What is Pillar Content?

Pillar content (or pillar pages) is made up of in-depth, authoritative pages that cover a broad topic completely. They form the core of a topic cluster strategy and are surrounded by cluster articles that go deeper into specific subtopics. Pillar content is one of the most powerful ways to build topical SEO authority.

Pillar content and topic clusters

A pillar page covers a broad keyword (for example “SEO”) and links to cluster blogs about subtopics (“technical SEO”, “link building”, “keyword research”). The cluster articles link back to the pillar. This internal link network builds topical authority and helps Google understand how your content fits together.

Why does pillar content work so well?

Google rewards websites that cover a topic broadly and in depth. Pillar content with its clusters ranks for more keywords at once and attracts more backlinks than standalone articles, because it is the most complete source on a topic.

Pillar content versus evergreen content

Evergreen content is timeless and stays relevant. Pillar content is structural: it is the backbone of your content strategy. Pillar pages are often evergreen by nature too.

How long should a pillar page be?

Usually 2,000 to 5,000 words, depending on the topic and the competition in the SERP.

How many pillar pages do I need?

One per core topic or service. More at developers.google.com/search.