is the foundation of effective pillar content. If you’re wondering how to write pillar content, start with a broad yet focused subject that covers multiple related subtopics while remaining relevant to your audience and industry. A well-chosen topic ensures long-term value, attracting consistent traffic and engagement. Prioritise evergreen subjects (topics with constant relevance) that provide in-depth insights and solutions to common user queries.

Keyword Research

Keyword research is important since it helps to identify the terms and phrases that your target audience is searching for. Focus on primary keywords that define the core topic and long-tail keywords that address specific user intent and make the pillar content SEO optimised. Effective keyword research enhances visibility, making it easier for your content to rank higher in search results. Use reliable keyword tools to find high-traffic, low-competition keywords that perfectly match your content strategy.

Content Planning

Make sure that your content is well-structured to ensure clarity, consistency, and logical flow to the readers. Start by making an outline for your pillar content with key sections, subheadings and other supporting links related to the content. Proper planning of the pillar page helps maintain reader engagement by breaking down complex information into digestible segments. A strong framework also improves SEO by organising content in a way that search engines can easily understand.

Content Creation

This is one of the most important parts of creating pillar content. Create content that is balanced in terms of depth, clarity, and readability. Maintain a conversational yet authoritative tone to keep readers engaged while providing valuable insights. Use headings, bullet points, and visuals to enhance readability and break up long sections. The goal is to create a comprehensive, well-researched piece that positions your website as a trusted source of information.

Create an Internal Linking Strategy

Internal linking strengthens your website’s structure by connecting related content within your site. It helps search engines understand the relationship between different pages and distributes link authority effectively. A well-planned linking strategy improves navigation, keeps visitors on your site longer, and enhances SEO performance. Ensure that each internal link is relevant to your content and provides additional value to the reader.

Optimization 

It is rather important to optimise your pillar content to ensure that it performs well in search engine rankings and provides a better user experience to the readers. Use keywords naturally within headings, meta descriptions, and throughout the content without making it feel like keyword stuffing. Improve readability by using short yet precise sentences, relevant images, and structured formatting. Additionally, optimise page speed and mobile responsiveness to enhance accessibility across all devices.

Promotion Using Other Channels

Once your pillar content is published, promoting it across multiple channels increases its reach and visibility. Share it on social media, feature it in email newsletters, and collaborate with industry influencers to boost engagement. Repurpose the content into different formats, such as infographics or videos, to attract diverse audiences. Consistent promotion helps drive traffic, build authority, and improve long-term content performance.

Common Mistakes to Avoid When Creating Pillar Content

Even with the best intentions, many content creators make mistakes while drafting pillar content which weakens the effectiveness of the content. It is necessary to take precautions to avoid the common mistakes. Avoiding these pitfalls ensures your content remains valuable, well-structured, and optimised for both users and search engines. 

Here are a few things that you should wave bye to while creating pillar content to ensure your content pillar strategy is effective:

• Choosing an Overly Broad or Narrow Topic – If your topic is too broad, your content may become vague and unfocused. If it’s too narrow, you might struggle to expand on subtopics or attract a wider audience. Choose a topic that is specific yet comprehensive.
• Ignoring Keyword Research – Skipping keyword research can make it difficult for your content to rank. Without the right keywords, you may either face high competition or fail to attract relevant traffic. A balanced mix of primary and long-tail keywords improves search visibility.
• Poor Content Structure – A disorganised pillar page makes it difficult for readers to navigate and for search engines to understand. Using clear headings, subheadings, and internal links improves readability and boosts engagement.
• Focusing Only on SEO, Not User Intent – Writing content purely for search engines can lead to keyword stuffing and a robotic tone. Prioritise high-quality, engaging content that provides real value while naturally incorporating keywords.
• Lack of Internal Linking – Content pillars should serve as a hub connecting related subtopics. Without proper internal links, users may struggle to find relevant information, and search engines won’t fully understand your site’s structure.
• Not Updating Content – Trends, statistics, and industry insights change over time. If your content remains outdated, its relevance and credibility will decline. Regularly update your pillar pages to keep them fresh and valuable.
• Neglecting Promotion – Simply publishing pillar content isn’t enough. Without a solid promotion strategy, it won’t reach its full potential. Share it on social media, feature it in emails, and repurpose it into different formats to maximise visibility.

Summing Up

Here is your takeaway! Pillar content isn’t just about writing a long article—it’s about creating a valuable, well-structured resource that serves both your audience and search engines. By choosing the right topic, optimising for SEO, and promoting it effectively, you can build a strong content pillar strategy. Avoid common mistakes, keep your content updated, and watch as it drives traffic, engagement, and authority to your website. Ready to create your own pillar content? Start now with Webdura, and let your content work wonders!

Thanks For Reading !