Content material pillars, often known as pillar pages, are high-level introductions to a subject. They hyperlink to extra detailed sources about every subtopic to type a content material hub.

Listed below are just a few advantages of utilizing a content material hub technique:

  • Higher group Pillar pages basically act as a topical hub and let you discover a subject intimately.
  • Extra engagement – It’s straightforward for readers to search out associated content material and eat extra.
  • Extra hyperlinks – Folks typically hyperlink to content material pillars, as they’re a superb start line for these eager to find out about a matter. 

On this information, you’ll discover ways to create a content material pillar to your web site.

Tips on how to create content material pillars

Comply with the steps beneath to create content material pillars to your web site.

1. Discover the primary matter to create a content material pillar round

Seize a seat, a pen and paper (or laptop computer), then brainstorm concepts for content material pillars. When you’re acquainted with the area of interest, many subjects ought to come to thoughts. 

For instance, I’ve been breakdancing for the previous 10 years, and I can consider loads of subjects for pillar pages (e.g., forms of energy strikes, must-know footwork steps, and extra).

Alternatively, you may also use Ahrefs’ Key phrases Explorer to search out concepts. Simply enter a broad time period associated to your area of interest and go to the Matching phrases report.

Matching terms report, via Ahrefs' Keywords Explorer

Nevertheless, not each time period right here can be an acceptable matter. What’d you need are subjects that:

  • Have informational intent – Individuals are searching for info, to not purchase. You possibly can confirm this by Googling the subject. If a lot of the outcomes are weblog posts, articles, or different hubs, the subject seemingly has informational intent. 
  • Have search site visitors potential – Have a look at the Visitors Potential (TP) column beside every key phrase to see its search site visitors potential.
  • Are broad sufficient – The subject shouldn’t be so slim that there aren’t any subtopics to speak about. And it shouldn’t be so broad that your pillar web page is 50,000 phrases lengthy both. As a common rule of thumb, search for subjects with between 5 and 20 subtopics.
Venn diagram of how to choose the best topic for your content pillar

For instance, let’s evaluate the subject “yoga poses” in opposition to the factors:

  • Has informational intent – Nearly the entire outcomes are weblog posts. 
  • Has search site visitors potential – The subject’s TP is 33,000 (within the U.S. alone). 
  • Is broad sufficient – There are probably lots of of yoga poses to cowl. But when we slim all the way down to the “finest” ones for learners, there needs to be a pleasant vary for a pillar web page. 
SERP overview for the query "yoga poses," via Ahrefs' Keywords Explorer

When you’re a yoga website, this may very well be a unbelievable matter for a content material pillar. 

2. Work out what you might want to cowl in your content material pillar

The important thing right here is to decide on subtopics which are extremely associated to the primary matter. 

Listed below are just a few methods to search out them:

A. Out of your experience

When you’re an professional or acquainted with the area of interest, you then most likely have an thought of what you might want to cowl. For instance, for those who’re a yoga trainer, you seemingly already know the various kinds of yoga poses that learners ought to grasp first. 

B. Test Wikipedia

In case your matter exists on Wikipedia, it’s an effective way to search out subtopics since all the things is already organized correctly. 

For instance, Wikipedia has a web page referred to as “Record of asanas,” the place completely different yoga poses are organized in a desk:

List of asanas, via Wikipedia

C. Have a look at on-line programs

On-line programs exist for nearly any matter, they usually’re normally structured in a logical method. Due to this fact, they’re additionally good locations to search for related subtopics. 

For instance, this course on Udemy covers the important thing poses for yoga:

Outline of a course on the key poses of yoga, via Udemy

D. Analyze the competitors

Because the most important aim of a content material pillar is to rank for the primary matter, you may take a look at the present top-ranking pages to see what they’re masking. 

For instance, the top-ranking web page for “yoga poses” has already coated the important poses for learners:

VeryWell's article on the best yoga poses for beginners

Because the subtopics are organized neatly in a hierarchical method—H2s, H3s, H4s, and so on.,—a great way to see all of them at one look is to put in Ahrefs’ search engine optimization Toolbar and open the Content material report.

Content report for VeryWell's article on the best yoga poses for beginners, via Ahrefs' SEO Toolbar


That is merely analysis to your content material pillar. You wish to be sure you’re not lacking out on essential subtopics. However you’re not making an attempt to squeeze in each subtopic both. Use your experience and style to determine what you must embody in your pillar web page.

3. Create your content material pillar

Together with your analysis carried out, it’s time to create your content material pillar.

Consider it as a “portal.” Your aim is to provide readers a jump-off level for additional discovery of the subject. So hold it comparatively mild. 

You’re not making an attempt to say all the things about each subtopic. Go away it to your cluster pages to supply extra element. Persist with what folks must know.

For instance, our newbie’s information to search engine optimization solely has a one-sentence introduction to every chapter:

Ahrefs' beginner's guide to SEO

When you have the funds, take into account making a customized design to your content material pillar. That is what we did for our personal. Not solely does a superb design make it simpler for readers to eat content material, nevertheless it additionally stands out amongst different guides—hopefully resulting in extra shares, hyperlinks, and site visitors. 

However for those who can’t afford a customized design now, don’t fear. You don’t want an unbelievable design to create helpful content material pillars. Check out Zapier’s pillar web page about distant work—it’s principally textual content:

Zapier's pillar page on remote work

4. Create your cluster pages

Despite the fact that a content material pillar is a stand-alone web page, it’s virtually ineffective with out its supporting cluster pages. So once you’re carried out with the primary pillar web page, it’s time to create the remainder of the hub. 

With the subtopics laid out, you already know what you might want to create. It’s merely a matter of executing. However it is going to take time. 

Watch this video to discover ways to create content material to your cluster pages:

When you have current content material items that match the “hub,” then merely interlink them collectively. 

5. Promote your content material pillar

Don’t look forward to the content material pillar to be found—put it on the market proactively and let folks know. 

Listed below are just a few techniques you may use:

  • Share it along with your viewers – E mail checklist, social media accounts, and so on. Share it wherever you could have a following.
  • Get it included in newsletters – There needs to be many newsletters devoted to curating one of the best content material in your area of interest. Discover the emails of those e-newsletter writers and pitch your content material pillar for inclusion.
  • Share it on communities – When you’re an energetic member of any communities—Fb teams, Slack, Discord, Reddit, boards—share your content material pillar with them.
  • Construct hyperlinks – Hyperlinks are an essential Google rating issue. So if you need your content material pillar to rank excessive, you’ll must construct hyperlinks. Learn this start-to-finish information on the best way to construct hyperlinks to your pillar web page. 

Beneficial studying: 13 Content material Promotion Techniques to Get Extra Eyeballs on Your Content material 

Content material pillar examples

Take a look at these profitable content material pillars to encourage your personal:

You could find extra pillar web page examples right here. 

Be taught extra

When you’re searching for extra guides on the best way to create content material pillars, I’d advocate trying out these articles:

Any questions or feedback? Let me know on Twitter

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